Customer Acquisition

Article
10 Tips for Getting to Know Your Buyers and Users
In this world where smart + connected is becoming the new ordinary, our job is to understand how people (customers, buyers and users) will experience new technologies and how these technologies will shift the experiences of their daily life. Officially titled principal engineers, we are experts respectively in human factors and...
In this world where smart + connected is becoming the new ordinary, our job is to understand how people (customers, buyers and users) will experience new technologies and how these technologies will shift the experiences of their daily life. Officially titled principal engineers, we are experts respectively in human factors and...
Article
Branding and Lead Generation: Battle or Balancing Act?
It seems there is a never-ending competition for customer mindshare. We all want prospective customers to consider our brand. But we also want them to know who we are and what we offer long before they make a purchase. For many executives and product managers, the decision to focus marketing efforts on...
It seems there is a never-ending competition for customer mindshare. We all want prospective customers to consider our brand. But we also want them to know who we are and what we offer long before they make a purchase. For many executives and product managers, the decision to focus marketing efforts on...
Article
Are We Doing Content Marketing Right?
A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to...
A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to...
Article
Due Yesterday: The New Market Reality
I, like most product professionals, have chuckled at the programming humor “code today, deliver yesterday and think tomorrow.” That was until I was presented with THE most intense project of my 14-year product management career, which has ranged from warp-speed startups to Fortune 5 giants.  Just what was so special about this...
I, like most product professionals, have chuckled at the programming humor “code today, deliver yesterday and think tomorrow.” That was until I was presented with THE most intense project of my 14-year product management career, which has ranged from warp-speed startups to Fortune 5 giants.  Just what was so special about this...
Article
Branding: The Other Half of Your Go-To-Market Journey
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
Webinar
Is Your Growth Plan Dead On Arrival
You put a lot of energy into creating go-to-market plans that will produce growth. But too often the plan is dead before it’s even launched. And that failure can be traced back to one unasked question: Will it work? The answer requires math.
You put a lot of energy into creating go-to-market plans that will produce growth. But too often the plan is dead before it’s even launched. And that failure can be traced back to one unasked question: Will it work? The answer requires math.
Article
Cultivating the Right Customers
Product management, marketing and development teams are getting more in tune with the needs of customers and potential buyers than ever before. When executed correctly, this results in better products, more successful launches and faster adoption. But while more companies are taking the time to get to know their customers, many...
Product management, marketing and development teams are getting more in tune with the needs of customers and potential buyers than ever before. When executed correctly, this results in better products, more successful launches and faster adoption. But while more companies are taking the time to get to know their customers, many...
Article
How to Improve Your Demand-Generation Process
Demand generation—from strategy creation to marketing program management—is a primary responsibility of product marketing. So how can you improve the demand-generation process to help sell even more products? The same way you would go about improving any process: apply Plan-Do-Study-Act (PDSA): Plan: Develop a plan with specific objectives Do: Execute the plan...
Demand generation—from strategy creation to marketing program management—is a primary responsibility of product marketing. So how can you improve the demand-generation process to help sell even more products? The same way you would go about improving any process: apply Plan-Do-Study-Act (PDSA): Plan: Develop a plan with specific objectives Do: Execute the plan...
Webinar
Rise Above the Competition Using Peer Reviews
In the last two years, business technology buyers have increasingly adopted consumer-like behavior to evaluate your products and those of your competitors.  Two-thirds of these buyers are searching online for peer reviews. And they value authentic peer insights above vendor-produced content across the entire buying cycle. In this month’s Pragmatic Marketing webinar,...
In the last two years, business technology buyers have increasingly adopted consumer-like behavior to evaluate your products and those of your competitors.  Two-thirds of these buyers are searching online for peer reviews. And they value authentic peer insights above vendor-produced content across the entire buying cycle. In this month’s Pragmatic Marketing webinar,...
Article
6 Marketing Metrics Your CEO Wants to See
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The Internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet I frequently hear from my CMO peers that they are struggling to find the...
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The Internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet I frequently hear from my CMO peers that they are struggling to find the...
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