019 - Product Marketing Masterclass
1* Product Marketing Masterclass
This post serves two purposes.
One, is the seamless integration of Wynter, and how it’s incredibly smart founder Peer Laja organically discusses two other brands, whilst his brand is front and centre. Very organic, very smart, and product marketing at its best.
Secondly, watch the breakdown of how customers respond to different messaging, language and positioning of two competitors.
The use of real English vs jargon.
This is powerful and a fantastic reminder of how two very successful growth businesses still don’t have it all figured out.
This would be a great exercise for you and your business to review, with potential customers.
2*The ‘Flippening’ will usher in a Golden Age of B2B marketing
“We believe B2B marketing is on the cusp of a Golden Age, a glorious revolution that shall be ushered in by a momentous event.
And we call this event…the Flippening.”
This is a really interesting read from the clever folks over at LinkedIn.
This opinion piece shares an optimistic view of change, one where organisations place the marketing dollars into future planning and buying, coordinating their marketing efforts around the current habits of modern-day B2B buyers.
I share this sense of optimism, albeit I don’t think it’s quite on the cusp of a revolution. But the wheels are in motion, B2B is getting better, smarter, more strategic and more creative.
I would pit B2B marketing against the “product adoption curve” and say we are in the early adopter stage of The Flippening.
Change is coming, but how quickly, I’m not sure,
3 *Marketing is so hard, but we do overcomplicate it
Human beings have become accustomed to having anything we want, when we want it, with a few clicks of a button.
The most successful B2C businesses in the world make it easy for their customers to buy their products, unsubscribe from their services and send unwanted gifts back.
But yet, in B2B, we make it a little bit harder, we add a little more friction, and we make it a little more frustrating.
So when I go to your site to buy your product, why do I have to speak to a chatbot first?
Qualification calls when I’m ready to buy something.
Hidden prices so I have to talk to sales.
The list goes on.
Make your buyer's experience frictionless, easy and customer first.
Check out Chris Walker’s post where he shares his simplistic views on keeping it simple and putting the buyer's experience first.
4* Creating Demand With A Compelling Brand Narrative
I love this point of view on creating demand from a brand narrative and how not to “get lost in a sea” of who has the best feature, product, service.
It’s about being so obsessed with knowing your customers, that you can craft and shape a compelling narrative around a POV you completely own.
Doing so, forces you to reach new heights in understanding your customer, and potentially exposes those that don’t.
The full-length video goes on to talk about the difference between brand awareness and demand generation, along with some clear actionable advice on creating your brand narrative.
This is great viewing.
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