Dear Diary, It’s an exciting Saturday! That’s because I just sent two success story concepts/drafts over to the client for project POLYGON. There’s always a nice sense of achievement when I send over a draft, because it’s like a minor milestone has been hit in the marathon that is a project. Plus, there are a couple of other fun factors at play: […]
Dear Diary, On Friday evening I sent the client the first draft of the INFRARED whitepaper. Oh, that’s right, other than this tweet, I haven’t mentioned INFRARED before! It’s a two-part project consisting of: a medium-length whitepaper detailing the value proposition of a new service the client will be offering an article calling attention to the problem this new service helps to […]
In the August edition of the Crommunity Round-Up, we wrote that Dejero had completed their technology marketing tripod—meaning that they now have technical marketing resources covering three foundational technologies (these three are part of a larger technical marketing library). We thought it might be helpful for marketers at start-ups and scale-ups to learn from Dejero’s experience, so we remotely caught up with […]
Many pixels have been lit up on this blog examining how B2B companies can overcome knowledge gaps when selling highly technical or very specific solutions—well, add to the list this post about creating educational content. ISARA is a Waterloo-based company that tends to fly under the radar on the local tech scene, likely because the problems they solve don’t arise in everyday […]
5G is the fifth generation of cellular network technology and it holds tremendous promise to transform the role played by telecommunications technology in society. Each and every vendor who participates in the telecom marketplace is getting asked about their plans regarding 5G and support for the new technologies and architectures it brings. Similarly, each and every vendor must deal with some combination […]
“Something as complex as a whitepaper or a technical showcase marketing document might take you 20 hours to produce. And people are like, ‘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.” […]
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.
Your customers are looking for solutions to problems, they’re not Googling for your product or technology. Talking about solutions and problems helps you get discovered, and makes your message stronger by relating to an acute pain point; done right, this approach earns you the product and technology conversations that come later. The last Communitech Marketing P2P of the year took a Lightning […]