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Latest Articles — Product Marketing

Read our articles to learn more about how we approach marketing.

Hey Sales Execs: Is there a new Sheriff in Town?

By Bill Reed | Posted on April 2014 in Product Marketing

Many years ago I used to work for the “dark side.” I launched my career in product marketing, but did a stint as a VP Sales & Marketing for two start-ups. Both did quite well and were acquired, one of them by Intel. I learned a great deal operating on…

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What Drives Excellence in Product Marketing?

By sridhar ramanathan | Posted on March 2014 in Product Marketing

We all know how easy it is to measure sales effectiveness – quota attainment.  The same goes for demand generation – a pipeline of qualified leads or sales opportunities that’s three to five times quota.  But what about Product Marketing Management (PMM)?  One could argue that revenue growth is the…

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Does Neuromarketing Messaging Work for Technology Firms?

By Bill Reed | Posted on November 2013 in Product Marketing

The science of neuromarketing is coming into vogue, and several marketers are asking whether it’s suitable for Business to Business (B2B) or technology messaging and lead generation. The answer, in my opinion, is yes and no.  Business to Consumer (B2C)-focused researchers are using various methods to measure responses to stimuli…

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Do You Have a Peyton Manning on Your Team?

By Bill Reed | Posted on October 2013 in Product Marketing

Even if you hate the game of football, the tale of Peyton Manning is an excellent case study for Product Marketing management. Manning won a Most Valuable Player award for a SuperBowl a few years ago while playing quarterback for the Indianapolis Colts. Manning later had a serious injury and…

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What is a Product Marketing Maestro?

By Bill Reed | Posted on September 2013 in Product Marketing

A proficient Product Marketing Maestro analyzes, evaluates, creates, manages, and optimizes a firm’s messaging, positioning, sales enablement, research, demand generation, asset creation, and product launch activities.

Virtually every technology firm has, or should have, product marketing experts, yet this critical discipline is often under-appreciated and undervalued in many organizations. Perhaps that’s…

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What is a Content Curator and Why Do You Need One? PART II

By Bill Reed | Posted on September 2013 in Product Marketing

A proficient Content Curator audits, evaluates, creates, manages, and optimizes your assets to dramatically improve results.

• 35% more salespersons making quota with 33% less rep turnover
• 300% more leads with 150% more qualified leads per campaign
• 25% lower costs for assets and demand generation campaigns

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What is a Content Curator and Why Do You Need One? PART I

By Bill Reed | Posted on September 2013 in Product Marketing

A proficient Content Curator audits, evaluates, creates, manages, and optimizes your assets to dramatically improve results.

• 35% more salespersons making quota with 33% less rep turnover
• 300% more leads with 150% more qualified leads per campaign
• 25% lower costs for assets and demand generation campaigns

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The Power Point Crutch

By Bill Reed | Posted on June 2013 in Product Marketing

I recently watched a senior executive at a leading technology company demonstrate an outstanding PowerPoint presentation she had created. The messaging was crisp, clear, and concise. The graphics were stunning and the flow was excellent. Everyone else in the room was equally impressed, and all felt that this collection of…

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Is our Messaging Helping or Hurting Sales?

By Bill Reed | Posted on May 2013 in Product Marketing

According to a study conducted by CSO Insights, companies that focus on creating and delivering better messaging outsell competitors by wide margins. They have 35% more salespersons making quota, win deals 20% more often, and have 33% less rep turnover than competitors with average messaging. Keep in mind that the…

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Competitive Battle Cards – The Sales Team’s Best Weapon?

By sridhar ramanathan | Posted on May 2013 in Product Marketing

One of the most valuable contributions that your Product Marketing organization can make is to equip its sales force with tools to help them compete more effectively.  Battle cards are the popular tool to do exactly that – educate your reps on competition, enable reps to set competitive traps in…

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