AI for marketers, cheese category design, how to write a business case.
Chris Higgins
Helping B2B SaaS founders plan and execute GTM | Fractional CMO | Australian in India :-)
Hey - just in time for the weekend. Here are some reads and watches to keep your gears spinning and get you excited for Monday! Or not. Up to you really....
Bullet Proof Business Case Writing with Nate Nasralla
The ability to prepare a business case is a key sales skill, but also essential for marketers. The business case shows you how the sales team will be presenting the value to a prospect, and helps you to see the alignment/misalignment with the marketing and enablement materials they have at hand. Nate Nasralla steps though how to build a powerful business case for your product - check out the video here, and a template document here.
+3000 new AI martech products!!!!
AI marches forward into marketing on two fronts. Firstly the Googles and Microsofts are working to embed AI into everything, either as assistants or tools to analyse data across multiple products. Secondly, there is a wave of new AI-powered martech tools. Scott Brinker's martech landscape shows +3000 new products added in the last 12 months, a 27% growth in one year, which is crazy.
If you haven't seen the 2024 martech landscape yet, you can get it here.
There is also a great podcast our from Aarthi and Sriram with Naveen Rao, VP of Generative AI at Databricks to talk about the state of artificial intelligence. It's definitely worth a watch - check it here.
Cheesy marketing and marketing sophistication
I think it's really important for B2B marketers to look outside of our bubble and take inspiration from other types of marketing. Category Pirates have a great walkthrough here of category design and strategy in CPG as it relates to marketing sophistication. They use the example of Kraft’s Cheese & Dairy unit here.
There are four different levels of marketing sophistication:
- Level 1: Marketing As A Cost Center
- Level 2: Marketing For Category Brand Building And Pricing Power
领英推荐
- Level 3: Marketing For Product And Business Model Innovation
- Level 4: Marketing That Drives Market Capitalization
New PMM Book
Long-time product marketer Sahil Sethi (Klaviyo, Qualtrics, Microsft) has a new book out: Product Marketing Level Up: Elevate your product marketing craft and career. Looks like a good read. take a look at Amazon India or Amazon US.
That's it for this week. Have a great weekend and may the GTM force be with you.
Chris
PS Bad marketing math :-( Don't be like this
Founder, Design Expert, Design Consultant, Helping startup’s in branding stratagy
6 个月Absolutely! The pace of innovation in AI martech is astounding, and it can be overwhelming to navigate. It's all about finding the right tools that align with your specific marketing objectives and strategy. Understanding how top CPG marketers think about category design can provide a fresh perspective and inspire new ideas for your own brand. And having a solid business case template can streamline the process of presenting your ideas to prospects. Exciting times ahead for marketers!