what is product marketing

Free ebook: I'm a Product Marketer in a Challenger™ Organization. What Do I Do Differently?

B2B buyers are learning on their own and delaying their contact with suppliers until late in the purchase. Most B2B marketers are fighting back with thought leadership—but this simply won't work. Learn the approach being used by leading product marketers in 10 minutes or less.

Table Of Contents

Pg 3 - New to the Challenger™ Model? Here It Is, in a Nutshell Pg 4 - What a Product Marketer Under the Challenger Model Looks Like Pg 5 - What Should I Do Differently? Pg 19 - Key Takeaway Pg 20 - The Nitty Gritty Pg 25 - More Resources

First 3 Pages

“I’m a Product Marketer in a Challenger™ Organization. What Do I Do Differently?” In 10 minutes or less—no pressure Inside New to the Challenger™ Model? Here It Is, in a Nutshell •1 What a Product Marketer Under the Challenger Model Looks Like •2 What Should I Do Differently? •3 Key Takeaway •19 The Nitty Gritty •20 More Resources •25 The business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker When crafted well, Commercial Insights lead customers to value— and pay for—the incremental performance you provide. 1. Customer are 57% of the way through the purchase decision before they meaningfully engage supplier sales reps. 2. What are they doing in that 57%? They are learning—about their problem, potential solutions, and your offering. 3. That means you get commoditized. Customers know about the incremental performance your solutions provide, but they aren’t willing to pay you for that performance. 4. Winning suppliers (Challenger™ commercial teams) teach customers something new that reframes how customers think about their own business—and leads uniquely back to you. We call these reframing ideas Commercial Insights.