Product marketing

In the early days of B2B software, it was common for companies to have functionality no one else had in their market. Differentiation was relatively easy. Just identify the benefit of a really importa...

Articulate the "Three Whys" for your company's B2B product. This worksheet includes step-by-step guidance to find your Why Buy Now? The objective is to understand a customer’s perception of two opposi...

Honest answers please, product marketers: Is your strategy molded by the view of the customer? If not, maybe it’s time to reconsider your approach, and whilst you’re at it, incorporate market research into your practice - trust us, it’ll...

In many design, product management, engineering, or even venture capital interviews and pitches, you’ll be assessed on a dimension called “product thinking,” sometimes also called “product sense.” If you’re a builder aspiring to create s...

Product marketers are focused on understanding and marketing to customers and positioning their company to sell to potential customers. They drive demand and usage of products, which usually includes writing positioning and messaging, la...