Lawrence Chapman

As many product marketers will testify, bringing a product to market is no piece of cake. From conducting market research and forming your personas to completing competitor analysis, you need to follow a long process, before unleashing your creation on the world....

Sales people are crucial for Go-to-Market success. You can put hours upon hours into nailing your product’s positioning and messaging, but the reality is all that hard work can be undone in a matter of minutes if it’s not understood and acted on by your sales teams....

The importance of narrative design is becoming increasingly recognized, with Marcus Andrews, HubSpot's Product Marketing Group Lead, predicting narrative design could potentially replace product positioning....

Whether you’re working at a small startup or an accomplished organization, customers are the lifeblood of your business. Companies must measure the metrics surrounding customer churn, and solidify their all-important customer retention rates....

With sales and marketing teams continuing to use in-app messaging to engage with their customers, this prompts two questions: A) Why is it useful, and B) Why is it important?...

The customer onboarding process is the post-conversion phase whereby companies divert their attention to ensuring they help their customers get the most value from their product....

For developer marketers, making sure that their product is connecting with the right audience is crucial. Messaging and product positioning matter....

Product messaging frameworks, AKA message maps, come in all shapes and sizes. When you’re selecting your framework, ask yourself, “who is the intended audience” as this’ll determine whether you need something plain or fancy, poetic or technical....

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....

I want to talk about value propositions because I think most out there suck, they really do. I’ll share a case study from my own experience crafting a differentiated value proposition at my organization, taking you through how we approached it step by step....

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 retention and customer loyalty are both critical to the success of your products and company dynamic. Discover which methods you can use to retain more customers and why it's so important....

The decision-making process works in tandem with consumer behavior, but what is consumer behavior, and more importantly, why is it applicable to businesses, as well as the consumer?...

Keep your prospects close, and your existing customers closer. Advice that’ll resonate with any PMM worth their salt. 🧂 We’ve been told umpteen times that selling to an existing customer is a) easier and b) cheaper. After all, why start from scratch when you’ve already done the hard work?...