• 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 […]

  • 15
  • October

Marketing as a service lets you tap into valuable skills and experience

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 […]

  • 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 […]

  • 10
  • May

Crafting Compelling Customer Success Stories—Asking the Right Questions

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 […]

  • 11
  • April

Most tech companies make this fundamental messaging error—does yours?

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 […]

  • 28
  • March

Tips and Tricks for Audio and Video Scripts

Every script should tell a story: humans are prewired to recognize and remember narratives. So whether you’re telling the actual story of your company’s history, or welcoming people to a conference, or showing them how to use your turbo-encabulator, tell a story. A few weeks ago I was working on a project to produce a new content library—consisting primarily of a services […]

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