Lawrence Chapman

Discover diverse use cases tailored to customer needs. Boost sales by showcasing your offering's versatility and value in real-world scenarios....

Wanna follow in their footsteps and make the transition from your current role to a product marketing position? In this article, we’ll be focusing on essential topics relating to transitioning into a product marketing job....

Particularly suited to small-medium sized businesses, 5c analysis has garnered fans from many corners of the business world thanks to its simplicity and ease. But what is 5c analysis, and which questions do you need to ask to gain more knowledge about your business?...

Are you keeping a beady eye on how rival companies are occupying their time? If not, then you oughta take a long, hard, look at yourself and begin giving competitive intelligence the credence it deserves....

From CABs, personas, to customer segmentation, there are a whole bunch of tricks you need to master to stand out in the increasingly competitive PMM crowd and fulfill your potential. We’ve done the research and compiled a list of the best product marketing courses to help you master the essentials....

Marina Hudek, Product Marketing Lead at Infobip, discovered Product Marketing Core: Teams via the Product Marketing Alliance website and social media channels. It wasn’t long before the Infobip team had joined the growing number of teams gaining a PMM certification....

Pricing is crucial to the success of any product. Here, we explain each strategy, how to calculate your selling price, and how to introduce discounts....

Storytelling is a process used by product marketers to essentially communicate a message to their audience, via the combination of fact and narrative....

Product messaging frameworks, AKA message maps, come in all shapes and sizes. When you’re selecting your framework, ask yourself, “who is the intended audience” as this’ll determine whether you need something plain or fancy, poetic or technical....

The decision-making process works in tandem with consumer behavior, but what is consumer behavior, and more importantly, why is it applicable to businesses, as well as the consumer?...

Content plays a prevalent role in the product marketing process. Not only does it answer key questions your target personas may have about your product, but it also helps you establish trust, build relationships, boost your conversion rates, and generate further leads for future campaigns....

After seeing one of our posts on LinkedIn, Rahim Kaba, VP of Product Marketing at OneSpan, discovered Product Marketing: Teams. Before long, he and his colleagues had become PMM certified....

A product launch is one of the most exhilarating parts of being a product marketer; seeing an idea develop from an initial concept to a fully-fledged product is exhilarating - but it’s not without its challenges....

Effective product positioning is crucial for differentiating your offering and influencing purchase decisions. It establishes your product's value and gives customers a reason to choose it over alternatives....

Repeat business is where you’ll make the real money. It doesn’t matter if you’re a B2B consultancy with a handful of major clients or a FMCG brand with millions- if you can’t get people coming back for more then you won’t be around for long....