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Articles on Product Marketing

Title	Description
6 Secrets of a Winning Product Launch	A product launch is a critical time for an early stage company. The success of the next Product Launch could determine if your company survives. What are the k...
6 Steps to Successful Case Studies (and Tips On How to Get the Most Out of Them)	Customer case studies can go a long way toward convincing prospects of the value of your company, solution, or service. Here are six sure-fire steps for effecti...
A Better Reference Process Means Better Launches	In a company where public relations is often an afterthought, proper planning and sufficient lead time can result in publicity that will wow even the toughest e...
A Final Word on Branding Products	The word "branding" is dangerously overused. Many people use branding as a cure for all kinds of problems in all kinds of businesses. By Naseem Javed
A Look at Clarity in Positioning	Positioning is a process that focuses on conveying product value to buyers, resulting in a family of documents which drive all outbound communications. the best...
Accidental Product Naming	When creative concepts collide unexpectedly, this sudden accident incubates a branding process, which can result in a random selection of a weird strategy. By N...
Avoiding Cyber Oblivion	Today, there is a major shift in thinking on how to build a major corporate personality. To play the game, one must clearly figure out the secret powers of e-co...
Brand and Branding	In recent years we have seen the dot-coms make incredible promises in broadcast ads. Further, sometimes they haven't been incredible promises at all but "in you...
Branding and Positioning	What's the difference? And can you afford it? By Lawson Abinanti
Branding is for Cattle	As a marketing term branding is a misunderstood and over emphasized concept in technology businesses. By David Meerman Scott
Building Tomorrow's Products Requires Listening to the Market	Becoming a market expert can be the most valuable of all activities you can do as a product manager. By Barbara Nelson.
Checklist Marketing	Do you frequently encounter product managers dabbling into marketing and visa versa? Don't get caught up in doing the jobs of others. Know your role. By Steve J...
Circular Marketing: The Number One Issue of 2006	We are being forced to re-design to a new level of “micro-nization” of business units, a “wireless-izing” of mass communication and a “voip-izing” o...
Collateral Is No Way to Support the Sales Force	Quit forcing 5000 words of collateral to say the 100 words of your company's most important message. Create more streamlined messages for Sales and increase you...
Competitive Review: Documenting Results	What is the best way to document the results of a competitive review? I have already done a lot of research and am looking for the best way to communicate the r...
Connecting Through Content: Finding the Right Strategy to Drive Results	Webinar with Jeff Ramminger
Content-Free Buzzword-Compliant Vocabulary List	How many times have you read marketing materials for software that did not contain any real information? Here is a list of meaningless buzzwords and ways to avo...
Create and Deliver Suprisingly Compelling Software Demonstrations	Webinar with Peter Cohan
Creating A Great Trade Show Playbook	Advice on what to include when you create a Playbook for your trade show team in order to maximize your company’s return on a trade show. By Jacques Murphy
Creating White Papers that Drive Sales	How can you ensure that your next white paper is a powerful, targeted sales tool? By Gwyn Finnell
Creating White Papers That Lead Prospects to Your Business	Webinar with Michael A. Stelzner
Customer Focused is not Market-Driven	Marketers need to get the company focused on the market, not a few customers. By Adele Revella
Customers Are Color Blind	Contrary to branding beliefs, customers don't really care about, and are completely oblivious to a corporation's image being tied to a very specific color. By N...
Customers: Love Them As You Would Yourself	How the Product Management function can help build an enduring connection with your customer base. By Jacques Murphy
Don't Confuse Sales Support with Marketing: A Case for Buyer Persona Profiling	As technology marketers, do you measure time spent on marketing vs. sales support? Marketers are so focused on sales that marketing is an afterthought. This art...
Don't Just Listen, Grok Your Buyer Personas	Grokking a buyer isn't just about listening and acting directly on what is heard, this word challenges us to understand so deeply that we can anticipate needs t...
E-Commerce Branding	It is time for a reality check. E-commerce has become vast, and it demands a deeper understanding of how to capitalize on this freely available trillion-dollar ...
Effective Marketing Using White Papers	Why a White Paper? Its not the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot pro...
Five Slices of Segmentation	Segmentation has always been a key part of marketing. Sorting customers into appropriate segments allows business and marketing types to filter ideas, glean int...
Four Opportunities to Harvest: The Value of Informal Success Stories	What might be the single most important asset for your sales and marketing toolkit? By Peter Cohan
Fresh Or From The Can? Why The Better Product Still Struggles In The Marketplace	Learn how to incorporate the fundamental tenet of human nature into your product planning and marketing to increase adoption and sales. By Kevin Mireles.
Get Results? or Get Approved?	Marketing is about listening to our customers; we cannot assume that we represent them, that our personal experience is the same as theirs. By Steve Johnson
How Can Product Managers Help Marketing?	See how you as Product Manager can contribute to Marketing in order to make your product's marketing stand out in the busy, crowded, and uncertain software mark...
How Data Can Turn You Into the Big Dog	The problem with marketing and sales is that they are the functions inside companies most likely to be driven more by emotions and anecdotal "evidence" than the...
How to Conduct a Successful Webinar: A Presenter's View	A webinar is the perfect venue for most formal presentations. Yet, something's missing. For all its high-tech convenience, a webinar lacks a human touch. By Har...
Impact of Changing Product Packaging on Sales Team	We sell advertising products to our market for display on our website. We would like to document all of our products and list the features contained in each pro...
Is Your Logo That Important?	Today's customers are in need of a simple name to follow and remember until the next time a need arises. By Naseem Javed
Launch Tactics 2004	OK. It's Friday at 4:45 pm and your CEO or VP of Marketing says "we need to release the product next week." Do you panic? Instead of pulling your hair out, impl...
Maintaining Customer Relationships	Do you know what your customers really think? Do you know which customers will give you a good reference? Here's how. By Adele Revella and Steve Johnson.
Marketing and Sales Materials: Business First	Creating business oriented collateral and sales tools that successfully convince executives and non- technical managers to make a purchase. By Jacques Murphy
Marketing is Work	"We need to make marketing more FUN!" By Mark Rossnick
Meet Chris, a Product Marketing Manager Persona	Here’s a buyer persona I’m developing for Chris a product marketing manager in a technology company. I'm hoping you'll let me know if I’ve grokked him. By...
Migrating From a Product Manager to an Entrepreneur	There are key factors you should consider as you dream of building the next Yahoo! or eBay on your own. If you decide to take the plunge, here's a top-ten check...
Navigating Uncharted Territory: How We Developed a Strategic Product Marketing Role	The trouble with the outbound role of product marketing is that we have an identity crisis on our hands. By Dave Morse.
Navigating Uncharted Territory: How We Developed a Strategic Marketing Role (part 2)	Learn how to create a strategic role for product marketing and get insight for dealing with the inevitable challenges and resistance. By Dave Morse.
Patents and the Product Manager	While engineers are an important source of innovation and legal departments must be involved in the patent process, product managers are uniquely situated both ...
Persona Experts Have Focus, That's All	I once believed that great marketers were gifted with rare creative genius and intelligence. Then I got to know some of these “experts.” By Adele Revella
Polishing Your Marketing Message	Where and how to mine these gold nuggets to create a more powerful message to the market about your product. By Jacques Murphy
Product Management and Product Marketing Activity	Where do product managers and product marketers spend their time? By Steve Johnson and Adele Revella
Product Managers and Marketers: Who Does What?	Recently a reader asked for a definition of the product manager's role in an organization, and explain how the role relates to marketing. Here is the answer. By...
Put Your Money Where The Value Is	Marketing is being asked to participate in the sales process to a degree not seen in the past ten years. Although typically lacking significant sales experience...
Sales Leads Are Too Important For Just Sales People	Every salesperson loves leads. And marketing people spend lots of effort providing them. But too often, there's an artificial demarcation between the role of sa...
Search Engine Location	Location, Location, Location? It is all about location, all over again. By Naseem Javed
Seven New Laws of Product Marketing	Every hour there are new changes to our old ways of thinking about traditional marketing rules. While we are all very deep into e-commerce, we must be aware of ...
Stand out in the crowd	The lesson for business-to-business (B2B) software marketers is (no, not intimidation!): it pays to clearly and compellingly differentiate your products from th...
Stop Perfuming the Pig: Why “real” marketing is done before the product is created	No amount of perfume can overcome the stench of a technology product that people don’t need. By Steve Johnson
Stop selling and listen!	Insight about buyer personas are your company’s best competitive weapon. By Adele Revella.
Success Metrics for Marketing	I am trying to develop a key dashboard for my marketing team to measure our success. Projects are always qualitative but what quantitative metrics can be used ...
Super Advertising Slogans & Super Costs	Some taglines catch the user's attention, but most are simply confusing, causing them to "escape the trap"? and run away. By Naseem Javed
Ten Marketing Challenges that Can Make or Break Your Business	Identify and assess your company's current marketing efforts. Rate your company with our survey and target problem areas by understanding challenges, issues and...
The Art of Panels	More than 20,000 people attended "Startup 2006" panel discussion! Learn what to do when you are moderating or participating in a panel (of any size). By Guy Kaw...
The Content-Free Buzzword-Compliant Vocabulary List	"Our powerful software is flexible, intuitive, easy-to-use and integrates seamlessly with your other tools. " How many times have you read this in marketing ...
The Mysteries and Future of Websites	Customers all over the world are only amused as they watch websites struggle to gain attention at a zillion choices per second. Their mysterious behavior on sea...
The New Rules of Marketing: Strategies and Tactics for Reaching Your Buyers Directly	Webinar with David Meerman Scott
The Next Wave in Marketing Software and How to Improve Win Rate with SME	Hitting the Brick Wall? A well-understood and growing problem exists pertaining to the interaction between sales and marketing. What is this severe disconnect? ...
The Online Media Room: A terrific place to market directly to buyers (yes, buyers!)	When people want to know what’s current about an organization, it’s the first place your buyers go. Learn more about how to create a valuable online media r...
The Secret of Moulin Rouge and the Art of Product Positioning	"You take a very simple story and you tell it in a very complicated way." By Eran Livneh
There's a reason no one is listening	You can't reach multiple audiences with a generic message. By Adele Revella.
Top 10 Tips for Briefing Industry Analysts	Briefing technology industry analysts is a learned art rather than a formulaic science. Each analyst and analyst group is different, as is each technology compa...
Trade Shows: Maximizing ROI	A Product Manager can be a focal point for such details as lead collection, presentations, and setting up meetings with partners, analysts, and the press. Tips ...
Trade Shows: Measuring ROI	Tips on measuring the expected ROI of a trade show and the potential return you can get from your trade show activities. By Jacques Murphy
Tune Your Tools for Sales Results	If you want to rapidly and consistently help reps to achieve results, begin by learning the steps they take as they transform a lead into a customer. By Adele ...
Updating the Pragmatic Marketing Framework	Read about the repackaging of boxes, changing terminology, and moving boxes to more appropriate columns in the Pragmatic Marketing Framework. By Barbara Nelson...
Viral Marketing: Let The World Tell Your Story for Free	For marketers, one of the coolest things about the Web is when an idea takes off, it can propel a brand or company to fame and fortune. For free. By David Meerm...
Webcasts as a Lead Generation Tool	Daniel Shefer shows how webcasts are an effective tool for lead generation and how to create a successful webcast. By Daniel Shefer
Where is the good advertising?	I skimmed a year's worth of PC and industry magazines. And found? Not one good ad. By Steve Johnson
Where Should Product Marketing Report?	Where should the Product Marketing Manager role report to in an organization - to the Product Management department or the Marketing department? What are the ad...
Where should vertical or market segment managers report?	Should they be under Product Marketing or Program Marketing? Are there any best practices in this area?
Why Demo at Trade Shows?	Why do we demo at trade shows? Do you have a good answer? By Steve Johnson
Winners, Losers of Corporate Image 2005	Corporations that develop clear messages and clearly communicate their stories to both the internal organizations and the external forces are the real players. ...

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Articles on Product Marketing