May 6, 2021Member-onlyFour signs your sales demo is boring buyersWhen was the last time you saw a sales product demo that not only informed you, but actually got you excited? Where you couldn’t wait to get your hands on it, explore it, and put it to good use? Usually we join a 30 minute Zoom call with an AE…Sales4 min readSales4 min read
Apr 15, 2021Member-onlyWhat Does A Channel Go-To-Market Strategy Look Like?How we focused on a niche, made our product tangible, and encouraged partners to resell our $50k ACV SaaS platform — My first real job in marketing began with a data entry gig as part of an internship: sorting out Excel lists of leads, importing and de-duplicating into a CRM. What was expected to take two weeks took two days instead. So I broadened out: writing some blog posts, tweeting, and…SaaS6 min readSaaS6 min read
Apr 13, 2021Member-onlyPositioning-By-Assumption Kills StartupsPositioning: “the place that a brand occupies in the minds of the customers,” At least, that’s what Wikipedia says. And yet… I’ve always thought it’s weird when other positioning methodologies start with competitive alternatives and world changes, before agreeing who the customer actually is. Most positioning conversations are inwardly-focused on…Startups5 min readStartups5 min read
Apr 9, 2021Member-onlyThe sales deck: a tool for momentumFour tips to create a strong, insightful, powerful, and effective sales deck. — My first product marketing role could be politely described as a ‘PowerPoint monkey’. In the office — wearing a suit and tie, until a new American CEO took us business casual — I sat down at my desk. My task? …Startup6 min readStartup6 min read
Mar 30, 2021Member-onlyYour one-pager is probably uselessDoes any of this sound familiar? “We need to send a one-pager!” “The customer requested an overview deck before we meet.” “They asked us to send some information over to see if they’re interested… what do we have?” A PDF is thrown together with a few days delay whilst it’s…Sales7 min readSales7 min read
Aug 28, 2018Member-onlyFour B2B SaaS Opportunities To Note: SMB, Low Commercial Barriers, Consumerization, RetentionThese are four areas I think are really exciting, both for entrepreneurs looking for new spaces and for startups to utilise to grow their business. 1. The SMB growth opportunity An increasing number of product-led…SaaS1 min readSaaS1 min read
Aug 28, 2018Member-onlyWhy every team in every business should pay more attention to customer feedback.For the last eight years as a [product] marketer, I’ve spent 20 minutes every day checking through whatever help desk system is in use. And I can 💯 say I’ve learnt something new from that practice every day. From raising priority for things that I already knew, like bugs, or…Marketing2 min readMarketing2 min read
Jul 12, 2018Positioning competitively against Goliath (and multiple Davids, too)When you’re in a highly competitive industry, your business needs to stand out. But too often, companies rely on competing on issues that are relatively basic, common, and just not that important in the grand scheme of things — price and features included! At Kayako (recently acquired), we successfully competed…SaaS1 min readSaaS1 min read
Feb 5, 2018Member-onlyGet alignment on pricing objectives for maximum clarity and confidenceWhen you’re setting pricing for your product, conversations can be more confrontational than you’d think.Pricing Strategy1 min readPricing Strategy1 min read
Jan 5, 2018Getting back into the groove for 2018.This is the fourth issue of my bi-weekly(ish) product marketing newsletter. Sign up then scroll down to read on. Happy New Year! It’s been about five months since I sent the last one. I want to set some better habits for 2018, so expect these to be more regular. …Product Marketing2 min readProduct Marketing2 min read
