New Rules for product managers

My pal David Meerman Scott has introduced his new edition of The New Rules of Marketing & PR, subtitled How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers (phew, that's a mouthful!) (I'm delighted to be included on page 174! Sweet!) The new rules are these: speak directly to buyers, use buyer language, be authentic, talk don't pitch. Communicate!! And where is product management in all this? Product managers and product marketing managers are often the source of this rich, authentic content. Who better to write ebooks and white papers and application walk-thrus? Our customers want to read our documents--and they want those documents to have actual information in them, not just fluff. They don't want product pitches or technical babble; they want tips on using the product or implementing the product or your experiences doing installs in your customer base. What works? What doesn't? What "best practices" have you learned from your customers? After all, you have experience with hundreds or even thousands of customers. What can you share from those experiences that will ease the way for my installation? What are the gotchas? (And by the way, you can use these same techniques to empower your sales people.) So, if you're thinking that "New Rules" is for marcom, think again. We can all use these techniques to communicate better with our buyers and users. How have you used the New Rules to get your product message out?
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.

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