Product Marketing

How Coffee Drove This Creative Lady in a New Direction Tarah Speck is a Swiss army knife of a marketer. Creative, visionary, and hardworking—she’s been a content marketer, digital marketer, and product marketer. That makes for a refreshingly unique perspective. Here’s a peek into her marketing journey. She offers great insights into what marketing metrics measure success and a compelling prediction about the evolution […]

Why Haven’t We All Moved to Customer-Focused Content Yet?   One of the most common habits in B2B marketing is to focus on why you love your cool products. I hope you do! Your passion and innovation are what make your story interesting. Also, in the era of fake news—people care even more about why you do what you do.   The Siren Call of […]

Innovative B2B marketers are fluent in newer digital and content marketing practices. We’re constantly adding a new spin to classic tactics. And, we’re grooving on the opportunity to entertain and engage customers as we find the great story in our B2B solutions and people. This makes it fun and keeps the craft interesting. But what’s new can be hard. And noise levels are increasing […]

Got Customer Insights Already? Product Marketers have among most wide-ranging roles in a company. That’s why it’s an exciting and compelling profession. Not long ago, I wrote the 10 Commandments of B2B Product Marketing with tips on where to focus your attention. Recently, I’ve written about Commandment #1 – know thy customer. If you missed those blogs, they’re listed below. They dive into how to get market and tribal insights. Whether you’re a startup […]

Know Your Buyer. This is the first commandment of great product marketing. Armed with customer insights, we can effectively profile prospects and create compelling cross-sell / upsell offers for current customers. But how can you get reliable information on ever-changing buyers? Where’s the Best Place to Start? Step one is to explicitly define who you’re going after. Be specific…what group of business professionals, with what […]