Publications
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By John Mansour on January 3, 2023
How to Create a B2B Sales Demo Script
Sales demos are the easiest way to verbalize your value story and showcase your unique differentiation. The product might be the centerpiece of a sales demo but the presenter’s delivery is the difference-maker, competitors or not. Don’t think of a demo script like an actor memorizing lines for a movie. The purpose of a demo […]
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By John Mansour on December 13, 2022
What Is Product Experience & Why Does It Matter?
Product experience is a vital part of product design and development. Your product should be able to make customers measurably better at specific job tasks that are critical to their success, for sure, but does it do so easily and efficiently, and even more importantly, do those customers actually enjoy using it? Product experience takes […]
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By John Mansour on December 8, 2022
User Personas, Buyer Personas, and the Missing Link in B2B
If you’re in product marketing or product management, you’re likely familiar with the concept of user personas and buyer personas. These terms might even be used interchangeably in your organization to describe a product’s customers. However, user personas and buyer personas are distinctly different. Both represent different needs of the same organization. If you’re a […]
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By John Mansour on November 29, 2022
What Makes a Memorable Product Demo and Why is it Important?
Product demos are one of the most critical components of strong product marketing and sales for SaaS organizations. A great product demo creates an urgency to buy, while a bad product demo sends prospects running. Software product demos can also be incredibly valuable for startups who don’t have the luxury of a formalized product marketing […]
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By John Mansour on November 21, 2022
What is Product Portfolio Management? Explained in Simple Terms for B2B
Products are the lifeblood of your organization–without products, there would be no company. Staffing your organization with highly capable product managers is of utmost importance to ensuring the success of each product, but what happens when your portfolio starts to expand? Adopting a product portfolio management (PPM) approach is the logical next step in the […]
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By John Mansour on November 17, 2022
My Faith in True Market-Facing, Customer-Value-Driven Product Management Has Been Fully Restored!
After countless conversations, articles, webinars and conference sessions, I started to feel like the profession of product management had been reduced to… After more than two dozen conversations with product management VPs and SVPs, I’m happy to report the market-facing, customer-value-driven product management I’ve long known is alive and well. At the top of the […]
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By John Mansour on November 16, 2022
Evolving to Product Led Growth in 5 Steps
Starting a new company and building it around a product led growth model is much different than transforming a mature company that was built for direct sales and evolving it to a product led growth model. First of all, you don’t have the baggage of a product portfolio that was built for direct sales. Second, […]
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By John Mansour on November 14, 2022
Product Marketing vs. Portfolio Marketing: Which One is More Effective in B2B?
The easiest way to think of product marketing vs. portfolio marketing is the age-old motto, the whole is greater than the sum of the parts. Your portfolio has more market and customer value than the sum of the products. What is Product Marketing? In B2B, product marketing is focused on articulating the value of individual […]
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By John Mansour on October 31, 2022
How to Make a Product Demo Video That Converts Leads to Customers
In today’s marketing environment, video content is king. In B2B, an effective product demo video can either make or break your sales pipeline. According to research by Wyzowl, “88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.” Even if your product is not one that […]
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By John Mansour on October 27, 2022
3 Creative Ways to Learn New B2B Skills for Product Management, Product Marketing and Product Demos
If you want to learn new B2B skills, it doesn’t mean you have to sit in a classroom (physical or virtual) for hours with an instructor, or labor through hours of video in self-paced courses. Here are three creative ways to up-level the B2B value skills of your Product Management, Product Marketing and Product Demo […]