42 Rules of Product Marketing: Learn the Rules of Product Marketing from Leading Experts from around the World

42 Rules of Product Marketing: Learn the Rules of Product Marketing from Leading Experts from around the World

Phil Burton, Brian Lawley

Language: English

Pages: 128

ISBN: 1607730804

Format: PDF / Kindle (mobi) / ePub


42 Rules of Product Marketing is a collection of product marketing wisdom and insights from forty-two experts from around the world. This book will expose you to the experience and knowledge of a group of the world's leading product marketing experts with a range of perspectives in both consumer and business markets. In this book, you’ll learn ways to:

  • Craft the right positioning and messaging for your prospective customers.
  • Communicate with your customers in terms that are meaningful to them.
  • Use the web and social media to have two-way conversations with your customers.
  • Use web analytics to understand customer interest.
  • Work effectively with sales and sales channels to manage leads and drive revenue.
  • Become recognized in your company or organization.
  • Discern a prospect’s digital body language from web interactions.
  • Understand the new rules of public relations.

Best of all, it was written with the busy product marketer in mind. Each rule is kept to two pages and designed to stand on its own. The rules can be read in any order. In less than five minutes a day, you can learn from forty two of the best marketing managers in the world. Whether you are a seasoned, experienced product marketing manager or are just starting out, the 42 Rules of Product Marketing will help you to work more effectively and produce greater returns for your company.

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landing page and statistically determine which performs best. Google Website Optimizer is a free tool that automates this process. Retention means keeping your revenue-generating customers (e.g., getting recurring revenue or follow-on sales as appropriate to your business model). An important retention metric is your retention rate: what percentage of customers you keep from one period to the next. Your retention rate will determine another key metric: your average customer lifetime (in months

creating content for the web, you are writing for two audiences: the search engines that index the content and the people who read it. If you’ve neglected to study SEO techniques or failed to consistently apply them, you’re in good company. When Bill Gates launched his personal blog, it had very basic SEO mistakes.v When creating content for the web, you are writing for two audiences: the search engines that index the content and the people who read it. Unless you please the search engines, you

would have told me, ‘A faster horse.’“ That traditionally applies to product managers, but also applies to product marketing when we use customer interaction and understanding and research to develop winning messages. So, please enjoy and absorb the hard earned lessons that these rules represent, but never forget that the underlying driver is a passion to produce product messages that resound with our well understood buyer personas, as a key driver to marketplace success. Rule 2 THINK BIG!,

will help you make your value statements stronger. Warning: The risk to this type of testing is your customers might discover they prefer a competitive product. However, the value is that you’ll know exactly why your customers might switch brands. It’s the “why” that will help drive differentiation for your products against competitors in the marketplace, and assist in developing stronger key messages and go-to-market strategies. Rule 42 These Are Our Rules. What Are Yours? By Phil Burton,

collateral with spot-on messaging that drives lots of leads, but they are all wasted on those people over in sales who couldn’t sell free ice cream in the summer.” Both sides are each saying: “Your side of the boat is sinking!” Research is showing that successful marketing companies are learning to transcend the old silos of sales and marketing to form teams that jointly manage both marketing and sales pipelines. It actually is not really “both” pipelines, but a single integrated revenue funnel

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