Condenser mic plus Dan Deeth with a Velociraptor bearing down on him
  • 05
  • July

Talking Data-Driven Thought Leadership with Dan Deeth (Crommunity Podcast)

Seasoned corporate communications pro (and Senior Manager, Corporate Communications at eSentire) Dan Deeth shares his knowledge of public relations, media and analyst relations, and data-driven thought leadership.

  • 11
  • April

Most tech companies make this fundamental messaging error—does yours?

By talking about things other than tech, you’ll earn yourself far more opportunities to talk about your technology, but at the right time and with the right people. I’m gonna start this post with a provocative statement: almost 60% of ‘tech companies’ in the Waterloo Region don’t understand what market they’re really in. And that’s a problem. In fact, it might be […]

  • 05
  • February

Growing Pains

While the region’s companies scale pretty much as expected up to a point – about 100 to 150 employees – they appear to run into a real problem crossing particular thresholds: at roughly the 200-, 250-, 500-, and 1000-employee marks. In preparing the Waterloo Region Technology Marketing Spotlight, I gathered a great deal of data. In crunching that data, I’ve come to suspect that Waterloo […]

  • 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 […]

  • 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 […]