Giving Thanks for the Twist Image Podcast

It is the season for giving thanks so I want to take a minute to express some gratitude for what I think is one of the best resources out there for marketers.  It doesn’t matter if you are focused on outbound, inbound, sales, PR, social, or product, the Twist Image Podcast, hosted by Mitch Joel, is guaranteed to make you better at what you do. How’s that? By providing you a weekly update on what’s working today for marketers and what you should be thinking about next. By letting you hear directly from thought leaders like Avinash Kaushik, Mark W. Schaefer, Jeremiah Owyang, Ben Casnocha, David Weinberger, Seth Godin … Continue reading Giving Thanks for the Twist Image Podcast

You’re Trying Too Hard

How Did You End Up Here? There was a void in your roadmap. Your competitor launched a new product. You had extra budget that needed to be spent. Whatever the reason, there was a gap and the pressure to fill was too great to resist. The good news is that you responded by shipping. You got something out the door and made a big deal about it. Isn’t shipping always a good thing? The bad news was the result. Your customers response varied from “meh” to “yuck“. The market ignored you. Or worse, the market did respond with a “WTF?” and … Continue reading You’re Trying Too Hard

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

In 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   Starting from the product perspective … Continue reading Start With The Customer Product Marketing Podcast #12 – The New Domain Challenge

The End of Product Marketing

I would like to introduce our guest blogger Dave Wolpert who has a very interesting opinion on the state of Product Marketing to share. Dave is the Founder and Principal of Swordfish Communications, a product marketing and content marketing services firm in Austin, Texas. Previously, he was a product marketer at pcOrder.com, BroadJump, Convio, and LibreDigital. You can also find Swordfish on Twitter at @SwordfishComm. Enjoy the post and looking forward to hearing your thoughts.  The product marketing function in tech companies is heading for extinction. The work product marketers currently do will continue to be performed, but by different people. Preparing for the … Continue reading The End of Product Marketing

start with the customer marketing podcast on product marketing and product management

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

In 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 … Continue reading Start With The Customer Product Marketing Podcast #10 – Getting a Product Job

groupon

Groupon Wants You To Punish Derrick

During the holidays, I went through my inbox and unsubscribed from the many vendors that over the last 12 months have continuously sent me offers with little to no value. The process to unsubscribe is usually pretty straightforward and uneventful. Then came Groupon with this short video: Needless to say that I did punish Derrick (it’s not you Derrick, it’s me). The simple addition of this video actually got me to re-consider whether or not I should unsubscribe from Groupon. Well just for a few seconds. Seriously how many more white teeth cleaning offers can I consume within a year? … Continue reading Groupon Wants You To Punish Derrick

books

24 Marketing Books for 2012

One of my New Year resolution is to read more books. Author and blogger Julien Smith spent 2011 reading a book a week. Why a book a week? Julien’s answers, It feels awesome. It gives you an amazing amount of ideas. It helps you think more thoroughly. It’s better than TV and even the internet. It makes you understand the world more. It is a building block towards a habit of completion. Did I mention it feels awesome? I love the idea and the commitment to making it a habit. However, with work, family, and finding some time to write a … Continue reading 24 Marketing Books for 2012

We Need A Definition of Marketing

Why do we need a definition of marketing? We have an education problem. There seems to be a never-ending confusion on the difference between advertising and marketing. When you have companies like Forrester Research and uber-blogger/ VC, Fred Wilson propagating the wrong definition, you know we have a problem. Isn’t there already a definition out there? Yes and No. If you search Google for “define marketing” you find the American Marketing Associations’ definition first. Here’s how they explain it, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October … Continue reading We Need A Definition of Marketing

product storytelling introduction

How Not to Start Your Story Courtesy of Buick

When it comes to introducing your product to a potential customer, you have one shot to start things off on the right foot. This is your chance to start your story, create awareness and generate some excitement. However, the last thing you want to do is set the stage with a giant question mark. I caught a Buick commercial over the weekend (video below) that I think highlights exactly what you don’t want to do. Before the ad gets going, the audio begins with these three words, “With AVAILABLE features….“. When I hear this, I assume that whatever comes next … Continue reading How Not to Start Your Story Courtesy of Buick

7 Reasons Why All Product Marketers Should Write

Jason Baptiste recently wrote a wonderful post on the OnStartUps blog titled, Why Every Entrepreneur Should Write and 9 Tips To Get Started. While the post was aimed at the startup/entrepreneurial world, I think it can be easily extended to all product marketers. Being an effective communicator is a core marketing skill and an even more important one for product marketers. Being able to develop a story and then translate it across all the various channels – media, web, blogs, social – is what in my mind sets apart a good product marketer from and a great one. Following Jason’s 7 entrepreneurial reasons for … Continue reading 7 Reasons Why All Product Marketers Should Write