LATEST POSTS

3 myths that get in the way of product adoption by Martina Lauchengo

BY Eira Hayward on September 29, 2022 for Prioritised Members

In this keynote session at #mtpcon SF+Americas 2022, Martina Lauchengco, Partner at SVPG and author of Loved: How to rethink marketing for tech products, unpicks three myths of Product that get in the way of driving product adoption. […] Read more »

SUNDAY REWIND: 5 essential elements of perfect product messaging

BY Eira Hayward on August 21, 2022

This week’s Sunday Rewind takes us back a few years to a post from Elisabeth Cullivan Thomas that examines how to get a product’s marketing messages right. Elisabeth says: “One of the first things that I think about when launching a new product or service is how do we get people to notice? How do […] Read more »

Designing a successful product marketing strategy

BY Lidia Hovhan on November 25, 2021

With the right marketing, a company can know its product’s place. This step-by-step guide will help you to design a successful product marketing strategy for customers old and new. […] Read more »

5 Product Positioning Mistakes to Absolutely Avoid

BY Poornima Mohandas on December 29, 2020

A product marketer acquaintance of mine – Mukul – recently asked for some advice on his product positioning. The very first thing I did was ask him about his process – what work had gone into his positioning decisions. Mukul explained how he’d consumed all the information he humanly could about the space – from blog […] Read more »

Obviously Awesome: Positioning Your Product - April Dunford on The Product Experience

BY The Product Experience on September 2, 2020

April Dunford’s mtpcon Digital 2020 keynote on positioning was so good that we couldn’t pass up the opportunity to dig deeper into the topic with her. This is one of the dark arts for many product people, and it has such a deep effect on everything else you do – take a listen to upgrade […] Read more »

How to Build a Killer Product Microsite

BY Poornima Mohandas on August 18, 2020

Today your customers are reluctant to buy, so what can product marketing folks do to help? You can educate your buyers. Whenever they are ready to buy, they will remember you. Forrester SiriusDecisions says 67% of the buyer journey is done digitally. This provides a great platform for your inbound strategy to educate the target […] Read more »

Using Data to Build a Brand, by Abba Newberry

BY Andres Phillips on July 13, 2020

In this ProductTank London talk, Abba Newberry, CMO at Habito, talks us through how to use data to build a brand. As part of her introduction, she tongue-in-cheek acknowledges that part of the reason why product and marketing sometimes clash is that product teams tend to be very data driven, while marketing teams argue that data […] Read more »

Bringing Product and Marketing Teams Together By Kathryn Corrick and Frank Wales

BY Andres Phillips on June 8, 2020

In this ProductTank London talk, Kathryn Corrick and Frank Wales, Founding Partners at Corrick, Wales & Partners, tell us how product and marketing teams can both use data protection to solve problems. Watch the video to see their talk in full. Or read on for an overview of their key points: What do they really want […] Read more »

How YouTube can be Used as a Servant to Your Product By Lei Shei

BY Andres Phillips on March 30, 2020

In this ProductTank Singapore talk, Lei Shei of Elephant Media explains the value that can be found on YouTube and how a YouTube channel can be used as a servant to your product. Lei’s YouTube channel, Curious Elephant, has over 126K Subscribers and 11.5M views. It covers topics around innovation, technology and science, ranging from the […] Read more »

Using the 3 T's to Curate a Customer First Culture by Shyna Zhang

BY Andres Phillips on December 9, 2019

In this ProductTank San Francisco talk, Shyna Zhang, shows us how product marketing and product management can combine to create a customer-focused culture. Watch the video to see Shyna’s talk in full. Or read on for an overview of her key points. A product marketing and product management marriage The 3 T’s of customer obsession […] Read more »