Segmenting markets is the most important thing your organization can do because it answers the question, WHO are our target customers? In other words, your market segments are the basis for all critical decisions because they form the common bulls-eye that focuses all product, marketing and sales activities to common customer needs and goals. The Playbook : Segment your markets according to how customers think of themselves — banks, utilities, manufacturers, etc. MORE
We threw terms like product/market fit around, without ever really giving a thought to what they meant. I created something nice but no one was willing to pay for it – there was no market. The second time round, I started with a market. MORE
Product marketing is not an exact science by any stretch of the imagination. However, new ways of objectively measuring and optimizing product marketing effectiveness are significantly changing the game. The idea of measuring marketing effectiveness and buyer’s response in.[continue MORE
My friend David Daniels is one of the top minds in product marketing. He and I have had many a long talk on process and roles and the lines between product management and product marketing. MORE
Agile Marketing With Development Using Agile innovation for software development may help accelerate and optimize completion of a product. But if marketing is.[continue The post Agile Marketing Using Scrum appeared first on 280 Group Product Management. MORE
The post Transitioning from Market Stall to App Store appeared first on MindTheProduct. In this talk I gave at ProductTank London, I reflected on how mobile has become a massive traffic channel for M&S in just a couple years and the attitudinal transformation that I helped lead there. MORE
Reprinted with permission from the Product Management and Strategic Marketing Blog. The top challenge most product companies face is finding the best market for their product. The founders identified a need in the market and delivered a successful first product. MORE
Over the years I’ve seen product management teams focused increasingly on the technical aspects of the product, serving more as development managers than product managers, and neglecting business strategy and go-to-market responsibilities. MORE
Sizing a market opportunity has always been problematic. The most common academic tool for market sizing is TAM/SAM/SOM. A market is a known set of buyers, typically a set of people or businesses. What is your current market share? MORE
Can Agile Marketing give you an edge? The past five years have witnessed a sea change in marketing methodologies and processes at a rate that continues to accelerate. The post Why Agile Marketing is the Key to Successful Products appeared first on 280 Group Product Management. MORE
I believe the same synthesis of skill sets is occurring between marketers and product managers, but all too often, they’re treated organisationally as separate disciplines, broken up into siloed teams. Why Marketing and Product must work together. How to align Marketing and Product. 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. Marketing Stack. MORE
Any half-decent marketing is essentially storytelling. As a marketer, everything you create needs to tell the story of your product and the value it offers your users. That’s why roadmaps are such a natural fit for marketing teams. The theme-based marketing roadmap. MORE
Nir’s Note: Gad Saad is a professor of marketing at Concordia University and the author of The Consuming Instinct. In this interview with Max Ogles, Saad discusses the role of evolutionary psychology in modern marketing. The post The Secret Marketing Power of Evolutionary Psychology appeared first on Nir and Far. Behavior Design In Action marketingHe’ll be speaking at the upcoming Habit Summit in April. You can register here!) MORE
195 
Death needs to be marketed also. The good news for death product managers is that their market is not going away. As the market for caskets goes away because of the rise in cremations this has required the product managers who deal with death to become creative. MORE
That is the essence of product-market fit. In this talk at ProductTank San Francisco, I share advice from my book The Lean Product Playbook on how to achieve product-market fit. The Product-Market Fit Pyramid. My Product-Market Fit Pyramid consists of five layers. MORE
Advertising legend David Ogilvy said nobody should have anything to do with marketing until they’ve read Scientific Advertising seven times. Despite being almost 100 years old, Scientific Advertising by Claude Hopkins remains one of the best books on sales and marketing ever written. 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. Product Marketing Methodology Sales Webinar MORE
Demand generation is the creation of systems that build awareness of, and a market for, your products with target customers. The best marketing in the world is irrelevant if nobody sees it. The post SaaS marketing 101: marketing for growth and survival appeared first on Inside Intercom. Sales & Marketing Uncategorized customer acquisition demand generation marketing SaaS MORE
Spending a bit more effort on the process can help you turn your release notes into effective content marketing. It’s a task that also requires tight cooperation between tech and marketing functions. Market Your Release. MORE
As the product manager survey results that we published on Mind the Product suggested, listening to the market doesn’t happen enough among enterprise software designers. This is probably the most common means of gathering market feedback by product managers, and with good reason. MORE
If you answered yes to any of those questions, you’ve… Career Product Management Product MarketingBy Jennifer Gridley – Have you ever wondered how different people break into Product Management and why they stay? Would you like advice from great Product Managers on how to do the job well? Are you interested in sharing your story and advice with others? MORE
There’s more to generating online sales leads than meets the eye — even the eye of an experienced marketing professional. Those engaged in product marketing may find it beneficial to ponder the biggest element of the infographic, the COMPANY WEBSITE hexagon. Contributed by Brad Shorr. MORE
In this issue of Pragmatic Marketer we tackle these questions and introduce "Pragmatic Implementation," a new column that expands our brand promise to deliver practical, actionable training and best practices What kind of power does your brand have? How do people feel about it, describe it to others and interact with it? And what can you do to strengthen your brand and its impact? MORE
If you’re planning world domination, they recommend designing a “cookie cutter” plan from the start based on the following principles which you can then adapt to a range of unique markets. MORE
In product management, our primary job is to be expert on market problems. We don’t want to build features for a single customer; we need to build solutions to widespread market problems. Product managers (and product marketing managers too) need to be experts on market problems. MORE
In the very early days of any SaaS business, you will employ numerous marketing tactics to acquire your first customers: blog posts, paid advertising, landing pages, hero videos, webinars, everything but the kitchen sink. You just embarked on a big marketing campaign and spent all that time and money getting them in the door, only for them to see no value in your product and walk right back out again. Simply put, we market our product to our current customers. MORE
If you have market driven products then don’t you have a market driven company? There are three key differences between market driven products and a market driven product company. Market-driven products, if taken literally, could result in multiple product silos with competing goals and contention over resource allocation. Here are three key differences between market-driven products and market-driven product companies. Market Perspective. MORE
“Sizing a market opportunity has always been problematic. The most common academic tool for market sizing is TAM/SAM/SOM. A market is a known set of buyers, typically a set of people or businesses. What is your current market share? Product Marketing MORE
Product/Market fit Cannot be Planned. In the end it is almost always about finding product/market fit. Instead, many small tests have to be carried out in order to find your way towards product/market fit. Usually it is not enough to test as many assumptions as possible to find product/market fit. The post The Testing Mindset – How to Find Product/Market fit appeared first on Mind the Product. “There is a way to do it better. Find it!” MORE
THESE MARKETING LESSONS FROM APPLE CAN SCALE UP YOUR BUSINESSES TO NEW HEIGHTS. He or she may not have not realized it but the simple marketing strategy that they accidentally and innocently came up with [ ] The post 10 Marketing Lessons From Apple appeared first on Spice Catalyst. MORE
The post The Secret To Marketing Packaged Foods appeared first on The Accidental Product Manager. It’s what goes into packaged foods that seems to matter the most Image Credit: alsis35 (now at ipernity). I can only speak for myself, but when I go food shopping I’m on a mission. MORE
Rather than having to use a single, centralised provider, each Head Teacher could use whichever system they wanted – which opened up the market for smaller players such as Naimish and his team. The post Naimish Gohil – Adapting Your Product for a Changing Market appeared first on Mind the Product. Naimish Gohil , Founder of edtech software company Satchel , shares his experience of knowing your user and adapting your product with ProductTank London. MORE
We headline our March issue by going back to one of those marketing basics that’s all too easy to forget. The Most Basic Rule of Marketing is so Easy to Forget. Market-Driven Products vs. Market-Driven Product Companies. How Market Segmentation Helps You Quantify New Product Ideas. The post Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven appeared first on Proficientz. MORE
Major elements of our sales and marketing plan, designed with companies like this one in mind, needed to be revisited at the least. We’d responded to market traction without properly understanding our users. That’s because when Merck decided to market the exact same drug’s baldness-prevention properties too, they created a new campaign and brand. The post What Happens When you do User Discovery After Market Traction appeared first on Mind the Product. MORE
What has changed so much about B2B marketing in the last few years that we’re now using a term like revenue marketing? B2B marketers are in a period of extreme transformation. Roughly 85 percent of B2B marketers are feeling intense pressure to add direct revenue accountability to their job description. ” • Today’s CFO is asking, “What revenue impact is marketing making and what’s the ROI?” What Is Revenue Marketing? MORE
Many Product Managers struggle with writing market requirements that are effective in guiding their engineering teams to build the right solution. The post Writing Market Requirements Effectively appeared first on 280 Group Product Management. MORE
As I read it, I couldn’t help but find parallels between the folklore of baseball and that of marketing. Many today rely on similar marketing folklore: the value of trade shows and events; the need for programs to generate sales leads; the value of advertising. MORE
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. MORE
Marketing Related Topics 280 Group
APRIL 2, 2018
Many Product Managers struggle with writing market requirements that are effective in guiding their engineering teams to build the right solution. The post Writing Market Requirements Effectively appeared first on 280 Group Product Management.
bpma ProductHub
DECEMBER 22, 2017
“Sizing a market opportunity has always been problematic. The most common academic tool for market sizing is TAM/SAM/SOM. A market is a known set of buyers, typically a set of people or businesses. What is your current market share? Product Marketing
280 Group
FEBRUARY 22, 2017
Agile Marketing With Development Using Agile innovation for software development may help accelerate and optimize completion of a product. But if marketing is.[continue The post Agile Marketing Using Scrum appeared first on 280 Group Product Management.
bpma ProductHub
MARCH 12, 2018
If you answered yes to any of those questions, you’ve… Career Product Management Product MarketingBy Jennifer Gridley – Have you ever wondered how different people break into Product Management and why they stay? Would you like advice from great Product Managers on how to do the job well? Are you interested in sharing your story and advice with others?
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David Isquick, Product Marketing, Optimizely. How Vivid Seats Ensures Experimentation Success. Creating an experimentation culture is challenging. Bill Hinderman has been down that road - four times at four separate companies.
Mind the Product
JULY 13, 2017
That is the essence of product-market fit. In this talk at ProductTank San Francisco, I share advice from my book The Lean Product Playbook on how to achieve product-market fit. The Product-Market Fit Pyramid. My Product-Market Fit Pyramid consists of five layers.
Under10 Playbook
MARCH 22, 2018
Over the years I’ve seen product management teams focused increasingly on the technical aspects of the product, serving more as development managers than product managers, and neglecting business strategy and go-to-market responsibilities.
The Accidental Product Manager
DECEMBER 11, 2017
Death needs to be marketed also. The good news for death product managers is that their market is not going away. As the market for caskets goes away because of the rise in cremations this has required the product managers who deal with death to become creative.
280 Group
FEBRUARY 14, 2017
Can Agile Marketing give you an edge? The past five years have witnessed a sea change in marketing methodologies and processes at a rate that continues to accelerate. The post Why Agile Marketing is the Key to Successful Products appeared first on 280 Group Product Management.
Speaker: Nir Eyal, Author of Hooked: How to Build Habit-Forming Products
Hooked is written for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior. Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit?
Mind the Product
SEPTEMBER 14, 2017
Spending a bit more effort on the process can help you turn your release notes into effective content marketing. It’s a task that also requires tight cooperation between tech and marketing functions. Market Your Release.
bpma ProductHub
OCTOBER 11, 2016
There’s more to generating online sales leads than meets the eye — even the eye of an experienced marketing professional. Those engaged in product marketing may find it beneficial to ponder the biggest element of the infographic, the COMPANY WEBSITE hexagon. Contributed by Brad Shorr.
Proficientz – Product Management University
MARCH 12, 2018
If you have market driven products then don’t you have a market driven company? There are three key differences between market driven products and a market driven product company. Market-driven products, if taken literally, could result in multiple product silos with competing goals and contention over resource allocation. Here are three key differences between market-driven products and market-driven product companies. Market Perspective.
Inside Intercom
MARCH 23, 2018
Advertising legend David Ogilvy said nobody should have anything to do with marketing until they’ve read Scientific Advertising seven times. Despite being almost 100 years old, Scientific Advertising by Claude Hopkins remains one of the best books on sales and marketing ever written.
bpma ProductHub
MARCH 20, 2017
Reprinted with permission from the Product Management and Strategic Marketing Blog. The top challenge most product companies face is finding the best market for their product. The founders identified a need in the market and delivered a successful first product.
Speaker: Nils Davis, Principal, NPD Associates
How do you trade off multiple excellent options to choose the one option that’s best aligned with your strategy and which will deliver the most value to the market with the resources you have?
Under10 Playbook
NOVEMBER 2, 2016
As I read it, I couldn’t help but find parallels between the folklore of baseball and that of marketing. Many today rely on similar marketing folklore: the value of trade shows and events; the need for programs to generate sales leads; the value of advertising.
Nir Eyal
MARCH 6, 2017
Nir’s Note: Gad Saad is a professor of marketing at Concordia University and the author of The Consuming Instinct. In this interview with Max Ogles, Saad discusses the role of evolutionary psychology in modern marketing. The post The Secret Marketing Power of Evolutionary Psychology appeared first on Nir and Far. Behavior Design In Action marketingHe’ll be speaking at the upcoming Habit Summit in April. You can register here!)
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. Marketing Stack.
Under10 Playbook
NOVEMBER 15, 2017
Sizing a market opportunity has always been problematic. The most common academic tool for market sizing is TAM/SAM/SOM. A market is a known set of buyers, typically a set of people or businesses. What is your current market share?
Speaker: Steve Johnson, Founder and CEO, Under10 Playbook
Or is it a strategic role that is grounded in market facts? Three things keep company leaders awake at night: 1) Can we sell more of what we built? 2) Can we build what we’ve planned? And 3) Are we planning the right things? Rather than departmental issues, these are product strategy issues.
Spice Catalyst
NOVEMBER 21, 2017
THESE MARKETING LESSONS FROM APPLE CAN SCALE UP YOUR BUSINESSES TO NEW HEIGHTS. He or she may not have not realized it but the simple marketing strategy that they accidentally and innocently came up with [ ] The post 10 Marketing Lessons From Apple appeared first on Spice Catalyst.
Mind the Product
OCTOBER 27, 2016
I believe the same synthesis of skill sets is occurring between marketers and product managers, but all too often, they’re treated organisationally as separate disciplines, broken up into siloed teams. Why Marketing and Product must work together. How to align Marketing and Product.
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. Product Marketing Methodology Sales Webinar
Under10 Playbook
FEBRUARY 15, 2018
My friend David Daniels is one of the top minds in product marketing. He and I have had many a long talk on process and roles and the lines between product management and product marketing.
Mind the Product
FEBRUARY 22, 2018
Major elements of our sales and marketing plan, designed with companies like this one in mind, needed to be revisited at the least. We’d responded to market traction without properly understanding our users. That’s because when Merck decided to market the exact same drug’s baldness-prevention properties too, they created a new campaign and brand. The post What Happens When you do User Discovery After Market Traction appeared first on Mind the Product.
Inside Intercom
FEBRUARY 12, 2018
Demand generation is the creation of systems that build awareness of, and a market for, your products with target customers. The best marketing in the world is irrelevant if nobody sees it. The post SaaS marketing 101: marketing for growth and survival appeared first on Inside Intercom. Sales & Marketing Uncategorized customer acquisition demand generation marketing SaaS
Mind the Product
FEBRUARY 27, 2018
Product/Market fit Cannot be Planned. In the end it is almost always about finding product/market fit. Instead, many small tests have to be carried out in order to find your way towards product/market fit. Usually it is not enough to test as many assumptions as possible to find product/market fit. The post The Testing Mindset – How to Find Product/Market fit appeared first on Mind the Product. “There is a way to do it better. Find it!”
Proficientz – Product Management University
MARCH 12, 2018
Segmenting markets is the most important thing your organization can do because it answers the question, WHO are our target customers? In other words, your market segments are the basis for all critical decisions because they form the common bulls-eye that focuses all product, marketing and sales activities to common customer needs and goals. The Playbook : Segment your markets according to how customers think of themselves — banks, utilities, manufacturers, etc.
Proficientz – Product Management University
MARCH 27, 2018
We headline our March issue by going back to one of those marketing basics that’s all too easy to forget. The Most Basic Rule of Marketing is so Easy to Forget. Market-Driven Products vs. Market-Driven Product Companies. How Market Segmentation Helps You Quantify New Product Ideas. The post Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven appeared first on Proficientz.
Roadmunk
AUGUST 31, 2017
Any half-decent marketing is essentially storytelling. As a marketer, everything you create needs to tell the story of your product and the value it offers your users. That’s why roadmaps are such a natural fit for marketing teams. The theme-based marketing roadmap.
Inside Intercom
MARCH 21, 2018
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.
Mind the Product
FEBRUARY 10, 2017
As the product manager survey results that we published on Mind the Product suggested, listening to the market doesn’t happen enough among enterprise software designers. This is probably the most common means of gathering market feedback by product managers, and with good reason.
The Accidental Product Manager
OCTOBER 9, 2017
The post The Secret To Marketing Packaged Foods appeared first on The Accidental Product Manager. It’s what goes into packaged foods that seems to matter the most Image Credit: alsis35 (now at ipernity). I can only speak for myself, but when I go food shopping I’m on a mission.
Pragmatic Marketing
MAY 25, 2017
In this issue of Pragmatic Marketer we tackle these questions and introduce "Pragmatic Implementation," a new column that expands our brand promise to deliver practical, actionable training and best practices What kind of power does your brand have? How do people feel about it, describe it to others and interact with it? And what can you do to strengthen your brand and its impact?
Inside Intercom
MARCH 2, 2018
In the very early days of any SaaS business, you will employ numerous marketing tactics to acquire your first customers: blog posts, paid advertising, landing pages, hero videos, webinars, everything but the kitchen sink. You just embarked on a big marketing campaign and spent all that time and money getting them in the door, only for them to see no value in your product and walk right back out again. Simply put, we market our product to our current customers.
Pragmatic Marketing
FEBRUARY 17, 2017
What has changed so much about B2B marketing in the last few years that we’re now using a term like revenue marketing? B2B marketers are in a period of extreme transformation. Roughly 85 percent of B2B marketers are feeling intense pressure to add direct revenue accountability to their job description. ” • Today’s CFO is asking, “What revenue impact is marketing making and what’s the ROI?” What Is Revenue Marketing?
Mind the Product
FEBRUARY 1, 2017
If you’re planning world domination, they recommend designing a “cookie cutter” plan from the start based on the following principles which you can then adapt to a range of unique markets.
Mind the Product
NOVEMBER 7, 2017
Rather than having to use a single, centralised provider, each Head Teacher could use whichever system they wanted – which opened up the market for smaller players such as Naimish and his team. The post Naimish Gohil – Adapting Your Product for a Changing Market appeared first on Mind the Product. Naimish Gohil , Founder of edtech software company Satchel , shares his experience of knowing your user and adapting your product with ProductTank London.
Mind the Product
OCTOBER 20, 2016
The post Transitioning from Market Stall to App Store appeared first on MindTheProduct. In this talk I gave at ProductTank London, I reflected on how mobile has become a massive traffic channel for M&S in just a couple years and the attitudinal transformation that I helped lead there.
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