How Product Planning Uses the Buyers’ Journey
Product planning as an activity is more art than science. Requirements pour in from various quarters – customers, prospects, partners and internal sources. (more…)
Product Marketing
![[Graphic] Example of a Detailed Content Brief](https://www.akoonu.com/wp-content/uploads/2017/11/Graphic-Example-of-a-Detailed-Content...-829x675.png)
[Graphic] Example of a Detailed Content Brief
In our post, The 11 Key Components of a First-Class Content Brief, we define the key components your content brief should have in order to guide the strategic planning, production, and use of content assets. But what does a detailed, buyer-centric content brief actually look like?
5 Tips on How to Improve Your Industry Analyst Relations by Showing You Understand Your Buyers
License: Creative Commons 3 – CC BY-SA 3.0
When it comes to briefing industry analysts, I’m not sure which is worse – the crickets when an analyst is bored to tears, or the pokes when you’re missing the boat.
Setting Sail to Identify, Secure, and Create a Compelling Case Study
Whether you’re shopping online, looking for a movie to go see, or thinking about trying out a new restaurant, you likely almost always do one thing before taking the plunge: read reviews. Why? Because you trust real-life testimonials more than an advertisement. Well when it comes to your B2B buyers, it’s not that much different!
GTM Leaders Meetup: “Product Marketing is About Driving Customer Success”
Last Wednesday we co-hosted the San Francisco Go-To-Market Leaders Meetup with HighWire PR, where a panel of senior product marketers discussed the role of Product Marketing in shaping conversations with prospects and in supporting Sales. Moderated by TIRO Communications President and Founder Patrick Spencer, the panelists included Slack Head of Product Marketing Harsh Jawharkar, Anaplan Vice President of Global Product Marketing Folia Grace, and Jasper Wireless Director of Product Marketing Theresa Bui Revon. The following are top takeaways from the discussion.