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ABM and How It Can Optimize Product Marketing

Written by: John Armstrong | Posted on: Apr 25, 2017 | Category: Product Marketing 0

This is a guest post by John Armstrong, CMO, Zettaset. How is ABM Different? Product marketers driving account-based marketing (ABM) programs operate with a different thought process when it comes to marketing to individual accounts because they think more like sales people. The ABM marketer plays a role supporting sales proposals, and using ABM technology, has the potential to improve conversion rates and shorten sales cycles. ABM vendors claim that ABM delivers the highest ROI of any B2B marketing strategy…[continue reading]

Using Return On Marketing Investment to Optimize Product Marketing

Written by: John Armstrong | Posted on: Mar 28, 2017 | Category: Product Marketing 0

This is a guest post by John Armstrong, CMO, Zettaset. Product marketing is not an exact science by any stretch of the imagination. However, new ways of objectively measuring and optimizing product marketing effectiveness are significantly changing the game. One of the biggest questions that marketing leadership is being asked by executive management is this: “What return on marketing investment (ROMI) is the company getting for the money they spend?” The idea of measuring marketing effectiveness and buyer’s response in…[continue reading]

Agile Marketing Using Scrum

Written by: John Armstrong | Posted on: Feb 22, 2017 | Category: Product Marketing 0

This is a guest post by John Armstrong, CMO, Zettaset. Many people in the technology world mistakenly believe that Agile is something new, but it really isn’t. Back in the 1940’s, Toyota adopted Agile manufacturing methodologies (specifically Kanban) to reduce waste and increase transparency across teams, and as a way to promptly address constantly changing customer needs. Agile Marketing With Development Using Agile innovation for software development may help accelerate and optimize completion of a product. But if marketing is…[continue reading]

Why Agile Marketing is the Key to Successful Products

Written by: John Armstrong | Posted on: Feb 14, 2017 | Category: Product Marketing 0

This is a guest post by John Armstrong, CMO, Zettaset. Can Agile Marketing give you an edge? The past five years have witnessed a sea change in marketing methodologies and processes at a rate that continues to accelerate. Marketers have always been under pressure to demonstrate results with scarce resources, but now those results must be driven by marketing automation and validated by supporting metrics. Buying audiences are increasingly fragmented, requiring a more tailored approach to content, messaging, and outreach…[continue reading]

Product Marketing Rule #42 These Are Our Rules. What Are Yours?

Written by: Brian Lawley | Posted on: Apr 26, 2016 | Category: 42 Rules, Product Marketing 0

Product Marketing Rule #42 from the best-selling book, 42 Rules of Product Marketing, was written by Phil Burton, Senior Principal Consultant and Trainer, 280 Group LLC We could have written 420 Rules of Product Marketing Management. Rules are a way to guide future behavior and decisions, to minimize risks and maximize returns; or at least improve the odds of success. Product marketing addresses a wide range of issues and challenges, as you can see by the range of topics and experiences…[continue reading]

Product Marketing Rule #41: Use Your Competitor’s Products against Them

Written by: Brian Lawley | Posted on: Mar 15, 2016 | Category: 42 Rules, Product Marketing 0

Product Marketing Rule #41 from the best-selling book, 42 Rules of Product Marketing, was written by Janey Wong, Product Marketing Manager, Oberon Media What’s missing is the information on the specifics of what makes a competitor’s product superior or inferior to your own in customers’ minds. This information is the key to creating differentiation in your messaging. Understanding the target customer is one of the most important tasks of a product marketer: the why, what, when, where, and how customers want…[continue reading]

Product Marketing Rule #40: Shine the Light on Product Marketing

Written by: Brian Lawley | Posted on: Jan 12, 2016 | Category: 42 Rules, Product Marketing 0

Product Marketing Rule #40 from the best-selling book, 42 Rules of Product Marketing, was written by Jennifer Doctor, Managing Partner, HarborLight Partners The problem is that even our executives do not truly understand what we do, and don’t always understand why we do what we do! Ever feel alone? Feel like product marketing is misunderstood? Feel your job is threatened? You’re not alone, but you do need to take control and change it. Product Marketing is different from Product Management. Product…[continue reading]

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