Be the buyers.

the Knowmads blog

Messaging

Breaking Bad Messages

Some people go to early-morning flea markets and collect antique spoons. Others take weekend nature hikes and collect arrowheads. And still others visit kitschy souvenir shops in tourist locations and collect snow globes. Me? I go onto the World Wide Web and collect Breaking Bad synopses.

November 3, 2016/No comment
Sales Enablement

Conversions vs Conversations

Conversions vs. Conversations The company I'm working with to develop Sales Enablement tools wanted to train its traditional channel partners on new marketing methodologies. To help explain the conceptual difference between Demand Gen and Sales Enablement at this company -- and their respective interactions with buyers -- I created this chart: Feel free to use […]

October 23, 2016/No comment
Audience Persona

Remember Your Reviewers

Remember Your Reviewers Tech journalists, trade publications and industry bloggers are vitally important channels for B2B product marketing messages. One of these influencers can ignite adoption of a new release with a rave review — while another can implode it with a negative one. A top-notch reviewer’s guide can be a real difference-maker when it […]

September 13, 2016/No comment
Basics

Be The Buyer’s Book List

The club Oprah would run, if she were a B2B marketer A while back at a social gathering, a fellow partygoer asked me an innocent question. “What’s on your Kindle these days?” What a happy question for an insatiable reader! Not to mention one who travels a lot and always takes the precious time after […]

June 15, 2016/No comment
Pain Point Marketing

Can You Relate?

Meeting Problems Head-On In the past 48 hours, people from three separate companies have complained to me about their aggravation with wasted time getting a conference room projector set up in between meetings. One guy had a Homeric adventure that lasted fully one-third of the meeting time. First, he fruitlessly hunted down IT to provide […]

February 13, 2016/No comment
Sales Enablement

No Comparison

No Comparison Expert Product Marketing Managers know all the reasons not to provide competitive feature comparisons for Sales to share with customers. They’re vulnerable to line-by-line picking apart Discrepancies risk lost confidence from customers & resellers Put us in defensive position Make us chase our tails Hand the competitor a recipe to eliminate differentiation I […]

January 14, 2016/No comment
Basics

Market Human

Or is that "Market, Human!" A lot of marketing experts are finally coming around to the beating heart of product marketing: remember that a business title doesn't buy your product; a person does. We've held that belief as our basis for B2B marketing writing for a long time, but we didn't make it up. People […]

December 12, 2015/No comment
How To

Know When To Walk Away

Trade show demos that go too long - and how messages can help Product marketing professionals have responsibility for messaging far beyond the go-to-market effort, extending across their entire brand's customer experience spectrum -- right down to the in-person demo at trade shows.

November 11, 2015/No comment
Pain Point Marketing

We’re all doing coffee wrong. And everything else.

Sending messages wrong can dilute your credibility Show of hands: who’s received an email, tweet, article, or link declaring that you’re doing SEO wrong? Or Twitter? Or job searches, push-ups, double spaces, Agile, coffee orders, skin care …? Because, to borrow from the Huffington Post, “You’re doing everything wrong, according to the Internet.”

June 3, 2015/No comment
Insights

TED’s all Talk

"Talk" is not cheap in TED descriptions The incredible data visualization by Santiago Ortiz shows the words that appear most often in TED Talk descriptions, and "Talk" beats them all (even TED). Click the image to see the visualization on Ortiz's page, then roll over a word to see its corresponding line highlight, designating its […]

March 13, 2015/No comment

B2B Marketing Covert Ops

If your company still insists on product hype and the constant pitch of technical features, infiltrate it with stealth monthly ideas to make a real connection with buyers and attract more prospects with your message. All that new business? Your old-school management will never see it coming.

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