Don’t dilute focus
A warning shot against ‘being something for everyone’.
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James
Product marketer. Writing about positioning, GTM strategy, marketing, sales. Writing the Building Momentum newsletter: subscribe for B2B SaaS insights!
The Overview #34
This week: from the archives, research is a superpower, and speak to humans.
Podcast: Product marketing for SaaS
I sat down with the Searching4SaaS podcast to talk about the role of product marketing in early-stage startups.
The Overview #33
This week: Death to the ‘all-in-one solution’, good outbound/collateral tips, strategy/hiring mismatch.
Be the thing for someone, not something for everyone
What it means, and pitfalls to watch out for.
Here’s to 2022
Looking back over 2021, and what 2022 might have in store.
What you could learn from your customer support requests
Here’s a quick anecdote on why sharing customer support and feedback with people who can take action is important.
The Overview #32
This week: Five categories of customers, kill your darlings, and CMOs + PMM.
Applying literary narrative theory to B2B positioning
How to use traditional narrative theory to build a stronger, more resilient positioning narrative.
The Overview #31
This week: Share your feedback, a great positioning example, and use stories more.