David Daniels on Product Marketing
My friend David Daniels is one of the top minds in product marketing. He and I have had many a long talk on process and roles and the lines between product management and product marketing.
Rather than passively hoping a buyer takes an action toward buying your product, wouldn’t it be better to design the "action" into your marketing programs? Once you have a buyer’s attention, the next step is to get them to take action. An action is something you want a buyer to take that gets them closer to a decision to acquire your product. It may be one step. It may be multiple steps. Either way, it can be designed in and measured.