Messaging is a core part of your company’s DNA. It’s not simply a list of the 3-5 features that make your product great—it’s the story that communicates the value you provide to customers day in and day out. It’s the WHY behind your company and its products and services. However, its foundational nature does not mean that messaging is static. While your core message itself likely won’t change very often (barring a major pivot), messaging is something that needs to be optimized and refined to...
Competitive Intelligence (CI) is growing. According to the recent State of Competitive Intelligence Report, more than half (57%) of businesses have CI teams of two or more dedicated CI professionals,...
Win/loss analysis is a critical component of competitive intelligence (CI). Understanding who you are winning (or losing) against and why helps inform how you position and differentiate yourself...
If a business wants to maintain any sort of competitive advantage, having a competitive intelligence (CI) function is crucial. But how are businesses doing CI today? How much are they investing, and...
Imagine that you spent hours upon hours building an informative and detailed battlecard for your sales team. Now imagine that once you hit publish, the sales team barely uses it. If you’re a product...
These past couple of months, I’ve had the privilege of speaking at the Product Marketing Community events to talk about how product marketers can leverage competitive insights to drive revenue....
The competition is talking about you, and no surprise—it’s not good. Whether it’s half-truths or outright lies, you need to arm your sales team with tactics and talking points to counter claims made...
Career advice - some of it’s good, most of it’s bad, and yet we all seek it. We spoke with some of the best product marketers about their careers as part of our spotlight series, and here are some of...
A competitor analysis is the process of identifying and analyzing your competitors and how they compare to you. The challenge with a competitor analysis is that it’s a labor-intensive task that...
Ah, the internal sales meeting. Whether it’s weekly, monthly, or quarterly, nearly every product marketer needs to present to the rest of their sales team about what’s going on in their world. The...
