Tag: product marketing

7 Market Research Tips That Will Actually Impact Your Organization

September 19, 2017

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 … More 7 Market Research Tips That Will Actually Impact Your Organization

Messaging vs. Positioning – What’s the Difference?

September 5, 2017

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 … More Messaging vs. Positioning – What’s the Difference?

[Infographic] 5 Best Practices for a Successful Product Launch

August 7, 2017

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, … More [Infographic] 5 Best Practices for a Successful Product Launch

Why traditional personas are terrible (and how to make them better)

May 1, 2017

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 … More Why traditional personas are terrible (and how to make them better)