• 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 […]

  • 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 […]

  • 13
  • February

Waterloo Region Technology Marketing Spotlight

Welcome! And thanks for taking an interest in this project! I hope you learn as much from reading this report as I did preparing it. As I said at the outset, my aim is to produce a report that provides us all—the technology marketers and company leaders of the Waterloo Region, and perhaps beyond—with common understanding of shared issues, priorities, challenges, concerns, […]

  • 03
  • December

How to Boost Your Business by Overcoming Buying Barriers

The good news is that investing just a little bit of time and effort to understand and address real-world buying barriers delivers wonderfully asymmetric returns, because doing so empowers you to develop high-impact messaging, effective content, and efficient sales processes. In practically all of our client engagements, I ask about ‘buying barriers’. Most times, I receive a quizzical expression in response; occasionally, I’ll hear […]

  • 29
  • November

Crommunity Podcast, Episode 2: Warren Pamukoff (Magnet Forensics)

“You can’t change the product, but you can change what you’re focusing on.” Hey there marketing fans, what time is it? That’s right, it’s Crommunity podcast time! Joining us this time around is Warren Pamukoff, Senior Product Marketing Manager at Magnet Forensics in Waterloo. Warren was Magnet’s first product marketing hire, so he really got to build the ‘program’ from the ground […]

  • 23
  • November

The Tyranny of Tactics: Is an over-focus on marketing tactics dooming your business?

Tactics are important, obviously – they’re the part where stuff gets done – but they have to work for you, and not the other way around. I’m just gonna come right out and say it: start-ups and scale-ups doom themselves with well-intentioned, but dangerously stifling, overemphasis on marketing tactics. And I’m not going for hyperbole here. I mean the literal meaning of […]

  • 19
  • November

Facts, Factoids, and the Most Over-Cited Statistic in B2B

“People can come up with statistics to prove anything. Forfty percent of people know that.”—H. J. Simpson If you’re even remotely involved with B2B marketing, then you’ve almost certainly seen the oft-cited B2B statistic that 60 percent of a customer’s buying decision is made before you even learn they’re interested. It shows up everywhere…I’ve personally come across it in at least half […]

  • 15
  • November

A Different Model of the Customer Experience Journey, and What it Means for Marketers

It is not your customer’s job to buy from you. It is your job to find out what would make for an exceptional experience from their point of view, and invite them into it. – David Nour Recently, I finished reading Co-Create, by David Nour, and perhaps my biggest take-away was his model for the Customer Experience Journey. TL;DR At the very […]

  • 12
  • October

Crommunity Podcast, Episode 1: Matt Trushinski (Miovision)

I’m pleased to deliver the first episode of the new Crommunity Podcast, by Cromulent Marketing! We kick off this exciting series with none other than Matt Trushinski, the Director, Marketing at Miovision. Matt and I originally got together for a Q&A-style interview, which I intended to record and subsequently type up into a blog post, but a few minutes in we just decided […]

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