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 […]
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, […]
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 […]
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 […]
It’s far more expensive for your company to have SMEs jumping on calls, to suffer from stalled sales cycles, to be ignored in the marketplace, or to overspend on digital than it is to invest in scalable, shareable technical marketing content.
Over the weekend, I did some thinking into how tech companies—and tech scale-ups, in particular—benefit by using a marketing as a service company like Cromulent. I thought of a bunch of reasons, but the most common is probably that working with us (or any other decent agency or consultant, for that matter) lets organizations tap into valuable—and in some cases rare—skills and […]
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 […]
A crucial aspect of content marketing is getting content out the door, but that’s often easier said than done.
In this post, I’ll give you five tactics to help you build and maintain content marketing momentum by avoiding the content review doldrums.
Setting the right marketing goals and realistic expectations for your initiatives is important, because different activities move different needles.
This post compares and contrasts types of marketing activities and explains why it’s important to set appropriate organizational expectations.
Customer success stories form an important subset of an effective marketing content library. They offer significant utility—they provide social proof/validation social proof/validation (important for crossing the ol’ chasm, because no one wants to be the first penguin in the water), they can address buying barriers, they’re very shareable, they can be transformed for use almost anywhere and in multiple formats—while being relatively […]