pragmatic marketing
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 [...]
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 [...]
Effective Product Marketing Rules #3
This is the third in a series of posts on Pragmatic Marketing’s Effective Product Marketing Rules.
Effective Product Marketing Rule #3: If you are talking to someone you don’t know, you are not communicating.
At first read, this one strikes me as one of those "can’t possibly be true, can’t possibly be false, quite possibly makes no [...]
