B2B tech marketing
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 [...]
What’s in a webinar?
I’ve given and attended dozens of webinars over the years and, frankly, most of them have been little more than thinly veiled sales pitches. But I attended one the other day, and it was really, really good.
Now, I won’t reveal just who gave this webinar, because the client whose webinar it was asked me not [...]
Pragmatic Marketing: Effective Product Marketing Rule #1
This is the first in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #1: Time spent on Gather, Assess, Focus, Measure & Improve reduces time and budget wasted on Build & Execute.
(Last Monday, I summarized Pragmatic Marketing’s approach to Product Marketing, which you may find useful to review to [...]
Pragmatic Marketing’s Process for Effective Product Marketing
Next Monday, I’ll begin a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules. To place those posts in context, I wanted to spend a bit of time looking at their process for building a successful go-to-market-strategy for technology products. As they lay it out, the process elements (in flow order) are:
Gather
Focus
Assess
Build
Execute
Measure & Improve
GATHER
Market-driven [...]
Pragmatic Marketing Rule #20
This is the “final episode” in a series of posts on the Practical Product Management rules from Pragmatic Marketing.
Pragmatic Marketing Rule #20: The market-driven product manager should be the final authority on what goes into the product.
While at first blush, this should be the most obvious of rules - someone, after all, has to be [...]
Pragmatic Marketing Rule #19
This is the nineteenth in a series of posts on the Practical Product Management rules from Pragmatic Marketing.
Pragmatic Marketing Rule #19: Provide collateral, tools, and programs to support each step in the sales cycle.
This is one rule that, I’m afraid, is especially hard for small tech companies to observe. Short on staff (and likely short [...]
Neat-o-rama on Logos
There’s a wonderful post over on Neat-O-Rama on the evolution of high tech logos.
Pretty much across the board, the watchword is simplify, as you can see from how Adobe’s logo has changed over the years.
Ditto for Microsoft:
And Apple:
Even though my husband bought one of the Apple’s pretty early on, I have no recall of that [...]
