Members-only Careers How to overcome common product marketing challenges Navigating a product marketing career is hard. In this article, we explore the most common challenges of the role and how to overcome them....
Members-only Membership content How to scale your customer advocacy program Jon Ashley, Head of Customer Advocacy at Sage, describes the key benefits of a customer advocacy program and how to implement it....
Members-only Competitive Intelligence How competitive pricing intelligence can increase revenue No-one likes talking about money, least of all your competitors. In this article, we go through how you can gather competitive pricing intelligence to optimize your product marketing strategy....
Members-only Product Demos Product marketing complex products in 30 seconds A creative 30-sec method to help customers understand how new product releases play into their current product investments—increasing product adoption and advocacy....
Members-only Competitive Intelligence How to approach competitive analysis in marketing Many Product Marketers find competitor analysis both overwhelming and ambiguous. And it’s no wonder — there’s a lot to consider before even getting started. What information should you gather and how much is enough?...
Members-only Customer Marketing How to transform product marketing into customer marketing Prashanth Shenoy, VP of Marketing, Cloud & Networking at Cisco, outlines the ‘shift left’ approach, where product marketing becomes customer marketing....
Members-only Product Marketing Strategy What's the relationship between demand gen and product marketing? Farhan Manjiyani outlines what a successful demand generation and product marketing relationship should look like....
Members-only Recruitment Challenges in marketing recruitment & how to overcome them Jennifer Bunting, Head of Product Marketing at LinkedIn, outlines the challenges and essential criteria for recruiting product marketers....
Members-only Positioning & messaging What is in-app messaging, and when is it used? With sales and marketing teams continuing to use in-app messaging to engage with their customers, this prompts two questions: A) Why is it useful, and B) Why is it important?...
Members-only Sales Enablement How are sales enablement teams being supported? In the 2021 State of Product Marketing Report, 78% said collaboration with coworkers is a key PMM skill, whilst 77% said communication is the most important trait. Are PMMs using these traits to support sales enablement teams?...
Members-only Competitive Intelligence The ARR objection handling framework: Address, reframe, redirect Competitive intelligence specialists Klue outline the ARR of objection handling: address, reframe, redirect....
Members-only Product Launch Category creation in product marketing Christine Tran describes the successes and challenges encountered by her organization as they launched a new software category....
Members-only Product Marketing Strategy The science of product marketing In this article, Anaud Ganpaul explores the science of product marketing, including the structure, technologies used, and ways to communicate results....
Members-only Personas How to use social media to create buyer personas Discover how social media is integral in helping to build and optimize your personas, and how to do so....
Members-only Positioning & messaging How to differentiate a product In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy....
