Analysis: 16 years of Zendesk positioning
What we can learn from Zendesk's positioning evolution over the last 16 years
The Second Product Pitfall
Building your second product usually... doesn't go so well. Read why I think that happens, and what a 'good' experience should look like.
How to define pricing for brand new products
Product marketers are often asked to support or lead pricing projects. Here's a process you can follow to go from 0 to $.
Explaining revenue models for product marketers
Understanding (or creating) a revenue model can help you plan more strategically and deliver real business ROI. Here's how.
Create internal momentum with transparency
Just announcing new features and campaigns after the launch happens is a missed opportunity. Can you be more transparent - and build momentum?
The business case is a sales tool that works
A simple spreadsheet can help you win more, by turning intangible projections into tangible predictions
Get ahead of the sale with this trick
Create a buyer's guide that you can use to guide the prospect's decision process.
Product marketing is internal comms
Tips on how to elevate your product launches with a considered internal comms strategy.
Product marketing in downturns
Where should product marketers focus efforts in this economic environment?
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.