Pragmatic Marketing

Keep It Simple, Stupid

Pragmatic Marketing

Someone recently asked: Why can’t people simply say that, effectively, a product manager is an internal specialist salesperson that markets their group’s product internally, and sometimes externally through relationship managers? Why not keep it simple, stupid?

The Importance of AI in B2B eCommerce

Pragmatic Marketing

Whether it’s recommending new shows to watch on Netflix or suggesting other products to buy on Amazon, you’ve probably noticed the increased use of AI in our day-to-day lives.

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The Four Key Hurdles to Successful Product Launches

Pragmatic Marketing

The make-or-break window of opportunity for product launch success is narrowing and becoming more challenging each year. This is at least partly attributable to the massive growth in digital media outlets and the constantly shrinking attention span of today’s over-stimulated customers.

Market Problems and Frustrations

Pragmatic Marketing

Much of what product managers do on a daily basis is prioritize a long list of requests. Requests that come from everywhere: a feature needed to close a deal, an idea from the dev team, a list of open items from support, and on and on and on.

Organizing for Customer Centricity

Speaker: Tatyana Mamut, Head of Product, Nextdoor

Most companies today say they are “customer centric.” Yet many still make decisions primarily based on competitor threats, technical architecture, or executive opinions. So what sets apart those that talk the talk, and those that walk the walk? Join Nextdoor's Head of Product Tatyana Mamut, PhD as she outlines the 7 habits of truly customer-centric companies.

PRIME Your Competencies

Pragmatic Marketing

Distinctive competency is a great tool to help identify what makes your organization unique in your industry.

Types of Data Needed for a Successful Win/Loss Analysis

Pragmatic Marketing

A win/loss analysis is one of the most critical analyses that a product marketer can create to benefit their teams. Conducting interviews and collecting data can help your entire organization improve customer acquisition and retention strategies and grow the business.

High Touch or High Volume

Pragmatic Marketing

What kind of products do you build? Awesome products, to be sure, but are they high touch or high volume? Most software products created today are designed for high-volume, low-customization scenarios.

Product Management and Agile Method

Pragmatic Marketing

Here’s one of the most common questions we get regarding agile and product management:: In the agile framework, do you think the product manager should take on part of the product owner role? Please give me some motivation as to why or why not? In researching my book, Turn Ideas Into Products , I interviewed over 100 vice presidents and chief technical officers on the impact of agile methods on product management. Those who reported success with agile methods kept the roles separate.

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AI in Business

Pragmatic Marketing

Is it just us, or do you think of robots taking over the world whenever someone mentions artificial intelligence (though probably not this one )?

The 5 Levels of Analytics Maturity

Basic dashboards used to be enough to thrill end users. But over time, modern capabilities have emerged—and bare-minimum features are no longer cutting it. How have analytics changed? And where do your BI offerings fall short? Find out sophisticated ways to future-proof your application. Brought to you by Logi Analytics.

Data Science for Business Professionals

Pragmatic Marketing

The world creates, on average, about 2.5 EXABYTES of data daily. That’s 2,500,000 terabytes, or 2,500,000,000 gigabytes of data. Every. Single. And that’s just right now. Who knows how much we’ll be making in the next year, let alone in the next ten years.

5 Costly Event Marketing Mistakes to Avoid

Pragmatic Marketing

Event marketing is a cornerstone for any business or enterprise that hosts events, regardless of size. Successful corporate event planning offers many potential benefits, including: Increasing brand awareness. Building brand affinity. Establishing and developing relationships. Increasing leads. Promoting products and/or improving sales. Increasing the customer database. Brand credibility and thought leadership. Increasing ROI.

When to Launch? That’s the Question

Pragmatic Marketing

The other day I received a message from a colleague: “One question we’re asking ourselves is the issue of continuously releasing individual features with associated Go-to-Market launches versus releasing features and waiting to do a singular quarterly GTM for all at the same time.

10 Tips for Creating Successful Product Marketing Content

Pragmatic Marketing

By its nature, content marketing focuses on customer relationships, branding and thought leadership. Yes, the ultimate goal is to create conversions, but it’s a slow dance. Product marketing is a bit different. Here, the goal is to create interest in your products and educate consumers about them. Know the Difference Between Product and Content Marketing. Both product and content marketing have a place in your overall strategy. You’ll also find that the two overlap in many ways.

Walk a Mile in Your Customer's Shoes

Speaker: Steven Haines, Founder and CEO, Sequent Learning Networks

Product professionals use phrases like "voice of the customer," and "user experience" so often that it can be easy to lose sight of their actual meanings. How can we, as product professionals, learn to keep customers and users at the heart of our work? Join Steven Haines, globally recognized thought leader and author, as he guides us through a memorable journey demonstrating how you can walk a mile in their customer's shoes. He'll explore how, by developing true empathy for your users, you can ensure you're creating the features and products they actually want.

Creating and Destroying Value

Pragmatic Marketing

I read Seth Godin’s blog every day. Many days, what he says relates directly to pricing. Today’s blog— Is There a Marketing Person Leading the IT Team —is just one of those blogs. He provides a few horrendous examples of companies interacting with their customers.

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4 Ways Retailers Are Using Machine Learning

Pragmatic Marketing

Machine learning and artificial intelligence are changing the world as we know it. From our online search engines to the way we do healthcare, machine learning is behind the scenes reshaping how our world works. Retail is no exception; machine learning has revolutionized retail both behind the scenes and how consumers shop at their favorite stories. Here are four major ways that machine learning is currently being used in the retail industry to the fullest extent. Product Recommendation.

Pricing Lessons from Sea World

Pragmatic Marketing

An interesting pricing article appeared in Skift, SeaWorld’s Price Cutting Strategy is Fueling a Comeback. The title says a lot, but the details in the article are even more fascinating. They lowered ticket prices and attendance jumped. First, that deserves a big duh !

How to Deliver Impactful Customer References

Pragmatic Marketing

Every product manager eventually gets an urgent customer reference request from a sales rep looking to help them win that key deal. And if you haven’t yet, it’s only a matter of time. Knowing how important these can be, we often make it a priority to support them as quickly as possible.

Monetizing Analytics Features: Why Data Visualizations Will Never Be Enough

Think your customers will pay more for data visualizations in your application? Five years ago they may have. But today, dashboards and visualizations have become table stakes. Discover which features will differentiate your application and maximize the ROI of your embedded analytics. Brought to you by Logi Analytics.

Six Time-Saving Beta Testing Tips for Product Managers

Pragmatic Marketing

This article is based on information provided in our webinar, Customer Validation for Product Managers , with Centercode CEO Luke Freiler. This article originally appeared on Centercode.com.

How Much Should Uber Charge for a Driverless Ride?

Pragmatic Marketing

I just read an interesting article about Waymo and their driverless vehicles. It got me thinking about pricing (though pretty much everything gets me thinking about pricing). Most of us are familiar with Uber. Imagine that Uber buys a fleet of driverless vehicles.

Want to Land Speaking Engagements? Here’s How

Pragmatic Marketing

How to Find Competitors’ Prices

Pragmatic Marketing

The formula for “value-based pricing” is simple. Your buyer’s “willingness to pay” is equal to the competitor’s price plus positive differentiation value minus negative differentiation value.

How To Take Action on Customer Discovery

Speaker: Nick Noreña, Innovation Coach and Advisor, Kromatic

We all want to build successful products - and that means satisfied customers. Before anything else, you must understand what problems you can solve. The best way to do that is to get out of the building and start asking questions. But how can you make the most of those conversations, and ensure that you walk away with productive insights? Join Nick Noreña, educator, entrepreneur, and currently Innovation Coach and Advisor at Kromatic, as he covers how we can effectively action our findings from customer discovery conversations.

The Most Common Marketing KPI Mistakes

Pragmatic Marketing

Modern marketers have exposure to a full range of promotional platforms, and new ones are cropping up every other day. This makes it possible for both small and large companies to reach their target customers, even with small budgets. Moreover, marketing teams can easily identify and assess different channels and tactics thanks to modern marketing-monitoring tools. These tools help marketing managers collect valuable data about their marketing campaigns for better decision making.

Stop Sales Discount Authority!

Pragmatic Marketing

Earlier this week I had the privilege of interviewing Mark Hunter ( TheSalesHunter.com ) for an upcoming Pragmatic Live podcast. I’ve been reading Mark’s blogs and books for a long time. He’s a sales trainer who really gets pricing.

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The Value of Pricing Data from Your Distributors

Pragmatic Marketing

You are about to read some details of a project I was part of that collected and analyzed some pricing data from one of our distributors. You may not be able to exactly replicate this, but you can likely do something similar or even much better.

The Value of Pricing Data from Your Distributors

Pragmatic Marketing

You are about to read some details of a project I was part of that collected and analyzed some pricing data from one of our distributors. You may not be able to exactly replicate this, but you can likely do something similar or even much better.

5 Early Indicators Your Embedded Analytics Will Fail

Many application teams leave embedded analytics to languish until something—an unhappy customer, plummeting revenue, a spike in customer churn—demands change. But by then, it may be too late. In this White Paper, Logi Analytics has identified 5 tell-tale signs your project is moving from “nice to have” to “needed yesterday.". Brought to you by Logi Analytics.

Product Manager vs. Project Manager

Pragmatic Marketing

Titles are a mess. Some organizations have such a profusion of titles that any one team may have product managers, project managers, product owners, programs managers or product marketing managers. Learn more about how we differentiate some of these titles here. ). And they might all be doing the same (or at least similar) jobs. I find the easiest approach to differentiate these titles is to consider roles against the product life cycle.

Don’t Upset Your Customers – Maybe

Pragmatic Marketing

“Hello Mark, I have a pricing topic you may or may not want to use in a blog. I recently returned from a weekend trip to Denver. I booked the flights using Travelocity, because the cheap Southwest airlines fares are were all gone. I flew United to Denver and returned on Frontier.

Don’t Upset Your Customers – Maybe

Pragmatic Marketing

“Hello Mark, I have a pricing topic you may or may not want to use in a blog. I recently returned from a weekend trip to Denver. I booked the flights using Travelocity, because the cheap Southwest airlines fares are were all gone. I flew United to Denver and returned on Frontier.

Leverage Marketing’s Expertise

Pragmatic Marketing

Product management and product marketing professionals shouldn’t tell marketing teams how to generate leads; they should focus on problems in product growth and let marketing design the appropriate campaigns. Confusion about roles and responsibilities exists in most organizations.

Make an Impact with Analytics and Journey Maps

Speaker: Kirui K. K., Co-founder and CEO of Tanasuk Africa

If you want to offer a better user experience, it can be tempting to track each and every data point in your product. However, this can quickly get complicated and overwhelming as you collect more and more data. How do you know which metrics will help you improve? Kirui K. K., Co-founder & CEO Tanasuk Africa, wants you to know that analytics don't have to be complicated to make an impact - no matter the size of your company. Join him as he explains how to create a customer journey map, then use that map to figure out the metrics you need to know - and how to use them.

Leverage Marketing’s Expertise

Pragmatic Marketing

Product management and product marketing professionals shouldn’t tell marketing teams how to generate leads; they should focus on problems in product growth and let marketing design the appropriate campaigns. Confusion about roles and responsibilities exists in most organizations.

Who Drives Pricing in Growth Companies?

Pragmatic Marketing

From a reader: “Mark, I love your daily LinkedIn posts. Thanks for sharing. I find pricing to be a fascinating topic. Question: In your opinion, who should and who usually drives pricing within (tech) growth companies? Most companies I’ve spoken to, it’s all over the place.

Who Drives Pricing in Growth Companies?

Pragmatic Marketing

From a reader: “Mark, I love your daily LinkedIn posts. Thanks for sharing. I find pricing to be a fascinating topic. Question: In your opinion, who should and who usually drives pricing within (tech) growth companies? Most companies I’ve spoken to, it’s all over the place.

Does an Increase in Awareness Really Increase Revenue?

Pragmatic Marketing

I was challenged to demonstrate the causal relationship between generating awareness and revenue. Intuitively, I believe the relationship to be related, but I didn’t have sufficient data to prove it. I searched for a report or other research that could help satisfy my intellectual curiosity.

Why “Build or Buy?” Is the Wrong Question for Analytics

Every time an application team gets caught up in the “build vs buy” debate, it stalls projects and delays time to revenue. There is a third option. Partnering with an analytics development platform gives you the freedom to customize a solution without the risks and long-term costs of building your own. Learn when and why it makes sense to build, buy, or take a combined approach to embedded BI. Brought to you by Logi Analytics.