Template – Creating an “At-a-Glance” Article and “At-a-Glance” Mini-Report
Use this template as a basis for structuring your approach to short, visual and impactful content pieces for use in Demand and by Sales A lot of Product Marketing and Content teams will either spin their wheels when talking about how to approach a piece…
“Sales Card” or “Battle Card?”
Product Marketers Often Blur What Should Be a Clear Distinction Between These Two Terms. It’s not uncommon that I hear from Sales and others in the organization including Product Marketers that we need a “Sales Card” or “Battle Card.” “Hey, we really need a battle…
Characteristics of Great Product Marketers
What Makes for the Best Product Marketing Managers? I’ve acted both in Product Marketing leadership and individual contributor roles throughout my career. As a leader, I’ve thought long and hard about the skillsets and perspective that my best Product Marketing Managers shared. This list is…
Product Marketing Tools in the Toolbox
Sometimes You Need a Reminder of All of the Channels, Tactics and Tools You as a Product Marketer Have at Your Disposal We wanted to share this because often times, Product Marketing Managers don’t realize all of the channels, tactics and tools they have out…
Communicating with the Business
As a Product Marketing Leader or Individual Contributor, You Must Communicate Effectively With The Business You Support Generally, it’s easy for Product Marketers to go about their daily business for quite some time without engaging the business they support. After all, the business and its…
Creating a Product Marketing Plan
How Do You Create Your Product Marketing Plan? I’ve seen lots of different ways that organizations go about creating a Product Marketing plan as well as ways that Product Marketers and teams don’t go about creating a plan at all. In the end, I have…
Gaining Real Insights from Sales
Product Marketers need an empirical way to glean insights from Sales teams. You would think that your sales teams would have a very strong bead on customers and prospects in terms of their pains, challenges, desired outcomes and so on. However, this isn’t always the…
The Power of Win/Loss Analysis
If you want critical insights on why your business really wins or loses opportunities, win/loss analysis is a critical tool in the toolbox. Win/Loss Analysis can be a valuable tool for understanding why your organization wins and why it loses on deals. Typical win/loss analysis…
Technical Aptitude of a Product Marketer
How technical should a Product Marketer be? I’ve worked in the technology sector for most of my career as a Product Marketers. I’ve done Product Marketing spanning semiconductors and chipsets, computers, servers, cloud services, colocation and managed hosting and cybersecurity. The ability to grasp technology…