Focus on your buyer’s 4 P’s when marketing and selling your product

When it comes to product marketing, I stand by one simple rule: know your buyer. Knowing your buyer goes way beyond documenting demographics, business drivers, challenges, and emotional triggers and aligning across sales and marketing. It's about empathy.  It's about having affinity, rapport, sympathy, understanding, sensitivity, sensibility, identification, awareness  and like-mindedness with the person - … Continue reading Focus on your buyer’s 4 P’s when marketing and selling your product

Take a break from marketing (or not)

  When I decided to "take a break" from years in marketing to build my business acumen the wild world of product management, I came to question: can one truly take a break from marketing? My decision in 2014 to embark on this new journey, to take on new challenges in a new world we called customer segment management was exactly that - a journey with new challenges … Continue reading Take a break from marketing (or not)

Questions to ask when defining your target audience

I've been tossing around the idea of how to figure out what buyers want - from an information perspective.  So, I took a stab at listing out some questions: Attention: What is top of mind for them right now? Frustration: What are their pain points? Motivation: What are their emotional triggers? Intuition: What does their … Continue reading Questions to ask when defining your target audience