Hey there. This is The Overview, a weekly roundup of noteworthy B2B SaaS stuff. You’ll find interesting thoughts, articles, and more from around the internet.
In this post:
Poor target market selection causes downstream challenges
When you keep trying to target bad-fit customers, you won’t see immediate pushback. You’ll still get meetings, you’ll still sell, and might even make some of those customers happy.
But you won’t be able to reach your potential. You’ll find marketing, sales, product, operations all to be a constant uphill struggle. You’ll eventually find inertia sets in. Results fall, and you scramble to fix it.
Go back to basics and having an educated conversation on where you have the best opportunity through ideal customer profile selection.
What causes PMM attrition?
I’m interested to hear from you: what makes a company a miserable place to be for product marketers?
For me, it’s a lack of trust, lots of politics, and over-aggressive agility, where leaning into everything means you achieve nothing.
You might also be interested in this post highlighting burnout in product marketing too.
Learn faster
Simple and to the point. Do we iterate enough in product marketing? We can always do better.
The go-to-market strategies and components that we build are just bets. But too often, we ship them and don’t revisit. But neglect is a slippery slope.
Swipe File: The Value Cascade
???? When you become a free Building Momentum subscriber, you get access to my exclusive product marketing swipe file! Click here to find out more.
This post, originally on the Ibbaka blog but no longer available, is a great walkthrough of how pricing begins with the customer first. Even before discounting and competitive pricing pressure, you might be leaving money on the table by not creating, communicating, and structuring the value your product delivers.
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