Product Managers, the Mary Poppins of the company have many different roles. They are taking care of the product, liaising with development, sales, marketing and upper management. It is not abnormal finding them also taking on the role as Product Marketer due to lack of resources in the company or the company feels that Marketing is enough. However, product managers usually come from a more technical background and lack knowledge in Marketing. They are better at coding a software or prototyping a wind turbine than actually selling it. It is only expected that several product managers are struggling in communicating the value of their product effectively to stakeholders and customers.Read More >
The best thing about my role as a Product Management competence adviser at Tolpagorni is that I get to meet so many inspirational people from different organizations each and every day. This time I got to visit Appspotr and Christina Berntsson in Gothenburg.
Christina is the Chief Product Officer at Appspotr with a history from working 10 years as a Global Product Manager at Benify. It didn’t take me long to understand how passionate Christina is in her role as the new PM at Appspotr.
We are starting a short series on Product Marketing for Product Managers in high tech B2B arena. We understand that product managers take on several roles and need help with Product Marketing. Especially for the product managers who have a technical background. Find this helpful for your current product needs? Subscribe on Tolpagorni's blog if you would like to get updates on new posts!
Part 1: What is Inbound Marketing and how is it different from Marketing?
This is a short introduction to inbound marketing. Here you will learn why outbound marketing should not be the first step to marketing, what is inbound marketing and how it works. There are several other webpages added at the end of the blogpost that you can visit if you are interested more about Inbound Marketing.
A ‘user story’ is an account given from the perspective of a particular end user, intended to help achieve a certain goal. Using these types of stories to define goal requirements demonstrates an intention to work collaboratively with users in order to discover what they really need. User stories have become very popular in Agile development methods for a number of reasons:Read More >
Let’s face it, selling products these days is both easy and difficult. Easy, because reaching customers round the world has become far simpler thanks to the range of mediums available. Take LinkedIn for example. Of its 500 million users, 106 million log on and engage with the site’s content every month. Seeing these figures, by using LinkedIn alone, companies are able to reach to more than 106 million people. And up to 500 million, if you really try!Read More >
This concept isn’t a new one. As we know, content marketing is key. If you produce good content, you’ll generate more leads and drive more traffic to your website. This much is obvious, at least on paper. A recent survey* showed that 76% of Nordic companies work with content strategy, however only 50% claimed to be successful at content marketing. This is more than likely due to the fact that many departments within these companies create content without first drawing up a content strategy. Take a look at these five tips, and start defining your own successful content marketing strategy today:Read More >
Ever heard any of these?
- “How come this start-up has delivered a platform in two weeks and we can’t deliver a feature in one year?”
- “Services has created so many add-ons to our code that we can’t afford upgrades anymore.”
- “Yes, we delivered fast. And yes, the quality was crap and we will have to redesign for next release.”
- “Sales did it again. Sold something we don’t have.”
- “We missed the market, the customers didn’t want a coffee cup, they wanted a beer jug.”
- “Why aren’t we more innovative.”
If you’re a new product manager in a high-tech business, you’ve probably realized by now that your role is a very demanding one. While you may be held accountable for strategy, planning, development and marketing, you very rarely have the direct authority to implement any of your decisions. So how do you stay cool, calm and collected while delivering the maximum value for your company?Read More >
The Golden Sock Award is presented to a product manager who is the Everyday Hero. We believe all product managers are everyday heroes. However, for this year’s GSA is given to specific hero has been nominated by her colleague. She has been said to have “a passion for understanding the needs of the customers and involves the whole organization pragmatically to ensure success of the product” and is able to “Manage important balance act between market insights, strategy, vision, research and development.”Read More >