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Author: Michael Seymour

Buyer challenges is the place to start for B2B messaging

Start with your buyer challenges

July 1, 2020 Michael Seymour

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 […]

 Product Marketing  b2b messaging, buyer challenges, challenges, messaging, problems  Leave a comment
What goes into a messaging document?

What goes into a messaging or positioning document?

June 23, 2020June 18, 2020 Michael Seymour

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  b2b, message map, messaging, persona, positioning  Leave a comment

How to develop a B2B persona

June 15, 2020 Michael Seymour

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 […]

 Product Marketing  persona  Leave a comment
What does a B2B Persona Contain?

What does a B2B persona contain?

June 10, 2020 Michael Seymour

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 […]

 Market Research, Product Marketing  Leave a comment
Buyer Personas are the first stop in B2B product marketing

Buyer Personas are the first stop in B2B product marketing

June 3, 2020October 29, 2020 Michael Seymour

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 […]

 Product Marketing  personas  Leave a comment
Five reasons why virtual enablement is superior to in-person enablement

Five reasons why virtual enablement is superior to in-person enablement

May 20, 2020 Michael Seymour

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, […]

 Sales Enablement  kick-off  Leave a comment

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