“Today’s smart marketers don’t sell products; they sell benefit packages.” – Phillip Kotler, the Father of Modern Marketing The Perils of Feature-Led Messaging A few weeks ago I ...

In B2B, Sales is your #1 customer. No, no, no… Sales is not our customer! They constantly insist that all the deals we lose are due to features, ...

Perhaps the most sought-after aspect of Public Relations is known as “Earned Media”, i.e. the coverage you get in various media without paying for it. This can be ...

Most market failures don’t result from poor marketing tactics. They result from going to the market with a poor marketing message, i.e.: not Relevant, Differentiated, or Credible to ...

Land maps exist to record the actual terrain, not an idealized view of the terrain— the REAL terrain that you will have to traverse, like it or not. ...

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 ...

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 ...

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 ...

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 ...

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 ...