Vendors should understand customer pain and problem awareness before they try to sell them things they don’t want or need.
Archive
Marketing
NetApp’s Ongoing Reinvention
NetApp continues its reinvention into a cloud services portfolio company, which is still very much a work-in-progress.
VMware’s Developer Play
The change in marketing leadership at VMware indicates that the company has had enough of trying to convince developers to get interested in infrastructure and wants to try a different approach.
Lockpicks For Lock-In
Lock-in is just over-hyped switching costs so what’s really going on here?
The Simple Power of Communications Briefs
The discipline of writing a comms brief will help you get better at communicating with people.
Building Your Early Stage Content Strategy
Build your early stage content strategy by working backwards from the customer.
Solving Marketing Problems With Perceptual Fingerprints
An introduction to PivotNine’s Perceptual Fingerprint™ technique for analyzing product/market fit.
Understanding Customer Pain
Using the Pain/Awareness Matrix to understand customer pain, and how you can help them.
To Tell Better Tech Stories, Figure Out Who You Really Are
To tell better tech stories, you need to figure out who you really are and what makes you special. And then do it on purpose.