Gartner Blog Network

Category: 'product-marketing' Blog Posts

from the Gartner Blog Network

The Path to Customer Retention Begins With…

by Ray Pun  |  February 6, 2019

You just spent 4 weeks helping sales to close a seven-figure deal with a net new customer. Without your product marketing efforts including sales presentations, competitor battle cards, case studies...

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Gartner Research Reveals 3 Priorities for Technology Product Marketers

by Ray Pun  |  January 19, 2019

Product marketers are constantly juggling many requests to support sales, marketing, product and customer success teams. As a former product marketer, I had to quickly determine if these requests were aligned to...

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Why Is Digital Disruption a Thing for Technology and Service Providers?

by David Yockelson  |  February 8, 2018

Technology and Service Providers (TSPs) face several major issues: –They may develop or integrate disruptive technologies but face difficulties differentiating their offerings (e.g., everyone is embedding AI). –Barriers to competitive...

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When Is a Disruption Not Particularly Disruptive?

by David Yockelson  |  January 18, 2018

Last week, IBM and Maersk announced the following blockchain-oriented venture (read about it here) to help "enhance global trade." Being a student of digital disruption and a person (OK, analyst)...

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Storytelling Is Selling (and Vice Versa)

by David Yockelson  |  September 26, 2017

I once believed that salesmen were born and not made. Now, I am a marketer – a product marketer to be exact – and one could argue that my view...

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The Enterprise Architect as Product Marketer

by David Yockelson  |  June 7, 2017

Last week, I wrote this blog that discussed the parallels between being an enterprise architect in an end user organization and being a product leader for a tech provider. I thought I'd add a...

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The Enterprise Architect as Product Leader

by David Yockelson  |  June 2, 2017

As an attendee and speaker at this week's Enterprise Architecture Summit in Orlando, I had the pleasure of meeting with and listening to numerous current and future enterprise architects (EAs)....

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You Don't Have to Be a Disruptor to Be Disruptive

by David Yockelson  |  April 25, 2017

Nearly every organization is considering or undertaking some form(s) of digital transformation. Nearly every technology and service provider (TSP) is attempting to tailor its offerings to organizations undertaking transformation. [editor's...

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Benefits and Value Statements: Not the Same Thing

by David Yockelson  |  February 17, 2017

When tech providers create their messaging, there are often the inevitable "features vs. benefits" authoring tasks in which product or content marketers attempt to wrest IT or business benefits from sets of...

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