Tag: business
-
Web Analytics: Insights and Blind Spots
As a product marketing consultant, I’ve used web analytics to see whether our positioning and messaging connected with potential buyers. Which use cases attracted attention? Did visitors explore related product pages? Which content brought them back? Those patterns helped me identify problems worth emphasizing, replace broad claims with specific applications, and prioritize supporting content. But…
-
Why Industry Marketing Gets Attention but Fails to Win Business
“We should target healthcare.” I’ve heard versions of that statement throughout my consulting career. It sounds like a strategy, but it leaves the hardest questions unanswered. Which part of healthcare? Who is buying? What problem is urgent enough to fund? An industry gives marketing a broad direction. A specific use case gives sales a conversation…
-
5 Ways Running Revenue Operations Made Me a Better Product Marketer
This follows my last post on how responsibility for product management, Revenue Operations, and marketing made me a better product marketer. Running RevOps gave me firsthand exposure to sales cycles, customer objections, and why deals were won, lost, or stalled, rather than relying on secondhand sales feedback. Here are five lessons I subsequently applied to…
-
My biggest product marketing lessons from leading product, marketing, and revops
Over the years, I have had the unusual opportunity to lead marketing, product management, and revenue operations. Sitting in all three seats changed how I think about product marketing. It made one thing very clear: product marketing creates the most value when it helps connect what the market needs, what the product can deliver, and…
-
5 Reasons Your ABM Program Is Falling Short
One of my friends, a CMO, asked me for advice on improving her company’s ABM (Account-Based Marketing) programs. Like many companies, they had invested in ABM as an alternative to the traditional lead-based funnel, which was no longer delivering results. But their ABM programs weren’t delivering either. That conversation got me thinking about the challenges…
-
Multiple Clients. Competing Priorities. Constant Context Switching. Here’s How I Keep It Straight.
One of the challenges of working with multiple consulting clients, or even working as a General Manager or a C-level executive in a company, is constantly shifting your attention from one very different problem to another. As an independent consultant, on any given day, I may move from network security to AI to MDM, while…
-
Crafting Home Page Messages: Engaging Your Target Persona
Corporate and product marketing teams sweat over any changes to the homepage hero message. It is the most important message that should not miss the mark with your target persona. On top of it, every executive in the company wants to have a say in it. Depending on the company’s size, even board members have…
-
How to get your customer marketing firing on all cylinders!
I have consulted with several software companies to help them dramatically improve the performance of their customer marketing programs . I would like to share best practices based on those engagements in this blog post. The majority of customer marketing programs typically prioritize activities aimed at engaging new prospects. These include creating customer case studies as…
