Businesses are still buying products and services but their process is different than it was just a few weeks ago. Unless you sell products that are in higher demand due to the pandemic, such as disinfectant or remote data protection services, buying processes to new prospects, and perhaps even renewal discussions with customers, have likely
Last week I had a call with a former colleague who is a sales enablement genius. We were talking about changes in both marketing and sales. It occurred to me that the change has been dramatic over the course of my career and so we talked about why. I just love those conversations where something
When it comes to deciding which vendor to partner with, the fastest and generally easiest final step of the purchase process is to see what others have to say about the product or service being considered. Reviews, both good and bad, help shape the opinion of a product with a special sense of trust that
The most effective marketing programs use a variety of techniques to surround their audience. But often, we get stuck in a rut. Using channels and formats we’re comfortable with, rather than experimenting. Yet, the biggest breakout successes often come from trying something new. We’ve created this handy framework to help shake up your routine, and encourage you to
At last year’s Product Marketing Community Boston event Ellie Mirman, CMO Crayon, and I shared a table. We immediately hit it off. She’s smart, focused on growth and curious by nature. In short, my (and your) kind of marketer! I was thrilled to have an excuse to chat with Ellie again, as we prepared for
Some people stand in line for hours waiting for new sneakers. Others set alarms when concert tickets go on sale. Me? I get a kick out of talking research. Seriously dorky I know, but it’s the real me. So when I found out Ryan Sorley was going to join me at the Product Marketing Community
What makes a brand compelling? What is it about a brand that resonates with its customers? And what happens if your target audience is not aligned with your brand’s primary purpose? We asked these questions, and many more, of Greg Perotto, Vice President of Corporate Marketing, Brand & Communications at Hootsuite in our latest episode
As leaders, we do a lot of work to understand our audience. We talk to customers, we survey buyers, we watch and interpret traffic patterns. All of this research gives us insights into what messages and offers are most likely to resonate for a given audience segment. However, the knowledge is only valuable if we
As the discipline of content marketing matures I’ve had an increasing number of questions about it’s relationship to product marketing. The question arises in many forms. Do product and content marketers do the same job? Should every product marketer be a content marketer? Does product marketing need to exist any more? Do great product marketers need
When it comes to Account-Based Marketing (ABM), account selection and account intelligence are two factors that contribute to successful outcomes. The point, of course, is to select a stable of named accounts that sales and marketing work together with an integrated strategy. Those accounts should have a higher likelihood of becoming closed won – as