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 […]
Product Marketing
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 […]
More valuable insight on win/loss analysis ( a follow-up)
My last post on win loss analysis generated some conversation in the comments and on Twitter. I really like the conversation and thought a follow-up to a few of the […]
What are the reasons to do B2B win/loss analysis?
With the explosion of cloud software vendors, we are entering a new level of a hyper competitive landscape for B2B technology. Every category has more vendors than most people can […]