Product Marketing

  • A Day in the Life Interview on Product Marketing
    February 9, 2018
    by Christine Viera

    What Do Product Marketers Do? The 2018 B2B Marketing Academy spotlight is on inspiring people. Why? Because there’s theory, and there’s practice. B2B Marketing co-founder Peg Miller and I find daily inspiration in the people who work in the trenches to bring marketing to life. As a profession, marketers are finally getting more credit for their expertise in understanding human behaviors, data science, digital […]

  • November 29, 2016
    by Christine Viera

    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 […]

  • The Easy Way to Plan Full Funnel Marketing
    October 29, 2016
    by Christine Viera

    How do you deliver full funnel content? Let’s take a look at why B2B marketers need to align to a full funnel marketing approach. A few years ago, content marketing became a break-out phenomena. Why? Because it created an important dialogue about earning the right to engage with buyers. You can’t bore or wonk customers into buying your products. You need to understand and draw […]

  • 10 Commandments of B2B Personas
    August 25, 2016
    by Christine Viera

    A classic tool, the marketing persona is overdue for a modern overhaul. My friend Peg Miller recently wrote excellent advice on how to cure persona-itis and other persona management challenges. She inspired me to reflect on what modern personas should do. So, if you’re a product marketing expert and wondering how to manage personas, here’s my advice. A modern marketing persona is a marriage of […]

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