I Built an Amazing Strategic Plan - Now What?
Congratulations! You did it right this year - you clearly defined what success looks like, so the team knows what to strive for. You...
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Building a B2B Marketing Strategy with No Market Data
Building a B2B marketing strategy without market data? Navigate this challenge now, and ensure it never happens again.
Put the "Strategy" in Marketing Strategy
Step-by-step to a strong marketing strategy that gets teams aligned and budgets approved.
Marketing Plan vs Marketing Strategy: What's the Difference?
Uncover the crucial differences between a marketing plan and a marketing strategy. Learn how to build both to succeed in B2B marketing.
It's Your Year to Build an Amazing B2B Marketing Strategy
This year, build a B2B marketing strategy that garners respect, excitement, and the budget you need to succeed.
It's Not the Bot: Why Chatbots Aren't the Problem with Your Customer Service
Those chirpy, intrusive customer service chatbots drive us crazy. But is that the fault of the bot? Largely not. Here's why:
Survey Mistakes Equal Bad Product Decisions
I continue to be surprised by how poorly crafted most surveys are. The avoidable mistakes lead to, at best, confused and unactionable...
That's Not a Reason: Win/Loss Answers That Tell You Nothing
The answers most product marketers are accepting during win/loss aren't actionable. How can you improve your win/loss insights?
Don't Solve a Product Problem with a Product Problem
B2B product teams are really into solving product problems - which often causes even MORE problems. Learn to avoid this doom loop.
Avoid Confirmation Bias with Better Product Team Workflows
The Dangers of Bad Product Team Workflows in Gathering Market Insights A couple years ago, I posted about the dangers of quoting...
Want More Product Team Meetings? Don't Read This
With all the virtual ink spilled on "running effective meetings," why are product teams still spending too much time in too many meetings...
Leading the "Right Now" Product Launch
Every product marketing manager faces the "right now" product launch at some point. You know - when the super-excited product manager...
These Aren't Product Launch Problems (But Must Be Fixed)
Many of the most common frustrations with B2B product launches are not, in fact, launch problems. That said, you'll need to fix them -...
My B2B Buyer Persona Epiphany
Today's B2B Buyer personas aren't useful. This isn't news, but the reason is staggeringly obvious - B2B buyer personas don't talk about...
Pragmatic Institute Podcast: Diane Pierson of Innovate on Purpose
Pragmatic Institute Podcast: How to Innovate on Purpose Attention product managers and product marketers looking for your Next Big idea...
Back Up to Build Better Buyer Personas
Most product marketers wrap up buyer persona research by creating "the PDF." But personas are not PDFs; better buyer personas begin with...
Build a Product to Beat a Competitor? Talk Yourself Out of It
Build a better product, beat the competition. Right? Not necessarily.
When is it Enough Market Knowledge to Act?
I've been talking with a client recently about the pull-and-tug that goes into deciding whether there's enough market proof to build a...
Activity Ownership is Critical to Innovate on Purpose
There are several self-inflicted roadblocks to purposeful innovation, and a big one is lack of clear ownership of the activities to...
Innovating When Your Boss is a Gatekeeper
I got a great question in class a few weeks ago: "How can I innovate if my boss doesn't let me? My leadership says they want me to...
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