Tag: messaging
-
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…
-
The two metrics that matter for marketing investments
In this era, when money is no longer cheap and every enterprise SaaS company is watching their burn/spend very carefully, there are two metrics matter the most, when justifying making a marketing investment. The two metrics that matter the most are a) Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV)? Any big marketing investment…
-
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.…
-
Assess what worked well and what did not in 2020, to help you frame your 2021 product marketing plan
With 2020 behind us, this is a good time to assess how well your 2020 product marketing plan worked and where the gaps were – for messaging/positioning, pricing, sales/partner enablement, and content. It will help you identify where are the biggest opportunities for improvement in 2021. For example: Can you significantly reduce the sales onboarding…
All Things SaaS 