My Approach to the Discipline and Craft of Product Marketing
In B2B technology marketing, the name of the game is content. I love writing and enjoy wrestling with word choice to come up with just the right articulation for a differentiated point-of-view. As a product marketer I conceive, write, and produce deliverables that bring design thinking and wordsmanship together. I create pitch decks, analyst briefings, customer brochures, landing pages, websites, sales playbooks, positioning statements, white papers, and sales collateral for use across a variety of channels. Bringing value propositions to life is what I do every day. I have been fortunate in my career to have straddled roles in both IT and Marketing, getting my hands dirty building customer experiences from scratch for a variety of formats: web, mobile, tablet, social, e-mail, and print.
In the world of B2B marketing, however, there is a lot of noise -- too many cliches, too many buzzwords. To be successful, companies have to adopt the right tone showing empathy for their target audience, and communicate in an engaging and easily consumable manner. The goal is to offer something new that informs, educates, and entertains. Busy executives need to see themselves in the content they get from the many vendors vying for their time.
The samples showcased in this section of my site give a feel for the kind of assets I produce, typically in collaboration with business unit heads and executive stakeholders.