Category: Uncategorized
-
7 principles for building a kick-ass content marketing machine
Here are seven principles that will help you build a kick-ass content marketing machine within your organization
-
Seven steps to building an awesome product message!
Here is the seven step framework I have used when working with my clients to build very sharp product messaging.
-
Seven tips for an awesome win-loss analysis
Here are seven practical tips I would offer for an awesome win-loss analysis
-
How detailed should a competitive analysis be?
This post answers the question – Is it enough to do a high-level competitive analysis (containing information such as company overview, overview of their key products, overview of their go-to-market, list of their recent marketing programs, recent wins and losses, and SWOT analysis) or should you go into more details in your competitive analysis?
-
How to excel at competitive analysis
In this post I will share the three frameworks I have used to successfully create, document and share competitive analysis with my clients.
-
How to build an actionable Total Available Market (TAM) and Total Obtainable Market (TOM) dataset
I will share my thoughts, based on my prior experience, on how to build an actionable TAM (Total Available Market) and TOM dataset (Total Obtainable Market).
-
7 steps for creating, packaging and delivering sales enablement content for high consumption.
Here are the techniques for delivering sales enablement content to maximize consumption by reps, that I learnt
-
5 steps for product marketing to make sales enablement content more effective
Sales enablement is one of the most important drivers for success in a software business. It ensures that your existing reps can successfully articulate the value proposition of new products/capabilities, and your new sales reps can become productive quickly. To look at what makes sales enablement successful, let’s start by looking at sales enablement along…
-
What is ongoing customer discovery and why you can’t afford to outsource it to your customer success teams?
The customer discovery process has primarily been used by product marketing/product management teams at early-stage software companies before they bring their first product to market. It is also used by larger software companies, who are developing new products to enter new markets. Customer discovery is an iterative process of understanding customers’ situations, needs, and pain…
-
3 biggest mistakes that marketers make when positioning their solution
I was recently speaking with a client about some of the positioning mistakes I have seen and wanted to share some of that conversation with the readers of my blog. Following are the three big mistakes I have seen marketers make: Mistake #1: Many marketers/agencies want to invent a new category when positioning their solution,…
-
How to position against your biggest competitor?
One of the key activities during the product positioning process is identifying your key competitors and then highlighting how your solution’s key capabilities address customer issues better than the competition. However, many product marketers forget to consider one of the most important competitors in the process (and likely the biggest one) – status quo. In…
-
Where should B2B enterprise software marketers go to school on best practices?
Many of you may have read the popular book “All I really needed to know, I learned in kindergarten”. If you are a B2B enterprise software marketer, what is the best place to go to school on marketing? In my experience, if you are a B2B enterprise software marketer, the PLG (Product Led Growth) companies…
All Things SaaS 