Tag: cmo
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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…
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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…
