Product marketing

In the startup world, we often hear stories of founders who’ve dreamt of starting a company—any company—since childhood, with big business ambitions stemming from their days of running a lemonade stan...

Introducing a new product to an already established market is a challenging task. In order to gain traction in a crowded space, the very first thing you must accept is that most people absolutely hate...

In my positioning process, we start with what we need to position against (the status quo and shortlist competitors), then list our differentiated capabilities and then map those capabilities to value...

The 2024 State of Product Marketing report reaffirmed our predictions: more and more people are transitioning into product marketing. Still, though, there isn't a definitive route into the profession,...

First-time founders know that finding product-market fit is the key to launching a successful company. But they too often assume it’s simple to achieve, especially when building a product they’re exci...