Crommunity Round-Up: Exploring the marketing activities ofKitchener-Waterloo's technology companies
  • 01
  • July

Crommunity Round-Up: June 2020

Hi there! Welcome to the first of what I intend to be a monthly rundown of notable marketing activities plucked from Kitchener-Waterloo’s tech community. How does an activity get included? It’s pretty simple: I become aware of it (spot it on LinkedIn, someone tells me about it, etc.) I decide whether or not to include it We’re going for “just enough process” […]

Close-up of the top of SSIMWAVE's "Measure the Viewer Experience" use case library infosheet
  • 30
  • June

How SSIMWAVE made their value crystal clear with a use case library

I recently wrote about how many tech companies struggle to turn awareness into demand because of an unclear value proposition. A very useful approach to solving this problem is to create a library of use cases, with each use case showing—very clearly and in language your prospects recognize and relate to—how whatever it is that you sell solves a business problem. And […]

Follow these simple marketing hacks and your numbers can go down just like this neon arrow!
  • 29
  • June

5 fun and simple marketing hacks to decrease your effectiveness

Marketing hacks are not like gold: they’re everywhere and largely worthless. Just now I did a Google search for “marketing hacks” and got 69 million results. Just a few weeks ago I read this list of 20 growth marketing hacks and was gobsmacked by such gems as “define your ideal customer” and “go where your customers are” (I mean, it does kinda […]

  • 15
  • April

Dejero Controls the 5G Conversation

5G is the fifth generation of cellular network technology and it holds tremendous promise to transform the role played by telecommunications technology in society. Each and every vendor who participates in the telecom marketplace is getting asked about their plans regarding 5G and support for the new technologies and architectures it brings. Similarly, each and every vendor must deal with some combination […]

Railway platform sign showing "2"; representing two messaging mistakes which harm demand generation activities
  • 19
  • March

Two messaging mistakes which prevent awareness from generating demand

Lots of companies (and the agencies they hire) are great at public relations: through good planning and diligent execution, their executives speak at conferences, their technology wins awards, and people in the industry recognize their name. They have succeeded in creating awareness. But that’s not the same thing as succeeding with demand generation. They’ve generated a golf clap, and nothing more. Unfortunately, […]

Ian Hassard of Arctic Wolf stands in front of a RootSecure pop-up banner
  • 10
  • March

From New Pup to Part of the Pack: Catching Up with Ian Hassard of Arctic Wolf

Honestly I think it’s unhealthy thinking to have a ‘get acquired, be rich’ goal for your company. Focusing on market problems and being pragmatic about how you get there is important. If you want to be acquired, then create something worth acquiring. Ian Hassard—Director of Product Management at Arctic Wolf We recently caught up with Ian Hassard, who—while running Product Management and […]

  • 05
  • January

20 Questions Every B2B Marketer Should Ask, Heading into 2020

With 2020 upon us, let’s give ourselves (as marketers) the best chance to succeed in “the year of perfect vision.” To inform our activities—to make sure we’re doing the right things—here are 20 marketing (and related) questions we should ask before we get going on anything else. It is not the answer that enlightens, but the question. Eugene Ionesco Setting the Stage […]

  • 17
  • December

So you’re looking to hire a product marketer…

If you’re looking to fill a product marketing role in Kitchener-Waterloo, then you might have noticed a problem: there aren’t enough product marketers to go around. In Kitchener-Waterloo, there aren’t enough product marketers to go around I suppose you can take some solace in the fact that you’re not alone, and it’s not personal—in just the past couple of weeks I’ve spoken […]

134510