Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
updated 4h ago
updated 4h ago
These are expensive investments, but the range of go-to-market models are now broad enough that which is best for a business can't be presumed without some experimentation.
George Bilbrey added 2mo ago
in product marketing, aspects of product go-to-market can only be discovered by trying things in-market.
George Bilbrey added 2mo ago
story narrative is what stiches it all together to make it stick. Positioning is a long-term game, while messaging is a shorter-term one. But success with both requires a combination of perseverance (as you find what works) and patience (as you build on it).
George Bilbrey added 2mo ago
Positioning is the place a product occupies in people's minds. It sets a context in which a product's value becomes clear.
George Bilbrey added 2mo ago
defining the goalposts by which your product and category are measured are some of the most important. For
George Bilbrey added 2mo ago
Our brains process stories differently than straight facts. It's why positioning and messaging is best done through stories—an employee's, a customer's, the product's, or the company's—and why product marketing must be good at telling stories that bring it all together.
George Bilbrey added 2mo ago
But not all customer insights are equal in unlocking markets. Product marketing is responsible for deciding which key learnings help go-to-market and product
George Bilbrey added 2mo ago
Evangelism only works if it feels authentic.
George Bilbrey added 2mo ago
What are they trying to do? Do they recognize and prioritize this problem? What is motivating them to solve the problem? What compels them to take action? What in this product delivers the most value? Who is most likely to value and buy this product? What starts the journey toward acquiring the product? How might a product get discovered and become
... See moreGeorge Bilbrey added 2mo ago