Tag: Industry marketing
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The 60/30/10 principle is everywhere.
The 60/30/10 rule offers a timeless approach to balance in different areas. You should apply this rule to how you prioritize your work. Most financial advisors recommend that you allocate 60% of your income towards essential needs (like rent, groceries, utilities), 30% towards discretionary spending (like dining out, entertainment), and 10% towards savings (emergency fund,…
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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…
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How to use sales history to improve your vertical go-to-market performance?
In the last blog post, I discussed the value of ‘white space analysis’ using your sales data history. We discussed how it can help you sharpen your customer marketing, improve your sales coverage model, and identify issues in your go-to-market strategy among other benefits. Today I will discuss how to leverage sales history data and…
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White space analysis – key to successful cross-sell drip campaigns?
In the last blog post, I discussed the value of ‘land and expand’ analysis of your sales transaction data. We discussed how it can help you sharpen your go-to-market execution, increase ACV (Average Contract Value) and create more effective customer marketing programs, among other benefits. Today I will discuss a secondary advantage of analyzing sales…
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Key Sales, Marketing Metrics for a QBR
Key metrics that sales and marketing should review for a QBR
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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
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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.
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When should you revisit and revise your go-to-market (GTM)?
Last week a client asked me when a Go-to-market plan should be revisited. My response was that in any of the following events, GTM plans should be revisited. I recommend looking at your GTM once a year to decide if you need to make some tweaks to align with your planned products/segmentation/target geos/ channel/pricing etc.…
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Industry marketing: best practices for a messaging matrix
In my last blog post I shared how to create the most important element for industry-specific messaging for your product – a use case framework. Once you have developed this foundational framework, here are the key elements you need to pull together to complete the industry specific message for your product Think of industry guide…
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Use Case framework: The most important step in creating industry messaging
As you create your industry specific messages for your horizontal product, one of the first activities you need to undertake is to develop a use case framework for the target industries. Once you have defined the use cases, creating the rest of industry messaging becomes easier. Following is the three-step process I have used to…
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