If you’re looking to fill a product marketing role in Kitchener-Waterloo, then you might have noticed a problem: there aren’t enough product marketers to go around. In Kitchener-Waterloo, there aren’t enough product marketers to go around I suppose you can take some solace in the fact that you’re not alone, and it’s not personal—in just the past couple of weeks I’ve spoken […]
“Inside-out thinking is the biggest barrier to success. Outside-in thinking is the best aid.” – Al Ries & Jack Trout, in Positioning Well-developed solution and use case messaging speak the market’s language and appeal to prospects’ desire to solve problems. In this post, I walk through a real-world example of how we developed a full solution and use case library for a client—Bridgit—from […]
The good news is that investing just a little bit of time and effort to understand and address real-world buying barriers delivers wonderfully asymmetric returns, because doing so empowers you to develop high-impact messaging, effective content, and efficient sales processes. In practically all of our client engagements, I ask about ‘buying barriers’. Most times, I receive a quizzical expression in response; occasionally, I’ll hear […]