Product marketing
The art of product marketing in a digital world
Steve Lesnard
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New and dynamic digital and social mediums are changing the way we market new products. These choices, while having amazing benefits, can prove to be counterproductive when not leveraged properly. Bra...
Do you know what your product is hired for? Jobs to be Done can help.
Olivine
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Jobs to Be Done (JTBD) is a product innovation framework that I come back to over and over. I’ve led JTBD workshops probably 100 times by now, and I know it’s impactful because inevitably I hear produ...
How to match your messaging to your customers' needs and wants
Wynter
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According to research by PricewaterhouseCoopers[1], one in three customers said they’d leave a brand after only one poor experience. Understanding what customers want is the key to brand differentiati...
Retool’s path to product-market fit: Lessons for getting to 100 happy customers, faster
First Round Capital
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We touch technology every day — from the ride-share service we call to get to work, to the credit card we swipe to purchase food, to the fitness app we use for our favorite workout. But rarely do we p...
Why messaging is just as important as positioning, with real-life examples
Olivine
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Positioning is very difficult to do well and the same can be said for messaging. But oftentimes organizations rally around positioning, then pass off messaging (or what they might just see as ‘copywri...