In today’s world of fast-paced digital transformation, we often take innovation for granted. Not only do we expect Apple or Samsung or HTC to revolutionize the smartphone market with every single product release, but also to revolutionize other markets with completely new products. Continue reading “Continuous Innovation in Product Management”
Dmitri Lisitski, Influ2 A friend of mine told me the other day that he wouldn’t spam his clients with the white papers his marketing team creates. I was stunned by his words, because he unintentionally provided a very interesting perspective of the way we think about content marketing.
Dmitri Lisitski, Influ2 Spreading the word about your product is incredibly hard. Experienced PR people focus on creating a great story that is attractive to both journalists and the audience. But if you don’t sell an amusing toy to play with pets, like my friend does, and your product is more like a “vertical DSP platform with machine learning driven by proprietary DMP,” like we have, you notice very quickly that the journalists are yawning before you even finish answering the first question. This post is for the folks who struggle to get the attention of journalists for their nerdy high-tech B2B product.