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Aug 22

The Three Buyer Languages Every B2B Marketer Needs To Know

By Tim Smalley

Do you know the language that your target customer speaks? Is your sales and marketing messaging all delivered in your ideal buyer’s language? One of the first rules of marketing is to know thy customer. However, if you’re marketing or selling products to businesses, I guarantee you will come across multiple different stakeholders. These stakeholders […]

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Aug 21

What are the 4Cs of Marketing?

By Tim Smalley

In 1990, Robert Lauterborn proposed an alternative to the 4Ps Marketing Mix, known as the 4Cs of marketing. The 4Ps Marketing Mix is a business oriented model, which includes product, price, promotion and place. The newer 4Cs of marketing model was meant to be a more consumer-orientated version. It includes Consumer, Cost, Communication and Convenience. […]

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4Ps of Marketing
Aug 18

What Is The 4Ps Marketing Mix?

By Tim Smalley

The 4Ps Marketing Mix, or 4Ps of Marketing, is a foundation model in marketing. It represents four broad levels of interconnected but independent variables. They are Product, Price, Promotion, and Place. The 4Ps Marketing Mix has been the dominant framework for marketing management decision making for the past half century after first being published in […]

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The relationship between product marketing and product management
Jul 10

What is Product Marketing?

By Tim Smalley

Depending on the organization you’re working in, the role of product marketing can take on many different forms. As such, it is difficult to define the role product marketing plays as it varies from business to business. In SMEs, product marketing may not exist as a standalone role with the responsibilities split between product management […]

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Mar 15

How To Test Product/Market Fit In Any Business

By Tim Smalley

Depending on which marketing “expert” you speak to, you’ll get many different answers to finding the best way to validate your assumptions and test for product/market fit in your business. I’ve seen a lot of bad advice on this topic so I wanted to stick my oar in on the right way to understand the […]

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Dec 13

3 Ways To Avoid Commoditisation

By Tim Smalley

The market changes on a daily basis and, for some industries, this means that the market is eroding competitive advantage. This leads to commoditization. More often than not, this results in a price war, which usually ends in one way: it becomes a race to the bottom. But it doesn’t have to end that way. […]

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Nov 21

10 Of The Best Product Marketing Books

By Tim Smalley

While there are many definitions of what product marketing’s role is within a typical organization, most agree that product marketing usually owns messaging and positioning. I’ve read many books on marketing, product marketing, product management and sales. Below is a list of the best marketing books I’ve read. They have made the greatest impact on […]

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