B2B tech marketing
Kathryn Roy on Seven Infectious Diseases of B2B Marketing - and Their Cures
Over on Marketing Profs, Kathryn Roy has a great article on B2B Marketing. This is premium content that you have to pay to get at, so I can’t very well give it away here, but she’s spot on in her clever, and voice of experience, rundown on "rampant in B2B companies."
One of "Dr. Roy’s" diseases [...]
Effective Product Marketing Rule #10
This is the tenth in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #10: Benefits express answers to your buyer’s problems.
And, let’s face it, if you’re doing B2B technology marketing those benefits at one level boil down to a precious few:
The way you’re doing it now costs too much: [...]
Effective Product Marketing Rule #9
This is the ninth in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #9: First, say what problem you solve for the buyer. Then, deliver your persona-based message.
Laying out what problem you solve for your buyer is an excellent way to set the [...]
Effective Product Marketing Rule #8
This is the eighth in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #8: To earn support for your go-to-market plan, give management a business case for their investment.
There are so many times, so many circumstances, when it just seems like one colossal, time-wasting pain in the butt to [...]
Effective Product Marketing Rule #7
This is the seventh in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #7: Don’t confuse product positioning with program strategy and messaging.
I’ll take this in two parts.
The first part - don’t confuse positioning with program strategy - is pretty clear and straightforward.
Knowing who the audience for your product [...]
Haven’t I Seen This Movie Before?
A few weeks ago I had lunch with a friend and former colleague who’s also in marketing. Like me, my friend has worked in large companies, worked in small companies, done freelance work. Like me, my friend has done pretty much everything on the product management through product marketing through marcom continuum. Like me, my [...]
Effective Product Marketing Rule #6
This is the sixth in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #6: You need a positioning document for each buyer you want to influence.
In marketing, as in every other thing I can think of, things fall in and out of favor, and for a while one of [...]
Effective Product Marketing Rule #5
This is the fifth in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #5: Focus on your sales process to anticipate the needs of the buyers and sales people.
For starters, I’ll ‘fess up that at points in my marketing career I’ve been as guilty as the next guy in [...]
Effective Product Marketing Rule #4
This is the fourth in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #4: Leverage and build marketing assets to overcome your liabilities and influence a specific audience.
Every product and company has them: those liabilities, large and small, that we’d just wish would go away. They are our stick-out [...]
Pragmatic Marketing: Effective Product Marketing Rule #2
This is the first in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #2: Never Confuse Efforts with Results.
Forget product marketing, I can think of few rules that are so applicable across the boards in business, or even in life.
Here’s my life story: Last October, I fractured my arm [...]
