Expert insights. Personalized for you.
B2B SaaS companies pride themselves on constantly releasing new features and product improvements, but a lot of them fall flat when it comes to marketing those new releases. Now, the traditional ways of marketing your product, like blog posts, social media, videos, etc., are all well and good, but there’s actually something else that you need to think about, and it’s a pretty underrated aspect of product marketing. MORE
Table of Contents The problem with defining product-market fit In search of quantitative indicators of product-market fit 6 things about measuring product-market fit 1. With that in mind, product-market fit is a spectrum 4. MORE
What’s the easiest way to distinguish product management from product marketing? Product marketing (and sales) own this year’s revenue. Product management owns next year’s growth. That’s not to say that product marketing doesn’t contribute to, participate in, or even lead strategic planning efforts. The Ideal Product Marketing Manager. A New Class of B2B Product Manager. MORE
A pattern I’ve seen 4 or 5 times seems worth describing, since other folks may be experiencing it: a very early-stage B2B/enterprise company brings on a full sales team before finding product/market fit. We’re hypothesizing about mythical prospects and markets. MORE
The B2B Product Manager July 2020. This month we take a closer look at the practices of product management and product marketing and the extent to which our profession is keeping pace with the demands of our markets. Blog: High-Octane Product Management. MORE
Product Marketing is a very new role in the industry - it sits at the intersection of product and marketing but the function influences several areas of the organization including design, sales, support, and engineering. Design a website for your made-up product. MORE
The B2B Product Manager Magazine August 2018 is now available. This month we explore the value of a product marketing roadmap to sales. It’s not a staple in most B2B organizations but it’s just as important to your near-term revenue as a product roadmap is to your longer-term growth. In This Issue: Blog: High-Octane Product Management. The Value of a Product Marketing Roadmap: It’s Like Deep-Sea Fishing for Sales. MORE
A strategic product marketing function can be created with one simple move that pays three big dividends to the organization. Many product marketing professionals in B2B have long felt like the sales tools on-demand department and rightfully so. It’s a tough rut to climb out of when product marketing is perceived as a tactical extension of product management, tasked with little more than mobilizing product value propositions to drive sales. MORE
In B2B, Sales is your #1 customer. If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). Bill is recognized as an authority in Product Management, in B2B marketing at all levels, and in strategy. Bill also held executive positions at a software development firm and at an award-winning marketing communications agency. MORE
In a consumer product world, solutions marketing is exemplified by the endless variations of pain relievers. The difference between aspirin and other pain relievers is analogous to what many B2B solution providers do. Solutions marketing it isn’t! MORE
Alexa Scordato is the VP of marketing at Stack Overflow. In Alexa’s presentation at ProductTank NYC, she talks about the importance of brand and marketing. She states that there are not enough conversations about the intersection of product and marketing. In fact, many product team members don’t even understand marketing at all. Their flagship product was Stack Overflow, and that was where all of their brand equity was. Marketing Stack. MORE
SaaS companies have started to realize that their products should be the main driver of growth. This product-led growth flips the old marketing and sales rulebooks on their heads. Product marketing is a large part of this shift. Product-Led Growth. MORE
An insight into Product Marketing roles, responsibilities and KPIs after interviewing dozens of Product Marketing Managers. The New Age of Product Marketing The evolution of Product Marketing is one of the newest and most important trends in software marketing today, so it’s important to understand it and know how to apply it for your career or company. What is Product Marketing? How Product Marketing got here ?? MORE
This can be a powerful tool in B2B, but to earn your coverage you’ve got to create something worth publishing. In a B2B space, Public Relations is better thought of as “Audience Relations” because you are usually not interested in reaching the general public. What About My Product? My goal is to change the audience’s awareness of, or attitudes about, my PRODUCT! Publications don’t give you attention for having a product. Product Marketing MORE
B2B Product Manager December 2020 Issue. We’d welcome the opportunity to be your partner in 2021 to become more customer outcome focused in how you build, market, sell and deploy your solutions. Enjoy the B2B Product Manager December issue. MORE
Managing the Interrelated Roles and Responsibilities of Product Managers and Product Marketing Managers. Product Management and Product Marketing Management are complementary roles. Regardless, both of these distinct roles are essential to product success. MORE
In a B2B environment, the sales team often interfaces with buyers. Existing clients, as well as sales prospects, become influencers on the product roadmap. Salespeople listen to those unwilling to buy a product unless specific features get added. When sales return with this type of feedback, they set about managing the product. So how does a product manager manage that friction? Avoid the Grey Zones - Define the Market. MORE
A product portfolio management discipline in B2B is more about your portfolio’s alignment to customer goals than it is to your own revenue and profitability goals. If you’re going to be a market-driven organization, everything needs to be aligned with the business goals of your target customers to ensure there’s a common focal point that’s meaningful across product, marketing and sales teams. MORE
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 MORE
I joined Setapp as a product manager in January last year, at the same time as the company was launching its main product. We’d already launched two successful Mac utilities, but this was the first time we’d launched a SaaS-style product – Setapp provides access to over 100 Mac apps in one suite. So, while developers were fixing bugs, we started to challenge our critical product pillars by reviewing our answers to the main product questions: Who is our customer? MORE
B2B Product Manager August 2021 Issue. If you’ve been through an acquisition, you understand the challenges of merging product teams let alone cultures and processes. Enjoy our B2B Product Manager August issue. Blog: High-Octane Product Management. MORE
The B2B Product Manager October 2020. The product led growth model is gaining tremendous momentum. This month we look at the impact on product management and product marketing. Enjoy the B2B Product Manager October issue. MORE
Strong brand identity builds trust and motivates people to buy your products and services. In B2B organizations the same concepts apply to product management and product marketing teams for the same reasons. Market & Industry Knowledge. MORE
B2B Product Manager September 2021. The highest performing product management teams know the market as well or better than they know their products. Blog: High-Octane Product Management. Product Manager Job Rotation With Customer Success – A Win-Win-Win! MORE
This will change the way that a lot of people think about product market fit, BS metrics, understanding the needs of the people that really matter. Jared Spool’s excoriation of the use of NPS by marketing departments had struck a chord earlier in the week. “How would you feel if you could no longer use this product?” Rahul Vohra (Founder/CEO, Superhuman) – The Product-Market Fit Engine from Business of Software Conference. MORE
A lot of people think solutions marketing is just a fancy term for product marketing, especially since the term solution has been so overused. In a product marketing model, products are the star. What Is Solutions Marketing? MORE
The bounce rate is the percentage of users who visit a page on your product (for example, your home page) and then leave it before taking any primary action, such as registration or starting a free demo. 45%, for B2B products it is 25%?—?55%, MORE
This year, Business of Software Conference USA is in Boston,… Product Marketing Community Product Management Resources Feedback research Usability Design Communication Innovation Product Strategy B2B B2C SoftwareSeth Godin on Making Software Seth Godin spoke at Business of Software Conference USA last year to share some of the many lessons that he has learned in his 33 years in the software industry. You can watch the talk or read a transcript here. MORE
And should you, as a product manager care about it? What difference does it make if your product is B2B or B2C? A North Star Metric (NSM) is one measurable indicator that's able to stand for a product's long-term growth. B2B North Star Metric example. MORE
B2B Product Manager October 2021. We continue the theme of preparing those coming from technical roles into product management. The goal is to help them succeed right out of the gate with stronger market and customer domain expertise. Product Management. MORE
The smarter your investment in testing, the better your chances of product success. Here’s what we’ve learned based on our experience of adopting a testing mindset and seeing your way through innovative product development. Product/Market fit Cannot be Planned. So it’s very important to define your measurements for success, especially when building new products. In the end it is almost always about finding product/market fit. MORE
Market analysis is one of the first and most important steps in the success of any business, large or small, products and services. 3 Key Differences Between Product and Solutions Market Analysis. Solutions Driven Organization vs. Product Driven, What’s the Difference? MORE
SaaS companies have started to realize that their products should be the main driver of growth. This product-led growth flips the old marketing and sales rulebooks on their heads. Product marketing is a large part of this shift. Product-Led Growth. MORE
Which product analytics tools should you be using? And what type of analytics really matters for a product marketing manager? In this article, I'll talk about why product analytics tools are important, how you can use them, and the best product analytics tool on the market. MORE
Is the maturation of B2B product management and marketing keeping up with the demands of the market? Throw in the COVID-19 pandemic and everything has changed for most of our markets (and us)? It’s inside-out product management at its finest! MORE
This sample product marketing job description just might ruffle a few feathers. First, it’s not your typical “get the product off the shelf” job description. Second, there may be people in product marketing roles that don’t meet the requirements. B2B Product Marketing Job Description. Add these criteria to your next product marketing job posting and see what happens. where products are used. Product Marketing 2.0. MORE
The path of B2B buyers traverses multiple channels and stages: from the prospect’s first recognition of a need through their adoption and reordering (or referral) of your product. As a result, many product and marketing managers get stuck before they even begin – trying to determine the exact, ‘right’ form that their Customer Journey Map should take. You’ve created a B2B Customer Journey Map! Product Management MORE
The performance of product management and the ripple effect (positive and negative) on engineering, marketing, sales and customer success is front and center this month. Enjoy The B2B Product Manager March issue. Blog: High-Octane Product Management. MORE
B2B Product Manager November 2020 Issue. As the pandemic economy has forced all of us to completely rethink everything, we also give you a list of things to consider for product management, product marketing and sales in 2021. Blog: High-Octane Product Management. MORE
Product Marketing may be one of the most misunderstood and undervalued functions as evidenced by the fact that so many B2B organizations still don’t have it. Hardly product marketing! Other organizations give product marketing responsibilities to product managers. MORE
The Portfolio vs. Every Product! Here are five B2B product management best practices that’ll give product management teams the coveted “strategic” moniker among executives, marketing, sales, engineering and customer success teams. Market Segmentation. Imagine that you have 20 products, each of them with strong growth potential in five market segments. Let’s say all 20 products have three market segments in common. MORE
Proficientz
OCTOBER 25, 2021
B2B Product Manager October 2021. We continue the theme of preparing those coming from technical roles into product management. The goal is to help them succeed right out of the gate with stronger market and customer domain expertise. Product Management.
Proficientz
OCTOBER 12, 2021
Product Marketing may be one of the most misunderstood and undervalued functions as evidenced by the fact that so many B2B organizations still don’t have it. Hardly product marketing! Other organizations give product marketing responsibilities to product managers.
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Proficientz
SEPTEMBER 24, 2021
B2B Product Manager September 2021. The highest performing product management teams know the market as well or better than they know their products. Blog: High-Octane Product Management. Product Manager Job Rotation With Customer Success – A Win-Win-Win!
Proficientz
AUGUST 12, 2021
B2B Product Manager August 2021 Issue. If you’ve been through an acquisition, you understand the challenges of merging product teams let alone cultures and processes. Enjoy our B2B Product Manager August issue. Blog: High-Octane Product Management.
280 Group
JUNE 18, 2020
Managing the Interrelated Roles and Responsibilities of Product Managers and Product Marketing Managers. Product Management and Product Marketing Management are complementary roles. Regardless, both of these distinct roles are essential to product success.
Proficientz
JANUARY 23, 2017
This sample product marketing job description just might ruffle a few feathers. First, it’s not your typical “get the product off the shelf” job description. Second, there may be people in product marketing roles that don’t meet the requirements. B2B Product Marketing Job Description. Add these criteria to your next product marketing job posting and see what happens. where products are used. Product Marketing 2.0.
Proficientz
DECEMBER 17, 2020
B2B Product Manager December 2020 Issue. We’d welcome the opportunity to be your partner in 2021 to become more customer outcome focused in how you build, market, sell and deploy your solutions. Enjoy the B2B Product Manager December issue.
Proficientz
NOVEMBER 17, 2020
B2B Product Manager November 2020 Issue. As the pandemic economy has forced all of us to completely rethink everything, we also give you a list of things to consider for product management, product marketing and sales in 2021. Blog: High-Octane Product Management.
Proficientz
OCTOBER 20, 2020
The B2B Product Manager October 2020. The product led growth model is gaining tremendous momentum. This month we look at the impact on product management and product marketing. Enjoy the B2B Product Manager October issue.
Proficientz
JULY 15, 2020
The B2B Product Manager July 2020. This month we take a closer look at the practices of product management and product marketing and the extent to which our profession is keeping pace with the demands of our markets. Blog: High-Octane Product Management.
Proficientz
AUGUST 24, 2020
Strong brand identity builds trust and motivates people to buy your products and services. In B2B organizations the same concepts apply to product management and product marketing teams for the same reasons. Market & Industry Knowledge.
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Proficientz
SEPTEMBER 20, 2021
In a consumer product world, solutions marketing is exemplified by the endless variations of pain relievers. The difference between aspirin and other pain relievers is analogous to what many B2B solution providers do. Solutions marketing it isn’t!
Userpilot
AUGUST 30, 2021
Which product analytics tools should you be using? And what type of analytics really matters for a product marketing manager? In this article, I'll talk about why product analytics tools are important, how you can use them, and the best product analytics tool on the market.
Proficientz
JUNE 3, 2020
Market analysis is one of the first and most important steps in the success of any business, large or small, products and services. 3 Key Differences Between Product and Solutions Market Analysis. Solutions Driven Organization vs. Product Driven, What’s the Difference?
280 Group
JULY 30, 2018
This can be a powerful tool in B2B, but to earn your coverage you’ve got to create something worth publishing. In a B2B space, Public Relations is better thought of as “Audience Relations” because you are usually not interested in reaching the general public. What About My Product? My goal is to change the audience’s awareness of, or attitudes about, my PRODUCT! Publications don’t give you attention for having a product. Product Marketing
280 Group
APRIL 25, 2017
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
Proficientz
JANUARY 13, 2020
A lot of people think solutions marketing is just a fancy term for product marketing, especially since the term solution has been so overused. In a product marketing model, products are the star. What Is Solutions Marketing?
Userpilot
OCTOBER 26, 2021
And should you, as a product manager care about it? What difference does it make if your product is B2B or B2C? A North Star Metric (NSM) is one measurable indicator that's able to stand for a product's long-term growth. B2B North Star Metric example.
Proficientz
AUGUST 13, 2019
A strategic product marketing function can be created with one simple move that pays three big dividends to the organization. Many product marketing professionals in B2B have long felt like the sales tools on-demand department and rightfully so. It’s a tough rut to climb out of when product marketing is perceived as a tactical extension of product management, tasked with little more than mobilizing product value propositions to drive sales.
280 Group
SEPTEMBER 10, 2018
In B2B, Sales is your #1 customer. If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). Bill is recognized as an authority in Product Management, in B2B marketing at all levels, and in strategy. Bill also held executive positions at a software development firm and at an award-winning marketing communications agency.
PMLesson's Ace the PM Interview
MAY 19, 2020
Product Marketing is a very new role in the industry - it sits at the intersection of product and marketing but the function influences several areas of the organization including design, sales, support, and engineering. Design a website for your made-up product.
Userpilot
FEBRUARY 20, 2020
SaaS companies have started to realize that their products should be the main driver of growth. This product-led growth flips the old marketing and sales rulebooks on their heads. Product marketing is a large part of this shift. Product-Led Growth.
bpma ProductHub
SEPTEMBER 14, 2018
This year, Business of Software Conference USA is in Boston,… Product Marketing Community Product Management Resources Feedback research Usability Design Communication Innovation Product Strategy B2B B2C SoftwareSeth Godin on Making Software Seth Godin spoke at Business of Software Conference USA last year to share some of the many lessons that he has learned in his 33 years in the software industry. You can watch the talk or read a transcript here.
280 Group
JUNE 15, 2018
The path of B2B buyers traverses multiple channels and stages: from the prospect’s first recognition of a need through their adoption and reordering (or referral) of your product. As a result, many product and marketing managers get stuck before they even begin – trying to determine the exact, ‘right’ form that their Customer Journey Map should take. You’ve created a B2B Customer Journey Map! Product Management
Mind the Product
MAY 3, 2017
Alexa Scordato is the VP of marketing at Stack Overflow. In Alexa’s presentation at ProductTank NYC, she talks about the importance of brand and marketing. She states that there are not enough conversations about the intersection of product and marketing. In fact, many product team members don’t even understand marketing at all. Their flagship product was Stack Overflow, and that was where all of their brand equity was. Marketing Stack.
Proficientz
JULY 7, 2020
Is the maturation of B2B product management and marketing keeping up with the demands of the market? Throw in the COVID-19 pandemic and everything has changed for most of our markets (and us)? It’s inside-out product management at its finest!
Mixpanel
FEBRUARY 22, 2021
Table of Contents The problem with defining product-market fit In search of quantitative indicators of product-market fit 6 things about measuring product-market fit 1. With that in mind, product-market fit is a spectrum 4.
Mind the Product
FEBRUARY 27, 2018
The smarter your investment in testing, the better your chances of product success. Here’s what we’ve learned based on our experience of adopting a testing mindset and seeing your way through innovative product development. Product/Market fit Cannot be Planned. So it’s very important to define your measurements for success, especially when building new products. In the end it is almost always about finding product/market fit.
The Product Coalition
JULY 28, 2020
The bounce rate is the percentage of users who visit a page on your product (for example, your home page) and then leave it before taking any primary action, such as registration or starting a free demo. 45%, for B2B products it is 25%?—?55%,
Mind the Product
APRIL 24, 2018
I joined Setapp as a product manager in January last year, at the same time as the company was launching its main product. We’d already launched two successful Mac utilities, but this was the first time we’d launched a SaaS-style product – Setapp provides access to over 100 Mac apps in one suite. So, while developers were fixing bugs, we started to challenge our critical product pillars by reviewing our answers to the main product questions: Who is our customer?
Userpilot
FEBRUARY 20, 2020
SaaS companies have started to realize that their products should be the main driver of growth. This product-led growth flips the old marketing and sales rulebooks on their heads. Product marketing is a large part of this shift. Product-Led Growth.
Proficientz
JANUARY 30, 2017
What’s the easiest way to distinguish product management from product marketing? Product marketing (and sales) own this year’s revenue. Product management owns next year’s growth. That’s not to say that product marketing doesn’t contribute to, participate in, or even lead strategic planning efforts. The Ideal Product Marketing Manager. A New Class of B2B Product Manager.
The Product Coalition
MARCH 19, 2019
B2B SaaS companies pride themselves on constantly releasing new features and product improvements, but a lot of them fall flat when it comes to marketing those new releases. Now, the traditional ways of marketing your product, like blog posts, social media, videos, etc., are all well and good, but there’s actually something else that you need to think about, and it’s a pretty underrated aspect of product marketing.
Proficientz
AUGUST 23, 2018
The B2B Product Manager Magazine August 2018 is now available. This month we explore the value of a product marketing roadmap to sales. It’s not a staple in most B2B organizations but it’s just as important to your near-term revenue as a product roadmap is to your longer-term growth. In This Issue: Blog: High-Octane Product Management. The Value of a Product Marketing Roadmap: It’s Like Deep-Sea Fishing for Sales.
The Product Coalition
JULY 8, 2019
An insight into Product Marketing roles, responsibilities and KPIs after interviewing dozens of Product Marketing Managers. The New Age of Product Marketing The evolution of Product Marketing is one of the newest and most important trends in software marketing today, so it’s important to understand it and know how to apply it for your career or company. What is Product Marketing? How Product Marketing got here ??
Bain Public
JUNE 28, 2019
In a B2B environment, the sales team often interfaces with buyers. Existing clients, as well as sales prospects, become influencers on the product roadmap. Salespeople listen to those unwilling to buy a product unless specific features get added. When sales return with this type of feedback, they set about managing the product. So how does a product manager manage that friction? Avoid the Grey Zones - Define the Market.
Proficientz
FEBRUARY 13, 2017
A product portfolio management discipline in B2B is more about your portfolio’s alignment to customer goals than it is to your own revenue and profitability goals. If you’re going to be a market-driven organization, everything needs to be aligned with the business goals of your target customers to ensure there’s a common focal point that’s meaningful across product, marketing and sales teams.
The Product Coalition
MARCH 9, 2020
A pattern I’ve seen 4 or 5 times seems worth describing, since other folks may be experiencing it: a very early-stage B2B/enterprise company brings on a full sales team before finding product/market fit. We’re hypothesizing about mythical prospects and markets.
Business of Software Conference
NOVEMBER 26, 2018
This will change the way that a lot of people think about product market fit, BS metrics, understanding the needs of the people that really matter. Jared Spool’s excoriation of the use of NPS by marketing departments had struck a chord earlier in the week. “How would you feel if you could no longer use this product?” Rahul Vohra (Founder/CEO, Superhuman) – The Product-Market Fit Engine from Business of Software Conference.
Proficientz
AUGUST 5, 2019
The Portfolio vs. Every Product! Here are five B2B product management best practices that’ll give product management teams the coveted “strategic” moniker among executives, marketing, sales, engineering and customer success teams. Market Segmentation. Imagine that you have 20 products, each of them with strong growth potential in five market segments. Let’s say all 20 products have three market segments in common.
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