«Loved» kitabından alıntılar
The job also includes working with product teams to make better decisions affecting market adoption.
How to message the value so that it resonates with the customer's underlying needs
Customer and Market Insights Fundamental 2: Strategist: Direct Your Product's Go-to-Market Fundamental 3: Storyteller: Shape How the World Thinks About Your Product Fundamental 4: Evangelist: Enable Others to Tell the Story The rest of part 1 of this book explains these fundamentals in depth and how to do them better.
I would sometimes end my days in tears, wondering, “Don't people realize I'm a person?”
The art of finding and reaching that customer on their journey with the right message at the right time so they are willing to consider a product is the job of marketing
Product marketing brings: knowledge of the buyer's frame of mind, how the competitive landscape might affect a decision, and what that means for how a product should be positioned.
. Specifically, who's the right market, the best ways to reach them, and who needs to say or do what for your product to be credible.
Products make identical claims and have similar features. Pricing often doesn't help frame value—similar products can have very different prices for non-obvious reasons. Trusted relationships and word of mouth are more powerful than ever in influencing decision-making—even for major enterprise software.
Product marketing's purpose is to drive product adoption by shaping market perception through strategic marketing activities that meet business goals.
