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…
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…
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…
Helping Product Management Understand the Role of Product Marketing
Conveying the Role of Product Marketing to Product Management Teams is Critical to Set the Right Tone for What They Can Expect A common problem for Product Marketers is that their Product Manager counterparts don’t always understand or appreciate their role. This leads to consternation…
A Healthy Tension
If You Have Tension Between the Teams In Your Product Life Cycle (PLC) Process, Congratulations! You’re Probably Doing Something Right. I’ve always been process-oriented since the very beginnings of my career. I can probably thank the Business Process Improvement training I had as an Internal…
What’s the Difference Between Positioning and Messaging?
Positioning and Messaging Go Hand in Hand but Their Meaning is not Interchangeable I’ve found colleagues in and outside of marketing sometimes use these phrases interchangeably. However, they really aren’t interchangeable. They have distinct meanings though I can understand why there sometimes is confusion. Let’s…