Articles

Positioning is a core pillar of your GTM strategy, do it right and you’ll have a receptive audience, confident they’ve made the right decision despite a slew of other options. Do it wrong and you’ll be lucky if your product registers with consumers at all....

One of the most fundamental parts of launching a product is ensuring that you have a strong go-to-market (GTM) strategy in place. Without one, it will be extremely difficult to reach your target audience, sales goals, and stand out from competitors within the market....

Customer onboarding isn’t always plain sailing. Sometimes, it can be a white-knuckle roller coaster ride, strong enough to test the most patient of people....

Managing projects is an essential component of SDLC, yet to this day only 50% of companies are benefiting from agile frameworks and methodologies...

There isn’t a one-size-fits-all, definitive answer as to why companies put a storytelling process in place; it’s not a black and white scenario - there’s a whole shade of grey....

The next wave of great product companies will all have a public roadmap. It's a big, bold decision to make. And it understandably makes Product and Engineering teams a little nervous....

A term originating within software development, beta testing plays a critical role in gaining feedback from users about a product and/or its respective features. Once this phase has been completed, the product in question is on the cusp of being launched amongst the target market....

A go-to-market strategy is a way in which a company brings a product to market and generally speaking touches on three core components: your target audience, marketing plan, and sales strategy....

Jeff Hanrahan, Senior Director of Product Marketing at RealPage made this presentation at the Product Marketing Festival in June 2021. Watch presentations OnDemand now....

“Teamwork makes the dream work…” It’s an age-old expression that rings true in many professionals - particularly in product marketing....

Ahhh product launches! The most exciting (not to mention stressful) aspect of what we do, am I right?...

As product marketers, we’re experts at crafting personas, but I want to flip the work we normally do on its head and dive into the personas of product marketers themselves....

Getting ready to launch your product or new feature is always an exciting time. However, I believe there are a few very key areas to focus on leading up to a product launch in order for it to be a success....

And then the launch date arrives; the product is out, the marketing activities kick-off and the celebration begins — what a relief, right? Our job is done! The real question is “are we done?”...

Executing an effective go-to-market strategy is one of the most impactful areas within the PMM org, and in its simplest form, it all revolves around the what, to who, and how?...