• 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 […]

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, […]

Title slide: "Selling Technical Solutions in a World that Doesn't Understand—a Brooks/Trushinski Joint"
  • 27
  • June

Selling Technical Solutions in a World that Doesn’t Understand

Technical marketing is hard.

Just having a great solution—even the best solution—isn’t sufficient. And the news gets worse: it’s hard for many reasons, so there’s no quick fix.

But the good news is that there are proven strategies that can increase your chances of success.

This post explains some of those strategies.