Why Product Marketing Needs to Care about Content

When it comes to content – planning it, creating it, using it – Product Marketing’s role is often unclear. In many organizations, the role of content creator and planner is the Marketing Communications team.  They handle outbound marketing execution, and hence, take the lead in content creation and distribution.

But given that Product Marketing is often a key business owner for a particular product or service, and probably cares a good deal about how their product is being marketed to...

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Leads: Quality Wins Over Quantity Every Time

Monday 9 am. The Sales VP is drumming his fingers on your desk demanding more leads for his team.

You have two choices:
1. Fire off an email offer to your entire database.
2. Calmly explain the advantages of quality over quantity.

I’d take #2.

If you’ve been in Marketing for awhile, you likely were schooled in “the more leads, the better” theory.

Wherever the names came from was fine. Whatever likelihood they had of buying your product was irrelevant. Let the Sales team weed...

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Let Buyers Move at Their Own Pace

Don’t Scare the “Bejeezus” Out of Them with Aggressive Sales Tactics

It’s true: buyers want your marketing information. What they don’t want is your sales pitch.

They don’t want cold calls, or your Sales team bothering them just because they downloaded a white paper. It’s a sure turnoff in the sales process and could easily lead them to drop your company from their research.

Ardath Albee’s blog post “The Payoff for B2B Content Marketing is Movement”
sums this up well.... More..

The #1 Thing All Technology Marketers Should Do

It will Transform Your Team into Your Company’s Most Valuable Asset

Adele Revella is the queen of buyer personas. I was fortunate, early in my career, to attend Adele’s “Effective Product Marketing” class. It’s where I first heard of buyer personas and their positive effect on your organization, your revenue, and your professional reputation.

Adele defines personas as “a composite picture of the real people who buy, or might buy, products like the ones you sell.” Done well,...

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Content Marketing Infographic

Summarize Content Marketing in One Graphic?  Yes, It’s Possible.

Here’s a cool graphic from Eloqua and JESS3 that, quite simply, explains the how and what of content marketing. Have someone who doesn’t really get content marketing in your organization? Maybe they’re a visual-kind-of-person? Run this by them.

I love the first buying stage which is “Bored at Work.”  How would you build content for that prospect?

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