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Articles on Product Marketing

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Page 6 Secrets of a Winning Product Launch A product launch is a critical time for an early stage company. The success of the next Product Launch could determine if your company survives. What are the k...
Page 6 Steps to Successful Case Studies (and Tips On How to Get the Most Out of Them) Customer case studies can go a long way toward convincing prospects of the value of your company, solution, or service. Here are six sure-fire steps for effecti...
Page 10 Ways to Identify an Impending Product Launch Disaster Here are ten easily identifiable signs to watch for that can help forecast if a product launch may be in trouble and suggested course corrections to make before...
Page 2007 Annual Product Management and Marketing Survey
Page A Better Reference Process Means Better Launches In a company where public relations is often an afterthought, proper planning and sufficient lead time can result in publicity that will wow even the toughest e...
Page A Final Word on Branding Products The word "branding" is dangerously overused. Many people use branding as a cure for all kinds of problems in all kinds of businesses. By Naseem Javed
Page A Look at Clarity in Positioning Positioning is a process that focuses on conveying product value to buyers, resulting in a family of documents which drive all outbound communications. the best...
Page Accidental Product Naming When creative concepts collide unexpectedly, this sudden accident incubates a branding process, which can result in a random selection of a weird strategy. By N...
Page Ask the Expert
Page Avoiding Cyber Oblivion Today, there is a major shift in thinking on how to build a major corporate personality. To play the game, one must clearly figure out the secret powers of e-co...
Page Beyond SEO: Driving Customer Attraction, Retention, and Top-Line Growth Does your website speak to your customers and fulfill your business objectives? By Jeofrey Bean and Sean Van Tyne
Page Brand and Branding In recent years we have seen the dot-coms make incredible promises in broadcast ads. Further, sometimes they haven't been incredible promises at all but "in you...
Page Branding and Positioning What's the difference? And can you afford it? By Lawson Abinanti
Page Branding is for Cattle As a marketing term branding is a misunderstood and over emphasized concept in technology businesses. By David Meerman Scott
Page Building Tomorrow's Products Requires Listening to the Market Becoming a market expert can be the most valuable of all activities you can do as a product manager. By Barbara Nelson.
Page Checklist Marketing Do you frequently encounter product managers dabbling into marketing and visa versa? Don't get caught up in doing the jobs of others. Know your role. By Steve J...
Page Circular Marketing: The Number One Issue of 2006 We are being forced to re-design to a new level of “micro-nization” of business units, a “wireless-izing” of mass communication and a “voip-izing” o...
Page Collateral Is No Way to Support the Sales Force Quit forcing 5000 words of collateral to say the 100 words of your company's most important message. Create more streamlined messages for Sales and increase you...
Page Competitive Review: Documenting Results What is the best way to document the results of a competitive review? I have already done a lot of research and am looking for the best way to communicate the r...
Page Content-Free Buzzword-Compliant Vocabulary List How many times have you read marketing materials for software that did not contain any real information? Here is a list of meaningless buzzwords and ways to avo...
Page Create and Deliver Suprisingly Compelling Software Demonstrations Webinar with Peter Cohan
Page Creating A Great Trade Show Playbook Advice on what to include when you create a Playbook for your trade show team in order to maximize your company’s return on a trade show. By Jacques Murphy
Page Creating White Papers that Drive Sales How can you ensure that your next white paper is a powerful, targeted sales tool? By Gwyn Finnell
Page Customer Focused is not Market-Driven Marketers need to get the company focused on the market, not a few customers. By Adele Revella
Page Customers Are Color Blind Contrary to branding beliefs, customers don't really care about, and are completely oblivious to a corporation's image being tied to a very specific color. By N...
Page Customers: Love Them As You Would Yourself How the Product Management function can help build an enduring connection with your customer base. By Jacques Murphy
Page Don't Confuse Sales Support with Marketing: A Case for Buyer Persona Profiling As technology marketers, do you measure time spent on marketing vs. sales support? Marketers are so focused on sales that marketing is an afterthought. This art...
Page Don't Just Listen, Grok Your Buyer Personas Grokking a buyer isn't just about listening and acting directly on what is heard, this word challenges us to understand so deeply that we can anticipate needs t...
Page Downsized? Fired? Here are the new rules of finding a job Sending out hundreds of resumes is not the answer. Learn the new rules of job seeking. By David Meerman Scott
Page E-Books: The Hip and Stylish Younger Brother to the Nerdy White Paper Web content sells. An effective content strategy, artfully executed, drives action. By David Meerman Scott
Page E-Commerce Branding It is time for a reality check. E-commerce has become vast, and it demands a deeper understanding of how to capitalize on this freely available trillion-dollar ...
Page Effective Marketing Using White Papers Why a White Paper? Its not the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot pro...
Page End Boring Marketing Now Why a focus on sales leads and marketing ROI causes online marketing failure. By David Meerman Scott
Page Five Slices of Segmentation Segmentation has always been a key part of marketing. Sorting customers into appropriate segments allows business and marketing types to filter ideas, glean int...
Page Four Opportunities to Harvest: The Value of Informal Success Stories What might be the single most important asset for your sales and marketing toolkit? By Peter Cohan
Page Fresh Or From The Can? Why The Better Product Still Struggles In The Marketplace Learn how to incorporate the fundamental tenet of human nature into your product planning and marketing to increase adoption and sales. By Kevin Mireles.
Page Get Results? or Get Approved? Marketing is about listening to our customers; we cannot assume that we represent them, that our personal experience is the same as theirs. By Steve Johnson
Page Goals, Readiness and Constraints: The Three Dimensions of Product Launch Many companies mistakenly believe their product will sell itself and overcome any adversity. This couldn't be farther from the truth. A successful product launc...
Page How Can Product Managers Help Marketing? See how you as Product Manager can contribute to Marketing in order to make your product's marketing stand out in the busy, crowded, and uncertain software mark...
Page How Data Can Turn You Into the Big Dog The problem with marketing and sales is that they are the functions inside companies most likely to be driven more by emotions and anecdotal "evidence" than the...
Page How Many Data Points Do You Really Need? Because statistics teach us about minimum confidence levels, confidence intervals, and margins of error, people often struggle with the idea they can start leve...
Page How to Conduct a Successful Webinar: A Presenter's View A webinar is the perfect venue for most formal presentations. Yet, something's missing. For all its high-tech convenience, a webinar lacks a human touch. By Har...
Page I Heard What You Said. Now What Did You Mean? Now that you’ve created the personas of your prospective buyers and positioned your products for them, how do you communicate your unique value? Simply put, y...
Page I Know Nothing about Product Naming (but that Doesn’t Stop Me from Doing It!) As a marketer for a new product, naming is something you may have to do even though you know nothing about it. There isn't a magic formula for creating a good p...
Page Impact of Changing Product Packaging on Sales Team We sell advertising products to our market for display on our website. We would like to document all of our products and list the features contained in each pro...
Page Industry Immersion An important part of being a product manager lies in understanding the industry where your product competes. Contrary to popular opinion, you don’t actually r...
Page Is Your Logo That Important? Today's customers are in need of a simple name to follow and remember until the next time a need arises. By Naseem Javed
Page Is Your Product Launch Doomed? The process of introducing a product to market is a serious undertaking. Here are ten easily identifiable signs that help forecast if a product launch may be in...
Page Launch Tactics 2004 OK. It's Friday at 4:45 pm and your CEO or VP of Marketing says "we need to release the product next week." Do you panic? Instead of pulling your hair out, impl...
Page Let’s Not Waste a Good Crisis An up-market or a down-market shouldn't change the way a go-to-market team is aligned. But many companies see a downturn as a time to re-organize the marketing ...
Page Maintaining Customer Relationships Do you know what your customers really think? Do you know which customers will give you a good reference? Here's how. By Adele Revella and Steve Johnson.
Page Marketing and Sales Materials: Business First Creating business oriented collateral and sales tools that successfully convince executives and non- technical managers to make a purchase. By Jacques Murphy
Page Marketing is Work "We need to make marketing more FUN!" By Mark Rossnick
Page Marketing Up (and Down and Across) in a Down Economy Does a changing economy really call for a change in how we do business? Well, not exactly. Assuming that we’re already following best-practice marketing appr...
Page Meet Chris, a Product Marketing Manager Persona Here’s a buyer persona I’m developing for Chris a product marketing manager in a technology company. I'm hoping you'll let me know if I’ve grokked him. By...
Page Migrating From a Product Manager to an Entrepreneur There are key factors you should consider as you dream of building the next Yahoo! or eBay on your own. If you decide to take the plunge, here's a top-ten check...
Page Navigating Uncharted Territory: How We Developed a Strategic Product Marketing Role The trouble with the outbound role of product marketing is that we have an identity crisis on our hands. By Dave Morse.
Page Navigating Uncharted Territory: How We Developed a Strategic Marketing Role (part 2) Learn how to create a strategic role for product marketing and get insight for dealing with the inevitable challenges and resistance. By Dave Morse.
Page No Time Marketing Truths 10 things to remember that will improve your marketing results. Adapted from “No Time Marketing: small business-sized steps in 30 minutes or less” By Aly...
Page Online Thought Leadership: Transform Your Company Into a Trusted Resource for Your Buyers An effective online content strategy, artfully executed, drives action. Technology companies that use online content well, have a clearly defined goal; to sell ...
Page Patents and the Product Manager While engineers are an important source of innovation and legal departments must be involved in the patent process, product managers are uniquely situated both ...
Page Persona Experts Have Focus, That's All I once believed that great marketers were gifted with rare creative genius and intelligence. Then I got to know some of these “experts.” By Adele Revella
Page Polishing Your Marketing Message Where and how to mine these gold nuggets to create a more powerful message to the market about your product. By Jacques Murphy
Page Product Launch Readiness: Planning for Sales Velocity So what is the point of product launch anyway? For most of us caught up in the vortex of getting a product to market, it’s to finish activity “A” or produ...
Page Product Management and Product Marketing Activity Where do product managers and product marketers spend their time? By Steve Johnson and Adele Revella
Page Product Management Triad Some product managers have a natural affinity for working with Development, others for Sales and Marketing Communications, and others prefer to work on business...
Page Product Manager Wanted: HR's Mission Impossible? Human Resource professionals know that a well-oiled product management organization improves the chances of success for new products while increasing the long-t...
Page Product Managers and Marketers: Who Does What? Recently a reader asked for a definition of the product manager's role in an organization, and explain how the role relates to marketing. Here is the answer. By...
Page Put Your Money Where The Value Is Marketing is being asked to participate in the sales process to a degree not seen in the past ten years. Although typically lacking significant sales experience...
Page Sales Leads Are Too Important For Just Sales People Every salesperson loves leads. And marketing people spend lots of effort providing them. But too often, there's an artificial demarcation between the role of sa...
Page Search Engine Location Location, Location, Location? It is all about location, all over again. By Naseem Javed
Page Segmenting Customers: How to do it efficiently to improve enterprise products Segmentation is used to get an up close view of the market. Based on categorizing customers with specific characteristics, segmentation can offer deep insight a...
Page Seven New Laws of Product Marketing Every hour there are new changes to our old ways of thinking about traditional marketing rules. While we are all very deep into e-commerce, we must be aware of ...
Page Stand out in the crowd The lesson for business-to-business (B2B) software marketers is (no, not intimidation!): it pays to clearly and compellingly differentiate your products from th...
Page Stop Perfuming the Pig: Why “real” marketing is done before the product is created No amount of perfume can overcome the stench of a technology product that people don’t need. By Steve Johnson
Page Stop selling and listen! Insight about buyer personas are your company’s best competitive weapon. By Adele Revella.
Page Stunningly Awful Demo Evolution - Have You Ever Seen Demos Get Shorter? When a demo is first created for a new product, it is often short and well-focused. But with each successive release, demos get longer. After several years, mul...
Page Stunningly Awful Demos Here is a compendium of debilitating demo diseases that commonly afflict sales, pre-sales and marketing teams when preparing for and presenting demos. We identi...
Page Success Metrics for Marketing I am trying to develop a key dashboard for my marketing team to measure our success. Projects are always qualitative but what quantitative metrics can be used ...
Page Super Advertising Slogans & Super Costs Some taglines catch the user's attention, but most are simply confusing, causing them to "escape the trap"? and run away. By Naseem Javed
Page Ten Marketing Challenges that Can Make or Break Your Business Identify and assess your company's current marketing efforts. Rate your company with our survey and target problem areas by understanding challenges, issues and...
Page The (Not-So-Distant) Future of Being Found What happens when search engines use social connections and peer influence to rank results? Companies must become part of their users’ and prospects’ commu...
Page The Art of Panels More than 20,000 people attended "Startup 2006" panel discussion! Learn what to do when you are moderating or participating in a panel (of any size). By Guy Kaw...
Page The Content-Free Buzzword-Compliant Vocabulary List "Our powerful software is flexible, intuitive, easy-to-use and integrates seamlessly with your other tools. " How many times have you read this in marketing ...
Page The Egoless Company Award-winning companies vary on many dimensions but they all share a focus on products and services that solve customer problems instead of what's important for...
Page The Gobbledygook Manifesto - Cutting Edge! Mission Critical! An analysis of gobbledygook in over 388,000 press releases sent in 2006 Just like a teenager's use of annoying catch phrases, the same words cropping up again and again in Web sites and news releases. By David Meerman Scott
Page The Mysteries and Future of Websites Customers all over the world are only amused as they watch websites struggle to gain attention at a zillion choices per second. Their mysterious behavior on sea...
Page The New Rules for Reaching the Media (Hint: Broadcast Media Pitches are Spam) Way too many PR people are spamming journalists with unsolicited and unrelenting commercial messages in the form of news releases and untargeted broadcast pitch...
Page The New Rules of Marketing: Strategies and Tactics for Reaching Your Buyers Directly Webinar with David Meerman Scott
Page The New Rules of PR for Technology & Software Businesses Because the rules for relating to the public have changed so slowly over the past ten years, practitioners who learned based on the old rules have been equally ...
Page The Next Wave in Marketing Software and How to Improve Win Rate with SME Hitting the Brick Wall? A well-understood and growing problem exists pertaining to the interaction between sales and marketing. What is this severe disconnect? ...
Page The Online Media Room: A terrific place to market directly to buyers (yes, buyers!) When people want to know what’s current about an organization, it’s the first place your buyers go. Learn more about how to create a valuable online media r...
Page The Secret of Moulin Rouge and the Art of Product Positioning "You take a very simple story and you tell it in a very complicated way." By Eran Livneh
Page There's a reason no one is listening You can't reach multiple audiences with a generic message. By Adele Revella.
Page Top 10 Tips for Briefing Industry Analysts Briefing technology industry analysts is a learned art rather than a formulaic science. Each analyst and analyst group is different, as is each technology compa...
Page Trade Shows: Maximizing ROI A Product Manager can be a focal point for such details as lead collection, presentations, and setting up meetings with partners, analysts, and the press. Tips ...
Page Trade Shows: Measuring ROI Tips on measuring the expected ROI of a trade show and the potential return you can get from your trade show activities. By Jacques Murphy
Page Training Services The Pragmatic Marketing Framework is the standard for organizing and measuring product management and product marketing teams at 5,000 companies in 21 countries...
Page Tune Your Tools for Sales Results If you want to rapidly and consistently help reps to achieve results, begin by learning the steps they take as they transform a lead into a customer. By Adele ...
Page Updating the Pragmatic Marketing Framework™ Updating the Pragmatic Marketing Framework by Jim Foxworthy and Steve Johnson
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