Before you launch into a full Go-to-Market (GTM) process, you must decide whether or not a product or feature release will make it into the product roadmap. Developing a product roadmap is conceivably one of the more difficult things a business will do, and this post attempts to ask the questions needed before moving forward.
Category: 101’s
How To: Identifying your ICP
The Ideal Customer Profile, or ICP, is most commonly used by the sales team, to prospect and qualify leads. Knowing what an ideal customer looks like will help with segmentation strategy and lead scoring.
How To: Building buyer personas
When you talk to B2B marketers about their target audience, they will often talk in terms of personas (and if they are not, they likely need to refine their strategy to be targeted). Below I explain the importance of personas and how you can build your own.
Do you have a crisis management & communications plan?
This is for every business to ask themselves. This post covers the what, who, and how of creating a basic crisis management and communications plan that can help hinder or even prevent bad publicity.
Analyst Relations: Gartner and the elusive Magic Quadrant
Everyone wants to be tight with Gartner – and you can too. This is an intro into Gartner that will serve as a primer for how you can build your analyst relations strategy.
How To: Create the perfect product brief
Every product or feature release requires a detailed product brief. This gives the entire organization insight into the what, how, and why a product is being launched. Here’s how to get started.
WTF is Product-Market Fit?
Whether it’s written out as Product-Market Fit or Product/Market Fit, you need to understand and have it for your marketing program to be successful.
How To: Build an Analyst Relations program
This is a primer for anyone trying to understand the world of analyst relations and how they fit into your marketing program.
Demand Gen 101: Questions to ask
Demand gen comes in many forms. For B2C businesses, it is often called growth or acquisition (with a hint of retention). For B2B businesses, it is most correctly known as demand gen which encompasses the groups of marketing programs that drive leads and turn them into closed/won business. This is a primer to the things you should be thinking about when you’re focused on demand gen.