pragmatic marketing
Pragmatic Marketing Rule #15
This is the fifteenth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #15: With positioning, the focus is on what we do for the buyers.
Yes, yes, yes, we love our products.
Yes, yes, yes, we’re proud of who we are and how we got there.
Yes, yes, yes, we know [...]
Pragmatic Marketing Rule #14
This is the fourteenth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #14: Look for opportunities to deliver the remarkable.
I’ll have to admit, when I saw that word “remarkable” my first thought was, ‘is this one of those annoying words like passionate and personal brand that pop up [...]
Pragmatic Marketing Rule #13
This is the thirteenth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #13: Every “product” needs a product manager and a business case.
In my experience, most B2B technology companies do a pretty good job with making sure that all their products have a product manager. Of course, sometimes [...]
Pragmatic Marketing Rule #12
This is the twelfth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #12: The answer to most of the questions is not in the building.
When I first began working at Genuity, a temporarily high-flying Internet Services Provider of the dot.com era, I was struck by the fact that [...]
Pragmatic Marketing Rule #11
This is the eleventh in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #11: Don’t expect your sales channel to conduct win/loss analysis.
If I had a dollar for every pipeline review meeting at which we knocked a few of last month’s hot prospects into the “L” column, at which [...]
Pragmatic Marketing Rule #10
This is the tenth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Pragmatic Marketing Rule #10: Find market segments that value your distinctive competence.
I suspect that all technology marketers have, at one time or another, attempted to broaden their market to extend beyond whatever segment they find themselves in. Sometimes this [...]
Pragmatic Marketing Rule #9
This is the ninth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Rule #9: The building is full of product experts. Your company needs market experts.
There’s nothing worse than a marketing person who knows little about the product they’re marketing. Matters not whether you’re “just” in marcomm, minimal fluency is required. [...]
Pragmatic Marketing Rule #8
This is the eighth in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Rule #8: Your opinion, although interesting is irrelevant.
As marketers, we’ve all had to put up with the “everyone’s an expert” syndrome, in which people feel free to second guess and take pot shots at everything we do.
Unveil the new [...]
Pragmatic Marketing Rule #7
This is the seventh in a series of posts on Practical Product Management Rules from Pragmatic Marketing.
Rule #7: Be able to articulate your distinctive competence.
So why, exactly, should someone buy your product or service as opposed to the other guy’s?
It may seem obvious that you need to be able to tell a prospect what’s distinctive [...]
Pragmatic Marketing Rule #6
This post is the sixth in a series inspired by Pragmatic Marketing’s 20 Rules of Product Management rules for technology marketing.
RULE #6: Product management should help sales channels, not individual sales people.
Obviously, when you’re developing market approaches and sales tools, you’re product and company will be best served by your focusing on those that can be widely [...]
