Buyer personas are discovered, not created
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
Good go-to-market should discriminate
Everything – from your website to your sales experience to your roadmap – should qualify ideal prospects in, and disqualify bad-fit customers…
Your biggest competitor is not who you think it is
You probably have a good idea on how to win against your top competitor. But what alternative solutions are you competing against at the top…
Unconventional wisdom in positioning narratives
Help prospects make sense of the world by presenting unique market insights to challenge their preconceptions, drive emotion, and galvanize…
Using sales decks as a conversation tool
Sales decks are often just static presentations, but are most valuable when they encourage an open dialogue. See how we built a deck to…
Teardown: Xerox value messaging
Xerox went from competing on price to selling value. Find out how their messaging fits the Value Nugget framework to link product features and…
What is “value”?
Ignore weasel words, and describe your product in a way that cuts through to the heart of someone who cares, by communicating the unique value…
Understanding your prospect’s change environment
Your win rate will depend on how likely prospects are to take action - but their internal atmosphere may hold them back. How do you recognize…
Three Product Marketing Ops processes to set up now
Build a continual flow of customer insight, competitor intel, and sales feedback for better decision making.
Four ways to highlight the “pain of same”
Your biggest competitor is inaction. How do you light a fire underneath your stakeholders and motivate them to act now?