Product marketers have a lot on their plates during a period of normalcy. During an atypical time when markets are in constant flux, and competitive pivots are just as swift, those plates are filled further. As the reconcilers of go-to-market and product strategies, formulating responses to market and competitive developments can feel overwhelming. Product development pivots, new marketing/PR campaigns, fresh sales strategies, messaging shifts - the possible responses to this market are...
Product marketing is a uniquely diverse function, and as such, product marketers tend to come from varying backgrounds and possess differing strengths. Some product marketers are master storytellers....
Formulating messaging that resonates with your target market is a challenging endeavor. Strong messaging needs to concisely demonstrate differentiated value that addresses the unique goals and...
The hiring process for product marketing roles is unusually difficult compared to most other roles. Product marketers have a substantial breadth of responsibility and level of cross-functional...
Most marketers and competitive intelligence (CI) pros would agree that gathering competitive insights is only a valuable activity if those insights are used to further key business goals. Almost...
Competitive intelligence (CI) is not a new business function. The way businesses and CI practitioners are approaching competitive intelligence, however, is changing quickly. We recently surveyed...
The nature of product marketing is constantly evolving. Campaign marketers chase new channels each year, content marketers adopt new content mediums; the phenomenon of change isn’t unique to product...
Your competitors impact nearly every aspect of your business. They impact how your product team shapes its development roadmap. They shape how your marketing team runs campaigns. They even influence...
One of the most significant frustrations product marketers face is the disconnect between their work and quantifiable business outputs. Nearly every organization with a dedicated product marketing...
Competitor battlecards have become a popular tool for enabling sales teams, and with good reason. Competitive analyses are more in-depth than what a salesperson needs when they encounter a...
