Category: Product Marketing
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VP of Product Marketing: Your 5-Point Plan for the First 100 Days
Congratulations! You’ve just landed your first VP of Product Marketing job and expectations are through the roof. No pressure! Here’s a 5-point plan for your first 100 days. The objective is to get you playing offense right out of the gate. The First Thing You’re NOT Going to Do! The first thing you’re NOT going […]
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Customer Innovation is the Best
The best kind of innovation is when you don’t have to build anything to offer a new solution. Customer innovation comes in many forms. The best possible situation though, is when customers come up with a new way to use your product that you never thought of, and it doesn’t require you to do anything […]
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The Situational Sales Playbook – A Minimalist Approach to Sales Effectiveness
The sales playbook is a double-edged sword. Salespeople ask product marketing for a lot of content, most of which never gets used. If you’re a salesperson, the most uncomfortable situation is when you don’t have an answer to a buyer’s question. In most cases, salespeople think it’s not OK to say, “I don’t know. Let me […]
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Solutions Marketing vs Product Marketing: One Big Difference
The solutions marketing vs product marketing debate has been going on forever! A lot of people think solutions marketing is just a fancy term for product marketing, especially since the term solution has been so overused. But there is one huge difference in real-world practice. In a product marketing model, products are the star. Problems, features and benefits are […]
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Definition of a Business Solution – 5 Components
The definition of a business solution is all about customer outcomes. The key to defining a solution is to use the customer’s vocabulary. That way everyone understands it. There are five key components to defining a business solution. In conversation, someone might ask, “What’s on our roadmap?” Your business solution response might go something like this: “We’re going to […]
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A Successful Product Rollout: The Key to a Killer Marketing Launch
A product rollout is mostly tactical in nature and is focused primarily on internal readiness — your ability to successfully market, sell, implement and support a new product. A product launch is the execution of a marketing communications plan designed to call the markets attention to your value proposition. A successful rollout is the key […]
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The Solutions Manager Role In Its Purest Form. Consider It!
The solutions manager role in its purest form mirrors one or more vertical industries and/or customer business functions. It feeds product management, product marketing, sales and customer success teams, and has no intended alignment to any products. Its mission is to deliver pure, unbiased customer business requirements to all customer-facing functions, especially product management, product […]
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Product vs Solution: The Key Difference
The difference between product vs solution is the simple difference between what you do and what your customers want to accomplish. You build products and features. Your customers want to get better at admitting patients, doing legal research, running payroll, designing clothing, taking customer orders, inventorying a warehouse, etc. If you want to define the difference […]
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Product Positioning vs Market Positioning: What’s the Difference?
Have you ever asked yourself, What the biggest difference is between product positioning vs market positioning? In its simplest form, it’s the target audience and the scope of what you’re positioning. The ideal positioning structure makes your value easy to articulate regardless of whether you’re starting from the top down or bottom up. Product Positioning Product positioning […]