Reprinted from Gail Ferreira’s B2B Solution Marketing Insights Blog with changes
Ed note: My biggest takeaway from this discussion was that marketing/product marketing needs to contribute strategically to the roadmap (even in an agile environment). The roadmap needs to work not only to support customers and prospects but also marketing launches and timeframes (which of course also support customers and prospects as well). -Steve Robins
ProductCamp Boston 2013 was again another great event! From a discussion facilitated by Steve Robins, I wanted to share some insights on “Product Marketing in an Agile Environment”.
Agile processes do impact marketing, particularly when product roadmaps don’t proceed as anticipated. For example, using Steve’s company as an example, he noted that: Continue reading
– By Steve Robins
Building a Successful Solution Marketing Function
The last post described how to start an industry and solutions marketing function, based on my own experience. Today’s post will cover staffing for solution marketing in an enterprise (B2B) software company. Many of these same concepts apply to B2B marketing in general. I’ve even included a link to a sample job description (see below). Continue reading
– By Steve Robins
What Should You Market?
It seems so obvious. If you have a product to sell, you must to market that product. But as it turns out, marketing your product is not always the best way to go.
Depending on the product’s market maturity, you may actually be better off not marketing the product. That’s right, don’t market the product.
If you’ve read Geoffrey Moore’s Crossing the Chasm, you already know that technology markets move through a bell curve of market adoption, progressing from sales to Innovators and Early Adopters, across The Chasm (we hope) and rising sharply with sales to the Early Majority and Late Majority, and then dropping as only the Laggards remain to purchase the technology.
Lessons from WebInno22
A few weeks back I attended WebInno22 in Cambridge MA, founded by David Beisel of Venrock. The gathering of 500+ technorati – entrepreneurs, investors, potential customers, analysts, press and others, is designed to showcase the work of innovative Boston area Internet and software firms through 5-minute demos. And those 5-minute demos provided some great lessons. Continue reading
You would think that if you had a great product everyone would buy it. After all, your product might have all of the features that customers have been asking for – it’s probably innovative, new, fast, better than the competition’s, etc etc. In some cases that works but all too often it doesn’t. Why?
Within 15 minutes of starting a Pragmatic Marketing class, our instructor told us that he deplored the use of the word “solution” in high tech marketing. The word “solution” just may be the most over-used and least understood word in tech marketing today. So you might think that you should run as far away from that word as possible. You might think that you should retreat to terms like “products” and “services” and “offerings” (as if that was clear). And you’d be wrong.