What’s the easiest way to distinguish product management from product marketing? Product marketing (and sales) own this year’s revenue. Product management owns next year’s growth. That’s not to say that product marketing doesn’t contribute to, participate in, or even lead strategic planning efforts. The Ideal Product Marketing Manager. A New Class of B2B Product Manager. 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. Product Marketing Data Methodology Metrics 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
Once upon a time I believed that to be a successful product manager, I simply had to create great products. For years I’ve helped my clients create new digital products and services for their customers. The second time round, I started with a market. MORE
Video: The Hunt for Product/Market Fit. Slides: The Hunt for Product/Market Fit. Last month I was asked to come by Pivotal Labs to share my learnings on finding product/market fit. MORE
There’s one special form of research that many product marketing managers are neglecting—and they’re missing a great tool. Smart product marketing managers use win/loss as a tool to document and measure the buying process. MORE
One of the most common ways to measure the performance of a product marketing manager is by the number of leads she generates. What’s needed is a way to check on the health of the product, to monitor its vitals. Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track. This post helps to unpack that dilemma into a starting set of metrics which show the health of a 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
By John Mansour – Most organizations have strategic plans that include goals for revenue growth, new customers, market share and other quantifiable metrics. But a huge disconnect often exists between the corporate strategic plan and tactical product, marketing and sales plans. When that’s the case, the organization loses tremendous momentum because all disciplines are… Product Strategy MORE
There’s a big difference between products that deliver tactical value to users and an organization that delivers strategic value to the customer organization from the top down (customer value driven). Delivering strategic value is so much bigger than a product. No one in your organization is jumping out of bed everyday totally juiced to help you “become the market leader,” or “become a billion-dollar organization,” or “grow by 30%.” MORE
The B2B Product Manager Magazine August 2018 is now available. This month we explore the value of a product marketing roadmap to sales. It’s not a staple in most B2B organizations but it’s just as important to your near-term revenue as a product roadmap is to your longer-term growth. In This Issue: Blog: High-Octane Product Management. The Value of a Product Marketing Roadmap: It’s Like Deep-Sea Fishing for Sales. MORE
If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). Bill is recognized as an authority in Product Management, in B2B marketing at all levels, and in strategy. 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
While product managers puppeteer a product journey end-to-end, product marketing managers tend to be the masterminds behind releasing said product to market. Each product marketing leader walks us through a typical product launch. MORE
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. MORE
The job titles product marketing manager and product manager are confusing enough to start raging debates about who does what. From a product perspective, we can simplify this as current products, next products and future products. Roles Before Titles. MORE
What About My Product? My goal is to change the audience’s awareness of, or attitudes about, my PRODUCT! Publications don’t give you attention for having a product. Which means that when your CEO says: “Let’s get a release out on this (new product, new customer, new etc.)!”, MORE
Why Products Fail. One of the main reasons why products fail is because they don’t meet customer needs in a way that is better than other alternatives. That is the essence of product-market fit. The Product-Market Fit Pyramid. The Lean Product Process. MORE
Despite the mountain of evidence contradicting the mantra of “if you build it, they will come”, it’s still extremely prevalent among product-first companies. 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. Do they know where to go to promote their product, and how to do it once they get there? MORE
Most organizations have strategic plans that include goals for revenue growth, new customers, market share and other quantifiable metrics. But a huge disconnect often exists between the corporate strategic plan and tactical product, marketing and sales plans. In most cases, strategic plans are 100% inward facing — our revenue, our profitability, our market share, our profitability, our technology, etc. Blog Portfolio Strategy & Product Planning 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
I joined Setapp as a product manager in January last year, at the same time as the company was launching its main product. Yaroslav Stepanenko, Product Marketing Manager at Setapp.com in front of our early customer acquisition funnel performance stats. MORE
A product marketing roadmap for sales is like a popular technique used in deep sea fishing. Has product marketing taken your salesforce deep sea fishing this year? Your product marketing roadmap is the equivalent to sonar on a fishing boat. If product marketing considers sales it’s primary customer, here are three things it should do every year to boost their success rate. MORE
Product teams at vendors are tripping over themselves trying to get customers to use the latest products and features. Yes,… Product MarketingBy Saikrishna Chavali – You learn the power of status quo, and the challenges our power users face within their own firms. But not everybody thinks as such. Not because customers don’t want the “best experience”. MORE
Each week I scour articles, wading through the dogs, and bringing you the best insights to help product managers and innovators be heroes. 6 steps to product-market fit. (1) Liberal arts as a path to product management. Interviews for Product Managers and Innovators. MORE
A Certain Success Product-Market Fit, as made popular by the great Sean Ellis , is a concept that revolves around a simple assumption. The assumption is that if you can create a product that fits perfectly with a specific market, then you’re onto a winner. MORE
In a recent discussion I was shocked by a claim made by a product marketing manager: "Product marketing in B2B is harder than B2C because we can’t use the product.". Yes, I agree it is hard to market products that you don’t understand. You simply can’t do product marketing without knowing the product. You simply can’t do product marketing without knowing the product. MORE
By 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? If you answered yes to any of those questions, you’ve… Career Product Management Product MarketingAre you interested in sharing your story and advice with others? MORE
How product managers scale the pyramid to product success. Product management and innovation is about creating value for customers by solving a problem they have. We accomplish this through a tangible product or an intangible service. MORE
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. MORE
This year, Business of Software Conference USA is in Boston,… Product Marketing Community Product Management Resources Feedback research Usability Design Communication Innovation Product Strategy B2B B2C SoftwareSeth Godin on Making Software Seth Godin spoke at Business of Software Conference USA last year to share some of the many lessons that he has learned in his 33 years in the software industry. You can watch the talk or read a transcript here. MORE
Product-market fit doesn’t happen by magic. Product MORE
The job titles product marketing manager and product manager are confusing enough to start raging debates about who does what. From a product perspective, we can simplify this as current products, next products and future products. Roles Before Titles. MORE
Marc Andreessen initially introduced the concept of product/market fit in this post published in 2007. Marc Andreessen wrote: Product/market fit means being in a good market with a product that can satisfy that market. MORE
The smarter your investment in testing, the better your chances of product success. Here’s what we’ve learned based on our experience of adopting a testing mindset and seeing your way through innovative product development. Product/Market fit Cannot be Planned. So it’s very important to define your measurements for success, especially when building new products. In the end it is almost always about finding product/market fit. MORE
The hunt for finding product/market fit in an early-stage startup is an elusive one, often fraught with chaos, and certainly never easy. I've led the hunt for product/market fit in 3 startups that I co-founded and also had the opportunity to do so for 3 new products launched at established tech giants LinkedIn and Microsoft. MORE
Each week I scour articles, wading through the dogs, and bringing you the best insights to help product managers and innovators be heroes. Product-market fit case studies. Product-market fit is about finding an area where value is created for a group of customers – a market. MORE
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. How do they prefer to engage with products like yours? MORE
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. 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. where products are used. Product Marketing 2.0. MORE
The book launch of Fire and Fury by Michael Wolff teaches much about today’s growth marketing and newsjacking. While product teams have been adopting agile practices, most marketing teams are still quite waterfall, wanting months and months of planning time. MORE
Friend and Co-Founder of Sense and Respond Press, Josh Seiden, told me it was great, but when I went the first time last year I think I was expecting an event for the CFOs and financial analysts of large companies all… Product MarketingBy Bruce McCarthy – I was completely wrong about the Business of Software conference. MORE
How Product Teams Understand Customer Needs for Innovation. My colleague Rachel Young and I have been conducting research for the past year on how b-to-b organizations understand customer needs and apply them to product innovation. Upcoming Product Management and Product Marketing Events. This is one of the few events anywhere that is truly focused specifically on product management leaders and executives. Product Management MORE
It's rarely a straight line to product/market fit. Here are ClassPass founder Payal Kadakia's hard-won tips for marketplace startups that helped her guide her company from a near-bust to a $470M game-changer. Continue reading at First Round Review » MORE
Product Marketing Related Topics bpma ProductHub
MARCH 12, 2018
By 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? If you answered yes to any of those questions, you’ve… Career Product Management Product MarketingAre you interested in sharing your story and advice with others?
Pragmatic Marketing
JULY 16, 2018
The job titles product marketing manager and product manager are confusing enough to start raging debates about who does what. From a product perspective, we can simplify this as current products, next products and future products. Roles Before Titles.
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
280 Group
MARCH 28, 2017
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. Product Marketing Data Methodology Metrics
Speaker: Richard Cheng, Associate Product Manager, Mark43
To fix traditionally paper-heavy and error-prone processes, they needed a secure and easy-to-use product experience that simplified and unified crime data collection and management. Haarthi Sadasivam, Technical Product Marketing Manager at Looker will join the conversation on best practices.
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.
Mind the Product
JULY 13, 2017
Why Products Fail. One of the main reasons why products fail is because they don’t meet customer needs in a way that is better than other alternatives. That is the essence of product-market fit. The Product-Market Fit Pyramid. The Lean Product Process.
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
APRIL 6, 2018
Once upon a time I believed that to be a successful product manager, I simply had to create great products. For years I’ve helped my clients create new digital products and services for their customers. The second time round, I started with a market.
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.
bpma ProductHub
JUNE 18, 2018
By John Mansour – Most organizations have strategic plans that include goals for revenue growth, new customers, market share and other quantifiable metrics. But a huge disconnect often exists between the corporate strategic plan and tactical product, marketing and sales plans. When that’s the case, the organization loses tremendous momentum because all disciplines are… Product Strategy
Proficientz – Product Management University
JANUARY 23, 2017
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. 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. where products are used. Product Marketing 2.0.
Proficientz – Product Management University
AUGUST 20, 2018
A product marketing roadmap for sales is like a popular technique used in deep sea fishing. Has product marketing taken your salesforce deep sea fishing this year? Your product marketing roadmap is the equivalent to sonar on a fishing boat. If product marketing considers sales it’s primary customer, here are three things it should do every year to boost their success rate.
Mind the Product
APRIL 24, 2018
I joined Setapp as a product manager in January last year, at the same time as the company was launching its main product. Yaroslav Stepanenko, Product Marketing Manager at Setapp.com in front of our early customer acquisition funnel performance stats.
Roadmunk
OCTOBER 5, 2017
While product managers puppeteer a product journey end-to-end, product marketing managers tend to be the masterminds behind releasing said product to market. Each product marketing leader walks us through a typical product launch.
Under10 Playbook
JANUARY 10, 2018
The book launch of Fire and Fury by Michael Wolff teaches much about today’s growth marketing and newsjacking. While product teams have been adopting agile practices, most marketing teams are still quite waterfall, wanting months and months of planning time.
Mind the Product
FEBRUARY 27, 2018
The smarter your investment in testing, the better your chances of product success. Here’s what we’ve learned based on our experience of adopting a testing mindset and seeing your way through innovative product development. Product/Market fit Cannot be Planned. So it’s very important to define your measurements for success, especially when building new products. In the end it is almost always about finding product/market fit.
Proficientz – Product Management University
AUGUST 23, 2018
The B2B Product Manager Magazine August 2018 is now available. This month we explore the value of a product marketing roadmap to sales. It’s not a staple in most B2B organizations but it’s just as important to your near-term revenue as a product roadmap is to your longer-term growth. In This Issue: Blog: High-Octane Product Management. The Value of a Product Marketing Roadmap: It’s Like Deep-Sea Fishing for Sales.
Inside Intercom
MAY 16, 2018
Despite the mountain of evidence contradicting the mantra of “if you build it, they will come”, it’s still extremely prevalent among product-first companies. 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. Do they know where to go to promote their product, and how to do it once they get there?
Proficientz – Product Management University
JANUARY 30, 2017
What’s the easiest way to distinguish product management from product marketing? Product marketing (and sales) own this year’s revenue. Product management owns next year’s growth. That’s not to say that product marketing doesn’t contribute to, participate in, or even lead strategic planning efforts. The Ideal Product Marketing Manager. A New Class of B2B Product Manager.
First Round Review
MAY 14, 2018
It's rarely a straight line to product/market fit. Here are ClassPass founder Payal Kadakia's hard-won tips for marketplace startups that helped her guide her company from a near-bust to a $470M game-changer. Continue reading at First Round Review »
Under10 Playbook
NOVEMBER 2, 2016
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.
Pragmatic Marketing
DECEMBER 21, 2017
One of the most common ways to measure the performance of a product marketing manager is by the number of leads she generates. What’s needed is a way to check on the health of the product, to monitor its vitals. Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track. This post helps to unpack that dilemma into a starting set of metrics which show the health of a product.
Under10 Playbook
NOVEMBER 2, 2016
There’s one special form of research that many product marketing managers are neglecting—and they’re missing a great tool. Smart product marketing managers use win/loss as a tool to document and measure the buying process.
Under10 Playbook
NOVEMBER 2, 2016
In a recent discussion I was shocked by a claim made by a product marketing manager: "Product marketing in B2B is harder than B2C because we can’t use the product.". Yes, I agree it is hard to market products that you don’t understand. You simply can’t do product marketing without knowing the product. You simply can’t do product marketing without knowing the product.
Proficientz – Product Management University
MAY 22, 2017
There’s a big difference between products that deliver tactical value to users and an organization that delivers strategic value to the customer organization from the top down (customer value driven). Delivering strategic value is so much bigger than a product. No one in your organization is jumping out of bed everyday totally juiced to help you “become the market leader,” or “become a billion-dollar organization,” or “grow by 30%.”
Sachin Rekhi
MARCH 1, 2016
Video: The Hunt for Product/Market Fit. Slides: The Hunt for Product/Market Fit. Last month I was asked to come by Pivotal Labs to share my learnings on finding product/market fit.
Proficientz – Product Management University
APRIL 24, 2017
Most organizations have strategic plans that include goals for revenue growth, new customers, market share and other quantifiable metrics. But a huge disconnect often exists between the corporate strategic plan and tactical product, marketing and sales plans. In most cases, strategic plans are 100% inward facing — our revenue, our profitability, our market share, our profitability, our technology, etc. Blog Portfolio Strategy & Product Planning
Pragmatic Marketing
JULY 16, 2018
The job titles product marketing manager and product manager are confusing enough to start raging debates about who does what. From a product perspective, we can simplify this as current products, next products and future products. Roles Before Titles.
bpma ProductHub
SEPTEMBER 9, 2018
Friend and Co-Founder of Sense and Respond Press, Josh Seiden, told me it was great, but when I went the first time last year I think I was expecting an event for the CFOs and financial analysts of large companies all… Product MarketingBy Bruce McCarthy – I was completely wrong about the Business of Software conference.
bpma ProductHub
SEPTEMBER 14, 2018
This year, Business of Software Conference USA is in Boston,… Product Marketing Community Product Management Resources Feedback research Usability Design Communication Innovation Product Strategy B2B B2C SoftwareSeth Godin on Making Software Seth Godin spoke at Business of Software Conference USA last year to share some of the many lessons that he has learned in his 33 years in the software industry. You can watch the talk or read a transcript here.
The Product Coalition
APRIL 25, 2018
A Certain Success Product-Market Fit, as made popular by the great Sean Ellis , is a concept that revolves around a simple assumption. The assumption is that if you can create a product that fits perfectly with a specific market, then you’re onto a winner.
Sachin Rekhi
DECEMBER 5, 2015
The hunt for finding product/market fit in an early-stage startup is an elusive one, often fraught with chaos, and certainly never easy. I've led the hunt for product/market fit in 3 startups that I co-founded and also had the opportunity to do so for 3 new products launched at established tech giants LinkedIn and Microsoft.
Product Innovation Educators
JUNE 8, 2018
Each week I scour articles, wading through the dogs, and bringing you the best insights to help product managers and innovators be heroes. Product-market fit case studies. Product-market fit is about finding an area where value is created for a group of customers – a market.
Sachin Rekhi
DECEMBER 14, 2015
Marc Andreessen initially introduced the concept of product/market fit in this post published in 2007. Marc Andreessen wrote: Product/market fit means being in a good market with a product that can satisfy that market.
Product Innovation Educators
JUNE 4, 2018
How product managers scale the pyramid to product success. Product management and innovation is about creating value for customers by solving a problem they have. We accomplish this through a tangible product or an intangible service.
Sachin Rekhi
AUGUST 16, 2015
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. How do they prefer to engage with products like yours?
UserTesting
JULY 17, 2015
Product-market fit doesn’t happen by magic. Product
Product Innovation Educators
OCTOBER 20, 2017
Each week I scour articles, wading through the dogs, and bringing you the best insights to help product managers and innovators be heroes. 6 steps to product-market fit. (1) Liberal arts as a path to product management. Interviews for Product Managers and Innovators.
bpma ProductHub
JULY 3, 2018
Product teams at vendors are tripping over themselves trying to get customers to use the latest products and features. Yes,… Product MarketingBy Saikrishna Chavali – You learn the power of status quo, and the challenges our power users face within their own firms. But not everybody thinks as such. Not because customers don’t want the “best experience”.
280 Group
JULY 30, 2018
What About My Product? My goal is to change the audience’s awareness of, or attitudes about, my PRODUCT! Publications don’t give you attention for having a product. Which means that when your CEO says: “Let’s get a release out on this (new product, new customer, new etc.)!”,
280 Group
SEPTEMBER 10, 2018
If you’re in a B2B market the chances are that you won’t be successful unless your Sales Team is successful. product, marketing, customer service, and perhaps others). Bill is recognized as an authority in Product Management, in B2B marketing at all levels, and in strategy.
Good Product Manager
MARCH 29, 2016
How Product Teams Understand Customer Needs for Innovation. My colleague Rachel Young and I have been conducting research for the past year on how b-to-b organizations understand customer needs and apply them to product innovation. Upcoming Product Management and Product Marketing Events. This is one of the few events anywhere that is truly focused specifically on product management leaders and executives. Product Management
INDUSTRY INSIGHTS YOUR PEERS ARE READING
100 
Let's personalize your content