Bruce Randall

In my experience, the best thing you can do for any type of content is to have a very solid and market-tested positioning and messaging document. With this is a base, wi...

There are a couple of things to consider there. First of all, you are a seller to the salesperson. You have to convince them that your product will give them the easiest ...

I think product marketers are most effective when they can create scaled content and activities for the most people. At the same time, it's also really important for prod...

For sales enablement content,I look for a few very specific elements:First, how does it motivate the salesperson, And the answer is always back to how they'll get paid an...

It is true, it is hard to track the impact of sales content sometimes. I've usually done a couple of things. First of all, look at the downloads and views of the content ...

What I like about Competitive Intelligence, is that they are doing the research that you need to be able to help you build your market position and even your messaging to...

I've actually done a couple of things. First, I make sure we have a shared template around a few questions that we really want to have answered. And then every time someo...

What I like about Competitive Intelligence, is that they are doing the research that you need to be able to help you build your market position and even your messaging to...

Focus on message consistency across the organization as a key indicator of effective positioning.Our number one job is to get message consistency out in the market. It's ...

Find a good mentor, deeply understand your product and market, and focus on communicating value to your audience.First, pair up with a product marketer who can be a good ...