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5 common mistakes product marketing managers make in content research, and how to overcome them
Content is messy. Despite being a critical piece of secondary research for product marketing managers, it can create problems in its own right. It’s overwhelming
Why content research and mining is so difficult for product marketing managers
So much of what product marketing managers do is fed with secondary research. Content mining and curation underlie and support buyer persona development, competitive and
How, why, and when product marketing managers can use curated content
Supporting the sprawling group responsible for the success of a product, from development to go-to-market teams, can be a heavy lift for product marketing managers
The benefits of content mining for product marketing managers
Product marketing managers (PMMs) have crucial but complex responsibilities that, according to those surveyed for the State of Product Marketing Report 2021 from the Product
Best practices for creating a secondary source strategy that works
We can discuss the importance of a secondary source strategy, use cases for it, and even mistakes that people make when using secondary sources –
5 common mistakes when creating a secondary source strategy
We’ve already discussed the fact that a secondary source strategy is essential for a multitude of different roles and reasons across organizations. We’ve also touched
Secondary source strategies: use cases for M&CI and GTM teams
Finding and mining secondary sources for insights is a task that belongs to multiple organizational groups. Not only does the activity span teams, but the
The benefits of an inclusive source strategy
As we continue to talk about the importance of having a source strategy, one thing should be clear – a restrictive source pool leads to
Secondary research sourcing strategies for Go-To-Market and Competitive Intelligence
There are a variety of corporate disciplines – including competitive intelligence, M&A analysts, product marketing, and other go-to-market (GTM) groups – that rely on secondary
The steps to overcoming market & competitive intelligence acceleration
Recognizing the need and embracing the importance of competitive intelligence (CI) and getting organizational buy-in is only part of the challenge. Even if you’ve mastered
Similar intent, different focus: The how and why of product & marketing personas
Following a conversation on the practice of informing personas, Dawn and Valérie wanted to share what role secondary research can play in it across product
Lots of us can identify problems in their work and home life that they would like to solve, and sometimes, we get the eureka moment
Research-Driven Brand Storytelling: Tips for Marketers
If you looked at my search history, you’d probably be very, very afraid. In the course of an average week, I visit hundreds of websites
