Harneet Singh heads the marketing department at Aterlo Networks, the builders of Preseem—a quality of experience monitoring and optimization tool for wireless ISPs. Harneet and I met a few years ago at a Communitech Peer-to-Peer session and I’ve kind’ve watched from afar as Aterlo sunset their first product (NightShift) and have now attained new heights thanks to excellent product-market fit and effective […]
Happy New Year—let’s make it a good one! Need to catch up? Check out past Round-Ups — — — There’s nothing scarier than the truth eSentire kicked off December by scaring the hell out of everyone with their latest threat intelligence spotlight, Defending Against Modern Ransomware: Lessons from the SunWalker Incident. The report is essentially a two-parter that first addresses some misconceptions […]
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.
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, […]
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.
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.
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 […]
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, […]
For many tech companies in general, and especially for those in highly technical fields, establishing your technical differentiators is vitally important.
Using an example from my past, I’ll show how you can tackle technical topics.