Your customers are looking for solutions to problems, they’re not Googling for your product or technology. Talking about solutions and problems helps you get discovered, and makes your message stronger by relating to an acute pain point; done right, this approach earns you the product and technology conversations that come later. The last Communitech Marketing P2P of the year took a Lightning […]
The good news is that investing just a little bit of time and effort to understand and address real-world buying barriers delivers wonderfully asymmetric returns, because doing so empowers you to develop high-impact messaging, effective content, and efficient sales processes. In practically all of our client engagements, I ask about ‘buying barriers’. Most times, I receive a quizzical expression in response; occasionally, I’ll hear […]
“You can’t change the product, but you can change what you’re focusing on.” Hey there marketing fans, what time is it? That’s right, it’s Crommunity podcast time! Joining us this time around is Warren Pamukoff, Senior Product Marketing Manager at Magnet Forensics in Waterloo. Warren was Magnet’s first product marketing hire, so he really got to build the ‘program’ from the ground […]
In a very tactics-obsessed industry and environment, Alex advocates for a strategic approach to longer-term success that, in all likelihood, will take time to develop; however, when presented against the backdrop of the unsustainability of digital advertising, it seems a prudent, logical course of action. The last Communitech Marketing P2P of the year took a Lightning Talk format that featured two guest […]
Tactics are important, obviously – they’re the part where stuff gets done – but they have to work for you, and not the other way around. I’m just gonna come right out and say it: start-ups and scale-ups doom themselves with well-intentioned, but dangerously stifling, overemphasis on marketing tactics. And I’m not going for hyperbole here. I mean the literal meaning of […]
“People can come up with statistics to prove anything. Forfty percent of people know that.”—H. J. Simpson If you’re even remotely involved with B2B marketing, then you’ve almost certainly seen the oft-cited B2B statistic that 60 percent of a customer’s buying decision is made before you even learn they’re interested. It shows up everywhere…I’ve personally come across it in at least half […]
It is not your customer’s job to buy from you. It is your job to find out what would make for an exceptional experience from their point of view, and invite them into it. – David Nour Recently, I finished reading Co-Create, by David Nour, and perhaps my biggest take-away was his model for the Customer Experience Journey. TL;DR At the very […]
As foreshadowed previously, last night I had the pleasure of speaking at the Technical Communication P2P group down at Communitech. A dozen or so folks braved the wintery (!) conditions to hear me go through a presentation with the intriguingly bland and broad title, How Tech Communicators Can Help Businesses (you can find a PDF version of the slides at the bottom of this […]
I’m pleased to deliver the first episode of the new Crommunity Podcast, by Cromulent Marketing! We kick off this exciting series with none other than Matt Trushinski, the Director, Marketing at Miovision. Matt and I originally got together for a Q&A-style interview, which I intended to record and subsequently type up into a blog post, but a few minutes in we just decided […]
Getting digital marketing right is a necessary, but insufficient, part of the overall marketing puzzle; it needs to be accompanied by strong messaging and content. Like Hansel, digital marketing is so hot right now. Whether we’re talking Google AdWords Google Ads, retargeting, organic discovery, social media, UTM codes, and so on and so forth, digital marketing arms businesses with effective and measurable […]