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 […]
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.
“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 […]
“Something as complex as a whitepaper or a technical showcase marketing document might take you 20 hours to produce. And people are, ‘I don’t have 20 hours right now, everyone’s really busy.’ Over the next quarter, your CTO might be on 50 hours’ worth of calls…it’s a no-brainer in terms of an asymmetric investment in your business: it helps everything scale.” A […]
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 […]
Elsewhere on this site, we’ve summarized this project in a success story; this post takes you behind the scenes to see how the project was delivered. Background Like many things do, this project started over lunch. Matt Trushinski and I worked closely together for a few years at Sandvine; while catching up over taco bowls, and without getting into specifics, Matt alluded to […]
So. It has come to this. It’s with neither pomp nor circumstance, but with abundant excitement that I officially launch Cromulent Marketing! I say “officially”, because I’ve unofficially been using the name verbally for a few months now while working with some terrific clients. I started Cromulent to help B2B tech companies (in particular) reach their potential, and it’s already been my […]