Product marketing shortcuts don’t work
Three common shortcuts that PMMs are encouraged to take (and how to get back on track)
It’s obvious, but… say what you mean
Answer 'so what?' before customers ask it, and get the revenue results you deserve.
I’m looking for a clothes airer
My search for an attractive clothes airer got me thinking about B2B product marketing (somehow).
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.
Introducing the Customer Value Positioning framework
My four-step process to build positioning that works, by understanding the value your customer desires.
Telling ‘value stories’ to guide your positioning
Framing customer context and building empathy with a simple-to-use narrative framework.
Don’t dilute focus
A warning shot against 'being something for everyone'.
Be the thing for someone, not something for everyone
What it means, and pitfalls to watch out for.
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.
B2B SaaS and the California Roll
Why evolution is better than revolution in B2B SaaS narratives.