Recently I ran a Q&A on Sharebird, a new platform that connects professionals in tech to help share knowledge. There were great questions about market research, and since this is critical to so many functions within an organization, I wanted to share my responses. These market research answers dive deep into 3 themes: Building competitive … Continue reading 7 Market Research Tips That Will Actually Impact Your Organization
Often the terms “positioning” and “messaging” are interchanged, but they are actually much different. The easiest way to think about it is: Positioning = An internal, differentiated statement about your product, meant to be the north star for all messaging. Messaging = An external expression of copy relaying how your product is the best for … Continue reading Messaging vs. Positioning – What’s the Difference?
Recently I wrote a post about how to have a successful product launch. This is a quick how-to guide of the basics that you need. If this is your first product launch, it can be overwhelming - so getting organized is key. Culled from over 100 product launches and 10 years of product marketing experience, … Continue reading [Infographic] 5 Best Practices for a Successful Product Launch
Inspired by Product Hunt founder Ryan Hoover’s recent interview on “the launch” not being a "one time thing" - I wanted to share a few of my favorite content strategies to build awareness and engagement for your product after the initial launch. By all means, pop the champagne and celebrating nailing the launch, but realize … Continue reading Reinvent the Launch: How to Keep Up Product Launch Momentum
When I was running product marketing at AdRoll, hiring sometimes felt like a full-time job. As any hiring manager knows, getting the right people on your team can be daunting. Finding the right candidates is incredibly challenging, the interview process is grueling, and the offer process can be heartbreaking. Here are some pro tips that … Continue reading How to Hire a Rockstar Product Marketer
Since smartphones took over flip phones a decade ago, I have been amazed at how much our phones are extensions of ourselves, for better or for worse. Recent research reveals that Millennials check our phones up to 69 times a day ! Sometimes it feels like a lot more - like when I’m using Google Maps to … Continue reading Dispatch from the Mobile Marketing Association Conference
Scrappy & Quick Customer Research Customer research can be one of the most valuable assets to any marketing program. Whether you’re looking to refine your messaging, launch a product, or determine product/market fit, getting real feedback and opinions from your target customers can make any project better. Yet, sometimes, as marketers, you may find this … Continue reading Scrappy & Quick Customer Research
Marketers spend countless amounts of time and budget on quests to build the perfect buyer personas. Traditionally, buyer personas are created to understand more about the people buying your products, in order to make better decisions about content development, media strategy, and the holy grail - product development. Yet, marketers are frequently left scratching their heads when … Continue reading Why traditional personas are terrible (and how to make them better)
The scene: Glass-windowed conference room at open-air tech office in SF, dog under the table, “micro-kitchen” snacks scattered around, and product manager adorned in company hoodie just finished her killer presentation on the next new game changing product. After the office applause settles, one brave soul dares to ask: “So, who is this for?” The product … Continue reading Why your product is not “for everyone”
Getting started with your first go-to-market plan can be overwhelming. But by planning ahead, it can be more manageable!