There is a shift away from traditional brand marketing to a more revenue-centric approach. This shift requires a fundamental change in the types of programs we execute and the way we measure the results of those programs.
This is a primer on how I would construct a basic set of marketing metrics for a Business to Business startup and a single slide I would use to present them.
Most mediocre or just plain crappy startup marketing I see if the result of making this one critical mistake.
Great vertical marketing comes down to executing well in three areas: Messaging, Content and Sales Enablement.
In many larger organizations, sales folks are trained to become “trusted advisors” to their accounts. To attain this status, account managers need to demonstrate a deep understanding of the customer’s environment and pains and offer valued advice and support. It strikes me that this is exactly the goal of a great content marketing strategy.
I spoke at the Forrester Product Marketing Summit this week which was attended by CMO and VP level Product Marketing leaders. As a group we attempted to define Product Marketing. Here’s what we came up with.
If you are hiring a marketer and you want social media skills, how important is it that they are heavy social media users? Pretty darn important.
Product marketing is misunderstood. When most people think of “marketing” they don’t think of product marketing – they think of branding and communications or advertising. However as companies increase their spending on social media and digital marketing it may be time to invest more in product marketing.
Most early-stage startups don’t do brand marketing simply because they don’t yet have an established brand in the marketplace. The natural place for them to start is with product marketing. As a company becomes more well-known and expands to multiple offerings, they gradually add brand marketing to the mix.
Content marketing is becoming the cornerstone of a modern marketing plan. Here are some tips on how to do better content marketing (plus links to some great content marketing resources).