Recently, we helped our friends at Miovision with a bit of an exploratory project. They wanted to test a market hypothesis about a specific use case for their smart traffic solutions. Testing a market hypothesis—as opposed to investing in projects regarded as ‘sure things’ or making only incremental adjustments to existing activities—is a rarity these days. Just because we thought it was […]
Seasoned corporate communications pro (and Senior Manager, Corporate Communications at eSentire) Dan Deeth shares his knowledge of public relations, media and analyst relations, and data-driven thought leadership.
Technical marketing is hard.
Just having a great solution—even the best solution—isn’t sufficient. And the news gets worse: it’s hard for many reasons, so there’s no quick fix.
But the good news is that there are proven strategies that can increase your chances of success.
This post explains some of those strategies.
““Really thinking about the mental health of the people on your team, and what might be going on in their lives outside work, I think is something that is super important that we don’t necessarily talk enough about.” Jacqui Murphy A few months ago, I sat down with Jacqui Murphy, Chief Marketing Officer at Auvik Networks. We had a terrific conversation, covering […]
“Canadians in general need to feel like they can be successful at scale. I think we need to have some courage. We also need to recognize our value, and that I think is where sustainable scale will come from.” Prime Minister Justin Trudeau’s visit to Kitchener wasn’t the only big thing happening in Waterloo Region on Tuesday; as most people were heading […]
By talking about things other than tech, you’ll earn yourself far more opportunities to talk about your technology, but at the right time and with the right people. I’m gonna start this post with a provocative statement: almost 60% of ‘tech companies’ in the Waterloo Region don’t understand what market they’re really in. And that’s a problem. In fact, it might be […]
“My question to marketers and organizations is: do you have a topic you want to talk to the industry about? Or does the industry have a topic they want to learn about? You need to start from the right place to be relevant. An eBook was just the appropriate medium. We didn’t start with, ‘We need an eBook!’ It was about creating […]
“Something as complex as a whitepaper or a technical showcase marketing document might take you 20 hours to produce. And people are, ‘I don’t have 20 hours right now, everyone’s really busy.’ Over the next quarter, your CTO might be on 50 hours’ worth of calls…it’s a no-brainer in terms of an asymmetric investment in your business: it helps everything scale.” A […]
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 […]
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 […]