Innovation by Immersion [Series 3/5]

 Experience is the Message

People have experiences about product, products don’t have experiences.  – Marcelo Marer, Chief Creative Director, Intel Media

What sells well in the U.S. many not be a benefit to anyone elsewhere. If you sell globally, it’s critical to design products for the new markets you plan to enter. Doing so requires research and an honest/thorough analysis of the information you have collected.

User Stories and User Personas

In the previous blog, the product teams hypothesized their customers and prospects need to collaborate – on demand, from anywhere – with their partners and other growers, in order to be more productive and to reduce risk. Continue reading “Innovation by Immersion [Series 3/5]”

Essence of the Main Thing

The main thing

is keeping the main thing

the main thing

A product launch begins when *everyone* involved can say what truly makes your product outstanding and awesome.

No, that’s not a typo.

I didn’t mean “product launch ends” – because if you begin developing product without clarity on this, no telling when you’ll launch.  Or what will launch.  Or who you should be launching to…


What’s a Product Marketer Doing with the Roadmap? (Series 2 of 4)

Part 2 of Agile Product Marketing Series:

  1. Product Marketing Becomes Agile
  2. What’s a Product Marketer Doing with a Roadmap?
  3. The Launch Queen Speaks
  4. It’s Not Small Change

A series designed to help Agile and B2B Marketing teams understand each other’s conversations and methods.  Previously, we discussed how marketing teams gain insight about current product features before release by being part of the “Agile dialog.” Marketers generate user benefits from these features and need time to do this well.

“Incremental Improvement” Impacts Marketing Process

Agile development produces new product features often and incrementally, which is important in a changing marketplace. Marketers don’t want Agile Teams to slow down, lose the rhythm, or delay incremental improvements but we urgently need to know where you’re heading.

Being included real-time in Agile planning and reviews is pretty critical for us. A great deal of what marketing does is communicating the product strategy to different audiences, both internal and external. We are always being asked, “When’s the new XYZ being launched?”  and “What’s in it?” We’ve have to see the bigger picture, the roadmap, or BIG #Fail.

Agile Teams Can Provide Real-Time GPS

Share the Product Backlog with the Marketing Team. Show us in which Sprints features will release; offer timelines, priorities and updates.  We will use this information for product messaging/positioning and to update our marketing plan. We also need to build our own “roadmap” for marketing. We could use your help in designing this. Continue reading “What’s a Product Marketer Doing with the Roadmap? (Series 2 of 4)”