Tag: Product Marketing

Reference Marketectures & Platform Positioning

When you need to sharpen up your positioning or reboot it because you’re launching a new product, have a tough competitor, or enter a new market, you can get to better positioning, faster, by taking a reference marketecture approach. A reference marketecture is a drawing of the capabilities offered by all the main vendors in … Continue reading Reference Marketectures & Platform Positioning →

The Price You Pay When You Hide Your Pricing

I’m seeing a growing number of tech companies who have decided NOT to list pricing on their websites. I ALWAYS challenge this, because there’s three things wrong with this decision. 1. Hiding your pricing creates fatal levels of doubt Why don’t they say what it costs? This is the worst. Not showing your pricing raises … Continue reading The Price You Pay When You Hide Your Pricing →

Recession Positioning: How PMMs Can Help, and How to Get Started

The economy is slowing – and it’s likely to get worse. But for SaaS product marketers, it’s a chance to build your “recession positioning” chops. Here are some thoughts from my time going through the Dot Bomb, the GFC, and more localized tough times. A lot of tech PMMs have not had the experience of … Continue reading Recession Positioning: How PMMs Can Help, and How to Get Started →

Positioning & the Gravity Assist

“If you care about being thought credible and intelligent, do not use complex language where simpler language will do.” ― Daniel Kahneman, Thinking, Fast and Slow Q: What do psychology and orbital mechanics have to do with product marketing?A: Both have lessons for great positioning.  Read Thinking, Fast and Slow. It’s a great book for … Continue reading Positioning & the Gravity Assist →

WFH, Stranger Interviews & the Neutral Tug

With so many software companies asking employees to #WFH to slow the spread of COVID-19 (strong endorse!), I thought I’d share a WFH move I'm currently modeling for/coaching a client on: how to solicit great positioning input from non-customers.  Research interviews with strangers/non-customers are a key part of great positioning, since they let you hear … Continue reading WFH, Stranger Interviews & the Neutral Tug →

PMMs and Industry Analysts

When you’re a PMM you want to differentiate your company’s position in the market and – often – create a new technology category. One of your most powerful allies is the industry analyst. Gartner, Forrester, G2, IDC, these firms exist to help your customers understand their options and how those are changing over time. This … Continue reading PMMs and Industry Analysts →