Better B2B product marketing
During more than 20 years of working in B2B product marketing around the world, I’ve seen many great marketing teams and actions.
And some not so great ones.
I am absolutely convinced that companies can make a big impact to their top and bottom line with just some minor changes to their product marketing activities, but are often short of resources, time or the competencies needed to make this happen.
A small improvement in product marketing effectiveness can deliver exponential returns.
The challenge of finite marketing resources guides teams to focus on being efficient in their deployment- that is to say doing things right- rather than being effective and doing the right things.
Doing things right ≠ doing the right things
Being efficient is what organisations strive for but are your efforts just about improving what you already do ?
Too many marketing teams keep doing what they always have. Just because.
And the same old actions keep delivering the same old results. Many of these things were the right things but the world has moved on.
A fresh look doesn't mean revolution
This is why a refresh is needed. It’s not always about forgetting what you are doing and starting with a blank page.
After all you’ve come this far so something has been working. Think of it of as redecorating your house, not knocking it down and building a fresh one!
Of course fresh can be good – a fresh pair of eyes or legs, a fresh angle or perspective, fresh ideas. But unless you are needing to dramatically change your business model or disrupt the marketplace then an approach of evolution rather than revolution could meet your needs better.
Transform your B2B product marketing effectiveness
The role of B2B product marketing is far reaching – it can cover the identification of unmet customer needs and the creation of new products and services, through to product launches and developing sales directly or through channels, and managing the offer through the product lifecycle, constantly adjusting the marketing mix.
Mastering the 4Ps – Product, Place, Promotion and Price are the fundamentals of product marketing. I bring knowledge and practical experience to each of these aspects, having been in your shoes before, and had successes and failures.
Furthermore I can develop your product marketing skills through coaching and training, either in marketing competency or on wider skills that are key in business. My B2B Product Marketing Toolkit offers off the shelf modules to progress people quickly , but bespoke coaching can also be provided to tackle your exact problem.
With a career focused in Industrial Sales and Marketing I’ve worked in many different product marketing roles ,with teams and colleagues around the world gaining a deep experience in Asia – especially China, India and Japan – as well as across Europe and the Americas.
From Product Manager for a variety of market leading offers, through to Marketing Director for a major product family; within a country marketing organization directly facing the customer, through to roles in Corporate structures.
You can view my LinkedIn profile here
British born, I moved to a small city in south west France in 2008 with my family with a view to stay 3 years – we are still here today and we all love the different culture. A native English speaker and fluent in French , I’m often to be found in a pair of running shoes when I can get some spare time.