• 09
  • October

Bridgit Hits the Refresh Button on Messaging

Here’s another thing I learned: customers love Bridgit’s product. I heard story after story, supported by testimonials and Net Promoter Score surveys, that showed just how devoted Bridgit’s customers are to their solution. I don’t think companies realize just how rare and powerful this scenario is…at least not until they experience the opposite end of the spectrum and need to compete against […]

  • 04
  • October

Riding the Brakes

Delays put your business at risk, so execution speed – without compromising on quality, of course – is essential if you want to outpace the competition and meet customer demands. Whether because of a skills gap or – and maybe this is the main cause – being unable to focus due to distractions, competing priorities, lack of organizational support, or other issues, […]

  • 03
  • October

Cromulent Live! October 17th in Kitchener

Update: you can read about the session in Talkin’ About Technical Communication. — On Wednesday, October 17th, I’ll be presenting at Communitech’s Technical Communication Peer-to-Peer group. Here’s the blurb: Solving a Business’ Tech Comms Needs For a number of reasons, technology companies often struggle to articulate their value to their range of audiences (e.g., prospective customers, employees, investors, partners, analysts, etc). In this […]

  • 02
  • October

Helping to Feed VueReal’s Expansion

My advice is always that – when thinking about content – companies think bigger than a single medium. Websites, presentations, videos, blogs, datasheets, press releases (the list goes on) – these are all simply different media/channels through which your message is told/communicated. So instead of thinking “website”, think “message”: develop core messaging about your company, solutions, products, and technologies, from which all the […]

  • 27
  • September

The Triple Threat: Strategic Technical Marketing

There are lots of technical people out there: people who understand how technology works, why small implementation differences matter, and so on. There are also lots of capable communicators: people who can deliver an engaging presentation, who recognize the importance of information design, aesthetics, clarity, etc. It’s pretty rare that both sets of characteristics are found in the same person, intersecting as […]

  • 25
  • September

Telling a Miovision Technology Story

Like many things do, this project started over lunch. Matt Trushinski and I worked closely together for a few years at Sandvine; while catching up over taco bowls, and without getting into specifics, Matt alluded to an upcoming, very large, marketing program built around a major project that Miovision were announcing in a couple of months’ time. They were doing some cool things, […]

  • 17
  • September

Fuelling RootSecure’s Strategic Growth

While we knew about RootSecure for a while – including personally knowing about half their team – we didn’t really know exactly what they did (or how) prior to actually diving deeply into this project. Elsewhere on this site, we’ve summarized the RootSecure success story; this post provides an extended explanation of the project execution. Background Our first meeting with RootSecure was a […]

  • 07
  • September

Minding the Gap

Most technology companies are engineering-focused, with some operations personnel and salespeople in the mix to keep things running and to try to land some deals. Marketing is often an afterthought, whether because of the better-mousetrap fallacy, due to genuine lack of awareness, or as a result of financial limitations. Unless you can find a marketer who’s proficient at other roles, you can’t […]

  • 04
  • September

“When should I hire marketing people?”

A couple of clients recently asked me some variation of the titular question, and I’ve been asked the same thing a number of times over the years. My answer has three elements: You should think about marketing right from the beginning You can probably get by effectively for much longer than you think without in-house marketing personnel Exactly when and how you […]

  • 01
  • September

Welcome!

So. It has come to this. It’s with neither pomp nor circumstance, but with abundant excitement that I officially launch Cromulent Marketing! I say “officially”, because I’ve unofficially been using the name verbally for a few months now while working with some terrific clients. I started Cromulent to help B2B tech companies (in particular) reach their potential, and it’s already been my […]

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