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

Time to Market(ing) vs Just being better

In the technology sector it seems that first to market is something almost every tech company strives to be the best at, but it is just marketing fluff? Don't get me wrong, I'm a marketing guy first and foremost, and there are benefits to being the "first to announce" some new fangled feature, capacity point, or even … Continue reading Time to Market(ing) vs Just being better

Making “friends” is no different in the B2B world

Here is a question that has been asked and answered over and over again: How do we leverage social media for B2B marketing? . I have been discussing with peers this very subject around marketing to technology professionals. The initial strategy presented was to simply find some heavy hitters in the IT space on Twitter, … Continue reading Making “friends” is no different in the B2B world