Lawrence Chapman

Customer and market feedback is an essential part of product marketing. Understand what it is, its importance, plus how to collect data and plan future strategies....

Assumptions and biases can bite you. Sensible strategizing involves identifying the assumptions you're making, and pressure testing them before taking on risk....

By understanding the unmet needs -- the unaddressed frustrations and desires of your customers, companies can gain an advantage that helps them out-innovate their rivals....

Customer research aims to learn more about the needs and behaviors of customers and to use that information to create products, features, and messaging that resonate with them. In other words, customer research helps you sell your products by tailoring your approach to the needs of your customers....

In this comprehensive guide, we'll explore what it entails and why market research is an indispensable tool for any competitive intelligence expert....

Many companies include battlecards among these resources and provide these assets to their sales reps to turn their buyer personas into fully-fledged customers....

Giving customers what they want and need is an essential part of product marketing. Check out our insights on how to identify and act upon customer needs....

A value proposition communicates how your product or service will benefit your customer. You need to outline why your product is essential for your target segment, how it will solve their pain points, and why your product is more desirable than others on the market....

Customer feedback and win-loss interviews are among the most effective ways to gain a firm understanding of how your product has been received, and how you can make changes, where needed....

Competitive intelligence is time and labor-intensive, not to mention costly, so it’s important to share information and make the most of your findings....

When we surveyed product marketers for the Competitive Intelligence Trends 2020 report, we unearthed a plethora of 30 competitive intelligence tips to consider when conducting the process....

In the 2021 Competitive Intelligence Trends Report, we explored who is responsible for the CI function to decipher which department owns the process and understand who is responsible in most cases. But how is the process being executed?...

Competitive intelligence is ideal for keeping market rivals at an arm’s length; dedicating time, effort, and resources to making sure it’s done right is crucial. Are organizations taking competitive intelligence seriously enough? and are they putting their hands into their pockets to finance it?...

Our State of Product Marketing Leadership Report 2022 addressed the role of leaders in competitive intelligence. Here, we focus on the influence they're having on the process....

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 giving competitive intelligence the credence it deserves....