(This article is cross-posted as a guest post at onproductmanagement.net)
During a recent whirlwind #prodmgmttalk discussion on Twitter, there was a side discussion about the differences between Voice of the Market and Voice of the Customer.
(This article is cross-posted as a guest post at onproductmanagement.net)
Aren’t the marketing automation tools great?
They help you develop target lead campaigns that automatically respond to a “visitor’s” action depending on what they do. This is done without human interference or effort, moving the potential buyer through the elements that have been pre-determined to be the right marketing piece of collateral or action at the time. How did business ever do this before, given how time and labor consuming these efforts can be?
But there is a flaw. And it can ruin your efforts.
guest post by Barry Doctor, a product marketing manager at Katun Corp.
Congrats!. You’re online. Now you’ve engaged in social media tools. The rise of social media has really revolutionized the tools I use to perform my product marketing role. Over the past years I have been using Twitter to really help make my life a little bit easier.
There are still a lot of comments that are flying back and forth about how to use Twitter for the best and biggest bang. The answer is simple – there is no one size fits all. Stop looking for it. Now more than ever, multiple people in your organization are engaged in social media. And, I support the notion that it is no longer a single source media – that it should be shared by multiple groups to support everyone’s goals.
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(This article is cross-posted as a guest post at onproductmanagement.net)
As product marketing professionals, we are tasked by senior leadership with understanding the buyer persona and directing the creation of marketing materials that tout the benefits of our product to those specific personas, benefits that solve the buying problems of the market. We are tasked with understanding the voice of the customer. We are tasked with win/loss analysis, competitor analysis, branding and sales psychology. Strategic stuff. Big picture stuff. Important stuff that makes sales more efficient and ultimately brings revenue in the door.
It’s easier to focus on the activities that justify the existence of product marketing in your organization. In the post “Justifing product marketing in your organization” I explain that it comes down to a simplistic role of “injecting the market voice in a balanced way in a method where the buyer can understand, relate and be motivated to take action.” Yet, we then proceed to do things that discount our own value. So why do we shoot ourselves in the foot so often?
