Product Marketing
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The B2B Marketer’s Primer on Risk, Compliance, and Legal Liability
Understanding risk, compliance, and legal liability, and their impact on companies is essential for marketers to speak to customers and prospects with precision and authority.
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Scaling Customer Insights from Foundational to Sophisticated (Article Download)
This article offers insights on how to maintain consistent segmentation as you grow.
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We Say We Love Storytelling, So Why Are We Afraid to Actually Do It? (Part 1 of 3)
B2B marketers now claim to be storytellers but SaaS and tech web sites look the same as they did ten years ago. Why is there no story?
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Seven Underappreciated Sources of Customer and Market Insight (That Aren’t Social Media)
Successful product marketing managers must outwit their competitors. Here are some places to locate information that others may not find.
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It’s All Software These Days: Why Code is Defining the Value of Physical Products
In the 1985 film Fletch, Chevy Chase—impersonating an airplane mechanic—tells suspicious technicians, “It’s all ball bearings these days.” It’s a throwaway joke, but there’s a truth hidden in the absurdity. It hints at how even complex systems tend to rely on the same fundamental components. In today’s world, that foundational component is increasingly code. Today,
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Don’t Last Year’s Success Undermine This Year’s Product Launch
A failed launch offers up fodder for a competitor with an appetite to take the territory that has been ceded.
