Identity/biometric marketing leaders have a lot on their hands, and the last thing they need is more work. Even if you outsource your product marketing, you must manage the resources.
Rather than do this yourself, why not let your competitors do it?
Imgflip.
If your competitors market your identity/biometric product…
One: You save money. Why spend hundreds or thousands of dollars on go-to-market or sales enablement materials? Let your competitors incur those costs.
Two: You save time. The best product marketing initiatives occur in a joint process between the marketing leader and the product marketing consultant. But this requires commitment on your part: in initial project definition, draft review, and final publication.
Three: You save trouble. If your product marketing content has an effective call to action, there is the danger that a prospect may act on it, creating more work for your sales organization.
You can save money, time, and trouble by your silence. Let your competitors bear the burden of defining your product to your prospects. They will be more than happy to do so.
In fact, you should strongly encourage your competitors to contact Bredemarket about their identity/biometric product marketing needs. Bredemarket will make your competitors spend money and stay busy during and after content creation.
How can you speak the truth about your greatness to your prospects?
Compelling CONTENT creation.
Winning PROPOSAL development.
Actionable ANALYSIS.
Speak the truth.
Differentiation equals conversion. When Bredemarket creates content for an identity, biometric, or technology client, my primary focus isn’t on copying what the competition is doing.
My primary focus? I ask why you do what you do. (And how you do it. And five other questions.)
Then I act.
Then your prospects pay attention.
As my converting Bredemarket clients can attest:
The complete go-to-market campaign, including both customer-facing and internal-facing content, that I created for one client. With additional go-to-market content for this and other clients.
The over $2 million of winning proposals I have written for multiple consulting clients since 2020.
The analyses, covering everything from market competitors to NIST FRTE results, that I have written for other clients.
What’s next?
I’m John E. Bredehoft, product marketing consultant at Bredemarket. And I’ve differentiated products in the identity, biometric, and technology sector for 30 years, generating over $50 million in conversions for my employers and consulting clients.
Take the first step to end your company’s silence. Let’s discuss your whys, and we can work out the hows in a free 30 minute consultation.
(Stop losing prospects! Use Bredemarket content for tech marketers)
I’m jumping ahead in the year-end post ridiculousness to cite Bredemarket’s two most notable accomplishments this year. Not to detract from my other accomplishments this year, but these two were biggies.
The second was my go-to-market effort for a Bredemarket client in September, which I discussed (without mentioning my participation) here. And there’s a video for that effort also.
Recent go-to-market.
I’ve accomplished many other things this year: client analyses, blog posts (both individually and in series), consultations, presentations, press releases, proposals, requirements documents, sales playbooks, and many more.
And I still have three more weeks to accomplish things.
Usually you create a checklist of what you need. Or better still, a go-to-market processs that defines the internal and external collateral you need for different tiers of releases. For example, a Tier 1 go-to-market effort may warrant a press release, but a Tier 3 effort may not.
In the best case scenario, the product marketer is able to coordinate the necesary content so that all external stakeholders (prospects, customers, others) and internal stakeholders (sales, customer success, others) have all the information they need, at the right time.
In the worst case scenario, some content is shared before other necessary parts of the content are ready.
Google Gemini.
For example, it’s conceivable that a company may host a public webinar about its product…even though the company website has absolutely no information about the product for prospects who want to know more. Yes, this can happen.
Google Gemini.
If you need help with go-to-market strategy, Bredemarket has done this before and can discuss your needs with you.
Product marketing strategy (not tactics), including why, how, what, and process.
Product marketing environment, including the market and competitive intelligence, the customer feedback loop, and the company culture.
Product marketing content, both internal and external, including positioning, personas, go-to-market, sales enablement, launches, pricing, packaging, and proposals.
Product marketing performance, including metrics, objectives, and key results.
Does your firm have all four puzzle pieces? Or are one or more of the pieces lacking?
Proven expertise from Printrak BIS, MorphoWay, and a recent launch for a Bredemarket client?
Recent Go-to-market.
If you are ready to move your firm’s product marketing forward with Bredemarket’s content-proposal-analysis services for technology firms, let’s discuss your needs and how Bredemarket can help you solve them. Book a free meeting at https://bredemarket.com/mark/.
Is fear of your competitors stealing your prospects keeping you up at night?
You’re a tech marketing leader, and you know the pressure is on. Every day you’re not getting your products in front of the right prospects, a competitor is.
I’m John E. Bredehoft of Bredemarket, the technology product marketing expert. For over 30 years, I’ve helped over 20 B2B and B2G companies and consulting clients turn that fear into results with powerful product marketing and over 22 types of external and internal content.
Let’s talk about how my expertise in identity, biometrics, AI, and other technologies can give you the advantage you need to win.
“I was asked to list the 10 essential elements of product marketing. Honestly, there probably isn’t a magic number…”
Never mind if there aren’t 10 essential elements. I told Bredebot to list 10, so it listed 10. Even though (as you will see) I think there are only four.
Product messaging and positioning
Buyer personas
Go-to-market strategy
Sales enablement
Product launches
Market and competitive intelligence
Customer feedback loop
Pricing and packaging
Content strategy
Performance metrics and analysis
Bredemarket’s four essential elements of product marketing
So what are the REAL essential elements?
I could ask 20 product marketers to boil this AI-generated 10-item list down to a select few, and I would get 21 different answers.
But I’ll take my shot anyway, warning you that my list may not contain the really cool product marketing buzzwords like “positioning” and “target audience.”
I’ve identified four essential elements:
Product marketing strategy.
Product marketing environment.
Product marketing content.
Product marketing performance.
Strategy
Strategy comes first, which not only refers to the two “strategy” elements in the list, but also to things I’ve talked about in the past, including why, how, what, and process.
Environment
Here’s where I put “Market and competitive intelligence” and “Customer feedback loop” from the list above. This also includes the internal environment in the company; if the CEO emphatically insists that a go-to-market effort should last three days, then a go-to-market effort will last three days, regardless of what anyone else says.
Content
I’ve previously discussed the non-difference between content marketers and product marketers, noting that product marketers have to product a lot of content about the product, both external and internal. Most of Bredebot’s 10 items fall into this category in one way or another: positioning, personas, go-to-market, sales enablement, launches, pricing, and packaging. You can also throw proposals into this list, and I just did.
Performance
The metrics stuff, including Objectives and Key Results (OKRs). Because if you don’t know how you did, you don’t know how you did. Sleep-inducing but essential.
“By the end of Q4 2025 I will establish and obtain approval for a multi-tiered go-to-market process identifying the go-to-market tiers, the customer-facing and internal deliverables for each tier, as well as the responsible, accountable, consulted, and informed organizations for each deliverable.”
Yes, I talk like that. Sometimes.
What is your list?
So I’ve concluded that the four essential elements of product marketing are strategy, environment, content, and performance.
Prove me wrong.
Is there validity is the traditional lists, such as HubSpot’s list? With the recognizable buzzwords such as “target audience”?
Researching and monitoring your target audience.
Ensuring your product meets the needs of your target audience.
Determining your product’s positioning in the market.
Creating, managing, and carrying out your product marketing strategy.
Enabling sales to attract the right customers for your new product.
Influencing marketing strategy and product development.
Keeping your product relevant over time.
You tell me what the proper list should be.
Imagen 4.
And regardless of your list, if you need a technology product marketing expert to assist with any aspect of your product marketing, contact me.
A long list…but it could have been longer. Here are the products I removed from the list.
Series 2000.
Omnitrak.
MorphoWAVE.
The SIGMA Series.
Driver’s license and mobile driver’s license services.
Enrollment services.
Adobe consulting services.
Why did I remove them? As I said on Saturday:
“But my past isn’t as important as your present challenges.”
Speaking of your present challenges, if Bredemarket can help you as a consultant, book a free meeting to discuss your needs at https://bredemarket.com/mark/
Are you a technology marketing leader, struggling to market your products to your prospects for maximum awareness, consideration, and conversion?
I’m John E. Bredehoft. For over 30 years, I’ve created strategy and tactics to market technical products for over 20 B2B/B2G companies and consulting clients.
In this post, I knew I wanted to talk about preparing content for a product marketing effort. One in which the content had to be ready when someone pulled the trigger.
But I suspected that Google Gemini wouldn’t permit generation of an appropriate “trigger” picture because of Google’s guardrails.
Trigger and others from Republic Pictures. Public Domain.
So I moved in a different direction.
Pulling the trigger
But what’s the trigger?
The trigger to move forward—with a product launch, an event, an unsolicited proposal, hatever.
But if you’re a product marketer, and it’s your product, why can’t you pull the trigger?
Storytelling time.
The date is the date, but what is the date?
Imagen 4.
I was brought into a particular project, where everyone was readying go-to-market content for an executive meeting on a particular date.
Both internal and external content.
Training, FAQs, presentations, videos, blog posts, press releases, email campaigns, landing pages, call scripts, the whole bit.
As it turned out, I authored a bunch of the content myself, and helped on most of the rest.
All of us working toward that executive meeting date.
Finally, the date arrived, and all the content was presented to the executive team, mostly ready to go.
The response?
“Not yet.”
Because at the executive level, the fate of one particular product is relatively minor, compared to the overall scope of the business.
Now what?
Imagen 4.
So was the effort wasted?
If the product were eventually launched, then obviously not. The content is already queued. It’s much easier to go back in the queue and update old content than it is to wait until you get the go-ahead and THEN create brand new content. (In three days.)
And if the product were never launched…it still may not be a wasted effort. The company will launch new products (unless the company is Rite Aid), and the (sorry for the next two words) lessons learned from the old product can apply to the new one.
Provided you have a repeatable system for going to market (part of your strategy and process documents, or perhaps something less formal if your founder despises process) that you can dust off in the future.
Bredemarket 