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Product Management Techniques for IT Teams
Why IT Teams Benefit from a Product Management Viewpoint
“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 was training a private client that is in the financial technology (“FinTech”) ...
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Citi Mobile App - Benefit Led Marketing
Back to Basics: Benefit-Led Messaging
“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 ...
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Sales and Marketing Partnership
Meet Your New Partner: The Sales Team – B2B Marketing Rules
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, ...
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PR is More Than A Press Release
PR Does Not Stand for “Press Release” – B2B Marketing Rules
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 ...
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Value Proposition Example
Perfect Your Value Proposition – B2B Marketing Rules
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 ...
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B2B Customer Journey Map
Customer Journey Map – B2B Marketing Rules
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. ...
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3 Tests for Great Product Messaging
3 Tests for Great Product Messaging
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 ...
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ABM-to-Optimize-Product-Marketing
ABM and How It Can Optimize Product Marketing
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 ...
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Return-on-marketing-investment
Using Return On Marketing Investment to Optimize Product Marketing
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 ...
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Agile Marketing Using Scrum
Agile Marketing Using Scrum
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 ...
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Why agile marketing is the key to successful products
Why Agile Marketing is the Key to Successful Products
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 ...
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