Buyer personas are discovered, not created
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
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The Overview #6
This week: buying car = buying SaaS, positioning AND messaging, delivering value for a niche
Good go-to-market should discriminate
Everything – from your website to your sales experience to your roadmap – should qualify ideal prospects in, and disqualify bad-fit customers out. Here’s why you should be “the thing for someone”.
The Overview #5
This week: Slack’s positioning challenge, product marketing alignment, and a meme tweet
Your biggest competitor is not who you think it is
You probably have a good idea on how to win against your top competitor. But what alternative solutions are you competing against at the top of the funnel?
The Overview #4
This week: Overcoming the status quo and emotional barriers to change, and why you should hire PMMs. ? Hey there. This is The Overview, a weekly… Read More »The Overview #4
Unconventional wisdom in positioning narratives
Help prospects make sense of the world by presenting unique market insights to challenge their preconceptions, drive emotion, and galvanize the conversation.
The Overview #3
This week, looking at product feature adoption problems, how to avoid becoming a commodity, the power of focus, and five categories of true thought leadership… Read More »The Overview #3
Using sales decks as a conversation tool
Sales decks are often just static presentations, but are most valuable when they encourage an open dialogue. See how we built a deck to engage, learn from, and persuade prospects through discussion.
The Overview #2
This week, a focus on early stage startup customer development, learning, and research. Hi, This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff.… Read More »The Overview #2