Here is our third installment to Product Marketing for Product Managers series. If you are new, check out our other blog posts on Product Marketing which might be relevant for you!Read More >
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 >
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.
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 >
The purchasing journeys in the B2B arena are getting more and more complex. Since customers behavior are changing, it is becoming increasingly unproductive to stick to old traditional linear sales processes that many sales organizations are forced to follow. Why? Because your customer simply does not behave that way anymore. And these behaviors do not fit in the traditional sales funnel thinking.Read More >
Just communicating the core Value Proposition is not enough. We need to engage the customer in our value delivery. Customers often need to experience the benefits provided by our product. In this Convey phase we choose how to support the customers buying our product, and how we support the sales organization to sell our products. For that, we will use some relevant tools, and storytelling is surely among them.Read More >
In Mark Gurman’s piece about Apple Watch’s retail sales pitch (http://9to5mac.com/2015/03/03/apple-watchs-retail-sales-pitch-revealed-3-key-features-switch-to-iphone-focus-on-bands/), he says that Apple is training its employees to focus on “three key features”. And Apple tells their employees to:Read More >