David Daniels on Product Marketing
My friend David Daniels is one of the top minds in product marketing. He and I have had many a long talk on process and roles and the lines between product management and product marketing.
He writes,
Rather than passively hoping a buyer takes an action toward buying your product, wouldn’t it be better to design the "action" into your marketing programs? Once you have a buyer’s attention, the next step is to get them to take action. An action is something you want a buyer to take that gets them closer to a decision to acquire your product. It may be one step. It may be multiple steps. Either way, it can be designed in and measured.
In his post on "Designing Buyer Action" David covers how to document a buyer’s behavior and begin the process of guiding a buyer to a decision to acquire your product. Read the full post here.
About Steve Johnson
Steve Johnson is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team. Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product managers and hundreds of company senior executive teams. Learn more at www.under10playbook.com
In his spare time, Steve enjoys making music, and has an album available on iTunes. Check out Steve’s music at notExactlySteve.com