Making the Case for a Fractional Head of Content By Mike Teeling These are tough times for enterprise technology startups. If you don’t have “AI” in your company name, VCs aren’t interested. With interest rates still high, money remains expensive. B2B tech startups have had to tighten their belts, lay off excess staff, make available funding last longer, and cut out all the extras to weather this challenging business climate. Most marketing teams are running lean and mean this year. Maybe your company’s recent layoff made sure of that? In talking with fellow technology marketing consultants ab ..read more

Stages of Product-Market Fit: What You Need to Know If you’re struggling to connect your product with potential customers, you’re not alone. Finding the right balance between what you offer and the target market’s wants can be tricky, but it’s the key to your product’s success. This isn’t just about throwing features at the wall and seeing what sticks. It’s about hitting that sweet spot – the stages of product-market fit. And if you’re in the B2B industry or leading a product marketing team, this is the roadmap you need. Let’s break down the steps to making your product the one customers can’t ..read more

Tech Marketing Insights from the Aventi Group Indianapolis CMO Luncheon On May 16, Aventi Group had the privilege of bringing together leading CEOs, CMOs and technology executives for a luncheon in Indianapolis. The event focused on a wide array of pivotal topics—from the evolving role of storytelling in marketing to the strategic deployment of AI technologies. Here’s a summary of the key insights and discussions from the gathering. The Critical Role of Storytelling in Marketing A core theme of the luncheon was the core value of storytelling as a skill in product marketing. Our guests emphasiz ..read more

Product Marketing vs. Product Management 2024 Guide It’s common to confuse product marketing with product management due to their overlapping responsibilities and close collaboration. In reality, both focus on different areas of the business lifecycle and product success. Let’s talk about product management and product marketing individually. What Is Product Marketing? Product marketing is all about the energy and strategy behind launching, promoting, and selling your product to your customers. It is the bridge connecting the product, sales, and marketing departments.  It is essential bec ..read more

The Strategic Edge of a Marketing-Driven CRO The transition from Chief Marketing Officer (CMO) to Chief Revenue Officer (CRO) is increasingly common in today’s business environment. This role evolution is not just a title change, however, marks a substantial shift in responsibilities and outlook. Here, we discuss why leaders from marketing backgrounds are uniquely equipped to excel as CROs, ensuring alignment across multiple business functions to drive revenue effectively. Today’s Revenue, Tomorrow’s Pipeline A core distinction between the roles of CMO and CRO lies in their operational focus ..read more

How to Create a Product Messaging Framework: Complete Guide B2B buyers complete 70% of their purchase journey independently before contacting sales teams, so that’s how your product’s messaging clarity and consistency do the magic. A solid product marketing framework ensures your product’s story doesn’t just whisper in the corner; it shouts from the rooftops. In this blog, we will guide you through crafting the perfect product messaging framework that not only speaks to your target audience but makes them want to buy. So, let’s find out how to make your product’s core message pop, ensuring it ..read more

Mastering SEO Management and Audits for Business Success Search Engine Optimization (SEO) is essential for your digital visibility, driving organic traffic to your website and ensuring that your business effectively reaches its target audience. SEO is the backbone of digital visibility, driving organic traffic to your website, and ultimately, ensuring that your business reaches its target audience efficiently. Little wonder then that 32% of marketers plan to leverage websites, blogs, and SEO as part of their overall marketing strategy in 2024. With the digital marketing environment becoming in ..read more

Product Marketing vs Growth Marketing – Know the Difference Product marketing and growth marketing both aim for the same thing: to boost a company’s revenue. However, their strategies and focal points differ significantly.  This guide will clarify the distinct roles of Product Marketing (PM) and Growth Marketing (GM). Let’s discuss what sets these two types of marketing apart and how they can uniquely contribute to your business’s success. What Is Product Marketing? Product marketing is the process of bringing a product to market, promoting it, and selling it to a customer.  It invol ..read more

Gaining momentum in your first 100 days: Essential Strategies for New CMOs Co-written by Aventi Group COO and co-founder Sridhar Ramanathan and partner Dave Panek The Strategic Imperative of Starting Strong As a newly appointed Chief Marketing Officer, it’s essential to hit the ground running. The path you carve out in your first few months is crucial for your role and meeting your organization’s broader objectives. It’s well-documented that CMOs who quickly start strong are better positioned to build trust and drive sustained growth within their companies​​.  Of course, choosing which of ..read more

Product Marketing vs. Sales Enablement: Complete Guide At first glance, product marketing and sales enablement might seem like two sides of the same coin. However, it’s crucial to understand that while they complement each other, they aren’t identical.  Both roles aim to increase product adoption and sales, but they approach it from different angles.  Product marketing focuses on understanding and promoting the product’s value to the market. On the other hand, sales enablement equips the sales team with the tools, resources, and knowledge they need to sell the product effectively.&nb ..read more