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…
How Should You Organize Your Product Marketing Team?
How Should You Organize Your Product Marketing Team and What’s the Ratio You Should Maintain Between Product Marketing and Product Management? These would seem like two separate topics but they are intertwined somewhat. You can’t make changes to portfolio coverage without considering the impact on…
Product Marketing and PowerPoint Go Hand in Hand
Great Product Marketers Are Also PowerPoint Ninjas We’ve talked about a lot of tools that Product Marketers have at their disposal. However, there is one tool that is a critical resource for Product Marketers. Microsoft PowerPoint. Microsoft PowerPoint is so powerful for conveying information and…
Analyst Relations and Product Marketing
Depending on Your Industry, Analyst Relations Can Be a Valuable Tool for Product Marketers Product Marketers have a lot of tools at their disposal. One critical one, depending on your industry, is Analyst Relations for a variety of reasons. We see a number of advantages…
Managing Content Inventory
The Lowest Priority Item is Also the Biggest Headache I know what you’re thinking. This is the last topic you ever want to read about – how do you manage your content inventory. However, as a Product Marketer, we fight a daily struggle to have…
Enabling Different Sales Audiences
Product Marketers Can’t Take a One-Size-Fits-All Approach to Enabling Sales Let’s dispel a certain belief or practice that you’ll often hear in Sales, “If it’s not short, my sellers won’t read it.” I have never met a top seller who didn’t take the time to…