Product marketing and general marketing are not the same discipline wearing different hats. Companies that separate them do so because the work is genuinely different: product marketing sits at the intersection of product, sales, and the market, while general marketing handles reach, awareness, and demand generation. Conflating the two creates a function that does neither…
A brand promise is the specific commitment a company makes to its customers about what they can expect from every interaction with the brand. It is not a tagline, not a mission statement, and not a set of aspirational values pinned to an office wall. It is a commercially grounded declaration of intent that, when…
A channel partner sales strategy is a structured approach to selling through third-party organisations, resellers, distributors, or technology partners rather than, or in addition to, a direct sales team. Done well, it extends your commercial reach without proportionally increasing your headcount. Done poorly, it creates a layer of underperforming relationships that consume management time and…
Product led marketing is a go-to-market approach where the product itself drives acquisition, retention, and expansion, rather than relying on traditional sales and advertising to pull people in. Instead of marketing the product and then delivering it, the product becomes the marketing. Users experience value before they commit, and that experience does the persuasion work….
A customer reference program is a structured approach to mobilising your existing customers as proof points in the sales process, using case studies, testimonials, peer calls, and reference accounts to reduce buyer uncertainty and accelerate decisions. Done well, it is one of the highest-return activities in your go-to-market toolkit. Done poorly, it is a spreadsheet…
B2B SaaS pricing is one of the most consequential decisions a software company makes, and one of the least rigorously treated. Get it right and you accelerate revenue, reduce churn, and attract the customers most likely to expand. Get it wrong and you spend years fighting a commercial model that works against you, regardless of…
The most valuable data fields for prospect segmentation are the ones that predict buying behaviour, not just describe company characteristics. Firmographics get you in the right postcode. Intent signals, technographic fit, and engagement depth get you in the right room. Most teams build segments from the data that is easiest to collect, not the data…
A Customer Health Index is a composite scoring system that combines behavioural, transactional, and engagement signals to predict whether a customer is likely to expand, stay flat, or churn. Rather than waiting for a cancellation or a dropped renewal, it gives revenue and marketing teams a forward-looking view of account risk and opportunity. Most companies…
A three tier pricing strategy presents buyers with three distinct options, typically labelled Basic, Standard, and Premium, each offering progressively more value at a higher price point. The structure is designed to serve different buyer segments simultaneously while anchoring perception around the middle option, which is almost always the one you most want to sell….
PLG pricing is the practice of structuring your product’s price tiers, free access, and upgrade triggers around how users actually experience value, rather than around what your sales team needs to close a deal. Done well, it turns the product itself into the primary acquisition and conversion engine. Done poorly, it creates a free tier…
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