Tag: B2B Product Marketing
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Your Messaging Isn’t Set-and-Forget: The Evolution Engine That Keeps You Relevant
Imagine this: Six months after launching your “project management for makers” positioning, you got a wake-up call. Your biggest competitor has just raised $50M and was all over TechCrunch talking about “empowering creative teams to ship faster.” Sound familiar? Then you notice your conversion rates dropping. Sales cycles getting longer. Reps mentioning new objections you’ve…
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Make Sales Your Marketing BFF: The Alignment Framework That Actually Works
Here’s a scenario you may find familiar. You’ve spent three months crafting perfect positioning for a SaaS platform. Customer interviews, competitive analysis, message testing—the whole nine yards. The messaging was sharp: “Project management for teams that actually ship things.” It tested beautifully. Conversion rates went up 23%. Marketing qualified leads doubled. Then you sat in…
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One Message, Ten Formats: The Chameleon Marketing Method
Here’s where most B2B marketers mess up: they think adaptation means dilution. You spend weeks crafting the perfect positioning statement, then panic when it needs to fit in a 140-character LinkedIn ad or a 30-second sales pitch. So you water it down, strip out the personality, and end up with vanilla messaging that says nothing…
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Ditch the Mad Libs Marketing: Build Positioning That Actually Positions
You know those positioning templates that go: “For [target customer] who [have this problem], our [product category] is the only [differentiation] that [key benefit].” Yeah, throw those out. I’ve seen hundreds of companies fill in those blanks, and they all end up sounding identical. “For growing businesses who need better project management, TaskFlow is the…
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Stop Guessing What Your Product Does: The 7 Questions That Turn Product Teams Into Your Secret Weapon
Here’s the thing nobody tells you about product marketing: your biggest competitive advantage isn’t a fancy framework or the latest MarTech tool. It’s the engineer sitting three desks away who actually built what you’re trying to sell. Yet most of us treat our product teams like vending machines. We walk over, ask “What’s new?” get…
Marissa Homere 