• 07
  • October

Building a Technical Marketing Library: Q&A with Richard McClurg, VP Marketing at Dejero

In the August edition of the Crommunity Round-Up, we wrote that Dejero had completed their technology marketing tripod—meaning that they now have technical marketing resources covering three foundational technologies (these three are part of a larger technical marketing library). We thought it might be helpful for marketers at start-ups and scale-ups to learn from Dejero’s experience, so we remotely caught up with […]

  • 19
  • September

Deep Divin’ into a Product Page

Has this ever happened to you? You want to learn about a particular product, so you go to the appropriate website and dutifully navigate to the product page (or, more likely, so you Googled the product name and went straight to the page). The page loads. And then you get some high-level fluff that doesn’t give you any of the information you […]

  • 23
  • July

ISARA grows awareness and demand with educational content

Many pixels have been lit up on this blog examining how B2B companies can overcome knowledge gaps when selling highly technical or very specific solutions—well, add to the list this post about creating educational content. ISARA is a Waterloo-based company that tends to fly under the radar on the local tech scene, likely because the problems they solve don’t arise in everyday […]

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 […]

  • 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 […]

  • 29
  • October

Helping eSentire Flex Thought Leadership Muscle

Here at Cromulent, we’re big fans of thought leadership. And to be clear, we mean legitimate thought leadership, consisting of unique, helpful, insightful programs and content. For start-ups and scale-ups, effective thought leadership programs can put you on the map, help you punch above your weight, and go toe-to-toe with the established players. For established players, effective thought leadership can help you […]

  • 27
  • August

Testing a Market Hypothesis: Q&A with Miovision’s Matt Trushinski

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 […]

Cover of "Dejero Smart Blending Technology" paper, which helps achieve technical differentiation by relating features of Dejero's solution to real-world technical challenges
  • 22
  • August

How Dejero uses content to create technical differentiation

Does this sound familiar? You know—I mean really, truly know—that your solution is uniquely capable of solving some really thorny market problems. Unfortunately, “the market” sees all solutions as being basically the same. That is, there’s no technical differentiation. You just know that if you could show your technical differentiation and—crucially—why that differentiation matters, then you’d be able to win more deals, […]

  • 24
  • May

For RouteThis, new messaging was just the beginning

With a proven track record of delivering results for smart home brands, small- and mid-market ISPs, and innovative large ISPs, RouteThis had already shown that they can improve the customer support experience for everyone. So why did they reach out to Cromulent for assistance with messaging? Graduating into a new world As the world’s leading ISPs showed interest, RouteThis’ leaders understood that […]

  • 03
  • May

Helping PLC Fire Safety Solutions to Cast a Wider and Deeper Net

As a full-service fire protection engineering firm, the breadth of our diverse service offerings—along with their technical complexities—can be challenging to grasp and convey. We now have an amazing Services Guide and Sector Sheets that not only clearly communicate to our customers but also provide a consistent message. We highly recommend Cromulent. Mohit Gogna—Marketing Manager Since 1983, PLC Fire Safety Solutions has […]

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