Marketing isn't a list; it's an approach

Good marketing isn't about your product and its features. Good marketing is focused on solving a problem and then helping buyers buy. It's not a list of tactics, but an approach to putting the customer first in your thinking. Not "We should be blogging," but "Our customers are searching blogs for information about our specialty."

So product marketing managers should not be responding to individual Requests for Proposals (RFPs) or invitations to tender; they should create a sample document with great answers to the most common questions. Product marketing managers shouldn't be doing demos; they should create great demos for the sales team to use. They shouldn't create presentations for a single client; they should create presentations for use at every client.

Great product managers find patterns in customer requests and build features that address urgent problems for the buyer. Great product marketing managers find patterns in the buying process and build tools to answer buyer questions.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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