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Product Management Library of Knowledge

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Is the Product Lifecycle Process Relevant in Today's Modern Era?

By: Therese Padilla We live in a world that is changing around us rapidly with each passing day. A wide range of different industries have essentially been throwing out the processes that built them over the last few years, instead...

Everybody Sells

The sooner the entire company gets that it is everyone's responsibility to promote and evangelize your product, the sooner you will be on a clear path to success and profitability.
read more of.. Everybody Sells

Why Value-Based Pricing is Overrated

Over the last ten years what percentage of the revenues and profits of the Fortune 500, Russell 2000 or any other group you choose can be attributed to the adoption of value-based pricing?

How To Disqualify A Lead

A common reason for losing a deal is that the client was looking for something else but you tried to sell him anyway. Your internal process refused to disqualify the buyer. You ultimately lost a deal that you should never have pursued. And the most common process problem is a failure to disqualify.
read more of.. How To Disqualify A Lead

Stephen Covey's Marketing Legacy

The best way for marketers to not become victims of the Urgent is through the creation of and commitment to a marketing strategy. When a solid, documented marketing strategy that is supported by upper management directs the marketing team's efforts, it is a powerful deterrent to the Urgent.

Positioning: When knowing too much is a liability

Properly positioning a company and its products is a critical factor for success. When a solution just can not seem to get traction in the market, often the problem is not the product; it is how it is positioned.

7 Business Development Marketing Tips For Social Media

By Patrick Zuluaga

You have heard so many marketing experts telling everyone to use social media as part of their promotional marketing mix. The Internet is flooded with information on using Facebook, Twitter and other social sites. Numerous articles have been written on how using social media can help promote your brand image and how it can generate web traffic for your main business website.

Green Marketing Strategy - Radical Green Innovation That is Insights Driven

By Glennon Franklin

The dimension that is often missing from a green marketing strategy is segmentation based on green attributes. Classic consumer insights driven marketing begins by identifying wants or needs in a particular opportunity space (for example, hunger, cleanliness, financial security). Those wants or needs are then addressed with a product or service "solution".

Marketing is About Being Real, not Being Glossy

By Stuart Ayling

I've been working as a marketing practitioner for 20 years. I hold a Marketing Degree, have had numerous Marketing Manager roles, and have provided marketing consultancy services for many years.

The Biggest Marketing Problem

The Biggest Marketing Problem
By Stuart Ayling

Can you guess what it is?

- It's not having too much competition.
- It's not about money (or the lack thereof).
- And it's not about finding more clients.

No matter whether you're selling to small businesses or corporate clients, the biggest marketing problem is…

The Proof is in the ROI

The Proof is in the ROI
By Lawson Abinanti, Messages that Matter

In helping clients develop their marketing position, I tell them that sooner or later, they have to dig down to uncover the truth about their products. Not what they think (and hope) is the products? true nature and value, or what it was ?designed to be,? but the real, bedrock truth. Digging takes effort, and you may not find what you thought was down there. But it?s necessary, because you had better be able to prove any claim you make.

Positioning depends on being able to make a promise that?s unique, relevant and credible. Most of the claims we see fail at least one of these tests. Generally, they lack uniqueness and/or credibility. So how can you make your marketing effort stand out on these scores as well as relevance? Offer proof.

read more of.. The Proof is in the ROI

Ten Fun Ways to Liven up Any Presentation

Ten Fun Ways to Liven up Any Presentation
by Sandra Schrift

Most of us would agree that having humor in our lives increases rapport, strengthens our relationships and overcomes communication barriers. People who work in a positive, often playful environment are more likely to stay. Productivity and creativity increase while stress is reduced. We just feel better after a good laugh. Think funny!

Internet Marketing and the Art of Motorcycle Maintenance

Internet Marketing and the Art of Motorcycle Maintenance
by Palyn Peterson

I was just thinking about something I'd like to share with you, and hopefully it'll give you something to think about as well. I was remembering when I took a motorcycle riding safety class when I was 23 years old. I had no previous riding experience, aside from a bit of mountain biking with a 21-speed, and I figured it wouldn't be too much different going from that to a motorcycle. Yes, it gives me slight grin now, too.

7 Tips for Successful Postcard Marketing

7 Tips for Successful Postcard Marketing
Copyright ©2005 Bob Leduc
http://BobLeduc.com

Simple low-cost postcards have become a valuable business tool for modern marketers. They can produce a surge of traffic to your web site or a flood of high-quality sales leads.

The following 7 tips will help you get the maximum response from postcards at the lowest cost.

How to Save Thousands on Your Marketing

How to Save Thousands on Your Marketing.
By Stuart Ayling

Marketing can be expensive. It doesn't have to be, but sometimes you will spend more than you should. Usually you'll realise this after you've done it. But here are two tips that can save you thousands of dollars.

The Steak Behind the Sizzle: Effective Marketing Using White Papers

The Steak Behind the Sizzle: Effective Marketing Using White Papers

Companies that sell complex technology products and services face different marketing challenges than those selling easy-to-understand commodities. Sometimes the features and benefits of a company's offerings are too complex to be readily apparent at first glance. White papers can be an effective way to educate potential customers on the merits of such products and to explain the complex technologies involved. Although they aren't the most exciting kind of collateral, white papers offer a benefit that more glamorous advertising and marketing materials cannot provide. They lend validity to product claims and help prove that there's "steak" behind the marketing "sizzle."

The Creative Brief: 10 Steps to a Better Project

The Creative Brief: 10 Steps to a Better Project
by David Leland

There's nothing unusual about having a writing project thrown in your lap at the last moment - there's no getting around that fact of life. You can, however, gain a measure of control by looking beyond the deliverable you've been assigned- brochure, white paper, case study, etc. - and focusing, instead, on developing a creative brief that lays out your client's communication goals.

5 Steps to a Live Marketing Plan

5 Steps to a Live Marketing Plan.
By Stuart Ayling of Marketing Nous

[Includes free marketing planner schedule. See link below.]

It's true. Failure to plan is planning to fail.

When I'm talking with business owners and marketing people I'm often asked,

'How do I plan my marketing? There are so many details.'

Show Them The Money - Marketing HR Services to Other Managers

Show Them The Money - Marketing HR Services to Other Managers.

By Stuart Ayling of Marketing Nous

Note: Although this article discusses the HR function it applies equally to other corporate services.

"HR systems only have a systematic impact on the bottom line when they are embedded in a firms management infrastructure and help it solve real business problems."1

Got Message?

Got Message?
by Guy Smith
Silicon Strategies Marketing www.SiliconStrat.com

The message is the medium

'My customers just don't get it,' bemoaned a prospective client of mine. 'We list our features, describe the technology, work with their engineers. Everything. But they just don't understand what we offer.'

read more of.. Got Message?

Internet Marketing - The New Sales Engine

Internet Marketing - The New Sales Engine

Are You Annoying Your Prospects?

When we read magazine articles, we are distracted by advertisements. Commercials interrupt our favorite TV show. Billboards clutter the landscape, bulk mail and email fill our mailboxes, and telemarketers call us at our homes or places of work. All of these things interrupt our day, attempting to turn us into customers.

Most people tune these messages out or find them downright annoying. We hide behind voice mail, answering machines and other kinds of "gatekeepers." We record TV shows to skip the commercials later, complain to our elected representatives about spam, and sort our mail over the trashcan. A hundred million Americans have taken the time to add their telephone numbers to a Federal Do-Not-Call Registry.

The fact is, nobody likes being "sold-to." We find it irritating and interruptive. Contributing to the annoyance is the fact that the overwhelming majority of the sales pitches we are subjected to each day are for things that we have absolutely no interest in at the moment.

On the other hand, when we have the inclination to buy something to satisfy a need or desire, we want to make an informed decision and then be able to act on it without a lot of trouble.

How does the prospecting process work in your business? When you need to find new customers, do you begin the relationship by irritating them? The fact is, buyers - not salespeople - are in control today. People want to buy what they want, when they want to buy it, and they want to be left alone the rest of the time.

Therein lies the dilemma. If your prospects are not exactly beating a path to your door, how do you connect with them?

Zen Segmenting

Zen Segmenting: Accelerating Market Dominance
by Guy Smith
Silicon Strategies Marketing
www.SiliconStrat.com

Divided attention and undivided markets

My client was a NASDQ listed company who had one of the most successful IPOs in history. They contracted me to help accelerate a new product launch. As is my way, I started this engagement by asking a number of questions designed to educate me on the work that had lead to their existing marketing plans.

read more of.. Zen Segmenting

Gene Splicing for Fun and Profit

Gene Splicing for Fun and Profit
by Guy Smith
Silicon Strategies Marketing
www.SiliconStrat.com

What type are you, Gene? Quit selling your technology to technologists! They don't matter as much as you think.

One of the most common mistakes technology companies make when devising their go-to-market strategy is to rely on their technology to make the sale. Marketing staffs litter collateral, web sites and salespeople's brains with endless recitations of the features, functions and internal maturations. And aside from satisfying a buyer's final technical sanity check, specifications matter very little - even to technologists.

Smarter Marketing in a Slow Economy

Smarter Marketing in a Slow Economy.
By Stuart Ayling

More often than not, when times get tough marketing gets the bullet. In some cases where there has been an incorrect allocation of resources within a company this may be justified. But in most cases it is a mistake. Sometimes a very costly one!

Marketing, when done properly, will attract customers to your business and convert their interest into paid sales - money in the till.

When the economy is slow many managers think, "Let's reduce expenses" and look for those expense items that seem to be irrelevant to achieving immediate sales. Marketing activities such as advertising, public relations, lead generation, research and sales incentives may be targeted.

Is Your Marketing Kitchen Really Cookin'?

Is Your Marketing Kitchen Really Cookin'?
(tips on how to get better value from your marketing)
By Stuart Ayling

In discussions with clients and business associates, and during my work as a tutor with university students, I am often surprised at the lack of understanding of how ubiquitous the marketing function is within an organisation. 

Marketing is pervasive - the often silent influencer of opinions, preferences and buying habits.

What do Your Customers Want you to do?

What do Your Customers Want you to do?
By Stuart Ayling

It's usually early in the year that you see an abundance of "new year resolution" suggestions, tips, advice and counseling offers. 

But enough of that! Rather than encourage more introspection and navel-gazing, I suggest you take a moment or two to reflect upon what has changed for your customers. What are the influences they will be reacting to over the coming year?

7 Ways to Evaluate Your Marketing Plan

7 Ways to Evaluate Your Marketing Plan
By Stuart Ayling

Business owners often find it difficult to know whether their marketing tactics are working. This can be especially tricky when you use a combination of marketing activities simultaneously, or if using personal-contact tactics such as networking.

No matter what business you're in, your marketing should be accountable. So here's a few ways to evaluate how well you're doing.

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