Most startups and growth-stage tech companies are understandably judicious in their outlay of capital. When you’re under the venture capital magnifying glass and trying to prove your product is commercially viable, investments in functions like sales and demand generation are seemingly safe bets. Both of those functions are easily tied to revenue production, unlike some other functions for which the ROI is hazier.
One of those hazy functions is product marketing. A target of chronic...
Building and scaling a well-oiled marketing team that facilitates growth is a tall order. Building and engaging an audience with insightful content that pushes the known boundaries of your market is...
Review sites are jam-packed with competitive intelligence (CI). On review sites, you’ll find both happy and unhappy customers giving insight into your competitors’ products and outlining strengths...
For anyone with an internet connection and a glut of time available for research, competitive data points are nearly inexhaustible. New job postings, minor website copy changes, new marketing content...
Roles in sales and marketing have become more specialized in recent years. Salespeople are rarely responsible for a full customer lifecycle, instead focusing singularly on initial outreach, pre-sale...
If you’re feeling overwhelmed in your market, you’re not alone. 90% of businesses report their market has become more competitive in the last three years. Every year, startups are better able to...
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...
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...
