Product marketing

The critical piece to figure out first in any ICP research is who the person behind the buying decision is. Most companies get this wrong because they focus only on firmographics and describe what the...

We all operate in competitive markets, and often, it feels like our competitors’ strengths are impossible to overcome. But in my experience, we must remember that value varies enormously between custo...

Your competitive alternative is what customers would use if you weren’t in the picture, and who (or what) that might be is driven by the maturity of your target segment. If you are going after an imma...

It’s impossible to pinpoint one single product marketing skill that’s the most important among recruiters because needs vary. While some are building the product marketing function from the ground up,...

I’ve chatted with several tech founders with a common itch. They were looking for someone who could help them identify their sweet-spot customer segment, articulate why they were the best product for ...