The Overview #49
This week: Marketing salary benchmarks, competing on price, conflicts of opinion.
Three tips I learnt from five challenging SaaS company pivots
Pivots are hard and can be painful: here are three tips to help ease the process.
Every product marketer needs to know about SPIN
Why PMMs should use the SPIN sales methodology in their everyday work
The Overview #48
This week: Having an opinion, accessing customers, and messaging at the right level.
Three insightful interview questions to ask product marketers
Hiring product marketers is hard. Here's the top three questions I ask all product marketing candidates (and what I'm looking for).
The Overview #47
This week: Product marketing strategy principles, building to a vision
6 tips to craft concise, captivating, creative value propositions
Writing short value propositions can be tricky. Here are some shortcuts to help you get creative when brevity matters.
The Overview #46
This week: Buyer segmentation, GTM stories, messaging hierarchy... and what customers think they want.
Nobody cares about your feature-heavy demo video
You probably need an explainer video, a 'tell me more' video, and a walkthrough video. Here's what they need to achieve.
The Overview #45
This week: Impulse in B2B, imperfections, competitors, and Conversation Cloud category.