Product Marketing

Interview with Karen dela Torre, VP of Product Marketing at Workday We’ve been interviewing great marketers to gain insights on what draws people to this profession and how they succeed. No one does it better than the wonderful Karen dela Torre. Karen has served with Fortune 100 high tech brands and now serves at a growth software company that’s shaking up the industry. With […]

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 […]

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 […]

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 […]

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 […]

Social selling has been called the future of new business. As modern marketers, it’s a channel we need to include in our strategic planning and execution. LinkedIn defines social selling as “leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals.” LinkedIn is “all in” on this concept, even creating a Social Selling Index (SSI). Anyone […]

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 […]

In my original post in this series, I shared ideas to upcycle your webinar content. Let’s turn our attention to blog posts. Here’s how we can apply similar thinking to your blog strategy: Pay attention to web analytics. Look for your top 10-20 blog posts (which are likely responsible for most of your blog traffic anyway) and determine why they are driving interest from your prospect […]