As markets continue to crowd, product marketers need a better framework that optimizes customer value. This new framework to decide on announcement priority levels emphasizes what will have the highest impact on driving customer AND business value rather than focusing on if the product release is innovative and will drive net new users.

Jobs to Be Done (JTBD) is a product innovation framework that I come back to over and over. I’ve led JTBD workshops probably 100 times by now, and I know it’s impactful because I hear people start to use the terminology in their work.

Oftentimes organizations rally around positioning, then pass off messaging (or what they might just see as ‘copywriting’) to whichever marketer is in the closest vicinity. There isn’t enough emphasis on how you actually act on positioning, with messaging being an essential lever.

At Olivine, we’ve refined our framework over time by crafting effective positioning and messaging for dozens of companies. In this blog post, we’ll take a closer look at real examples of how we evolved positioning and messaging for our clients.

When thinking about product marketing, social media usually isn’t top of mind. But social media can be leveraged for product marketing. Dive in to see how.

You’ve developed a great product and now it’s time to create a marketing campaign for it. You just need to know one thing before you can get started—WTF is a marketing campaign?! A basic political campaign structure can be a useful model for learning how to put together a winning product marketing campaign.

Storytelling is an important part of product marketing, but is often left only for the time of launch. There are overlooked opportunities to use storytelling during the entire product life cycle that can make those launches more successful. Here we discuss how good storytelling can be effective in bringing together stakeholders and getting cross department buy-in.

Success is having the right product, at the right price, in the right place, and at the right time. These four key elements are referred to as “The Four Ps of Marketing” and interact significantly with each other. Use them to help define a holistic marketing strategy.

Product marketers and product managers generally work together on product launches but at what point in the development process should product marketers get involved?

Olivine co-founder Raechel Lambert was a guest speaker at Wynter Games 11: Competing and winning (in saturated markets). Launching MVPs is dead. Enter the Minimum Marketable Product — laser-focused positioning and story-first product development.

Learn how early-stage startups can craft a compelling product positioning strategy to stand out in their consumers’ minds.

What exactly is product marketing – and does your startup need to hire someone to do it? How is it any different from growth marketing – and which one is right for your company?

Our co-founder, Raechel Lambert, was a guest on Product Marketing Life Podcast, hosted by Mark Assini where they discuss how product marketing changes across company stages and industries, as well as what it's like running a product marketing-focused agency, and how that differs from running product marketing in-house.

Why does your product exist? How is it unique? What value does it provide? Great positioning and messaging answer these questions and ultimately guide how you tell the story only you can tell. Let’s talk about how to execute positioning, messaging, and copywriting effectively.

Product marketing consultants can bring an unbiased opinion to the table, introduce fresh frameworks, help you execute faster, and establish your first product marketing function.

This post breaks down the difference between positioning, messaging, and copywriting and shows you how to create winning positioning and messaging that propels growth.

Product marketing is cross-functional and requires a thoughtful approach. We’ve created a plan for your first 30, 60, and 90 days as a new Product Marketing Manager so you can kick things off successfully.

Personas are representations of your real users (and buyers), and they help you understand their experiences, feelings, behaviors, pain points, and goals. When they’re built out successfully, you’ll start to see benefits across your entire business.

Copywriting is an equal mix of marketing, psychology, and clear communication. Here are my top 5 best practices for writing clear and compelling copy for product messaging, blog posts, webpages, and ads.

Leaders from our product marketing team partnered with Zeit, a career pivot platform, to discuss the different styles of product marketing management and how the role changes depending on the company stage.