David Daniels

Blog Post
7 Metrics Every Product Marketing Manager Should Know
Dec 21, 2017 -

Tracking Leads is a Waste of Time One of the most common ways to measure the performance of a product marketing manager is by the number of leads she generates. The approach comes from the old sales phrase “It’s a numbers game!”. “Get me more leads and I’ll close more deals!”. Not likely. What’s needed is a way to check on the health of the product, to monitor its vitals. To know that it’s healthy. What good is it to learn the patient was sick after he dies? Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track.  […]

Dec 21, 2017 -

Tracking Leads is a Waste of Time One of the most common ways to measure the performance of a product marketing manager is by the number of leads she generates. The approach comes from the old sales phrase “It’s a numbers game!”. “Get me more leads and I’ll close more deals!”. Not likely. What’s needed is a way to check on the health of the product, to monitor its vitals. To know that it’s healthy. What good is it to learn the patient was sick after he dies? Product marketing managers (and their bosses) are often confused about what is important and what isn’t important to track.  […]

Blog Post
The Difference Between a Buyer Persona and a Buyer Profile
Apr 10, 2017 - There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
Apr 10, 2017 - There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]