Product Marketing: How-to articles covering the latest marketing tactics, tips, and strategies.

• How to Integrate Ratings and Reviews Into Your Social Marketing ProgramsShoma Sarkar
  Positive ratings and 5-star reviews from online consumers are powerful marketing content, because consumers trust other consumers for purchasing advice. But few marketers have integrated reviews into their social marketing.
  Advertising, B2C, Customer Engagement, Marketing Strategy, Product Marketing, Retail Marketing, Sales and Advertising, Social Media, Social Networking, Testimonials
• Five Steps to Improve Your Marketing to Generation-YJoeri Van den Bergh
  Millennials grew up with the Internet, and they are used to having everything at their fingertips. After interviews with 21 global marketing executives, we defined a five-step plan for improving ...
  Advertising, B2C, Brand Loyalty, Brand Positioning, Community, Customer Behavior, Customer Engagement, Customer Experience, Customer Insight, Customer Relationships
• Mobile Innovation (Part 4): Innovating Product Offerings Through MobileChristina "CK" Kerley
  Your customers, whether consumer or executive audiences, expect you to use the same mobile technology that has improved their lives to also improve the products and services they use: your ...
  Customer Behavior, Digital Theory, Marketing Strategy, Mobile Marketing, Product Management, Product Marketing, Technology
• B2B Event-Driven Marketing: Triggers Your Analytics Shouldn't MissVince Stuntebeck, Trevor Jones
  The retail industry has recognized that critical events in customers' lives can shift loyalties, or serve as opportunities to retain or upsell via event-driven marketing. That approach can also work ...
  B2B Marketing, Business Intelligence, CRM, Customer Acquisition, Customer Behavior, Customer Insight, Customer Relationships, Customer Retention, Marketing Strategy, Measurement
• Three Steps to Using Instagram for E-Commerce (Without Sharing a Single Photo)Thibaut Davoult
  If Pinterest is great for driving referral traffic, Instagram takes the lead in customer retention and engagement. The practices outlined here are only just starting to spread, and they will ...
  B2C, Content, Customer Engagement, Customer Relationships, E-Commerce, Instagram, Product Marketing, Retail Marketing, Social Business, Social Media
• 8 Do's and 5 Don'ts of Instagram for Building Your BrandAdrienne Erin
  Though some forward-thinking businesses are already using Instagram, chances are you aren't yet, and neither are your competitors. With its universal appeal, however, Instagram is not a medium marketers should ...
  Brand Awareness, Branding, Content, Content Marketing, Creativity, Customer Relationships, Instagram, Local Marketing, Location-Based Marketing, Marketing Strategy
• A Weight Watchers Case Study: How Smart Marketing Pays OffMatthew Denos
  Weight Watchers is clearly the dominant company among weight-loss centers and programs. So what are the company's marketing secrets? Let's take a look at six savvy principles Weight Watchers has ...
  B2C, Brand Positioning, Customer Behavior, Customer Relationships, Marketing Strategy, Positioning, Product Marketing
• How to Conduct Focus Groups: Seagate's ExampleJonathan Long
  Seagate, a leading provider of hard drives and storage solutions, realized that they knew very little about a very big target market: college students. So it conducted focus groups to ...
  B2C, Brand Awareness, Consumer Electronics, Customer Behavior, Customer Insight, Feedback, Market Research, Millennials, Product Marketing, Research
• Measure and Maximize the Impact of Online Activity on Offline SalesDoug Miller
  Measurability is the battle cry of every digital marketer. The challenge is how to decide which measurements make sense based on campaign objectives. The ultimate challenge is how to optimize ...
  Customer Acquisition, Customer Behavior, Data, E-Commerce, Lead Generation, Market Research, Measurement, Metrics, Online Marketing, Product Marketing
• Content Is Not the New Black: Time-Tested Tips for Creating Compelling ContentNasheen Liu
  Content has always been, and will always be, the very foundation of marketing. Yet we are challenged with meeting the constant demand for consistently compelling content. These tactics will help ...
  B2B Marketing, Content, Content Marketing, High-Tech Marketing, Inbound Marketing, Lead Generation, Marketing Tips, Product Marketing, Sales, Writing

Product Marketing: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Achieving True Sales and Marketing Alignment: Constant Contact's Rick Jensen on Marketing Smarts [Podcast]by Matthew Grant
  Rick Jensen heads up both sales and marketing at Constant Contact, which is an interesting predicament to be in, considering the evolving relationship between Marketing and Sales. I thought he might have something interesting to say about the subject. I ...
  B2B Marketing, Chief Marketing Officer, Customer-Centric, Email Marketing, High-Tech Marketing, Management, Marketing Operations, Marketing Smarts, Product Marketing, Sales and Advertising
• Every Brand Needs an Editor: Marketoonist Tom Fishburne on Marketing Smarts [Podcast]by Matthew Grant
  Brands are now publishers. That's no longer news. But what are the implications? For one, brands need editors—and not just for their content. In this episode, Tom Fishburne, the Marketoonist, explains that he learned the power of editing while working ...
  Branding, Content, Content Marketing, Customer Evangelists, Marketing Smarts, Product Marketing

Product Marketing: Online seminar broadcasts from the best minds in marketing

• Using Market Frameworks to Analyze Your CompetitionBroadcast on 2/21/2013 with Sean Campbell
  In this PRO seminar, you'll learn how to use market frameworks to understand your market and analyze your competition, understand your own strengths, and uncover weaknesses you may not even know you have.
  Benchmarking, Management, Marketing Strategy, Marketing Tips, Positioning, Pricing, Product Marketing
• Social Media in the B2B Universe: What's Working NowBroadcast on 9/23/2009 with Sandy Carter
  You asked for it! We added a B2B-ONLY seminar to our Social Media Summer Series.
  B2B Marketing, Marketing Strategy, Product Marketing, Social Media
• Using Facebook to Market Your Offering, Enhance Your Brand, and Develop CommunityBroadcast on 6/26/2008 with Jason Alba
  Facebook isn't just a playground for college students — it’s a great place to be to enhance your brand and sell your stuff, and smart marketers should understand how to take advantage of it.
  Brand Awareness, Customer Relationships, Facebook, LinkedIn, Marketing Tips, Product Marketing, Social Networking

Product Marketing: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: A Step-by-Step Guide to Product SelectionReleased on 5/17/2013 with Kathleen Schultz
  In just 10 minutes, we'll share a comprehensive step-by-step approach to product selection that will step up your selling success!
  Marketing Strategy, Marketing Tips, Positioning, Product Marketing, Take 10