Product marketing

A user persona represents your ideal customer — someone who needs your product enough that they would be willing to pay for it, not just once but repeatedly. While finding a desperate customer is one ...

2 years ago, when there were just a handful of Product Marketers in France, I created, when I worked at Thiga (a French consulting company, specialized in Product), what I humbly called the Product Ma...

I get asked this question a lot, and it’s time I wrote about it. What is the right time to do positioning work for a startup? How soon is too soon? When is it too late? What if the market changes afte...

Nearly 1,000 new technologies are introduced annually into the marketing technology landscape. Barriers to entry are lower than ever and software technologies are beyond crowded—you can’t even make ou...

Siloed responsibilities suck. If you measure your teams with no quality attached to their goals they will do exactly as you tell them. This will kill you if you try to do cross-team impacting experime...