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.

  • 18
  • December

Is A/B Testing (Mis)informing Your Business?

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 […]

  • 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 or associated with B2B marketing, then you’ve almost certainly seen the oft-cited 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 […]

  • 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 […]

  • 11
  • October

The Digital Dilemma

Getting digital marketing right is a necessary, but insufficient, part of the overall marketing puzzle; it needs to be accompanied by strong messaging and content. Like Hansel, digital marketing is so hot right now. Whether we’re talking Google AdWords Google Ads, retargeting, organic discovery, social media, UTM codes, and so on and so forth, digital marketing arms businesses with effective and measurable […]

  • 09
  • October

Bridgit Hits the Refresh Button on Messaging

Here’s another thing I learned: customers love Bridgit’s product. I heard story after story, supported by testimonials and Net Promoter Score surveys, that showed just how devoted Bridgit’s customers are to their solution. I don’t think companies realize just how rare and powerful this scenario is…at least not until they experience the opposite end of the spectrum and need to compete against […]