Members-only Customer & Market Research How to conduct a 5C analysis Particularly suited to small-medium sized businesses, 5c analysis has garnered fans from many corners of the business world thanks to its simplicity and ease. But what is 5c analysis, and which questions do you need to ask to gain more knowledge about your business?...
Members-only Competitive Intelligence How to gather and share competitive intelligence results Are you keeping a beady eye on how rival companies are occupying their time? If not, then you oughta take a long, hard, look at yourself and begin giving competitive intelligence the credence it deserves....
Members-only Courses Top product marketing courses, certificates, and training From CABs, personas, to customer segmentation, there are a whole bunch of tricks you need to master to stand out in the increasingly competitive PMM crowd and fulfill your potential. We’ve done the research and compiled a list of the best product marketing courses to help you master the essentials....
Members-only Pricing Discount pricing: how to increase profits with discounts Pricing is crucial to the success of any product. Here, we explain each strategy, how to calculate your selling price, and how to introduce discounts....
Members-only storytelling What is storytelling in marketing? Storytelling is a process used by product marketers to essentially communicate a message to their audience, via the combination of fact and narrative....
Members-only Positioning & messaging Maximizing the impact of product messaging frameworks Product messaging frameworks, AKA message maps, come in all shapes and sizes. When you’re selecting your framework, ask yourself, “who is the intended audience” as this’ll determine whether you need something plain or fancy, poetic or technical....
Members-only Customer & Market Research The five steps of the consumer buying process: Explained The decision-making process works in tandem with consumer behavior, but what is consumer behavior, and more importantly, why is it applicable to businesses, as well as the consumer?...
Members-only Content Marketing How product marketers can create a value-driven content strategy Content plays a prevalent role in the product marketing process. Not only does it answer key questions your target personas may have about your product, but it also helps you establish trust, build relationships, boost your conversion rates, and generate further leads for future campaigns....
Members-only Product Launch How to launch a product: Your complete guide A product launch is one of the most exhilarating parts of being a product marketer; seeing an idea develop from an initial concept to a fully-fledged product is exhilarating - but it’s not without its challenges....
Members-only Articles How to create effective product positioning + examples Effective product positioning is crucial for differentiating your offering and influencing purchase decisions. It establishes your product's value and gives customers a reason to choose it over alternatives....
Members-only Customer Retention How to calculate your customer retention rate and increase it Repeat business is where you’ll make the real money. It doesn’t matter if you’re a B2B consultancy with a handful of major clients or a FMCG brand with millions- if you can’t get people coming back for more then you won’t be around for long....
Members-only What is a perceptual product positioning map? Product positioning is a strategic exercise we use as product marketers to find a product or service’s place in the market. As part of the positioning process, PMMs often create a product marketing map - but what are they, and how can they improve your positioning strategy?...
Members-only Product Marketing Strategy Top 100+ product marketing books: Your definitive guide A lot can be learned by getting comfy in front of the fireplace and losing yourself in a page-turner. Check out our list of definitive product marketing reading list....
Members-only Careers So, you want to become a product marketing manager? You can’t begin your PMM expedition without the right knowledge. From key skills needed for career progression to how to choose your next role and more, here's how to break into product marketing management....
Members-only Personas How to improve your buyer personas But it’s not always necessarily plain sailing. While designed to bring a whole host of benefits, there are times when personas fail - but when is this the case, and more importantly, why?...