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 […]

  • 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 […]

  • 09
  • April

Helping Telax effectively reach the Healthcare vertical

Only a few days after we first spoke, Telax had the collection of new infosheets they needed to launch their Healthcare campaign. A few weeks ago, I received a message over LinkedIn: a former colleague from Sandvine*, Joseph Herdé, needed content to help his new company, Telax. *This scenario is a recurring theme in Cromulent’s growth: colleagues from Sandvine go to a […]

  • 27
  • February

Battling Against Buying Barriers

As you build out content following a real strategy, you’ll create a comprehensive library to combat buying barriers and other challenges. Elsewhere, I’ve written about buying barriers and why overcoming them is important for your business. In this post, I’ll share an example from the real world that shows some ways in which you can combat buying barriers. After we’d helped to […]

  • 10
  • February

Bridging a Gap

“Inside-out thinking is the biggest barrier to success. Outside-in thinking is the best aid.” – Al Ries & Jack Trout, in Positioning Well-developed solution and use case messaging speak the market’s language and appeal to prospects’ desire to solve problems. In this post, I walk through a real-world example of how we developed a full solution and use case library for a client—Bridgit—from […]

  • 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 […]

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