Proficientz – Product Management University

MARCH 11, 2017

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.

Differentiation 100

Differentiation B2B Framework Messaging 100

Inside Intercom

DECEMBER 4, 2018

At Intercom we think a lot about what it means to deliver a differentiated customer experience. Another key piece in delivering a differentiated customer experience is the Inbox. Level AA, because business messaging should reach everyone, regardless of how they interact with the web.

Differentiation 54

Differentiation Inbound Messaging Branding 54

Proficientz – Product Management University

JANUARY 18, 2019

Build messages around real-world customer scenarios with emphasis on WHAT buyers are trying to accomplish in those scenarios and WHY each is important to their success. Use Themes to Differentiate.

Positioning 141

Positioning Differentiation Workshop Messaging 141

Proficientz – Product Management University

AUGUST 13, 2019

The prefect complement is a product marketing function that’s structured to create and communicate value messages that engage decision-makers and influencers in meaningful dialogues. Message, market and sell accordingly and the average number of products per sales order should go up!

Product Marketing 153

Product Marketing Marketing Healthcare B2B 153

bpma ProductHub

FEBRUARY 4, 2018

By Jennifer Gridley – As we approach Valentine’s Day, some may be enjoying The Spice Girls’ 1996 hit for its romantic message. Understands customers, the problems the product solves, why the product is winning or losing, competitive differentiation, etc.

Differentiation 212

Differentiation Webinar Product Management Product Manager 212

The Secret PM Handbook

OCTOBER 9, 2018

We (the product managers) are the experts in our product: We know who it’s for, we know why it’s better, we know its differentiators, we know the stories of pain our prospects are suffering, and the glories of the successes of our customers. Co-opting product management into sales.

Sales Training 212

Sales Training Differentiation Demo Framework 212

Proficientz – Product Management University

MAY 11, 2018

Take that same concept into the B2B world and you have vertical market messaging for products and services that have value across many industries. When messaging is highly relevant to the business goals and challenges of each vertical market, the products are perceived as more unique and therefore more valuable to the customer. The “improve HCAPS” message will win 80% of the time as long as the product capabilities offer strong enough proof points to the value statement.

Marketing 100

Marketing Differentiation Healthcare B2B 100

Roman Pichler

JANUARY 8, 2019

For revenue-generating products, you should also investigate if the product is still effectively differentiated: Do users have a compelling reason to choose it over competitors’ offerings? See the Rewriting Effort as an Opportunity to Innovate.

Vision 209

Vision Definition Differentiation Technology 209

Proficientz – Product Management University

JULY 25, 2018

Follow three simple guidelines to differentiate with credibility and boost your win rates. Don’t expect your buyers to walk away with that one differentiating value theme if you don’t hit them right between the eyes with a very simple message. Product presentations and demos can be the determining factor in winning or losing a sale. In many cases, it comes down to the credibility of the presenter more than the capabilities of the product.

Demo 109

Demo Presentation Differentiation Messaging 109

Proficientz – Product Management University

JANUARY 27, 2017

Making the shift from horizontal products to industry solutions boils down to differentiation…not just the marketing and messaging variety but adding product capabilities specific to key industry segments that deliver exponentially more value than generic one-size-fits-all products or services. For example, many cloud computing providers espouse IT cost savings and data security benefits while attempting to differentiate on technical superiority and service levels.

Differentiation 109

Differentiation B2B Finance Technology 109

Mind the Product

AUGUST 1, 2019

Whether it’s to stay competitive, differentiated, or solve for what they believe are their customers’ needs, some companies get locked into a cycle of feature FOMO – fear of missing out – that ends up stalling product innovation. Back to our messaging app example.

Branding 176

Branding Enterprise Differentiation Vision 176

Inside Intercom

JUNE 19, 2018

Tristan received an automated transaction message: his credit card was just used at a convenience store 20 mins away! Forward thinking companies are starting to make service a part of their product, with messaging at the core. The rise of messaging.

Banking 105

Banking Messaging Airlines Differentiation 105

Proficientz – Product Management University

NOVEMBER 13, 2018

This stage is where your company messaging and solution positioning can fully engage buyers or push them away. If your sales people are requesting new product literature for each account, it may be an indication of messaging that’s too product focused versus buyer focused.

Positioning 130

Positioning Webinar Differentiation Workshop 130

Proficientz – Product Management University

APRIL 15, 2018

Is it time for a more interesting and unique flavor of selling – or is it time for a more tantalizing flavor of product management to differentiate the way you sell? Just not good enough to differentiate, especially if everyone else is doing the same thing. Your marketing messages and sales process are a direct reflection of how you do product management – identify tactical problems and deliver product solutions with tactical benefits.

Document 100

Document Differentiation B2B Framework 100

Proficientz – Product Management University

AUGUST 5, 2019

The goal is to make sure sales dialogues lead with a strong vision and a differentiating value story that’s supported by all products. The Portfolio vs. Every Product!

B2B 130

B2B Vision Sales Training Demo 130

280 Group

JULY 16, 2018

They result from going to the market with a poor marketing message, i.e.: not Relevant , Differentiated , or Credible to the target market. Value Proposition and Messaging go hand-in-glove and are how you communicate your reason to buy to customers. The Core Messaging Deck.

B2B 41

B2B Messaging Marketing Differentiation 41

Product Management Lessons from the Trenches

JULY 17, 2018

it is a message or tagline that is consistent with the value proposition. A value proposition (aka, a value prop) is a plainly-written building block that informs the marketing messages, pricing strategies, partnership priorities, development roadmap, etc.

Advertising 195

Advertising Differentiation Presentation Branding 195

Roman Pichler

MAY 10, 2017

Regularly read trade journals, product reviews, and user forum messages to see what’s happing in your industry and how people respond to your product. This helps you understand if your product is properly differentiated. Balancing Specific and Generic Skills.

Product Management 208

Product Management Product Manager Management Management 208

iTexico Design

APRIL 22, 2019

One way to stack the deck in your favor is to understand the importance of UX in differentiating a good app from a bad app. Routinely purge anything in the app that isn’t necessary to get across the message. Mobile Product Design & Development Guide.

Development 52

Development UX Differentiation Information 52

Tyner Blain

NOVEMBER 26, 2018

Differentiation – a problem which one competitor solves, unlike all other competitors, in an attempt to re-frame how customers view the problem space. The key is to differentiate the problem manifestation from the underlying problem. As each competitor announces an update or a new model, they will be competing with “our product is now the best” messages. Differentiation – Remote monitoring of glucose levels.

Marketing 60

Marketing Differentiation Roadmap Workshop 60

Proficientz – Product Management University

JANUARY 10, 2017

The great Marketing Solution recognizes a single customer with multiple vehicles and makes it easy for a car dealership to market to those customers with relevant messages and offers that demonstrate their appreciation for that loyalty. While the good solutions can do almost everything the great solutions do, the incremental what-if scenarios in the great solutions become a clear point of differentiation that most car dealers would prefer.

B2B 100

B2B Differentiation Messaging Article 100

Userpilot

JULY 25, 2019

As you designed this product, you thought about your differentiator, what made your product unique. And this employs multiple ways such as getting started email sequence, in-app messages, guided tours and even online meetings.”

Messaging 96

Messaging Demo Differentiation UX 96

Pragmatic Marketing

MAY 14, 2019

And while poor concepts and badly designed products may account for some of these failures, oftentimes the failure is fueled by weak product launches that lack the ability to resonate with target audiences and establish a strong differentiation.

Product launches 91

Product launches Magazine Education B2B 91

Usersnap

JULY 1, 2019

Customers can be directed to the service line or submit a message with a screenshot via the widget. By the year 2020, customer experience will overtake price and product as the key brand differentiator, stated Walker Info.

Branding 67

Branding Demo Differentiation Enterprise 67

Inside Intercom

FEBRUARY 6, 2019

Following a significant project to better define our target customer segments, we now have clear, differentiated goals for each of those segments – as well as a deeper understanding of each segment’s needs and behaviors – to align our marketing strategy and activities around.

Product launches 71

Product launches Messaging Differentiation Framework 71

BrainMates

FEBRUARY 26, 2019

I would also propose that companies should never differentiate between Product Managers and Product Marketers while hiring and they should encourage transition into one role from another. This is a guest post from Ab hinaw Kumar.

Product Marketing 68

Product Marketing Marketing Branding Differentiation 68

Mind the Product

DECEMBER 19, 2018

Differentiating between tasks like this can help you make better decisions because you tackle the two sides very differently. Who doesn’t struggle to manage their time effectively, at least occasionally?

Product Management 157

Product Management Product Manager Management Management 157

Userpilot

JUNE 19, 2019

Perhaps the easiest way to differentiate between them is to think of a user timeline. You can also see a record of every message sent between your team and a customer, so that you can quickly remind yourself of what stage they’re at in the onboarding process.

Education 78

Education Document Messaging Webinar 78

Inside Intercom

MAY 16, 2019

To differentiate yourself in a crowded market, ease of use is only part of the equation. Multi-step pointer messages in a Product Tour. Is this just a new simple message type, or are we going to do something much more sophisticated? Phil: So, we’ve talked about differentiators.

Differentiation 56

Differentiation Demo Messaging Webinar 56

BrainMates

MAY 28, 2019

Since we had not yet tackled the product strategy aspect of the framework, we elected to “clean up the rough edges” of one highly-used feature (as Des Traynor says, “if you have time to lean, you have time to clean”), and to finish two differentiating features that were already well underway.

Framework 71

Framework Marketing Differentiation Product Management 71

Inside Intercom

DECEMBER 11, 2018

Elegant Themes is using Visitor Auto Messages to convert 3x more paid subscriptions. One of their most successful messages offers a discount code to people who have shown purchase intent by visiting their site multiple times. For online businesses, customer experience is king.

B2C 62

B2C Inbound Messaging Article 62

Gainsight

MAY 8, 2019

Dialogs to display relevant messages when a user triggers specific behavior. With Gainsight PX, you can build and automate email messages directly within the tool, using the same data and segmentation you’re already collecting. Evaluating software is tough.

Demo 60

Demo Differentiation Messaging Enterprise 60

Proficientz – Product Management University

JANUARY 23, 2017

The development of messaging and collateral in today’s role is more focused on making the salesforce skilled at selling and differentiating your solutions versus creating the obligatory artifacts for the launch checklist as it was in its infancy. Wealth made simple: news and articles from IRC Wealth. 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.

B2B 122

B2B Product Marketing Marketing Healthcare 122

Inside Intercom

FEBRUARY 11, 2019

It was differentiated enough from the other emojis in the scale to suggest very high satisfaction, while communicating less passion and more excitement. We all know the importance of measuring the quality of your interactions with your customers.

Differentiation 78

Differentiation Positioning Messaging Management 78

280 Group

JANUARY 14, 2019

He explains why good product positioning is so critical for your product and your messaging. They result from going to the market with a poor marketing message, i.e.: not Relevant, Differentiated, or Credible to the target market.

Blog 37

Blog B2B Differentiation Messaging 37

Andrew Chen

JUNE 4, 2018

The messaging becomes stale, and novelty effects are real. They’ll come in to copy not just your product, but also ad messaging and creative. It’s much harder to fix the underlying issues – creating real moats, product differentiation, doing deeper adtech integrations.

Startups 100

Startups Marketing Differentiation Messaging 100

Inside Intercom

MARCH 21, 2018

The result is that differentiating yourself on product alone is harder than ever. Differentiation: In a crowded market, your features can help you stand apart from the competition. They can set new messages to be triggered based on a customer’s satisfaction level, or decide to put customers who are dissatisfied at the front of the queue.

Marketing 87

Marketing Differentiation Banking B2B 87

Pragmatic Marketing

NOVEMBER 21, 2018

They contain a range of useful details, from your product’s target market, positioning, and differentiators, to its main features, functions, and themes. This is especially true when you’re going back and forth with testers in long chains of messages.

Testing 91

Testing Webinar Demo Document 91

Under10 Playbook

NOVEMBER 2, 2016

A positioning document explains your product capabilities and message to your internal teams and agencies. ” There are many formulas for a positioning message; just find one you like and start plugging in your product information.

Positioning 130

Positioning Document Messaging Books 130

Gainsight

JANUARY 28, 2019

Messaging, positioning, and timing all have a role to play in a purchase decision. So you think you know your product… but just how deeply do you understand the value it provides? As a product leader, you’re the subject matter expert when it comes to your product.

Differentiation 72

Differentiation Roadmap Messaging Information 72