From Product Marketing to Portfolio Marketing – it’s all about the buyer

I'm a big believer in "Portfolio Marketing."  Granted, it's not the most widely used term to describe what is commonly referred to as Product Marketing, but it's much more than that.  Over the past 3 years, I have been building a team of experts driven by one single mission: To know the buyer more than … Continue reading From Product Marketing to Portfolio Marketing – it’s all about the buyer

Content is a company’s digital memoir

Remember when the About Us page was all there was to learn about a company? Today, how do we learn everything we need to know about a company? We search like a bunch of Sherlock Holmes trying to solve a mystery. I have been writing  a lot about content marketing and the importance of content with … Continue reading Content is a company’s digital memoir

Why “follow the leader(ship)” messaging no longer works

In the end, who really awards leadership?  Not you...it's your buyers. We all have seen these... companies that tout / message their products and solutions, or themselves  as... The worldwide leader in... First company to deliver... XX% of the world's ABC use... Over X years of experience in... What dictates whether a vendor is a … Continue reading Why “follow the leader(ship)” messaging no longer works