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

• 'Don't Chase the New, Innovate the Old': Four Lessons From NikeSoon Yu
  Innovating existing products and services rather than chasing the shiny and new is a smart use of resources and energy. And it has a far higher chance of success. It ...
  Brand Management, Brand Positioning, Branding, Product Management, Product Marketing
• The State of E-Commerce in Fast-Moving Consumer Goods [Infographic]Laura Forer
  Fast-moving consumer goods (AKA consumer packaged goods) e-commerce growth is outpacing offline growth. See which industries are most affected and how CPG brands can stand out in an increasingly competitive ...
  B2C, E-Commerce, Marketing Strategy, Marketing Tips, Product Marketing, Retail Marketing
• Innovation Is Not the Key to Success, Reinvention IsRoger Cusa
  Many marketers, business owners, and entrepreneurs think innovation is synonymous with invention—and that to move the needle, we need to come up with a shiny new product, market, or idea. ...
  Brand Positioning, Customer Experience, Customer Service, Marketing Strategy, Positioning, Product Management, Product Marketing
• Three Ways to Co-Create Business Value (and New Products and Services) via Adaptive InnovationDavid Nour
  Developing new products and services in today's economy requires adaptive innovation—an ability to adjust to the fast-changing needs of target markets. Three fundamental steps are necessary to support that process.
  Customer-Centric, Marketing Strategy, Product Management, Product Marketing, Research
• How to Use Video to Achieve Your Marketing Goals: From Awareness to Sales (And in Between)Juan Jose Mendez
  Videos are one of the most effective types of marketing content around. But using the right type of video for each marketing goal is key.
  Brand Awareness, Content, Content Marketing, Product Marketing, Sales, Videos, YouTube
• B2B Sales Reps Are Out of Sync With Buyers, But Is Marketing at Fault?Bruce Scheer
  Too often, salespeople don't understand the buyer's world or needs, and don't know to communicate real value. But whose fault is it? The sellers'? They often get the blame, but ...
  B2B Marketing, Content, Customer Acquisition, Lead Quality, Positioning, Print Collateral, Product Marketing, Sales
• How to Use Product Recommendations to Encourage Purchase Behavior [Infographic]Laura Forer
  Customers who purchase based on product recommendations result in a 20% higher average order value, according to data analyzed by Dynamic Yield. Check out the company's helpful infographic for best ...
  Customer Behavior, Customer Experience, Marketing Automation, Marketing Smarter, Marketing Strategy, Product Marketing, Websites
• The Science Behind Superb Packaging [Infographic]Laura Forer
  Product packaging is more than just a box or container. It's often a consumer's first impression, and it protects your product and communicates with shippers and buyers. That's a tall ...
  B2C, Branding, E-Commerce, Mail Order, Product Management, Product Marketing, Retail Marketing
• Seven Tips for Creating Effective Explainer VideosSteven Cotroneo
  If you're considering investing in marketing video in 2017, you'll want to read these useful tips for creating an explainer video that can help you drive more sales.
  Content, Content Marketing, Hiring Outside Resources, Lead Generation, Product Marketing, Sales, Videos, Web Content
• Six Tips for Successfully Using Livestreaming Video for MarketingFritz Brumder
  Live video is a powerful, authentic, engaging, measurable, and cost-effective marketing option that more and more brands are turning to, for good reason. Here are some helpful tips to get ...
  Content, Content Marketing, Customer Relationships, Digital Marketing, Engagement, Influencer Marketing, Marketing Strategy, Mobile Marketing, Product Marketing, Videos

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

• Tasteful Branding: Supermarket Superstar Chris Cornyn Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Food branding expert Chris Cornyn serves up marketing advice for would-be food entrepreneurs—including on the Lifetime reality series "Supermarket Superstars."
  Brand Positioning, Branding, Customer Loyalty, Marketing Challenges, Marketing Smarts, Marketing Strategy, Product Marketing
• 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: DIY Public Relations in 15 Minutes a DayReleased on 7/8/2016 with Tom Gimbel
  In just 10 minutes, we'll share actionable public relations tactics to grow your brand. We'll teach you how to identify reporters and outlets that cover your area of expertise, along with how to introduce and position your company or spokesperson as the go-to source for reporters. You leave with tools and resources to secure media coverage—without relying on outside help.
  Branding, Product Marketing, Public Relations, Take 10
• Take 10: How to Name Your BrandReleased on 9/4/2015 with Jeremy Miller
  In just 10 minutes, we'll discuss how to choose a brand name that resonates with your customers. We'll walk you through the four types of names and the elements that make them sticky, as well as teach you how to evaluate your company and product names against the competition.
  B2B Marketing, B2C, Brand Positioning, Branding, Marketing Planning, Positioning, Product Marketing, Take 10
• Take 10: How to Create a Teaser VideoReleased on 6/20/2014 with Ken Cossin
  In just 10 minutes, you'll learn how to create excitement around your new product launch by producing a winning teaser video. You'll also learn how to promote your video pre- and post-release to ensure it gets viewed.
  Marketing Strategy, Product Marketing, Project Management, Take 10, Videos
• Take 10: Three Ways to Find Creative Inspiration Outside the OfficeReleased on 4/4/2014 with Amy Marks-McGee
  In just 10 minutes, you'll learn three critical steps that will not only help you identify your brand's key values, but will allow you to develop these values into your brand's own unique musical vocabulary.
  Creativity, Marketing Strategy, Product Marketing, Project Management, Take 10
• 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