General posts about Product Marketing
In this new video and blog post we discuss something that is exceedingly important in the product world: messaging. For this topic we have brought in one of 280 Group’s senior consultant and trainers, Bill Haines. If you are a Product Manager and have developed some messaging, of course you would like to know if your product messaging is really going to be effective and resonate with your customers. Fortunately Bill is here to provide us with three tests that…[continue reading]
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]
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]
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]
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 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 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]
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