Product marketing
A guide to positioning with multiple products, segments, and personas
Positioning with April Dunford
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I am frequently asked about how we handle positioning where we have multiple products, serving multiple market segments, and being bought by a range of different personas. Do we need different positio...
Winning go-to-market strategies
Olivine
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When there are similar products, the better go-to-market strategy wins. A go-to-market strategy isn't just about launching a product—it's the master plan that dictates how a company will introduce its...
Three common mistakes when building big bets
Leah’s ProducTea
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I called myself an Innovation PM for most of my career. I specialized on lifting stuff up from the dirt, zero to one. It’s the thing that got me into product and why I still love this discipline so mu...
Common and costly product messaging mistakes — and how to avoid them
MKT1
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As a marketing advisor, I often evaluate startups’ messaging. Here’s what I look for: Is it rooted in customer insights? Does it emphasize the results the product delivers? Does it highlight compellin...
Why targeting an ICP brings 10x more customers than you expected
A Smart Bear
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Everyone goes to your home page, therefore your home page has to speak to everyone, right? Buyers, users, existing customers, curious explorers, all working at companies large and small. Most companie...