pragmatic marketing
Persona grata
I am a true believe in creating buyer personas to help you get to know and understand (if not love) your prospects and customers. Twenty years ago, I wrote (and pretty much adopted) my first persona, a money manager whose professional life was made immeasurably easier, better, and more profitable by having access to real-time [...]
Marketing Through the Gloom
Is there doubt in anyone’s mind that 2009 is going to be tough on B2B tech marketing budget (and probably marketers, as well)?
There are so many ways in which marketing, especially in the bean counter’s eye, looks like pure, unadulterated discretionary expense. So it’s exceedingly easy to hit the delete key on that expense line. [...]
"Tuned In" does some myth debunking
I knew I’d be back to Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, by Craig Stull, Phil Myers & David Meerman Scott, which I reviewed on Monday. I just didn’t know it would be so soon - and it’s to delve into the myths that they debunk as table stakes for [...]
On the reading list: "Tuned In"
I’ve had the book for a while, and read it eagerly when it first arrived, but for whatever reason, I hadn’t gotten around to writing about Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs, by Craig Stull, Phil Myers & David Meerman Scott.
Well, now I have.
Forget that the title is a [...]
Effective Product Marketing Rule #12
This is the twelfth (and final) in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #12: Tell your sales people about buyer personas and they will listen to you. Build tools by buyer persona and they will use them.
Over the years, I’ve come to believe that there is an [...]
Effective Product Marketing Rule #11
This is the eleventh in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #11: Align marketing campaigns by buyer persona, not just products or services.
The other day, my husband showed me a direct-mail postcard he’d received. It was from a Boston-area boat club, and it was advertising some special [...]
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 [...]
