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.
Product marketer. Writing about positioning, GTM strategy, marketing, sales. Writing the Building Momentum newsletter: subscribe for B2B SaaS insights!
Learnings from a failed product launch, what a buyer persona should achieve and contain, and a simple process to craft personas that actually exist.
This week: buying car = buying SaaS, positioning AND messaging, delivering value for a niche
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”.
This week: Slack’s positioning challenge, product marketing alignment, and a meme tweet
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?
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
Help prospects make sense of the world by presenting unique market insights to challenge their preconceptions, drive emotion, and galvanize the conversation.
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
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.
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