J Laurence Sarno
Strategic Communications Specialist
If you’re in a technology market, you need an analyst relations programme.
If you’re looking for funding, if you’re planning an initial public offering or if you’re a public company, you need investment bank analysts on your side.
For your products, you need market researchers (industry analysts) to understand your technology and your markets.
In previous blogs, we have explored the breadth of what Product Marketers do, and how the Product Marketers who deliver the greatest value are those most capable of addressing the gaps in any go-to-market plan.
Regardless of industry and experience, there are certain traits possessed by all successful Product Marketers. These can be easily identified by analysing how we think…
Over multiple economic cycles during the past 50 years, there has always been good evidence that companies who focus on marketing during economic downturns recover faster and stronger than their competition.
For start-up and early stage companies, this is particularly true. In this article, we’ll look at the aspects of marketing that can reduce your time to revenue once lockdown has eased.
But first, let’s acknowledge that any article written by a services company such as ours contains an element of “This is important, and we do it really, really well!”
Here is the secret of marketing communications: To catch the interest of any audience, all you need is three statements. For some deep-tech markets, you might need four.
Technology products are becoming ever more specialised, and therefore difficult to describe, even for audiences in your own market. When I was a pup technology journalist, most of the senior editors and industry analysts had engineering degrees in their specialised field. This is no longer true.
So your messaging (corporate or product) needs to tell a story that anyone can understand, from the general to the specific.
Google the term “product marketing” and you’ll find contradicting definitions, many of which are outdated, misleading and, more often than not, just not helpful.
In this blog, we’re exploring the five search results we found the most enlightening, based on how adequately each definition captures the magic of what makes a successful product marketing manager.