Fixing the Positioning Trap: From Messaging to Strategy
Positioning fails when it’s treated as a messaging job. The fix? Marketing must own the strategic choice underneath…
Book Review: OutPosition
Most positioning discussions eventually focus on messaging. How do we describe our value? How do we differentiate? What’s…
How to Differentiate in Competitive Markets
Most product marketers know they need to differentiate from competitors. The challenge is figuring out how. Too often,…
A Four-Step Framework to Find Your Niche
A lot of B2B SaaS companies end up with broad positioning by accident, not by choice. Nobody sat…
Differentiating Brand vs. Product Positioning: A Guide for Early Stage Founders
When building a startup, it’s easy to get caught up in your product and its features. But what…
Effective Homepage Messaging Strategy for Startups
Crafting an effective homepage message is both an art and a science, requiring a deep understanding of your…
Identifying your Ideal Customer Profile: Quantitative and Qualitative Approaches to ICP
To be a successful Product Marketing Manager (PMM), putting in the time to understand your audience, their challenges…
Product Marketing’s Ideal Customer Profile Field Guide
An ideal customer profile (ICP) is really important to your go-to market strategy. It requires defining, finding and…
A Deceptively Simple Checklist To Help With Something Really Hard
Coming up with a compelling story is hard. And creating a great deck can be so intimidating. So,…
Both sides of the mirror: Product Marketing and Analyst Relations
I’ve had the unique career experience of having been both an industry analyst (with Forrester Research) and a…