Differentiation improves marketing and sales effectiveness

Messages that Matter

Do you wonder why your latest marketing campaign didn’t generate enough good leads? A big part of the problem is likely to be lack of differentiation, but it shouldn’t be. After all, marketing is done in public. Or why too many sales opportunities stall or result in no decision? All you have to do is […

The Problem With Lack of Differentiation

Messages that Matter

You and your competitor have the same position What happens when your position doesn’t differentiate you from the competition? What affect does it have on marketing? Lack of differentiation is one of several common, costly symptoms of poor positioning. It creates market confusion, which means your marketing isn’t noticed. Surprise! And what about sales? It […

Why differentiate, and how to do it

Messages that Matter

If you need to be convinced that differentiation is critical to effective marketing, or you’re convinced but don’t know how to do it, read on. The goal of positioning is to facilitate your target audience’s association of a significant benefit with your product or company.

Differentiation and Innovation: Your Ticket to Surviving Product Commoditization

Proficientz – Product Management University

Differentiation and innovation are your two best options! Differentiation. Differentiation boils down to unique positioning in your sales and marketing efforts with your products and company reputation serving up the proof points. Use that theme as the umbrella message in all of your marketing and sales communications. Innovation and differentiation often go hand-in-hand.

New Study: 2018 State of Embedded Analytics Report

Part 3: Analytics Development Platforms Keep Applications Ahead of the Market. 2| 2018 LOGI ANALYTICS STATE OF EMBEDDED ANALYTICS REPORT the foundation of our app, customer success, technical support, product teams, marketing, investors, and. standing out in the market.

Mental Models Applied: Using A 2×2 Chart For Handling Competitive Objections

The Secret PM Handbook

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. To use it, you have to be clear on your differentiators – what your product does better than your competitors.

Market Problem Framing Example

Tyner Blain

Understanding how problems are framed in your market is critical to developing a successful product strategy. I’ve written about how to frame market problems using Ted Levitt’s whole product model, and referenced a workshop framing problems. And Moore’s work builds on ideas from several others (“turtles all the way down”), including Levitt’s Marketing Myopia. Differentiation – Remote monitoring of glucose levels.

People Don’t Buy Capabilities, They Buy Knowledge

The Secret PM Handbook

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.

Start your marketing with why: Getting your story right

Inside Intercom

No matter how good your product is, if you can’t tell a cohesive, compelling story about it, you’re going to have a very hard time getting people’s attention when you actually do take it to market. For decades software was sold using feature-based marketing: start with what the company wants to sell, and then tell people why they need it. It’s easier than ever to build a product, which means the market landscape is increasingly competitive. The problem was marketing.

Is product marketing the same as marketing? (I say no)

Under10 Playbook

I’m often asked to differentiate product marketing from marketing (or marketing communications, if you prefer). This effort gets confusing for most because of the term “marketing.” ” For many of us, marketing is a philosophy.

The 5 Levels of Analytics Maturity

SOPHISTICATED PRODUCT DIFFERENTIATORS Do the analytic offerings in your application make you stand out from the crowd? can differentiate your product. software market. The market has been thoroughly transformed over. These trends are most evident in the consumer market.

How working as a Product Marketer can help you become a better Product Manager


Having spent several years playing both Marketing and Product Management roles, I can confidently suggest that every Product Manager who wants to make a significant impact on the overall success of the business should switch to Product Marketing roles several times in his career.

Mastering the Problem Space for Product/Market Fit by Dan Olsen

Mind the Product

The term Product/Market Fit was coined by Marc Andreesen back in 2007 and it’s been a key goal for any new product or startup ever since. The Product/Market Fit Pyramid. Taken together, the first two layers – target customer and underserved needs – are the market.

MRDs – How Much “Market” Is In Your Market Requirements Documents?

Proficientz – Product Management University

Most B2B organizations use a M arket R equirements D ocument (MRD) for driving new solutions to market. How much of the content in those MRDs should be pure market requirements versus product requirements? A good rule of thumb — 100% market and 0% product. If MRD’s are supposed to reflect the needs of the market, they should be market specific not product specific. What’s wrong with this sample market requirement?

Market Problems — Blinders. Customer Goals — Wide-Angle Market Lens.

Proficientz – Product Management University

If you’re in a product management, product marketing or sales enablement role, consider replacing the phrase market problems with customer goals. It will open your eyes to a whole new narrative, and it will help you deliver, market and sell solutions with more strategic customer value. How Much “Market” Is In Your (MRD) Market Requirements Document? . The post Market Problems — Blinders. Customer Goals — Wide-Angle Market Lens.

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

applications, and they’re pushing for faster time to market. salespeople or navigating the often-confusing BI market, which is full of competitors. Fortunately for BI buyers, the market has never been. Time to market can even affect revenue: The 2017 State.

The Product Market Fit Engine | Rahul Vohra, CEO, Superhuman | BoS USA 2018

Business of Software Conference

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.

Perfect Your Value Proposition – B2B Marketing Rules

280 Group

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 the target market. Relevant, Differentiated, Credible.

B2B 47

Classifying Market Problems

Tyner Blain

When introducing this way of framing a market space to a team, I have found that I get more traction with the following variation on the model. Differentiation – these are problems where, if solved, they would differentiate a product from the competition.

The Ideal Product Marketing Candidate for B2B

Proficientz – Product Management University

This sample product marketing job description just might ruffle a few feathers. 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. A lot of people aren’t cut out for the quota pressures of direct sales but make fine product marketing managers! Related Articles on the Product Marketing Role.

B2B 122

5 Early Indicators Your Embedded Analytics Will Fail

Revenue 71% 60% 62% 52% 57% 49% 53% 42% Differentiate Your. differentiate their products, boost revenue, win new customers, and retain. nearly impossible to monetize late-to-market capabilities. Updating your application’s dashboards and reporting features.

How startups die from their addiction to paid marketing

Andrew Chen

Many of the biggest implosions in recent history – especially ecommerce – have been due to startups getting addicted to paid marketing while fooling themselves on Customer Acqusition Costs. Marketing spend increases, it’s profitable!

The Best of Both Worlds: Vertical Marketing and Horizontal Products

Proficientz – Product Management University

The lint roller manufacturers have figured out that they can generate more revenue by marketing the same product to a whole new segment — pet owners — under a clever new name. Take that same concept into the B2B world and you have vertical market messaging for products and services that have value across many industries. Vertical Marketing & Sales. On the marketing and sales front, it’s no secret that the best (most relevant) story wins the majority of the time.

How leading companies in the Sales Force Automation market are positioned

Messages that Matter

If Gartner’s Magic Quadrant for Sales Force Automation (SFA) took into account marketing effectiveness, Microsoft and Oracle would get dinged for lack of differentiation. As you can see in this perceptual map, Oracle and Microsoft have almost identical positions which were determined by evaluating websites of all the companies in Gartner’s SFA Magic Quadrant: Positioning […

Dear Strategy: 058 SEO, SEM, and Other Marketing Strategy Trends

Dear Strategy

Dear Strategy: “Can you talk about some of the newer trends in marketing that should be considered when putting together a marketing strategy?”. . Finally – a question about marketing strategy!!! But when I founded my training business, Strategy Generation Company, earlier this year, I decided to focus the programs that we offer on the areas of product, business, and marketing strategy. Business, Product, and Marketing Strategies.

Monetizing Analytics Features: Why Data Visualizations Will Never Be Enough

2013) demonstrated an unmet need in the market for visually stunning dashboards. DIFFERENTIATE: Embedded in. sophisticated capabilities, companies can get to market faster and more easily keep. time-to-market is crucial) Faster time to deployment than.

Product Priorities vs. Marketing Priorities: Two Simple Questions

Proficientz – Product Management University

Everyone has an opinion when it comes to product priorities and marketing priorities. Product and marketing priorities have to be influenced by external forces if the desired result is a single set of top-down initiatives that won’t change with the wind. In most B2B organizations, multiple products target the exact same markets. When those products are managed, marketed and sold as separate entities, it fosters many differing views of the same markets.

Market segmentation: 5 signs you’re doing it right

Product Management 2.0

Many of us in the field of technology product management are so familiar with market segmentation principles that we take them for granted. We’ve all seen the analyst reports that estimate that a particular market size is huge and growing. Blogs and News Market segmentation

Branding: The Other Half of Your Go-To-Market Journey

Pragmatic Marketing

The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. And that bad marketing or branding could sabotage the success of your products? Product/market fit defines the degree to which your product could be successful. Marc Andreessen famously claimed, “The only thing that matters is getting to product/market fit.”

Why Most Companies Fail At Moving Up or Down Market

Brian Balfour

The difference between these two are not the common mantras of build a great product, product market fit is the only thing that matters, or growth hacking. In part five I covered Model Market Fit - your model influences the target market and vice versa.

What matters most (to investors)?

Product Manager in Heels

Market Dynamics Differentiation Defensibility Rapid Iteration TEAM TEAM was the most important thing he focused on. Fail fast, and then rebuild Tell a compelling story Focus on how you can get FREE marketing "Whatever it takes"; focus on the customer experience If you were investing, what would matter most to you? customer customer experience differentiation investors market team

A Better Approach To Demoing Can Turn Sales Around

The Secret PM Handbook

Doing a great job of go-to-market is one of my passions. I love working with marketing and sales to make sure they can sell my products effectively. So I thought I’d share a few go-to-market related stories. No one is going to buy it no matter how you take it to market.

Demo 230

3 Proven Ways To Help Your Sales Team Beat Quota

The Secret PM Handbook

We’ll assume the challenges in selling are that Marketing isn’t finding the right prospects and Sales doesn’t know how to sell to them effectively. In fact, if you triangulate to any go-to-market methodology, or sales methodology, those are the basic points.

A Better Approach To Demoing Can Turn Sales Around

The Secret PM Handbook

Doing a great job of go-to-market is one of my passions. I love working with marketing and sales to make sure they can sell my products effectively. So I thought I’d share a few go-to-market related stories. No one is going to buy it no matter how you take it to market.

Demo 195

A Better Approach To Demoing Can Turn Sales Around

The Secret PM Handbook

Doing a great job of go-to-market is one of my passions. I love working with marketing and sales to make sure they can sell my products effectively. So I thought I’d share a few go-to-market related stories. No one is going to buy it no matter how you take it to market.

Demo 195

A Lean Alternative to a Business Plan: Documenting Your Product/Market Fit Hypotheses

Sachin Rekhi

However I've seen too many startups use the lean startup methodology as an excuse to fly by the seat of their pants and shun almost any structure to their approach to iterating, validating, and finding product/market fit. Strategic Differentiation.

How to Design Your Customer Validation to Maximize Product/Market Fit

Sachin Rekhi

In my previous post I detailed how I typically go about documenting the initial set of product/market fit hypotheses for an early stage startup and each of the key elements that are important to capture as part of it. Both of these act as great validation for actual product/market fit.

Crafting a Useful Positioning Statement

Actuation Consulting

FOR <target market> A concise definition of the market segment. WHO HAVE <this problem> The problem statement indicating the underserved need or market gap. OUR PRODUCT IS <solution category> A generic name to help categorize the solution to the market. UNLIKE <reference competition> Defines the primary alternative market solution(s). What is the added value to be gained and what market gap does it fill?

Flipping the Script as a PM: Turning Customers into Evangelists – Thursday, February 22 | 6:30 – 9:30pm

bpma ProductHub

The concepts presented in CEB’s book “The Challenger Customer” are gaining a lot of traction in the marketing world. Along the way they’ve begun to better identify what features their customers wouldn’t know to ask for, but deliver extremely high business value and differentiate them from their competition. Product MarketingBPMA Event – Flipping the Script as a PM: Turning Customers into Evangelists. Thursday, February 22 | 6:30 – 9:30pm.

How to evolve product launches as you grow

Inside Intercom

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. Is it a differentiator for us or something innovative in the market?