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 […]
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 […]
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 […]
“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 […]
Here’s my own provocative statement: this post is a long one, but if you truly want to help Waterloo Region tech companies become more effective at marketing, then you’ll read the whole thing. A couple of weeks ago, Ryan Burgio over at Stryve Marketing shared the provocative Waterloo: We can be better at marketing. In that post, he presented and briefly discussed five […]
For many tech companies in general, and especially for those in highly technical fields, establishing your technical differentiators is vitally important.
Using an example from my past, I’ll show how you can tackle technical topics.
Here’s a fun partial spoiler: one of the many, many companies that doesn’t have SSL/HTTPS properly enabled greets visitors to their website with the tagline, “Securing the digital world.” I mentioned a few days ago that I’m embarking upon an exciting research project. As part of that project, I’ve done a fairly extensive audit of the websites of tech (and tech-related) companies in […]
At the very least, I hope to spur some productive discussions, but my ultimate goal is to help to advance our region’s tech marketing effectiveness, overall. Update: On February 12th, we released the Waterloo Region Technology Marketing Spotlight, which combined a top-down study of publicly available company information with a bottom-up survey of technology marketers. Click the link in the image to view the full report […]
Improper optional stopping increased the average False Discovery Rate…This generates two possible costs for a company. The first is a cost of commission. Facing a false discovery, the company will needlessly switch to a new treatment and incur a switching cost. The second cost of a false discovery is a cost of omission. Erroneously believing to have found an improvement, the company stops […]