Tag: Use Cases
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Two reasons why half your sales pipeline vanishes
Over 50% of your sales pipeline is lost to ‘no decision.’ It’s time to tackle the two key reasons behind these losses and take action now. Most sales teams focus on addressing the first issue but fail to listen to customers for clues about the second issue. So, when the customer has crossed the finish…
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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…
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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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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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Seven tips for an awesome win-loss analysis
Here are seven practical tips I would offer for an awesome win-loss analysis
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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…
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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…
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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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