I gave the keynote talk at ProductCamp Amsterdam last weekend on the changing nature of buying and selling and how Product Marketing can save Marketing from itself.
Startups often spend way too much time worrying about the minute details of features and functions that their competitors deliver. In my opinion the only way that startups should look at their competition is through the eyes of their customers and feature/function checklists don’t matter.
Product Marketing and Product Management are disciplines where the theory is easily understood but practical execution is really hard. I asked Tim Johnson to share a couple of his favorite “from the trenches” stories to illustrate how shifting the focus from “product features” to “value to the customer” can make a huge difference.
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.
Key questions to ask customers at the early stages of a startup when you are identifying the problem to solve, the key features of the solution and the customer segments that are the right fit for the solution.
The Association of International Product Marketing and Management (AIPMM) held their educational conference this week and hosted a “Battle of the Product Management Bloggers” contest which I was happy to be asked to take part in. At short notice my travel plans changed and when I let them know I couldn’t make it, they invited [...]
A podcast with April Dunford and Trafcon News covering social media and Product Management.
I am not a Social Media Marketer. I am a Product Marketer. I’ve worked on products where we’ve done a lot of social media related things and others where we have done almost nothing. In my mind, that is perfectly OK. As a marketer however, I think it is essential that I’m participating in social [...]