It’s far more expensive for your company to have SMEs jumping on calls, to suffer from stalled sales cycles, to be ignored in the marketplace, or to overspend on digital than it is to invest in scalable, shareable technical marketing content.
“Canadians in general need to feel like they can be successful at scale. I think we need to have some courage. We also need to recognize our value, and that I think is where sustainable scale will come from.” Prime Minister Justin Trudeau’s visit to Kitchener wasn’t the only big thing happening in Waterloo Region on Tuesday; as most people were heading […]
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 […]
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, […]
There are lots of technical people out there: people who understand how technology works, why small implementation differences matter, and so on. There are also lots of capable communicators: people who can deliver an engaging presentation, who recognize the importance of information design, aesthetics, clarity, etc. It’s pretty rare that both sets of characteristics are found in the same person, intersecting as […]
Most technology companies are engineering-focused, with some operations personnel and salespeople in the mix to keep things running and to try to land some deals. Marketing is often an afterthought, whether because of the better-mousetrap fallacy, due to genuine lack of awareness, or as a result of financial limitations. Unless you can find a marketer who’s proficient at other roles, you can’t […]
A couple of clients recently asked me some variation of the titular question, and I’ve been asked the same thing a number of times over the years. My answer has three elements: You should think about marketing right from the beginning You can probably get by effectively for much longer than you think without in-house marketing personnel Exactly when and how you […]