Positioning

Blog
When International Market Entries Go Bad
Even companies that excel domestically can stumble when they enter foreign markets. Painful missteps often stem from a certainty that what works at home translates into wins abroad.
Even companies that excel domestically can stumble when they enter foreign markets. Painful missteps often stem from a certainty that what works at home translates into wins abroad.
Article
Marketing Across Borders-Creating Effective GTM Strategies in Multiple Markets
Forward-thinking product marketers are shifting their thinking to make inroads across geographies.
Forward-thinking product marketers are shifting their thinking to make inroads across geographies.
Article
Mapping International Go-to-Market Strategies - Using the Competitive Landscape as Your Guide
Strike the right balance between global standardization and local selling and marketing when you bring a product to market in a different country.
Strike the right balance between global standardization and local selling and marketing when you bring a product to market in a different country.
Blog
Precision in the Language of Messaging
When awash with data and metrics, it’s easy for a product marketer to overlook precision in using the language of messaging. Div Manickam, director of portfolio messaging for Dell subsidiary Boomi, discussed subtle but significant differences in product marketing lexicon during an AMA on the evolution of product and solutions marketing to portfolio messaging.
When awash with data and metrics, it’s easy for a product marketer to overlook precision in using the language of messaging. Div Manickam, director of portfolio messaging for Dell subsidiary Boomi, discussed subtle but significant differences in product marketing lexicon during an AMA on the evolution of product and solutions marketing to portfolio messaging.
Webinar
Turning Fans into Customers and Customers into Fans
Why do some brands—even in fairly mundane categories like car insurance and enterprise software—attract not just loyal customers, but passionate fans?These brands have learned to provide the human connection people are now longing for.
Why do some brands—even in fairly mundane categories like car insurance and enterprise software—attract not just loyal customers, but passionate fans?These brands have learned to provide the human connection people are now longing for.
Article
Understanding Your Buyers
Buyer interviews are important, but understanding story data in aggregate is critical.
Buyer interviews are important, but understanding story data in aggregate is critical.
Webinar
Everything You Need to Know About Product Roadmaps, A Product Roadmap Primer
Planning and prioritization are the biggest challenges product managers face today. Product roadmaps can help solve for these issues— they define the vision and strategy behind the products we build. From defining that vision and strategy to communicating to key stakeholders, roadmaps guide the execution of your strategy. They also are a useful tool for aligning with product marketing, sales, customer service and other key stakeholders.
Planning and prioritization are the biggest challenges product managers face today. Product roadmaps can help solve for these issues— they define the vision and strategy behind the products we build. From defining that vision and strategy to communicating to key stakeholders, roadmaps guide the execution of your strategy. They also are a useful tool for aligning with product marketing, sales, customer service and other key stakeholders.
Article
Beating Disruption: How to Win in the Fight to Be First
Back in 2000, Reed Hastings tried to sell his then-struggling company to Blockbuster Video for a mere $50 million. Blockbuster had heard of Hasting’s company, Netflix, but it wasn’t buying the hype.
Back in 2000, Reed Hastings tried to sell his then-struggling company to Blockbuster Video for a mere $50 million. Blockbuster had heard of Hasting’s company, Netflix, but it wasn’t buying the hype.
Article
Keeping Your Secrets: Responsible Counterintelligence in Action
Engaging with individuals outside of your company is essential to product marketers and product managers. Representing your company at industry conferences, coordinating marketing webcasts, running customer or partner councils, engaging in professional networking events—the list of potential external-facing communications goes on.
Engaging with individuals outside of your company is essential to product marketers and product managers. Representing your company at industry conferences, coordinating marketing webcasts, running customer or partner councils, engaging in professional networking events—the list of potential external-facing communications goes on.
Blog
4 Ways Retailers Are Using Machine Learning
Machine learning and artificial intelligence are changing the world as we know it. From our online search engines to the way we do healthcare, machine learning is behind the scenes reshaping how our world works. Retail is no exception; machine learning has revolutionized retail both behind the scenes are how consumers shop at their favorite stories. Here are four major ways that machine learning is currently being used in the retail industry to the fullest extent.
Machine learning and artificial intelligence are changing the world as we know it. From our online search engines to the way we do healthcare, machine learning is behind the scenes reshaping how our world works. Retail is no exception; machine learning has revolutionized retail both behind the scenes are how consumers shop at their favorite stories. Here are four major ways that machine learning is currently being used in the retail industry to the fullest extent.
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