Responsibilities and Best Practices in a Technology Company. This book is a must-have for anyone who works as, or with, a Product Marketing Manager. It not only explains the role but focuses on practical applications of the information presented and ties everything together with entertaining life lessons and anecdotes collected through years of experience by the author as well as interviews with his colleagues and other industry experts.
If you liked “Business Model Generation,” you’ll love “Value Proposition Design.” The sequel builds on the same visual format and practical tools that made the first one so useful. It shows you how to use the Value Proposition Canvas, a practical business tool to design, test, create, and manage products and services customers want. It compliments and perfectly integrates with the Business Model Canvasfrom “Business Model Generation” so you can succeed with great value propositions embedded in scalable and profitable business models.
Supercharge your success by answering the one question everyone cares about, So What?: How to Communicate What Really Matters to Your Audience contains practical techniques, examples, and exercises proven with thousands of winning salespeople, straight from Mark Magnacca, one of the world’s leading sales consultants. It’s tough, but true-the people you’re trying to communicate with, sell to, or convince don’t really care about you. Nor do they care what you’re offering them-until they understand exactly how it’ll benefit them. If you recognize that one hard, cold fact-and you know what to do about it-you’ll make more money, achieve greater success, and even have more fun!
Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.
In Play Bigger, the authors assemble their findings to introduce the new discipline of category design. By applying category design, companies can create new demand where none existed, conditioning customers’ brains so they change their expectations and buying habits. While this discipline defines the tech industry, it applies to every kind of industry and even to personal careers.
The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace. The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a “position” in a prospective customer’s mind-one that reflects a company’s own strengths and weaknesses as well as those of its competitors.
A comprehensive guide to product marketing – from messaging to influencing the product roadmap. Learn how to launch products, deliver value to the right customer, and grow your business.Whether you’re looking to become a product marketer, a product manager, or an entrepreneur, this is the handbook you need to learn how to deliver value and take a product to market the right way.Product Marketing, Simplified covers: – Understanding the customer journey- Creating personas- Building positioning statements- Writing compelling messaging- Building a go-to-market strategy- Determining pricing and packaging- Launching products- Working with analysts and the press- Enabling sales and creating demand- Influencing the product roadmap
B2B Product Marketing for Tech Startups is based on a collection of insights and experiences. It is intended for the product marketer in a tech startup with limited resources who therefore needs to take over many general marketing activities. It gets directly to the point and provides practical advice on how the product marketer can grow the business with minimal resources.
Imagine you’re in a game with one objective: a bestselling product or service. The rules? No marketing budget, no PR stunts, and it must be sustainably successful. No short-term fads. This is not a game of chance. It is a game of skill and strategy. And it begins with a single question: The answer doesn’t live in the sustainably successful products or services. The answer lives in those who use them.given competing products of equal pricing, promotion, and perceived quality, why does one outsell the others?
Buyer Personas: How to Gain Insight Into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business. Learn who buys what, and why Understand your buyer’s goals and how you can address them Tailor your marketing activities to your buyer’s expectations See the purchase through the customer’s eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.
Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It’s essential reading for anyone with a stake in the world’s most exciting marketplace.