Reference Pricing

The Product Bistro

An insight into why this works is the concept of “ Reference Price “ This is where the consumer has some institutional memory of what they have paid for a good in the past, and when shopping for similar goods, keeps that “reference” in mind.

How to Deliver Impactful Customer References

Pragmatic Marketing

Every product manager eventually gets an urgent customer reference request from a sales rep looking to help them win that key deal. But customer references don’t automatically lead to wins. The Reference Process From the Buyer's Perspective.

Step 0: Don’t Freak Out – How To Get Started In Market Discovery

The Secret PM Handbook

We know we need to do more market discovery – talking to more customers (and non-customers, and lost prospects, etc.) In fact, a friend just starting out in product management, asked me recently, “OK, like, what are the actual steps for ‘finding the market problem?’

The ultimate marketing technology stack for 2019

Inside Intercom

Known as the Martech 5000 — nicknamed after the 5,000 companies that were competing in the global marketing technology space in 2017, it’s said to be the most frequently shared slide of all time. – lie beyond the realms of this article but one thing is clear: this market is HUGE.

5 books every marketer should read in 2019

Inside Intercom

The Intercom marketing team is made up of a diverse group of individuals with distinct backgrounds and perspectives that inform our work. Jarell Cardoza, Product Marketing Manager ( @jarcardoza ). “How Brands Grow: What Marketers Don’t Know” by Byron Sharp.

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How Lazy Marketing Leaves Your Product Vulnerable


Amidst the laundry list of existing threats to your business, lazy marketing rarely comes to mind as a top concern. Things like competition, market demand, security, and team dynamics often get the most attention. Falsely believing in product-market fit. Marketing marketing

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. When your first system is maximized, or you need to grow even faster, you can refer back to your long list of ideas and add a new test to the mix. The post SaaS marketing 101: marketing for growth and survival appeared first on Inside Intercom.

The SaaS Marketing Metrics that Matter to Product Managers


Product managers and marketers share many of the same goals. But if marketing isn’t your thing, you might not know a ton about the various SaaS marketing metrics. Understanding how marketers gauge their progress can help you be a more balanced product manager.

Marketing doesn’t stop when you’ve acquired a customer

Inside Intercom

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.

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.

Revenue reporting: fresh insights for your sales and marketing teams

Inside Intercom

The number of tools used by sales and marketing teams only continues to grow, and with that expansion of options, it is more crucial than ever that you ensure your budget and time is being spent on the right tools. Pipeline’ refers to the dollar value of those opportunities.

How to Increase Your App’s Success with Strategic Marketing Tactics

The Product Coalition

Most companies understand the value of integrating a strategic marketing plan into their app development process and see it as one of mobile app success factors. It is essential to create a planned marketing strategy in order to ensure app success.

The entrepreneur’s ultimate guide to market research

The Product Coalition

While researching “market research”, I found it’s one of those topics that can be overwhelming, simply because I had to go through endless sources, most of which are very similar, and each carrying only a small piece of the puzzle. What’s Market Research?

What is positioning and how can it improve marketing?

Messages that Matter

When colleagues, peers or marketing consultants refer to positioning, what do you think they mean? If you’re not sure, you’re not alone. There is often a debate about what positioning is, and what it is not. Confusing matters further, there are two proper usages of “positioning:” How your company is situated relative to its competitors; […

On Being a Pragmatic Marketing Instructor

Product Beautiful

This week, I was fortunate enough to receive a new opportunity within Pragmatic Marketing , and accepted a new role as Vice President of Products. Around the Spring of 2010, Pragmatic Marketing opened a role for a new Instructor position.

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.

Three Keys to Launching Your Product in New Markets

The Product Coalition

I’m often asked how Showmax managed to successfully expand from Sub-Saharan African to Poland, a very different type of market. Instead, we looked at regional markets where people wanted to consume content but weren’t offered easy access through services like ours.

New Survey: Which Customer Marketing Programs Work Best for Your Company?

Pragmatic Marketing

Methods include surveys, user group meetings, net promoter scoring, customer advisory boards, reference programs, social media groups, hosted conferences and many more. A new survey measures the most popular and successful methods B2B marketers employ to engage with—and generate feedback from—their customers. Which customer engagement programs work best for marketers?

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Why the Ride-Share market in Australia is proving hard for disruptors

The Product Coalition

Only seven years later in 2002, its estimated eBay owned 70% of the US based online auction market. That status of rarity deserving of a mythical creature reference. The global environment has never been better for the shared economy and market disruption.

Dear Strategy: 066 Understanding Customer Needs and Going to Market Faster

Dear Strategy

Dear Strategy: “What are the strategies to help drive consumer needs into product benefits to go to market faster?”. . And, as it turns out, I already answered that part of the question back in Episode 44 , so I definitely recommend that you refer back to that blog post, or listen to the current podcast episode to learn about some techniques that will help you gather feedback from your customers and turn that feedback into something that you can act upon.

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How We Conducted User Research in The Arab Market

UX Studio

“Our product does not need any changes if we want to bring it to new markets because it will be successful anyway, just like at home,” said no smart product owner ever. Designing a good product for a new market is even harder. We were working on a new mobile app targeted for the UAE market, which had been quite unknown to us before. We had a tight schedule as well; we had to learn the market, the culture and our users very quickly. Getting to know the UAE market.

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. All without reference to whether the customer cared about X or Y.

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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. All without reference to whether the customer cared about X or Y.

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. All without reference to whether the customer cared about X or Y.

Demo 195

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?

Understand Your Power To Claim Your Value (Part 2 of 3)

bpma ProductHub

In the previous post, we identified the seven sources of power and highlighted that enduring and authentic power emanates from referent, expert, and connection power sources. There are effective and not-so-effective ways to claim your value to your team, organization, and market.

a16z Podcast: Why paid marketing sucks, Network effects, Viral Growth, and more

Andrew Chen

In the podcast, we cover a broad overview of growth/marketing topics, including: The natural “gravity” that slows down high-growth businesses. Organic, paid marketing, and LTV/CAC. And we cover everything from the basics of growth and defining key metrics to know, to the nuances of paid vs organic marketing and the role of network effects and more. Sonal: How do you determine what’s what when you don’t have product-market fit?

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?

8 Keys to Getting Started

Product Management Lessons from the Trenches

Two years ago this week, I started work as the first VP of Product Management at NTENT - a company with huge, rapidly growing market, world-famous CTO, seasoned executives and engineering team, and core technology that only a handful of companies in the world possess.

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My Stories Are Too Short…

Mironov Consulting

Here’s the classic reference on retrospectives. . Agile innovation Leadership Market Thinking Organizations Product Management agile collaboration dogma estimation lean organizations product management scrum user stories

Most Brands Hear from Less Than 1% of Their Customers


These are your all-star, loyal customers—the ones who engage in every email, refer you to their friends, interact with you through other digital channels, and who purchase your goods and/or services regularly. App Marketing Customer Feedback Product Management

Tactical. Operational. Strategic. The Three Rungs on the Product Management Career Ladder


In B2B product management, tactical, operational and strategic refer to layers in the customer organization – not your job responsibilities. When the product management/marketing profession was in its childhood, upward mobility.

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All walk and no talk? How to grow your product’s voice

Inside Intercom

That’s typically where marketing comes in. As the head of content marketing at eFounders, I’ve come to rely on a loose framework to make these products talk, interact and connect with their users, each with their own, readily recognizable voice. Marketing needs to develop its own line of enquiry into “why” – why does the product exist? In addressing the “why”, marketing needs to feed off of the underlying discussion within the product team.

Your sales team needs account plans. Here’s how to create them.

Inside Intercom

launching new market or new product?). Once you’ve started pulling together your research, it’s time to start mapping this out into an internal facing document that will become a crucial reference point throughout the customer lifecycle.

So you want to build a brand? Here’s what you need to understand.

Inside Intercom

The nature of marketing at a software company is that it’s easy to have a highly data-driven view of everything you do, and overlook hard to measure things like building a brand. When people talk about a “brand,” they’re usually referring to something tangible, a design artifact like a logo or an advertising campaign. To me, marketing is about values. It involves people from across your startup – writers, marketers and designers, not to mention your leadership.

Let’s Abandon Customers and Users

Mironov Consulting

Especially in B2C or B2B2C markets where our tech is part of a long value chain: perhaps our software helps some employee collect data to tune a service that improves delivery of some consumer product… Creating real-world value is a multi-step process involving many players.

Convert your ad traffic with personalized landing pages

Inside Intercom

From targeted search keywords to relevant ads to supporting landing pages, marketers can create tailored funnels based on what’s most important to their audiences in order to help connect the dots for future customers – and help them easily understand the value of your products.

A Product Manager’s Approach To Finding Love Online

The Accidental Product Manager

It Turns Out That Dating Is A Market. However, if you are willing to take a step back and instead consider the process of finding the correct life mate a market then all of sudden this starts to seem like a solvable problem.

In Search of Amazon-Like Disruption? Start With Product Usage Data.


In this “inherently cross-functional” role, the potential hire would “work closely with engineering, design, operations, finance and executive teams to bring a consumer product to the market and develop and grow a new business opportunity for Amazon.”. In such a manner, the benefits of usage intelligence can extend beyond data-driven product development to marketing, sales. How usage data improves marketing targets.

Structured Visits – The Ambush

The Product Bistro

The concepts behind structured customer visits are powerful tools that allows the product manager or marketing team to quickly validate their assumptions, and ensure that the market matches the internal view. I am referring to the risk of being ambushed or trapped in your meetings. marketing product management essentials sales