If you're an early-stage startup or a mature company expanding into an adjacent category, who can help you zero in on the right ideal customer profile and positioning to achieve product-market fit? The product marketer.
Who can frame the position in your customer's mind where your product plays? The product marketer.
Who can represent the voice of the customer within your company? The product marketer.
Whether you're an early-stage startup, a mature, public company or anywhere in between, product marketing plays a critical role in your success or failure. Product marketers have a direct hand in the strategy of their business — everything from the markets in which you play, your ideal customer profile, how you’re positioned, your go-to-market strategy, and your sales engagement methodology.
The Pragmatic Marketing folks have defined solid frameworks and training on product marketing, and it's great to see communities such as the Product Marketing Alliance emerge (I'm a fan). But outside of those organizations, I haven’t come across many blogs by product marketers for product marketers to help them level up their skills. As a boss of mine once shared, life is too short for bad product marketing.
I’ve spent 16 years working in the software tech industry, including the last 13 in a dedicated product marketing role. I started this blog to share what I’ve learned, think out loud, and exchange ideas with other product marketers like you.
Here are the types of topics I plan to write about here:
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The charter of product marketing: Musings on the role of product marketing and how to define its scope.
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Go-to-market strategy: Ideas to help you answer questions like “what is our winning aspiration?”, “where will we play?” and “how will we win?"
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Positioning: Ways to influence perceptions of your category, where you play, the problems you solve, the value you provide, and your differentiation.
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Messaging: How to communicate your positioning and frame your company narrative in order to create clarity and intent.
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Sales playbooks: Frameworks and methods to enable sales teams to move prospects through buying cycles.
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Sales enablement: Tips to build your sales team's confidence selling your products and become a strategic partner to your customers.
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Product launches: Lessons learned taking products to market.
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Pricing and packaging: Tips for pricing and packaging your products to grow adoption and revenue while reducing friction in the buying process.
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Building and scaling product marketing teams: What I've learned from building and developing PMM teams.
Thanks for checking out the site. Talk soon!
