Marketing Plan

Article
Are We Doing Content Marketing Right?
A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to...
A few months ago, during a content marketing panel at the Texas Marketing Summit in Houston, I came to the conclusion that our understanding of content marketing is still in its infancy, much like social media was eight years ago. We have a lot of opportunity for improvement and much to...
Article
Branding: The Other Half of Your Go-To-Market Journey
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
Webinar
Is Your Growth Plan Dead On Arrival
You put a lot of energy into creating go-to-market plans that will produce growth. But too often the plan is dead before it’s even launched. And that failure can be traced back to one unasked question: Will it work? The answer requires math.
You put a lot of energy into creating go-to-market plans that will produce growth. But too often the plan is dead before it’s even launched. And that failure can be traced back to one unasked question: Will it work? The answer requires math.
Article
A Product Manager’s Worst Nightmare
Imagine that the product you’ve been working on for months or years implodes on its first day of life—product management’s worst nightmare. Unfortunately, this story happens too often in the software world. Here’s what you can do to prevent it.
Imagine that the product you’ve been working on for months or years implodes on its first day of life—product management’s worst nightmare. Unfortunately, this story happens too often in the software world. Here’s what you can do to prevent it.
Article
5 Smarketing Metrics to Embrace and 5 to Ignore
This article highlights the key “smarketing” metrics to focus on for the next 12 to 18 months. Smarketing = sales + marketing. Mike Volpe, then vice president of marketing, and I invented the term in 2007 when we worked together at HubSpot, the world’s leading inbound marketing and sales platform. It...
This article highlights the key “smarketing” metrics to focus on for the next 12 to 18 months. Smarketing = sales + marketing. Mike Volpe, then vice president of marketing, and I invented the term in 2007 when we worked together at HubSpot, the world’s leading inbound marketing and sales platform. It...
Article
6 Marketing Metrics Your CEO Wants to See
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The Internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet I frequently hear from my CMO peers that they are struggling to find the...
Gone are the days of the CMO who is not fluent in metrics, analytics and spreadsheets. The Internet has made marketing far more measurable (and therefore more accountable to the CEO and CFO) than ever before. Yet I frequently hear from my CMO peers that they are struggling to find the...
Blog
Crafting a demo that sells
Everyone wants a product demo that is so compelling buyers jump out of their seats to buy. Unfortunately that scenario rarely happens. In today’s buying environment a demo may meet two buyer needs. The first is to show the product is real and is consistent with the buyer’s needs. The second is to provide proof the product can deliver what the buyer expects. You may need different approaches to please both needs. Is It Real? The ‘standard’ demo is a marketing asset that proves your product is real. How you deliver the standard demo is up to you. It is helpful to know how your buyers make a buy decision. Some market segments want to see your product before they speak with a salesperson. This type of demo is often delivered using screen capture tools like Camtasia. It allows prospective buyers to see the product without wasting valuable sales resources. It  helps buyers in their research phase. Buyers in other market segments may want a demo that allows them to ask questions. An automated demo cannot deliver that need. In this case it’s best to deliver the demo by skilled individuals . Does it Perform? A buyer in a later buying stage wants to explore […]
Everyone wants a product demo that is so compelling buyers jump out of their seats to buy. Unfortunately that scenario rarely happens. In today’s buying environment a demo may meet two buyer needs. The first is to show the product is real and is consistent with the buyer’s needs. The second is to provide proof the product can deliver what the buyer expects. You may need different approaches to please both needs. Is It Real? The ‘standard’ demo is a marketing asset that proves your product is real. How you deliver the standard demo is up to you. It is helpful to know how your buyers make a buy decision. Some market segments want to see your product before they speak with a salesperson. This type of demo is often delivered using screen capture tools like Camtasia. It allows prospective buyers to see the product without wasting valuable sales resources. It  helps buyers in their research phase. Buyers in other market segments may want a demo that allows them to ask questions. An automated demo cannot deliver that need. In this case it’s best to deliver the demo by skilled individuals . Does it Perform? A buyer in a later buying stage wants to explore […]
Webinar
How to Give Demos That Win New Business
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
Blog
product launch is a campaign
kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
kam-peyn Campaign: “a systematic course of aggressive activities for some specific purpose” Given the above definition of a campaign, it’s easy to understand how a product launch fits nicely into that definition. Unfortunately many product launches don’t follow that definition. You want your product launch to be aggressive, where aggressive equates to selling more stuff more quickly. Does your product launch wind up being a whimper that doesn’t produce anywhere close to the results expected? Wait. What is expected? The root cause (assuming the product doesn’t suck) is that your product launch was neither Aggressive nor does it have a Specific Purpose. Relative to a product launch, ‘Specific Purpose’ means there are clearly defined and measurable goals. Do you have defined metrics and timeframes? Is there shared understanding of the product launch goals or are there different interpretations? Without a Specific Purpose you cannot define ‘Aggressive’. All things being equal, a company with a launch goal of $500,000 will drive a product launch that is significantly less Aggressive than the same company with a $50,000,000 launch goal. More than likely the budget, resource requirements, and intensity will also be significantly different. For your next product launch define the Specific Purpose […]
Webinar
Lead Generation Tips You Can Implement in Minutes
Join us each month as we dig deep into a different box of the Pragmatic Institute Framework to provide you easy access to tools, tips and best practices.
Join us each month as we dig deep into a different box of the Pragmatic Institute Framework to provide you easy access to tools, tips and best practices.