Unleash the Power of Social Media by Avoiding Common Social Platform Mistakes As the newly appointed VP of Social Media Practice at Aventi Group, I’m thrilled to be part of this innovative, forward-thinking team. My passion for strategic social media marketing aligns perfectly with Aventi’s vision of helping businesses thrive in the digital landscape. In the spirit of empowering your business’s social media management journey, I am excited to introduce our latest resource: “5 Mistakes to Avoid When Choosing a Social Media Platform for Your Business.” Every business knows that in today’s digita ..read more

Prioritize Like a Pro: Best Practices for Successful Product Launches As a product or marketing executive, watching your team launch a new product can be an exciting and challenging endeavor. However, with the vast number of new products that are released each year, it can be difficult to make your product stand out in a crowded marketplace. To succeed in today’s highly competitive environment, it is essential to have a well-defined product launch strategy that prioritizes the most important aspects of the launch process. Additionally, in light of the current economy and corporate budget and s ..read more

Leveraging the Eisenhower Matrix: Five Projects for B2B Marketers to Invest in Now for Results by the End of Summer In the fast-paced B2B tech marketing world, it’s all too easy to get caught up in putting out fires and dealing with what’s right in front of us––regardless of how important those quick-hit tasks are. When stuck in that cycle, impactful business leaders use a tool called the Eisenhower Matrix, which helps us separate tasks into urgent and important categories: Often, we’re so focused on the “urgent and important” stuff that we miss out on some of the “not-so-urgent but very impo ..read more

How Customer Insights Can Strengthen Retention Strategies Running a subscription-based business can be like managing a leaky bucket: some water will inevitably run out, but you must keep an eye on those leaks to ensure things don’t get out of hand. In the same way, while customer attrition is a fact of life, it’s essential to maintain an up-to-date understanding of what’s causing customers to reduce or cancel their subscriptions––and, thus, what you can do to keep those losses down. The most effective approach? Customer insights.  Many companies launch big internal projects or hire pricey ..read more

Leveraging AI for Personalization and Growth In today’s hyper-connected world, customers expect personalized experiences from product marketing efforts, with 80% of business buyers expecting real-time responses from companies. However, the rising use of AI in marketing presents a question: does AI enhance personalization, or detract from it? In this blog post, we will explore the pros and cons of AI in marketing, and discuss how B2B marketing leaders can leverage AI to create highly personalized experiences for potential buyers. → Read our earlier blog post on AI in product marketing  Hel ..read more

Best Practices in Product Launch Once Your Product is Go-To-Market Ready As a product marketing specialist, I’ve helped lots of companies go to market with lots of products. In my experience, the product launches that really excelled were those where product marketing called the shots from start to finish. Due to the complexity and the huge number of moving parts, having a dedicated team or individual to plan and implement your launch is vital to its success.  Product marketing is (or should be) the quarterback of the entire GTM process, including the leadup to the launch and the period i ..read more

Generative AI: Hype or Game Changer? Let’s start with something Forrester recently said: “Ignoring generative AI will be a costly mistake for enterprises.”  For the last couple of months, marketers have been inundated with reading material, webinars, news outlets, and their peers talking about how generative AI is changing the game. However, as marketers, it’s important we know the difference between something that is truly a game changer vs. hype. Over the years, we’ve seen a lot of trends and fads within our marketing sphere. However, with big names on the playing field––like Microsoft ..read more

How Product Marketing Can Best Collaborate with Campaigns Teams Question: would you embark on a cross-country family road trip without using a map?  Well, you would definitely have an adventure, and you might eventually reach your destination, but the trip would probably take way longer than anyone had expected. Furthermore, without the right plan in place, you might miss some great out-of-the-way stops along your route, which could lead to some tense situations in the car as everyone weighs in on where they want to go. In other words, you certainly couldn’t guarantee your family would ha ..read more

Creating Innovative Marketing Techniques As B2B product marketers, it’s easy to assume that the innovative marketing techniques we see companies using in other sectors don’t apply to our own. I mean, not everyone sells shoes or phones, so why even try to produce content that really stands out? Well, with marketing innovation (which Gartner defines as “the execution of new ideas that create value”) now making up more than 20% of overall marketing budgets, it’s important to pay careful attention to the essence behind these amazing ideas and ask: how can we take this same spirit of creativity and ..read more

The Top 7 Topics Marketing Executives are Focusing On Last week, I hosted a luncheon for tech marketing executives here in Chicago to network with peers, share tricks of the trade, and discuss what’s top of mind for all of us. We had a great time, a good meal, and a fascinating discussion. I came away with some really interesting takeaways which I thought I’d summarize below:  Measuring product marketing is mission-critical for the success and continued investment of your overall marketing organization. Getting leadership aligned with partner marketing on goals, strategies, and metr ..read more