• Emerging Consumer Values: Why Brands Must Adjust by Claire Ratushny
  Consumer trends come and go. What else is new? Plenty. We're living in an unprecedented era when several critical elements—consumers' rising debt, higher costs for basic necessities, low savings rates, shrinking assets, and a growing awareness of environmental issues—have gradually come ...
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• Software Sales: How to Do More With Less by Tim Keyes
  "Do more with less." That is the challenge for software marketers today: to get better results from their marketing programs on increasingly smaller budgets. It's important for software marketers to analyze the effectiveness of their programs and determine their return on ...
  More articles on Collaboration, Customer Relationships, Marketing Tips, Measurement, Product Marketing, ROI, Sales
• Affiliate Marketing: How to Boost Sales and Minimize Risk by Kimberly Smith
  Affiliate marketing is in a growth stage, strengthened of late by an explosion in the number of bloggers and other site publishers who are recognizing its rewards. But an affiliate program can be catastrophic if they are not well-managed.
  More articles on Blogging, Collaboration, Feedback, Marketing Strategy, New Media, Product Marketing, Promotions, Recession, Word of Mouth
• A Three-Step Product Commercialization Insurance Policy: How a GM Can Overcome the Odds by Michael Barr
  Bringing a new product to market is one of the most costly and risky activities that any GM faces. Voice-of-the-customer research and stage gate reviews have improved the odds of achieving success. But do they go far enough? Three important tasks are ...
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• Going Viral With Your B2B Marketing: Q&A With David Meerman Scott by Mack Collier
  Viral marketing has been all the rage in recent years: Companies are intoxicated with the idea of creating the next video that spreads across the Internet and becomes a viral sensation. But for every successful viral effort there are countless attempts ...
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• How to Create Marketing Demos That Sell Products by Amy Gesenhues
  One of the biggest challenges that marketing departments face is producing marketing tools that actually get used by the sales team. You want to create marketing tools that help sell products, not collateral that sits on a shelf. So how do ...
  More articles on Collaboration, Marketing Tips, Print Collateral, Product Marketing, Public Speaking
• What Social Media Marketing Is Not by BL Ochman
  Despite all the talk, the mainstream media coverage, the conferences, courses, and books on social media marketing, there's quite a bit of ambivalence, fear, and (sometimes) outright hostility directed toward social media by CMOs, CEOs, and CFOs. All of this leads ...
  More articles on Podcasting, Product Marketing, SMS, Social Media, Twitter, Word of Mouth
• How to Sell the Experience When Features and Benefits Aren't Enough by Jonathan Kranz
  Suppose your product features are much like your competitors', and the benefits of using your products or services are similar. Looks like you're on the commodity train. When a typical approach fails to distinguish your business from the pack, it ...
  More articles on Customer Experience, Personalization, Product Marketing, Testimonials, Websites, Writing
• Recovering the Lost Art of Product Marketing by Laura Patterson
  With product marketing, your company will be able to prepare the sales channels to relate to the buyer and enable these channels to focus on the most effective messages and programs. You will be able to develop outbound marketing initiatives ...
  More articles on Collaboration, Customer Engagement, Product Marketing
• New Products: The Real Challenge Is in Execution, Not Strategy by Barry Curewitz
  Marketers love talking about products like the Swiffer or iPod, two colossal successes in terms of brilliance in innovation and new product development. In fact, rumor has it there are more consulting firms taking credit for Swiffer's development and success ...
  More articles on Creativity, Management, Marketing Inspiration, Product Marketing
• MarketingProfs Video: Seesmic Presages Video as a Personal Communication Tool by Matt Dickman
  What do you get when you combine video, social networking, micromedia, and a very savvy French entrepreneur? You get Seesmic. Seesmic is a social network where the primary content is video. Users record video, post it to the site, and other ...
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• MarketingProfs Video: Simplifying AJAX for Marketers by Matt Dickman
  Complex technical terms are often thrown around in the media or on blogs. Does the average marketer know what half of these terms mean? This series is aimed at illustrating (this is where the whiteboard comes into play) complex terms ...
  More articles on Product Marketing, Website Design
• Six Steps to Give a Boring Product Some Buzz by Jerry Bader
  There is no reason why every company can't deliver an exciting image to its audience; one that generates the kind of buzz and excitement usually associated with companies like Apple, Victoria's Secret, Benetton, Absolut Vodka, and Sony. It may seem impossible ...
  More articles on Advertising, Brand Awareness, Customer Experience, Marketing Inspiration, Marketing Tips, Product Marketing, Public Speaking, Videos
• The Four Pillars of Successful Product Launches by Rick Sklarin
  Today's leading companies don't rely on chance for market success. They take a scientific approach -- just as they do for product development -- to align company resources and activities for maximum launch impact. As margins grow razor thin and competition ...
  More articles on Collaboration, Marketing Smarter, Product Marketing, Value Propositions
• Three Ways (and a Free Flash Gadget) to Get Godzilla Ad Ideas by Steve McNamara
  Here are three new ways for you, and your creative team, to trigger some gigantic ideas.
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• Launching Your Product: Seven Marketing 'Musts' by Gwyneth Dwyer
  Whether your launch is for an entirely new product or for a line extension, these seven marketing communication musts will put you on the path to success.
  More articles on Collaboration, Logos, Naming, Print Collateral, Product Marketing, Value Propositions
• Product Marketing at Motorola: Q&A With Marketing Champion Wendy White by Roy Young
  Wendy White recently came from Intel to serve as Motorola's director of global technology for marketing and communications. She heads up marketing for all R&D, software, and early-stage technology incubation, and what's more, embodies the new-product-development breed of marketing champions. Here, ...
  More articles on Brand Awareness, International Marketing, Product Marketing
• Marketing Challenge: Three Ways to Save a Product by Hank Stroll
  This week: When you aren't ready to send a product out to pasture, how do you reinvigorate it? How can a company reposition its brand and increase sales?
  More articles on Brand Awareness, Collaboration, Customer Engagement, Marketing Challenges, Product Marketing, Targeting
• The Power of a Great New Product: How LeBron James Rescued the NBA Brand by Alan Sharavsky
  How did the NBA overcome the 1999 retirement of Michael Jordan and a variety of black eyes that might have doomed a lesser brand? It launched and supported a new product—one by the name of LeBron James. The NBA's resurgence ...
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• Profile of a Marketing Champion: Unilever's Silvia Lagnado by Roy Young
  Silvia Lagnado, new group vice-president at London-based Unilever, embodies marketing championship—in particular, the ability to "span silos" by building bridges between marketing and her company's many other functions to generate cash flow. Silvia heads a team devoted to "brand development," ...
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• Step Up to the Mic!
  You might think the best time to launch a new product or service is during an economic golden age, when customers are plenty and eager to spend their not-so-hard-earned cash. ...
  More articles on Marketing Smarter, Product Marketing, Recession
• Marketing Gets SaaS-sy
  If you are assessing your company's readiness to add SaaS providers to your partner base, it's important to consider the strategic differences that underlie a SaaS strategy. "You'll need to ...
  More articles on Customer Relationships, High-Tech Marketing, Product Marketing, Sales
• Orange Crush
  When Tropicana unveiled entirely new packaging for its Pure Premium orange juice early this year, the company received an unexpectedly vocal response from a small cadre of customers. According to ...
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• Chew on This
  What do kids—and, maybe, you—like about Bazooka bubble gum? It could be the flavor, or perhaps the size of its bubbles, but we'll bet it has more to do with ...
  More articles on Copywriting, Marketing Inspiration, Product Marketing
• You Look Mahvelous!
  Let's face it: as consumers, we're not that good at judging the volume of a product (eg, how much liquid is actually in that bottle or glass of juice). Moreover, ...
  More articles on Customer Behavior, Market Research, Product Marketing
• You Woo Me, But Can You Win Me?
  The attributes and benefits of your brand can vary in how tangible they are to consumers. And that can affect buying decisions. A product's intangible attributes are abstract—like quality, prestige, ...
  More articles on Customer Behavior, Market Research, Product Marketing

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Product Marketing case studies, deconstructing real life examples and illustrating lessons learned

• How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer Relationshipsby 3M Canada Company
  CASE STUDY: At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about its target market and forged long-term relationships with consumers.
  More case studies on Case Studies, Creativity, Facebook, Interactive Marketing, Product Management, Product Marketing, Promotions, Women, Word of Mouth
• How a Facebook Game Attracted 10 Times the Traffic, New Fans, Real Salesby Adobe Systems, Inc.
  CASE STUDY: Here's how a single Facebook game application attracted more than 11,500 plays, 10 times the usual traffic, 5,500 new fans, and more....
  More case studies on Brand Awareness, Case Studies, Customer Engagement, Facebook, Product Marketing, Word of Mouth
• How a Telecommunications Company Used Video to Streamline Its Sales Processby Digium
  CASE STUDY: Digium created a Web-based video that covered all the essential points of in-person presentations, but in a format more easily accessible to all of its sales outlets. The results: a more efficient sales process and an effective press tool.
  More case studies on Advertising, Case Studies, Product Marketing, Sales and Advertising, Videos, Websites, Word of Mouth, YouTube
• How a Software Company Generated Strong Click-Through Rates on Facebookby Serena Software
  CASE STUDY: How could a software developer call attention to its new product? Serena Software developed a video Facebook application that garnered big results and, along the way, challenged the channel's reputation for negligible return.
  More case studies on Case Studies, Facebook, Interactive Marketing, Product Marketing, Social Media
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and Consumersby Sherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will.
  More case studies on Advertising, Case Studies, Customer Engagement, Digital Marketing, Interactive Marketing, Marketing Budgets, Product Marketing
• How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 Monthsby Tellabs
  Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award.
  More case studies on Case Studies, Podcasting, Product Marketing, Websites, Word of Mouth
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video Adby Morning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way.
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• How a Consumer Electronics Company Leveraged the Power of Community to Uncover Market Preferences and Build Excitement for a New Product Lineby Eastman Kodak Company
  When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve. Still, the company found it also needed a little marketing ingenuity if it was to gain market share.
  More case studies on Case Studies, Community, Customer Engagement, Customer Relationships, Interactive Marketing, Market Research, Product Marketing, Social Media
• How Digital Asset Management Helped a Videogame Manufacturer Efficiently Market Its 1,000 Titlesby Ubisoft
  A developer/distributor of 1,000+ videogames found it overwhelming to keep track of its digital marketing collateral for the huge inventory. A new digital-asset management system was the first step in solving the problem; the second was getting geographically dispersed staffers to use it.
  More case studies on Case Studies, Digital Marketing, Marketing Challenges, Product Marketing

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Product Marketing online seminar broadcasts from the best minds in marketing

• Social Media in the B2B Universe: What's Working NowAttendee rating:  - 9/23/2009
  More seminars on B2B Marketing, Marketing Strategy, Product Marketing, Social Media
• Using Facebook to Market Your Offering, Enhance Your Brand, and Develop CommunityAttendee rating:  - 6/26/2008
  More seminars on Brand Awareness, Customer Relationships, Facebook, LinkedIn, Marketing Tips, Product Marketing, Social Networking

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