Writing Market Requirements Effectively

280 Group

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.

How To Determine Market Definition and Sizing

bpma ProductHub

“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

Agile Marketing Using Scrum

280 Group

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.

Agile 149

Pragmatic Marketing Framework Update

Pragmatic Marketing

The most recent evolution involves the Pragmatic Marketing Framework. We’ve revised 14 boxes on the right side of the framework to more accurately reflect the current realities of marketing products and connecting with buyers. ” We don’t simply measure program effectiveness at the program level, and product marketing uses a variety of measurements for all their activities.

Hooked - How to Build Habit-Forming Products

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?

Career Stories and Advice on Product Management and Product Marketing

bpma ProductHub

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 Than Great Products: A Journey to Product/Market Fit

Mind the Product

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.

Be Expert On Market Problems

Under10 Playbook

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.

Why Agile Marketing is the Key to Successful Products

280 Group

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.

Agile 191

Product Analytics, Prioritization, and Decision-Making - What We Can Learn from Einstein and Drucker

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?

How Product Managers Market Death

The Accidental Product Manager

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.

Turn Your Release Notes Into a Content Marketing Machine

Mind the Product

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.

The (Really) Big Picture of Online Lead Generation Marketing

bpma ProductHub

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.

The book that David Ogilvy said every marketer must read

Inside Intercom

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.

Books 108

Three Roles of Product Marketing

Under10 Playbook

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.

Maybe We Should Be Problem Managers Instead

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.

The importance of an effective product marketing strategy

Inside Intercom

First, most founders don’t have a background in either sales or marketing, and even though they’re told to “ start marketing the day you start coding ”, they just don’t know where to begin, or they’re incredibly overconfident. Getting through the first product launch requires more than a marketing Band-Aid; it requires instilling a company-wide philosophy that marketing and product aren’t two antithetical forces but two sides of the same coin.

Serve Fewer Markets. Win More Deals.

bpma ProductHub

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.

The Secret Marketing Power of Evolutionary Psychology

Nir Eyal

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!)

Moneyball marketing

Under10 Playbook

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.

Market-Driven Products vs. Market-Driven Product Companies

Proficientz – Product Management University

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.

Product Marketing at Stack Overflow – Alexa Scordato

Mind the Product

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.

How aligning product and marketing teams improves customer experience

Mind the Product

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.

Market Definition and Sizing

Under10 Playbook

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?

ABM and How It Can Optimize Product Marketing

280 Group

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

Fashion Teaches Product Managers About Speed To Market

The Accidental Product Manager

In the fashion industry, speed to market is what matters Image Credit: GoToVan. If you had to, how quickly could you get a new product to market? Fashion industry product managers live and die by how quickly they can get their next product to market.

10 Marketing Lessons From Apple

Spice Catalyst

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.

Startup marketing: strategies for year one

Inside Intercom

Looking back, I didn’t see these activities as marketing with a capital M, but they absolutely were. In the very early days of Intercom the marketing hat fell on my head, but I’d be doing marketing a disservice (and 2011 Des a disservice) if I said that’s what I thought I was doing. I didn’t have a perfectly mapped out startup marketing strategy. Choosing a tactic for your addressable market. At a fundamental level, marketing is about reaching people.

What Happens When you do User Discovery After Market Traction

Mind the Product

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.

Embrace Reciprocal Learning in the New Issue of Pragmatic Marketer

Pragmatic Marketing

Whatever your company’s size, we’ve got you covered in the spring issue of Pragmatic Marketer. Startups can learn a lot from established enterprise companies, including where the potholes are and the best ways to navigate around them.

SaaS marketing 101: marketing for growth and survival

Inside Intercom

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

In Search of Product/Market fit: How Setapp Found its Customers

Mind the Product

In marketing speak, from the very beginning of the project we wanted customers from both the “early majority” and “late majority” groups, skipping the “innovators” and “early adopters”. Product/market fit questions: Remember a time you were trying to solve this problem with this product.

David Daniels on Product Marketing

Under10 Playbook

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.

The Testing Mindset – How to Find Product/Market fit

Mind the Product

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!”

4 real-world marketing roadmap examples

Roadmunk

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.

Segmenting Markets and Quantifying New Product Ideas

Proficientz – Product Management University

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.

Pros and Cons of Market Research Tactics

Mind the Product

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.

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.

Marketing Basics, A Product Lifestyle Change and the Definition of Market-Driven

Proficientz – Product Management University

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.

The Secret To Marketing Packaged Foods

The Accidental Product Manager

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.