Start with your buyer challenges
It should come as no surprise to anyone who regularly reads my blog; I think that product marketing starts with personas. In this post, we will take my previous post […]
What goes into a messaging or positioning document?
I am starting a blog series on how to create compelling messaging or positioning for B2B. I am hesitant to indicate how long it will be, as I don’t quite […]
How to develop a B2B persona
In previous blog posts, I discussed why you should create personas and what a persona contains; in this post I am going to outline how you actually do it. Persona […]
What does a B2B persona contain?
In a previous blog post, I showed why personas are the first place to start in B2B product marketing. They provide the foundation for all of your future efforts. It […]
Buyer Personas is the first stop in B2B product marketing
I recently had an interesting conversation with a friend about product marketing and where does it begin? They just started a new job running a product marketing organization that previously […]
Five reasons why virtual enablement is superior to in-person enablement
One comment I consistently hear from both management and customer-facing employees is that they prefer to do things in person versus virtually. As I wrote previously about a virtual kick-off, […]