The Problem with Market and Competitive Research
Is It Time for Marketing Teams to Think About Market and Competitive Research in a Different Way? In my experience as a Product Marketer and Product Marketing leader, there’s always the question that floats around, “Who does market and competitive research?” This question comes up…
The Differentness/Sameness Matrix
Thinking Aloud – a Perspective on Assessing the Level of Differentiation and its Value in the Marketplace I’ve been doing some reading lately (a thank you to DR for the recommendation on Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets) as well…
Your New Product Marketing Position – The First 30 Days
A Few Best Practices and Tips for Coming Up to Speed as a Product Marketer in Your First 30 Days in a New Role We have a new Product Marketing Manager at the company I work for which got me thinking about how someone can…
Product Marketing Persona Template
Sometimes when we’re trying to convey information on personas, it’s difficult to condense all the pertinent information and do so in a way that is memorable. I created this design and had the bright idea to use celebrity (not just Hollywood) images to make the…
Launch Plan Template – Update
I’ve updated the launch plan template based on learnings from my latest launch. Feel free to use in your launch planning processes. I also recommend checking out the Launch Tier form as a methodical way to determine a launch tier. For more information on the…
Getting Mindshare and Campaign Air Cover for Product Marketers in Larger Companies
One of the challenges for Product Marketers in much larger organizations is their respective portfolios getting the market air cover they need through campaigns and other efforts. In this blog post, I’m going to focus on how to get more mindshare across the various marketing…
Product Marketing: The Factory and Distribution Channels
Product Marketing is the Factory and the Other Competency Areas in Marketing Are the Distribution Channels I’ve used this analogy before and the last time I did was a couple years back when interviewing with the head of Demand Generation at the company I currently…
Using Glassdoor for Competitive Insights
Glassdoor Company Reviews Can Yield a Number of Valuable Insights When Performing Competitive Research Performing competitive research is more an art than a science at times and I’ve found that a lot of Product Marketers aren’t all that good at performing meaningful competitive research. As…
Resetting Marketing Messaging
Once in a while at a company, you come to a point where the marketing message has taken on a life of its own and it becomes clear that you need a reset. Maybe the marketing message had been in effect so long while the…