• 13
  • February

Waterloo Region Technology Marketing Spotlight

Welcome! And thanks for taking an interest in this project! I hope you learn as much from reading this report as I did preparing it. As I said at the outset, my aim is to produce a report that provides us all—the technology marketers and company leaders of the Waterloo Region, and perhaps beyond—with common understanding of shared issues, priorities, challenges, concerns, […]

  • 13
  • February

Waterloo Region Record covers our report

Some fun news to share: the Waterloo Region Record featured an article about our recent research project. The article really focuses on the snippet of research I showed in Growing Pains: that tech companies in Kitchener, Cambridge, Waterloo, and the surrounding region, seem to hit a series of growth plateaus that slow their scaling. Terry (the article’s author, who covers technology-related stories […]

  • 12
  • February

Announcing the Waterloo Region Technology Marketing Spotlight!

By combining a top-down study of publicly available company information with a bottom-up survey of technology marketers, we just might have conducted the most comprehensive study, ever, of the Waterloo Region tech scene. I’m excited to announce the release of The Waterloo Region Technology Marketing Spotlight: an examination of the Waterloo Region tech scene, with a particular focus on technology marketing. As I […]

  • 10
  • February

Bridging a Gap

“Inside-out thinking is the biggest barrier to success. Outside-in thinking is the best aid.” – Al Ries & Jack Trout, in Positioning Well-developed solution and use case messaging speak the market’s language and appeal to prospects’ desire to solve problems. In this post, I walk through a real-world example of how we developed a full solution and use case library for a client—Bridgit—from […]

  • 05
  • February

Growing Pains

While the region’s companies scale pretty much as expected up to a point – about 100 to 150 employees – they appear to run into a real problem crossing particular thresholds: at roughly the 200-, 250-, 500-, and 1000-employee marks. In preparing the Waterloo Region Technology Marketing Spotlight, I gathered a great deal of data. In crunching that data, I’ve come to suspect that Waterloo […]

  • 21
  • January

Crommunity Podcast | Episode 2019-01 | Jacqui Murphy (CMO, Auvik Networks) | Part I

“So often we don’t tell the stories about the places that we’re from. Everyone knows the legendary stories about how Apple started, and how HP started, and how Microsoft started, but they often don’t know the stories of companies in their own backyard, and the impact that they’ve had on the community.” On a recent snowy Friday, I had the pleasure of […]

  • 10
  • January

Is your website properly SSL-enabled?

Here’s a fun partial spoiler: one of the many, many companies that doesn’t have SSL/HTTPS properly enabled greets visitors to their website with the tagline, “Securing the digital world.” I mentioned a few days ago that I’m embarking upon an exciting research project. As part of that project, I’ve done a fairly extensive audit of the websites of tech (and tech-related) companies in […]

  • 08
  • January

Calling all Waterloo Region tech marketers!

At the very least, I hope to spur some productive discussions, but my ultimate goal is to help to advance our region’s tech marketing effectiveness, overall. Update: On February 12th, we released the Waterloo Region Technology Marketing Spotlight, which combined a top-down study of publicly available company information with a bottom-up survey of technology marketers. Click the link in the image to view the full report […]

  • 18
  • December

Is A/B Testing (Mis)informing Your Business?

Improper optional stopping increased the average False Discovery Rate…This generates two possible costs for a company. The first is a cost of commission. Facing a false discovery, the company will needlessly switch to a new treatment and incur a switching cost. The second cost of a false discovery is a cost of omission. Erroneously believing to have found an improvement, the company stops […]

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