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Unconventional Product Marketing Skills to Drive More Revenue From Existing Products Today, Product Management University announced free training courses for product marketing managers. It’s offering free eLearning versions of its Product Marketing 101 Basic Skills Courses. Who Are the Courses For?
How AI captures customer needs that human product managers miss Watch on YouTube TLDR In my recent conversation with Carmel Dibner from Applied Marketing Science, we explored how artificial intelligence is transforming Voice of the Customer (VOC) research for product teams.
Market Analysis Before and With AI Customers are clamoring for a number of improvements to your product and youre on a mission to get them funded and on the roadmap. However, just because customers want them doesnt mean theyre delivering the level of differentiating value your organization needs to meet its own goals.
A lot of them worked in other positions before moving to product management, like engineers, analysts, marketers and project managers, and learned by taking on extra responsibilities. Now there are more and more resources, like blogs, books, online courses and even training programs for Product Management.
The most common mistake product marketers make with product positioning is they do it without regard for their salesforces ability to deliver it. Making products easier for the salesforce to sell is the single biggest thing product marketers can do to improve sales of their products. It goes without saying!
Whether its marketing, customer success, or sales, every team relies on product managers to clearly articulate the value of new features and releases. A great demo creates momentum, ensuring that sales, marketing, and customer success teams are aligned and excited to take the product to market. Heres why it matters: 1.
Productside | Product Management Courses & Training Ctrl + Alt + PM: AI-powered Product Management Your product management laptop keeps freezing. That clarity cascades through prioritization, OKRs, and go-to-market. Free marketing. Open your calendar. See the rainbow-wheel of doom? No features named. Pure intent.
For more: Lennybot | Podcast | Hire your next product leader | My favorite Maven courses | Swag Subscribe now This post will transform how you build products, come up with new ideas, and operate as a PM. Colin Matthews was a longtime PM and now teaches my favorite AI prototyping course: AI Prototyping for Product Managers.
The easiest way to think of product marketing vs. portfolio marketing is the age-old motto, the whole is greater than the sum of the parts. Your portfolio has more market and customer value than the sum of the products. What is Product Marketing? What is Portfolio Marketing? Here’s the difference. healthcare).
The story you tell to the market, the competitive moats you build, the pricing models fueling your growth – everything that got you to where you are needs to be reimagined for your new buyer. Analysts estimate that by 2022, global corporate eLearning will grow to be a $30 billion market. Yvonne swiftly flipped this story on its head.
Who the product is for (the market). Why my product is a better choice for you (the differentiators). Of course they are used throughout our domain – a user story is a very simple template, a Jira issue is created using a template. The y-axis represents market growth, the x-axis is market share.
Doug Kessler is the co-founder and creative director at Velocity Partners , a B2B Marketing Agency with a laser-sharp focus on content strategy, and the writer of articles such as The Search for Meaning in B2B , Crap , and Insane Honesty. Stakeholders aren’t always on board with marketers’ ideas of what good content looks like.
Consider the fact that portfolio marketing just might be your ticket to strategic product marketing in its purest form, making everything a lot easier with better results. What is Portfolio Marketing? Your marketing messages and sales narratives always lead with the strategic customer value of the portfolio. Here’s why.
If you were to ask me whether you, as a product manager , should you always listen to market feedback? Henry Ford is famously quoted as eschewing market feedback by saying that if he’d listened to his customers, they’d have asked for faster horses. My answer would be yes, definitely. Here’s why. Common B2B Feedback Traps.
How AI captures customer needs that human product managers miss Watch on YouTube TLDR In my recent conversation with Carmel Dibner from Applied Marketing Science, we explored how artificial intelligence is transforming Voice of the Customer (VOC) research for product teams.
The lint roller makers have figured out that they can generate more revenue by marketing the same product to a whole new market segment — pet owners — under a clever new name. For most B2B organizations, vertical marketing yields nothing but upside, especially if your products and services are a commodity or will be soon.
If you’re looking to climb the product marketing career ladder faster, here are five things you can do that’ll accelerate your climb. As a product marketer though, this is more about your strategy and execution tactics that lead to year-over-year revenue growth. Product marketing is not for prickly people with a “can’t-do” attitude!
In an era defined by relentless innovation and unprecedented customer expectations, the nature of financial services marketing has changed. Differentiation: In a crowded market, your brands unique personality and approach set youapart. A recognizable logo or clever tagline is no longer enough.
As an exercise for myself, I decided to take a mental model that’s usually used for decision making – a 2×2 matrix – and apply it to marketing. One thing we have to do in the go-to-market portion of our jobs is come up with good ways to talk about our product versus our competitors. Three things you can do today.
My goal with this 10-part series on product portfolio management is to highlight the strategic ripple effect across engineering, product marketing, sales, including presales, customer onboarding, and customer success. A market strategy does just that. Here’s the $1 million question. Here are three big things to consider.
Because when we don’t ground our roadmaps in the fundamentals, things can quickly go off course. While it would have been easy to blame the product strategy, marketing, or any number of other potential targets, they weren’t at the heart of the problem. Marketing was pushing what we gave them, and we hadn’t built something worthwhile.
Maybe your audiences preferences shift so you will need to adapt to the new market demand, or maybe you decide to embrace a new visual style to make your product look fresh and modern. This one lacks clarity, differentiation, and a compelling purpose. Bad vision statements To be the best eCommerce platform in theworld.
There are a million and one things that go into creating a market leading company. But products are the nucleus, and that means market leadership starts with product management. Building a Market-Facing Product Management Discipline The definition of “market” has more than its share of ambiguities. It runs the gamut.
The better we understand our customers, the better we can meet their needs, and the more we can differentiate our product from the competitors. These gaps allow us to differentiate our products and services from our competitors’. Of course not. This understanding, over time, becomes a competitive advantage. It’s not real.
So what is it about these SaaS sales reps that differentiates them from the rest? Marketing metrics have an influence on sales metrics. Understand the importance of marketing and sales alignment. Far too many sales professionals think that sales and marketing should be isolated.
And of course, the more knowledge you can embed, the better. It’s not an accident that all of these examples are market-leading or paradigm changing. So a little bit of embedded knowledge can create a lot of differentiation. The other piece of good news is that defaults and knowledge provide differentiation in two ways.
The danger, of course, is that normally the work we do today is what enables the sales organization to have products to sell in six months, or next year. Of course, so does not selling enough this quarter. There are parts we might not be as good at, if we don’t have a selling background and sales training, of course.).
But this only works if the product and market are stable and experience little change. While I do recommend that you schedule the reviews well in advance, you should, of course, not wait for the next review if there are new developments that need to be urgently discussed. Are there new market entrants?
A big part of our job is finding these market problems, customer needs and desires. Market research. There are lots of ways to find market problems or customer desires, and I have several earlier posts that cover some of these techniques. Finding and validating market problems is not a one-time thing. The story so far.
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 one of the least effective ways to do product marketing in B2B.
It includes the product’s value proposition, market, stand-out features, and business goals. You will need development team representatives like a user experience (UX) designer, developer, and tester, key stakeholders such as a sales rep, marketer, and support person, and a Scrum Master, as the following picture shows.
If you’re not a subscriber, here’s what you missed this month: Why no productivity hack will solve your overwhelm A PM’s guide to influence State of the product job market, part 2 Why cash is king Subscribe to get access to these posts, and every post from the past 5+ years.
How to achieve product-market fit – for product managers This episode is sponsored by PDMA, the Product Development and Management Association. This speaker emceed the conference and presented on Lean Product Management: How to Achieve Product-Market Fit. Start at the bottom and work your way up: Market: 1. Feature set 5.
How you prioritize, marketing campaigns, sales strategy, it all changes based on how your product is positioned. Sean Ellis’ survey to discover if you’ve hit product/market fit is a great way to understand your customers. Step 2: Identify the Market You’re in and the Persona You’re Going After. So where do you start?
A rolling 24-month portfolio strategy is a good rule of thumb where the first 12 months is firm (assuming no drastic shifts in the market) and the next 12 months is more fluid since it based on the current market conditions which we know are likely to evolve in the coming year. Here’s an example.
Mindbody, which sells fitness plans and software for gyms, sold a few fitness plans, and you didn’t see a lot of differentiation between them. They said they needed to grow market share and gain clients but at the same time lift the amount of dollars per client. Absolutely, the go-to-market piece is very important.
How to differentiate and build a competitive advantage that you can sustain and defend over time Photo by Pavel Danilyuk from Pexels Creating your product strategy is hard work. Since they were not planning to win, they were always only half-hearted with their commitment, resulting in a mediocre product and low market share.
This guide to portfolio product management and marketing answers the following seven questions. How Does Portfolio Product Management Impact Product Marketing? Structure product management/marketing so that their market knowledge is stronger than all other disciplines combined. Vertical Market Segmentation.
As a product-first company, new product launches are a core part of Intercom’s DNA – which means there’s always an abundance of juicy launches for us product marketers to work on. Our go-to-market teams have grown immensely, meaning more specialists and larger cross-collaborative teams for each launch.
10 Types of Innovation Framework from Doblin When legendary design thinking firm Doblin released the 10 Types of Innovation Framework , they challenged product teams to think less about new features (“the easiest thing to copy”) and more about their overall experience and go-to-market strategy.
And of course, the more knowledge you can embed, the better. It’s not an accident that all of these examples are market-leading or paradigm changing. So a little bit of embedded knowledge can create a lot of differentiation. The other piece of good news is that defaults and knowledge provide differentiation in two ways.
Product marketing is the process of bringing a product to market, and a well-curated product marketing strategy is key to understanding customer needs and driving adoption. TL;DR A product marketing strategy is a roadmap for how a new product will be positioned, priced, and marketed. Let’s dive in!
99% of startups are not differentiated on their underlying technology, and there is very little engineering risk involved. (I’m Because technology differentiation is no longer a real factor today start ups, it turns out that most products are succeeding or failing due to core product/market fit followed by the distribution strategy.
Just ask any content marketer – they would rather have the resources and the time to focus on both, because to build a strong marketing brand, you need an approach that covers both the awareness and the acquisition. Blog articles, podcasts, ebooks, and videos have been the bread and butter for content marketers for a long time now.
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