Product marketing shortcuts don’t work
Three common shortcuts that PMMs are encouraged to take (and how to get back on track)
The business case is a sales tool that works
A simple spreadsheet can help you win more, by turning intangible projections into tangible predictions
The product marketing puzzle
ICP and personas, positioning and narrative, and where does a GTM strategy fit? My attempt to bring the puzzle pieces together in one diagram.
Seven go-to-market research tools to bookmark
Where should product marketers go for go-to-market research? Here's 7 tools to check out.
Introducing the Customer Value Positioning framework
My four-step process to build positioning that works, by understanding the value your customer desires.
Five tips for building personas that work
Don't just let your personas gather dust in the cloud. Read these tips and take your customer understanding to the next level.
Be the thing for someone, not something for everyone
What it means, and pitfalls to watch out for.
A customer-centric approach to positioning
I sat down with Ishara from the Spill The Marketing Beans podcast to chat all things positioning. Watch the video, or check out the transcript notes.
Going to market via a platform ecosystem
Doubling-down on a single platform and training partners led to our acquisition, but it almost didn't happen.
Neglected positioning hurts more than you think
Don't fall down the slippery slope of careless positioning. Start measuring your confidence to avoid death by a thousand cuts.