Positioning is one of the most significant activities in product marketing. As a product marketer, you have to know how your product differs from others, in order to describe it in a way that your market will pay attention.
But you really need to step back a bit. It’s critical to build the product in such a way that you’ll be able to draw a distinction with other products in the market. In a sense, you have to know how you want to talk about it, before you know what to build.
In the case of a startup, you’re figuring both things out at the same time. What’s that interplay like?
Hopefully, you’re not getting started too late!
How important is the competition?
Are you in a competitive market, or bravely going where no startup has gone before?
If you are actually creating your own market, you may not have to pay as close attention to competition as the rest of us. If you’re successful–and I’m positive you plan to be–you’ll have competition soon. Get ahead of the game and consider a framework for analyzing your competition.
As we kick start 2013, our product management team is working out our voice of customer plan for the year. We recognize that last year, while we made sporadic customer contact, it was primarily sales driven and we were too engineering focused. Does that sound like you? If so, read on…
This January 19, I’m offering a Town Hall session at B2BCamp Atlanta on Inbound Marketing Techniques for Personal Branding.
What’s with Inbound Marketing?
“Growth Hacking” is just advanced Product Management
The phrase “growth hacking” is getting a lot of press in the startup community, including this recent post “What is Growth Hacking really?” by Josh Elman. The more I study the meaning of the term, the more convinced I am that growth hacking is a new role for what product management should already be doing. Product management has become a misunderstood role in many startups, where it is often miscast as a cross between a manager of the software development team and a traditional requirements analyst. If product management were achieving its own objectives, the “growth hacking” would already be happening.
Product Management is Agile already
When it comes to building and marketing business solutions, as a former VP that I reported to used to say, “we’re not building software as part of a science project. We’re in this for the profit.” At the end of the day. your product needs to deliver an ROI.
Crossing the Chasm by Geoffrey Moore is a classic reference book for marketers of technology products. As a review, there are a couple of key takeaways in the book that serve as reasons everyone marketing technology products should read it.