Original reel at https://www.instagram.com/reel/DT5_BSSEmcn/
Marketing inertia freezes prospects.
Warm your prospects with Bredemarket’s product marketing services.
Thaw your pipeline:
Tag Archives: marketing
Frozen
Marketing inertia freezes prospects.
Warm your prospects with Bredemarket’s product marketing services.
Thaw your pipeline:
Why Ask Why?
I’ve repeatedly said that your product marketing, or anything you do, benefits when you take the time to explain WHY you’re doing it in the first place.
But sometimes an explanation is unnecessary.
Mary the Marketing Leader
Back in 2022 I worked on various prospect personas, described in Word documents. Although I feel that personas are overrated, they do serve a purpose.
In those days, to use the persona you would have to read the Word document and evaluate your content against what you just read.
It’s different today with generative AI.
I spent Tuesday evening writing a persona specification for “Mary the Marketing Leader,” the persona for Bredemarket’s chief prospect. This is something I would enter into Google Gemini as a prompt. “Mary” would then ask me questions, and I would ask her questions in turn.
As of December 23 (yeah, this is a scheduled post), the persona specification has 30 bullets arranged into four sections: role, context, tone and constraints.
And no, I’m not going to share it with you.
One reason is that I don’t want to share my insights with my product marketing expert competitors. This is pretty much a Bredemarket trade secret.
The other reason is that some of my bullets are brutally honest about Mary, and even though she’s fake, she still might take offense about the things I say about her. One example:
“When working with product marketing and other consultants, Mary sometimes takes a week to provide feedback on content drafts because higher priority tasks and emergencies must be handled first.”
Such comments are all through the specification, so you’re not gonna see it.
But maybe you’ll see the benefits of this specification and use the persona, tweak it, and use it again.
For example, I’ve already learned that my 30 years of identity experience can resonate with MY prospects, as can my statement “I ask, then I act.”
Now I just have to recast Bredebot as a persona specification. That will help me immensely.
Mary Goes to Space
Someone has to.
Mary Goes to the Circus
Assuming a marketing department ISN’T a circus.
More Monday.
There’s Something About Mary
You’ll meet “Mary the Marketing Leader” on Monday.
Even though she’s not real.
But she is a friend.
Omnigarde Peter Lo Biography: I Need to Steal This Idea
As we approach 2026, advanced biometric firm Omnigarde has released new marketing materials. One of these is a video biography of Omnigarde’s principal, Dr. Peter Lo.
Of all the videos I’ve created, I’ve never created a “Who I Am” video. Not that I have the industry recognition that Dr. Lo has…
There Are Emotions, and There Are EMOTIONS
Luna Marketing Services made an (LinkedIn word warning) insightful point in a recent Instagram post.
“According to a study by Jonah Berger and Katherine L. Milkman, certain pieces of online content that evoke high-arousal positive (awe) or negative (anger or anxiety) emotions are more viral.”
That part wasn’t a surprise to me. I’ve talked about it before. And here’s part of what Berger and Milkman said in 2012:
“This article takes a psychological approach to understanding diffusion. Using a unique data set of all the New York Times articles published over a three-month period, the authors examine how emotion shapes virality.”
But this was the insightful part. From Luna:
“The study also found that content evoking emotions such as happiness and sadness is less likely to be shared or go viral.”
From the original authors:
“Experimental results further demonstrate the causal impact of specific emotion on transmission and illustrate that it is driven by the level of activation induced.”
As I mentioned in a comment to Celia, I hadn’t thought of the distinction between high arousal and low arousal.
No, not that.
I’m thinking about emotions akin to complete bliss.
We need to let our readers experience them.
Why You Need a Go-to-Market Process
Technology product marketers know that you don’t just throw together a go-to-market plan in three days. You need to plan all the external content—and all the internal content—that you use for your go-to-market effort.
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.
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.
If you need help with go-to-market strategy, Bredemarket has done this before and can discuss your needs with you.
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