Why SCRUM Fails the Artist

Contributed by Nicole Reineke I find myself struggling with the recommendations of extremist SCRUM practitioners. The idea of paring everything down to a minimum set of customer-value features, then continually iterating those down to their bare bones (as an extremist view of the SCRUM methodology might suggest) is interesting, but not always the best way…

7 Tips for Nailing Your Next Case Study

Case studies are sort of like table salt. Not always the most exciting tool in your arsenal, but when they’re missing, you definitely notice. Why is that? Because they’re so necessary. When done right, case studies are the best way to support your marketing claims in a scalable, direct way. Which is why they should…

5 Sales Alignment Misfires and How to Avoid Them

Contributed by Lisa Dennis Getting Sales Enablement right isn’t a sure thing. There are many different views of what it should and should not be. Expert advice abounds – as well as expert definitions. Two good definitions that carry a lot of weight in the technology space are IDC’s: Getting the right information into the…

6 Clues You Got Buyer Personas Wrong

Contributed by Katie Martell Buyer Personas are a big deal in most product marketing circles.  You can find over 500,000 search results on the topic, most supporting the need for buyer personas as a foundational component of effective product marketing. You’ll hear industry experts, consultants, and industry pros alike advocating their adoption. In fact, 73% of…

The Ugly Truth About Product Marketing Content

Hear me out, product marketers. Your content? It might be a problem. If you’re like many PMMs, you’re probably observing a huge, trendy wave of emphasis on content marketing. It costs 62% less than traditional marketing and generates roughly 3 times as many leads (Aberdeen Group.) And product marketers? We’re all shrugging because of course, we’ve been making content forever. We had this down…