Tag: Product Marketing
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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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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…
