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.
Four tips to help you break into product marketing
Getting your first PMM job can be hard. Here's a few tips to help frame your experience in the best light, and identify companies with the…
The Overview #44
This week: Strategy impacts behaviour, differentiated product strategy, and iron bullets