Category Archives: Podcast Marketing Podcast

The Product Marketing Podcast #18 – Losing Product Leadership

In this episode of the Start with the Customer Podcast, I am excited to be joined by Jim Holland, of the Product Management Tribe, and Scott Sehlhorst, of Tyner Blain.

The agenda for the call was to discuss what happens when Product Management gets pulled in too many directions. While the aim is to be the product leader, spreading yourself too thin can result in product management becoming more of an administrative function in the organization. Jim’s latest blog post, That Sucking Sound…, did a great job of describing the problem so we wanted to spend some time digging deeper into what’s happening and how to best handle if you find yourself in a similar scenario.

I hope you enjoy the podcast and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime: 46 mins

  •  What’s happening and how did we get to this point?
  • Product Admin and Product Janitor?
  • Signs of trouble
  • Feeding the agile engine
  • Who’s replacing product management as the strategic product leader?
  • Not losing track of the Voice of the Customer
  • Final thoughts/comments on 2012

The Product Marketing Podcast #17 – We’re all Growth Hackers Now!

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting and April Dunford , of RocketWatcher.

For this week’s call, Scott, April, and I had a chance to talk on the latest marketing buzz word, Growth Hacking. What is a Growth Hacker?  How do they Hack Growth? Do I need a Growth Hacker?

All great questions and part of the discussion. Here are a few of the great quotes from the call to give you a taste of the conversation:

 ”Growth Hacking is a way to describe a particular set of tactics that you would do at a particular state of time at a particular startup when you have a specific goal – April”

“I actually met a real, live growth hacker – April”

“Is this really just highlighting data driven marketing? – Josh”

“You can put analytics into old media stuff – Scott”

I hope you enjoy the podcast and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime: 36 mins

The Product Marketing Podcast #16 – How Well do you Really Know your Customer?

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting and Saeed Kahn, of On Product Management.

For this week’s call, Scott, Saeed, and I had a chance to talk on the topic of customer research. Specifically, it was Saeed’s question, “How well do we really understand customer environments and problems?“, that was the inspiration for the discussion. During the call, we covered the approaches you can use to gather the voice of the customer, how to avoid mistakes like confirmation bias, and how to apply to your product development process.

I hope you enjoy the podcast and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime: 37 mins

  • Building solutions requires understanding your customer needs
  • How do you take data from customer conversations and process?
  • Customer pain point discovery - ethnographic research
  • How many interviews is enough?
  • B2B vs. B2C research
  • The challenges of experimenting with enterprise software
  • You can never get all the data – still need to make decisions
  • The art of product management
  • The opposite of analysis paralysis is “utopia myopia
  • Recognizing confirmation bias in your research
  • Communicating your research through and up in the organization
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The Product Marketing Podcast #15 – Better Requirements to Make Better Products

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting and Joy Beatty, of Seilevel.

For this week’s call, Scott, Joy, and I had a chance to talk on the topic of gathering product requirements. Joy works on implementing new methodologies and best practices that improve requirements gathering and recently published the book, Visual Models for Software Requirements. For our conversation, Joy shared some of her thoughts on the approaches product managers can use during the product development process.

I hope you enjoy the podcast and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime: 38 mins

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The Product Marketing Podcast #14 – Is there a Need for a Corporate Persona?

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting.

For this week’s call, Scott and I wanted to try something different with a working session on a topic – the need for a corporate persona. The idea came from a discussion on whether there is another dimension when it comes to identifying needs for a segment where companies have different business strategies and goals. We don’t have all the answers on this one but wanted to share our thoughts and see what you had to think. Is this an area where you have experience or have seen a best practice? If so, please add to the discussion and share where we should take this next.

I hope you enjoy the podcast and would love to hear your feedback!

You can listen here:

Show Notes:

Runtime: 34  mins

  • Market segments and building personas
  • Usually start with user and buyer personas
  • When does the goals/strategy of the corporation cause differentiation in use cases?
  • Companies in the same market segment could be trying to solve different problems
  • Looking at a call center example  - cost center (cheap and fast) vs. lead generation (connect with customers)
  • Do you try and satisfy all these needs or prioritize on a sub-set of features?
  • The danger – a product that doesn’t meet either of the corporate needs
  • So are these sub-segments of an existing segment?
  • How do you avoid over-segmenting?
  • Sub-segmenting by buyer personas?
  • How do you make sure you are not adding too much complexity but also not missing important details?
  • Is there a better way?

 

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The Product Marketing Podcast #13 – What is Agile Product Management?

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting and Saeed Khan, of On Product Management.

The topic of the call was agile product management. Since both Scott and Saeed have worked in waterfall and agile development environments, it was great to hear their thoughts on the what it means to be agile when it comes to managing the development of new products. This call went a bit longer than planned but overall I think it was a great discussion on the topic with a lot of examples and shared wisdom. We covered the basic definitions, how we got to this point, working with an agile development team, and how to operate in an agile business environment.

I hope you enjoy the podcast and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime: 53  mins

  • What does Agile Product Management mean?
  • Has Product Management has always been “Agile”?
  • The difference between being agile and constant change
  • The difference between shifting business tactics and business strategy
  • How product management works in an agile environment
  • Building an evergreen body of research
  • Adjusting your course – you’re not sailing to an island but a moving target
  • Don’t forget your business objective
  • The problem with the SCRUM definition of product owner
  • Getting customer input for startups
  • Managing customer input from large/enterprise customers
  • Balancing costs and benefits
  • The Waterline Principle

 

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Start With The Customer Product Marketing Podcast #12 – The New Domain Challenge

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting.

Our topic for the call was on the challenge of taking a product marketing or product management job in a new domain area. Scott and I both offered suggestions and tips on what has worked for us as you try to sift through the fire hose of new information.

I hope you enjoy the call and would love to hear your feedback!

You can listen here:

 

or download from iTunes and from TalkShoe.

Show Notes:

Runtime: 27  mins

 

 

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Start With The Customer Product Marketing Podcast #11 – Comparing Products Part 2

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast, I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting.

Today’s topic is on comparing products. Scott has been working on a blog series on how product managers can use comparisons to make better products. Scott has finished the eight part series and due to its length, over 16,000 words, we decided to cover over two calls. Continuing this conversation where we left off, we discussed identifying and prioritizing target customers, building your competitive set, and scoring your evaluation.

I hope you enjoy the call and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime 30 minutes

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Start With The Customer Product Marketing Podcast #10 – Getting a Product Job

start with the customer marketing podcast on product marketing and product managementIn this week’s edition of the Start with the Customer Product Marketing Podcast, I am honored to be joined by Tim Johnson, of It’s About Value, and Scott Sehlhorst, of Tyner Blain.

Our topic of the call was how to get a job in product marketing or product management. Tim and Scott both share their advice and experience on transitioning into the role and what they would look for when hiring now. We also touch on some of the expanding responsibility of a product marketer and the growing need for customer engagement.

You can listen here:

or download from iTunes and from TalkShoe

Show Notes:

Runtime:  39 minutes

    • How did I get into product marketing?
    • Product marketing – “the fun of sales without the quota”
    • Transitioning from sales – moving from thinking of one customer at a time to thinking about all customers
    • Is a technology background a “must have” requirement for a product marketing or product management role?
    • The marketing skill set and the strategic role of the product marketer
    • Gary Vaynerchuk video on engagement:

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Start With The Customer Product Marketing Podcast #9 – Comparing Products

start with the customer marketing podcast on product marketing and product managementIn this episode of the Start with the Customer Podcast,  I am honored to be joined by Scott Sehlhorst, of Tyner Blain consulting.

The topic of this podcast is comparing products. Scott has been working on a multiple part blog series on how product managers can use comparisons to make better products. Scott is halfway thorough the series and since he is covering so much ground (already over 8000 words) we decided to discuss over two calls. For this first part, we introduced the topic, talked about why and when you should compare products, and how to bring  customers into the conversation.

I hope you enjoy the show and would love to hear your feedback!

You can listen here:

or download from iTunes and from TalkShoe.

Show Notes:

Runtime 30 minutes

 

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