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Startup Marketing: Does the Competition Matter?

B2BNN Newsdesk
By B2BNN Newsdesk
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I have heard people make the argument that startups shouldn’t think about their competitors. I agree that many spend too much time worrying about how their feature set stacks up against another offering’s feature set. On the other hand, prospects are evaluating your solution against alternatives (which may not be products) and communicating how you are better than those alternatives is a key part of great startup marketing. Simply put – you should care about competitive alternatives if your prospects do.

Startups are not Big Companies

I very rarely see useful competitive analysis done by startup marketers, mainly because they are trying to do it like big companies do it. The big companies I’ve worked for have had departments dedicated to creating large detailed check mark matrices that showed how our feature set compared to competitive offerings. These matrices almost never included any feedback from customers. Needless to say, the products and their markets were very mature.

This approach completely falls apart within the context of a startup. Your competitors, from a customer point of view are almost never so easily defined. For startups, your offering is often competing with “do nothing”, “hire someone to do it”, use spreadsheets/documents/paper, or some other solution that might be completely unsuited to the task but is free/easy/what has always been used. Comparing features of one of these alternatives to your startup’s offering to makes absolutely no sense in this context.

A More Customer-Centric Approach

In the context of a startup the only competitive analysis that makes sense is the one that is happening in side the heads of your prospects. The more you understand about that, the more you can use that knowledge to improve your marketing.

Instead of the traditional competitive comparison matrix, a more useful competitive alternatives snapshot for a startup would look at what customers perceive to be the major benefits of the alternative, what risks they see that might stop them from choosing your solution and how you might address these issues in your messaging.

An Example

Here’s an example for CRMster, a fictional solution aimed at mid-sized consulting businesses to help them manage their customer information. The points here are just to give you some ideas about how this might look:

Competitive Alternative Benefit customers perceive Risk in selecting your offering Value of your offering Proof points
Do nothing – we don’t use a CRM tool and that’s fine by us Free
Zero effort required		 Budget spent on this will mean less money for other thingsConsultants will have to learn the tool and record data they don’t today More accurately predict future workloads so you can budget/staff accordingly and increase your profitability.Gives consultants access to more complete customer information making it easier to do their jobs. 3rdparty data: Research shows companies using CRM are X% more profitable.Customer data: CRMster customers have x% average increase in revenue/profitabilityEnd user quote “CRMster makes collaborating easy. I want to marry it! ”Customer case studies
Manage customer data in spreadsheets FreeEveryone knows how to use a spreadsheet Budget spent on this will mean less money for other thingsConsultants will have to learn the tool Eliminate the need to consolidate spreadsheets – a process that is time consuming and introduces errorsEasier, more effective team collaboration means projects are delivered on time, on budget. Customer quote: “Consolidating spreadheets was a pain and our data stank. CRMster lets us accurately forecast our business.”Customer quote: “CRMster got our teams working together better so we could deliver projects on budget”End user quote: “So fun to use I gave up playing Angry Birds at work!”Analyst opinion: “Folks using spreadsheets are big losers”
Use CRMFree, a free CRM tool Free Budget spent on this will mean less money for other things Expert customer supportProvides features for consulting companies that generic CRM tools don’t have. Analyst data: X% of CRM deployments fail because end-users don’t get good support.Customer quote: “Their support is so great we send them chocolates on valentine’s day”Press quote: “If you are a consulting company you are an idiot if you buy anything else”Customer logos, case studies
Use BigWig CRM, a CRM tool for mid-sized businesses of any type A safe bet: an established brand CRMster might go out of businessThe software might be unproven, buggy crap CRMster is way cheaper.Provides features for consulting companies that generic CRM tools don’t have. Pricing and guarantees.Screen shots, product demosTeam bios – emphasizing successes and background in this market.Investor profiles, investment announcementsCustomer logos, case studies

For this example, only the last couple of rows get into any discussion of product features and even there those aren’t the only considerations. The other thing to notice is that the feature discussion can happen as part of a higher-level theme (we’re better because we are cheaper, more targeted to this market, or a more elegant solution) rather than a checklist of niggley esoteric features like you would for mature products in a mature market. If you are going head to head with an established player in the market you’re doing it because you have something radically different.

The Output: Better Messaging

The next step is to look at the themes and develop key messages that highlight your differentiated value while addressing the potential big concerns. I’ve written about messaging here and here and I’ll talk more about how you would take the next step and construct messaging upcoming post.

 

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82 COMMENTS

  1. Love this post.
    I think people get confused between looking at competitors in some mis-guided attempt to figure out what to build in their products rather than talking to their customers to find out whether or not the products or features are even relevant.
    (also, just recently found your blog and am really enjoying it)

    • Hi Paul,
      Thanks for the comment.
      That’s exactly it. The only reason you care about competitive alternatives is when your customers are considering them over your product when they are buying. In very mature products, small features might make a difference, but they rarely do for startups. The bigger thing you have to worry about is overcoming the larger issues (I don’t have budget, I will have to change the way I do things, etc.) which is as much about marketing as it is product (in many cases moreso).
      April

  59. […] Tags: competition , featured , marketing plan , Messaging , startup marketing Category : Messaging , Startups The next step is to look at the themes and develop key messages that highlight your differentiated value while addressing the potential big concerns. I’ve written about messaging here and here and I’ll talk more about how you would take the next step and construct messaging upcoming post. The Output: Better Messaging For this example, only the last couple of rows get into any discussion of product features and even there those aren’t the only considerations. Startup Marketing: Does the Competition Matter? | Rocket Watcher: Product Marketing for Startups […]

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Software Marketing Tweetables - 9 January 2012 | Smart Software Marketing on Pitching to Bloggers (and Journalists) – Tips for Startups
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JoJo on Lousy Marketing Messages: 5 Causes and Solutions
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Franklin Moser on Lousy Marketing Messages: 5 Causes and Solutions
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Atlantic Creative on The Importance of Storytelling in Marketing
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Yusuf Demiroğlu on Customer Retention: 7 Ideas for Marketers
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QGM Now on Customer Retention: 7 Ideas for Marketers
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Glen Gilmore, Esq. on How B2B Product Marketing is Different from B2C
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Carol Kollm on A Startup Marketing Framework (Version 2)
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Geoffrey Anderson on “My Friends” is not a Market Segment
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Joost van Asch on 6 Pitch Lessons from the MIT Media Lab
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Marc Binkley on Selling vs. Buying: A Marketing Wake-up Call
Marc Binkley on Influencers Suck
Kimber Lockhart on Startups: 10 Reasons Customers Won’t Switch to Your Product
Antonio Matarranz on Startups: 10 Reasons Customers Won’t Switch to Your Product
Katelyn Friedson on Startups: 10 Reasons Customers Won’t Switch to Your Product
Eric Hannon on Startups: 10 Reasons Customers Won’t Switch to Your Product
Steve Evans on Startups: 10 Reasons Customers Won’t Switch to Your Product
Michael Dundas on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Michael Dundas on Startups: 10 Reasons Customers Won’t Switch to Your Product
sritchietoronto on Blackberry vs. iPhone on CBC’s The National
markj1069 on Startups: 10 Reasons Customers Won’t Switch to Your Product
smu ryerson on Startups: 10 Reasons Customers Won’t Switch to Your Product
kmckennasc ud on Twitter: Is Marketing Doing it Wrong?
BobTennant on Startups: 10 Reasons Customers Won’t Switch to Your Product
Women Social Media on Influencers Suck
arqueox on Startups: 10 Reasons Customers Won’t Switch to Your Product
Eric Santos on Startups: 10 Reasons Customers Won’t Switch to Your Product
jamesstanden on Startups: 10 Reasons Customers Won’t Switch to Your Product
Women Social Media on Twitter: Is Marketing Doing it Wrong?
poxaV on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Ashleigh Cartier on Startups: 10 Reasons Customers Won’t Switch to Your Product
Chris Hopf on Startups: 10 Reasons Customers Won’t Switch to Your Product
April Dunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Kevin Rochowski on Startups: 10 Reasons Customers Won’t Switch to Your Product
Mike Tobias on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
joelpereira on Startups: 10 Reasons Customers Won’t Switch to Your Product
strangeloops on Startups: 10 Reasons Customers Won’t Switch to Your Product
rodrigo m alves on Startups: 10 Reasons Customers Won’t Switch to Your Product
Mike Tobias on Startups: 10 Reasons Customers Won’t Switch to Your Product
Chris Boothe on Startups: 10 Reasons Customers Won’t Switch to Your Product
angela hlavka on Startups: 10 Reasons Customers Won’t Switch to Your Product
April Dunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
David Crow on Startups: 10 Reasons Customers Won’t Switch to Your Product
jeremycampbell on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
hntweets on Startups: 10 Reasons Customers Won’t Switch to Your Product
johnsontc on Startups: 10 Reasons Customers Won’t Switch to Your Product
Tim on Startups: 10 Reasons Customers Won’t Switch to Your Product
nspirenetwork on Startups: 10 Reasons Customers Won’t Switch to Your Product
Steve Johnson on Startups: 10 Reasons Customers Won’t Switch to Your Product
lauraklein on Startups: 10 Reasons Customers Won’t Switch to Your Product
kaarz on 3 Startup Branding Mistakes
jeromepineau on Startups: 10 Reasons Customers Won’t Switch to Your Product
brantcooper on Startups: 10 Reasons Customers Won’t Switch to Your Product
productmarketer on Startups: 10 Reasons Customers Won’t Switch to Your Product
Rich Mironov on Startups: 10 Reasons Customers Won’t Switch to Your Product
bdoctor on Startups: 10 Reasons Customers Won’t Switch to Your Product
aprildunford on Startups: 10 Reasons Customers Won’t Switch to Your Product
Kenneth Cheung on Startups: 10 Reasons Customers Won’t Switch to Your Product
theprodmgr on Startups: 10 Reasons Customers Won’t Switch to Your Product
Nick Van Weerdenburg on Startups: 10 Reasons Customers Won’t Switch to Your Product
tondinbanks on Startups: 10 Reasons Customers Won’t Switch to Your Product
pricingright on Startups: 10 Reasons Customers Won’t Switch to Your Product
theltexpress on Startups: 10 Reasons Customers Won’t Switch to Your Product
angela hlavka on Startups: 10 Reasons Customers Won’t Switch to Your Product
Linda Ockwell-Jenner on Startups: 10 Reasons Customers Won’t Switch to Your Product
Linda Ockwell-Jenner on Startups: 10 Reasons Customers Won’t Switch to Your Product
danieldirico on Startups: 10 Reasons Customers Won’t Switch to Your Product
Babeofbusiness on Startups: 10 Reasons Customers Won’t Switch to Your Product
reggstruyk on Startups: 10 Reasons Customers Won’t Switch to Your Product
startupnorth on Startups: 10 Reasons Customers Won’t Switch to Your Product
David Crow on Startups: 10 Reasons Customers Won’t Switch to Your Product
bolpet on 3 Startup Branding Mistakes
Sally Duda on Blackberry vs. iPhone on CBC’s The National
Foundora on How to Establish a Solid Marketing Foundation
sierrapropane on 3 Startup Branding Mistakes
Brian Redfield on 3 Startup Branding Mistakes
Joanna M. Robinson on 3 Startup Branding Mistakes
aprildunford on Vote for this SXSW Content Marketing Panel
aprildunford on Vote for this SXSW Content Marketing Panel
aprildunford on Vote for this SXSW Content Marketing Panel
Bob Leonard on Vote for this SXSW Content Marketing Panel
Janet Ronson on Vote for this SXSW Content Marketing Panel
Amanda Liger on Vote for this SXSW Content Marketing Panel
Jon W on Vote for this SXSW Content Marketing Panel
AZMG.CA on 3 Startup Branding Mistakes
jeff ogden on Vote for this SXSW Content Marketing Panel
Junta42 / CMI on Vote for this SXSW Content Marketing Panel
Naeem Lakhani on 3 Startup Branding Mistakes
Filip Visic on 3 Startup Branding Mistakes
schelazzi on 3 Startup Branding Mistakes
Rahul Chaudhary on 3 Startup Branding Mistakes
AnferneeC on Vote for this SXSW Content Marketing Panel
Joe Pulizzi on Vote for this SXSW Content Marketing Panel
thenewkid on Vote for this SXSW Content Marketing Panel
John Warren on 3 Startup Branding Mistakes
Brian Redfield on 3 Startup Branding Mistakes
aprildunford on Vote for this SXSW Content Marketing Panel
Alexa Samuels on Vote for this SXSW Content Marketing Panel
April Dunford on Vote for this SXSW Content Marketing Panel
Christoph Atteneder on 3 Startup Branding Mistakes
Aaron Ball on 3 Startup Branding Mistakes
eBot on 3 Startup Branding Mistakes
panah on 3 Startup Branding Mistakes
aysha ali on 3 Startup Branding Mistakes
fgirodolle on 3 Startup Branding Mistakes
Jürgen Messing on 3 Startup Branding Mistakes
Jen on 3 Startup Branding Mistakes
aprildunford on Blackberry vs. iPhone on CBC’s The National
Hacker News on 3 Startup Branding Mistakes
James Harland on 3 Startup Branding Mistakes
Mark Schiefelbein on 3 Startup Branding Mistakes
Catherine Azzarello on 3 Startup Branding Mistakes
Mike Martonfi on Blackberry vs. iPhone on CBC’s The National
Betaspring on 3 Startup Branding Mistakes
Matt Hendrick on How to Establish a Solid Marketing Foundation
Sachin Agarwal on 3 Startup Branding Mistakes
cindyalvarez on 3 Startup Branding Mistakes
Peachtree by Sage on 3 Startup Branding Mistakes
C Todd Lombardo on 3 Startup Branding Mistakes
Brent F. Barrett on 3 Startup Branding Mistakes
Michael A. Jackson on 3 Startup Branding Mistakes
Collin Li on 3 Startup Branding Mistakes
Jody Shyllberg on 3 Startup Branding Mistakes
Hiten Shah on 3 Startup Branding Mistakes
Samtec Inc. on Blackberry vs. iPhone on CBC’s The National
April Dunford on 3 Startup Branding Mistakes
Tim Johnson on 3 Startup Branding Mistakes
ChristineR on 3 Startup Branding Mistakes
i2i-management.com on 3 Startup Branding Mistakes
aprildunford on 3 Startup Branding Mistakes
Christopher on 3 Startup Branding Mistakes
aprildunford on 3 Startup Branding Mistakes
Sarah Rees on 3 Startup Branding Mistakes
Ryan Eriksson on 3 Startup Branding Mistakes
i2i-management.com on 3 Startup Branding Mistakes
Markus Pettersson on 3 Startup Branding Mistakes
April Dunford on 3 Startup Branding Mistakes
Ian Service on Blackberry vs. iPhone on CBC’s The National
Carol Kollm on Infographics: 5 Tips for Product Marketers
Tim Collins on Blackberry vs. iPhone on CBC’s The National
GuruCorey on Blackberry vs. iPhone on CBC’s The National
Laura Upcott on Blackberry vs. iPhone on CBC’s The National
John Davey on Blackberry vs. iPhone on CBC’s The National
Leila Boujnane (CEO) on Blackberry vs. iPhone on CBC’s The National
aprildunford on Blackberry vs. iPhone on CBC’s The National
aprildunford on Blackberry vs. iPhone on CBC’s The National
Tim Johnson on Blackberry vs. iPhone on CBC’s The National
Tim Johnson on Value not Features – 2 Stories from the Trenches
Connie Crosby on Blackberry vs. iPhone on CBC’s The National
Melissa Smich on Blackberry vs. iPhone on CBC’s The National
April Dunford on Blackberry vs. iPhone on CBC’s The National
aprildunford on Value not Features – 2 Stories from the Trenches
Geoffrey Anderson on Value not Features – 2 Stories from the Trenches
Al on Value not Features – 2 Stories from the Trenches
A Marketing Message Extremely Not About You | RelevanceSells.com on Is Your Marketing Content Worth Receiving?
Ted Vinzani (mobile) on Selling vs. Buying: A Marketing Wake-up Call
Ajax Dorr on Selling vs. Buying: A Marketing Wake-up Call
Michelle Liro on Value not Features – 2 Stories from the Trenches
Antonio Espinoza on Value not Features – 2 Stories from the Trenches
Mel Carlton on Selling vs. Buying: A Marketing Wake-up Call
Rob Tyrie on Value not Features – 2 Stories from the Trenches
calliemiller on Value not Features – 2 Stories from the Trenches
oderau on Startup Marketing 101
Ted Vinzani on Selling vs. Buying: A Marketing Wake-up Call
David F on Value not Features – 2 Stories from the Trenches
Bertrand Hazard on Value not Features – 2 Stories from the Trenches
Tim Johnson on Value not Features – 2 Stories from the Trenches
jenntsang on Value not Features – 2 Stories from the Trenches
Stephen Davidson on Value not Features – 2 Stories from the Trenches
Matt Shandera on Value not Features – 2 Stories from the Trenches
Doug Akers on Value not Features – 2 Stories from the Trenches
Marc J. Miller on Value not Features – 2 Stories from the Trenches
Chris Hopf on Value not Features – 2 Stories from the Trenches
Stephanie Tilton on Value not Features – 2 Stories from the Trenches
Tamara Schenk on Value not Features – 2 Stories from the Trenches
Pooja Khanna on Value not Features – 2 Stories from the Trenches
Jody Mooney on Value not Features – 2 Stories from the Trenches
aprildunford on Value not Features – 2 Stories from the Trenches
aprildunford on Value not Features – 2 Stories from the Trenches
Matt Gratt on Value not Features – 2 Stories from the Trenches
Jon on Value not Features – 2 Stories from the Trenches
April Dunford on Value not Features – 2 Stories from the Trenches
Robert Lendvai  on Value not Features – 2 Stories from the Trenches
April Dunford on Value not Features – 2 Stories from the Trenches
Tim Johnson on Value not Features – 2 Stories from the Trenches
links for 2010-08-04 • Bare Identity on Startup Messaging
Manoj Vanjari on Top 5 Customer Retention Marketing Tactics
Stephanie Tilton on How to Establish a Solid Marketing Foundation
Shailesh Gogate on How to Establish a Solid Marketing Foundation
Shailesh Gogate on Top 5 Customer Retention Marketing Tactics
April Dunford on How to Establish a Solid Marketing Foundation
Leigh Mitchell on How to Establish a Solid Marketing Foundation
Heather Burke on How to Establish a Solid Marketing Foundation
BizLaunch on How to Establish a Solid Marketing Foundation
Tim Johnson on How to Establish a Solid Marketing Foundation
Stephanie Tilton on How to Establish a Solid Marketing Foundation
April Dunford on How to Establish a Solid Marketing Foundation
April Dunford on How to Establish a Solid Marketing Foundation
Andrew on Vertical Marketing 101
Eric Hannon on A Zero Budget Customer Advisory Board
Heather Strout on The Importance of Storytelling in Marketing
Heather Strout on The Importance of Storytelling in Marketing
Kathryn Stern on The Importance of Storytelling in Marketing
Julie Hunt on 5 Reasons to Stop Exhibiting at Trade Shows
Colin Clark on 5 Reasons to Stop Exhibiting at Trade Shows
Angel Lee on Vertical Marketing 101
Dan Worrell on Can You Tell Me What You Do?
thomas bieser on Can You Tell Me What You Do?
Alex Hubner on Marketing, Lying and the iPhone 4
Elisabeth on Startup Marketing 101
aprildunford on A Zero Budget Customer Advisory Board
nancyshapira on How Do CMOs Define Product Marketing?
matthew on Seth Godin is Right, “Good” Products Suck
Noah Chandler on How Do CMOs Define Product Marketing?
Alfred Lo on Startup Launches RIP
Sean Murphy on A Zero Budget Customer Advisory Board
Giff Constable on Startup Messaging
Kirti Deshpande on Startup Messaging
Jim England!! on Startup Messaging
TheMarketingManager on Selling vs. Buying: A Marketing Wake-up Call
Rob Tyrie on Startup Messaging
Jeremy Butler on Startup Messaging
qkarmark on Startup Messaging
Hot On Startups on Startup Messaging
Jasmine Shields on Startup Messaging
Therese on Startup Messaging
Rich Mironov on Startup Messaging
bcadGroup on Startup Messaging
Hot On Startups on Startup Messaging
Michael Lewkowitz on Startup Messaging
Tedd Huff on Startup Messaging
Aerin Guy on Startup Messaging
David Crow on Startup Messaging
Brent F. Barrett on Startup Messaging
aprildunford on A Zero Budget Customer Advisory Board
Irina Menn on Startup Messaging
Ben Yoskovitz on Startup Messaging
Vino Jeyapalan on Startup Messaging
Cecilia Nuñez on Startup Messaging
Dan Martell on Startup Messaging
jidoctor on Startup Messaging
Bryan Watson on Startup Messaging
Terry Foster on Startup Messaging
olivier cabanes on Startup Messaging
StartupNorth on Startup Messaging
April Dunford on Startup Messaging
From Seeing that Customer Experience to Scaling Twitter « The Product Guy on Startup Messaging
Kiel Hume on Startup Messaging
aprildunford on Startup Messaging
Rick O'Connor on A Zero Budget Customer Advisory Board
Cyril Arnaud on Top 5 Customer Retention Marketing Tactics
Daniel DiRico on Startup Messaging
Holger Schulze on Startup Messaging
Wanda Eby on Startup Messaging
Tim Johnson on Startup Messaging
Julie Hunt on Startup Messaging
Alexandra Dao on Startup Messaging
Dawn Wentzell on Startup Messaging
Brydon on Startup Messaging
jpuopolo on Startup Messaging
Tim Johnson on Startup Messaging
April Dunford on Startup Messaging
Anuradha Sridharan on A Zero Budget Customer Advisory Board
Dimitrije Jovic on Content Marketing and “Trusted Advisors”
aprildunford on A Zero Budget Customer Advisory Board
Jan Pabellon on Vertical Marketing 101
Brendan on A Zero Budget Customer Advisory Board
Alexa Samuels on A Zero Budget Customer Advisory Board
Sam Higgins on A Zero Budget Customer Advisory Board
bootstrapaustin on A Zero Budget Customer Advisory Board
Rich Mironov on A Zero Budget Customer Advisory Board
Jason Stoddard on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Sam on A Zero Budget Customer Advisory Board
Linking U to travel on A Zero Budget Customer Advisory Board
Tondin Banks on A Zero Budget Customer Advisory Board
Peter Ng on A Zero Budget Customer Advisory Board
April Dunford on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Jennifer Truex on A Zero Budget Customer Advisory Board
Rob Tyrie on A Zero Budget Customer Advisory Board
Darryl Praill on Marketing, Lying and the iPhone 4
Andreas on A Zero Budget Customer Advisory Board
Dave Fleet on A Zero Budget Customer Advisory Board
Danny Brown on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Jorge Sandrini on A Zero Budget Customer Advisory Board
Tondin Banks on A Zero Budget Customer Advisory Board
Christine on A Zero Budget Customer Advisory Board
Giff Constable on A Zero Budget Customer Advisory Board
Dennis Shiao on A Zero Budget Customer Advisory Board
Mark Charles on Marketing, Lying and the iPhone 4
Tim Johnson on A Zero Budget Customer Advisory Board
Kenneth Cheung on A Zero Budget Customer Advisory Board
Alexander Blom on A Zero Budget Customer Advisory Board
April Dunford on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Tim Johnson on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Peter on A Zero Budget Customer Advisory Board
aprildunford on A Zero Budget Customer Advisory Board
Tim Johnson on A Zero Budget Customer Advisory Board
Pre-Launch Marketing for Stealthy Startups Internet Related Technologies Pre-Launch Marketing for Stealthy Startups on Pre-Launch Marketing for Stealthy Startups
aprildunford on Vertical Marketing 101
aprildunford on Twitter: Is Marketing Doing it Wrong?
Michael R.H.Stewart on Vertical Marketing 101
Michael Stewart on Vertical Marketing 101
Steve Robins on Vertical Marketing 101
i2i-management.com on 5 Reasons to Stop Exhibiting at Trade Shows
Steve Robins on Vertical Marketing 101
Ricky Yean on Twitter: Is Marketing Doing it Wrong?
Michael Dundas on Marketing, Lying and the iPhone 4
danimkelly on Vertical Marketing 101
Rick O'Connor on Marketing, Lying and the iPhone 4
Roger Beharry Lall on Marketing, Lying and the iPhone 4
Kenneth Cheung on Marketing, Lying and the iPhone 4
Julie Hunt on Marketing, Lying and the iPhone 4
Produktmanager Blog on Marketing, Lying and the iPhone 4
April Dunford on Marketing, Lying and the iPhone 4
Tim Johnson on Marketing, Lying and the iPhone 4
Jan Schwartz on Marketing, Lying and the iPhone 4
Therese on Marketing, Lying and the iPhone 4
trevornewell on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
Eric Portelance on Marketing, Lying and the iPhone 4
Stacy Shade on Marketing, Lying and the iPhone 4
Michael Mahoney on Marketing, Lying and the iPhone 4
April Dunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
aprildunford on Marketing, Lying and the iPhone 4
Andreas on Marketing, Lying and the iPhone 4
Tim Johnson on Marketing, Lying and the iPhone 4
Darryl Praill on Marketing, Lying and the iPhone 4
Eric Portelance on Marketing, Lying and the iPhone 4
Sam Leung on Marketing, Lying and the iPhone 4
Mike Weisbart on Marketing, Lying and the iPhone 4
Scott R Lewis on Marketing, Lying and the iPhone 4
Sales Enablement reading list – July 12, 2010 « Sales Enablement in a Sales 2.0 world on Vertical Marketing 101
aprildunford on Selling vs. Buying: A Marketing Wake-up Call
phil melnik on Selling vs. Buying: A Marketing Wake-up Call
Hana Abaza on Influencers Suck
thewebchef on Vertical Marketing 101
Dalia on Product Marketing & Social Media Skills: Talk is Cheap
Achim von Montigny on Vertical Marketing 101
ProductPastiche on How Do CMOs Define Product Marketing?
Marie Lefebvre on Vertical Marketing 101
Holger Schulze on Vertical Marketing 101
Dana DiTomaso on Vertical Marketing 101
Paul Krajewski on Vertical Marketing 101
Casey Hibbard on Vertical Marketing 101
Lincoln Murphy on Vertical Marketing 101
Robert Lesser on Vertical Marketing 101
Robert Lesser on Vertical Marketing 101
GarrettFrench on Vertical Marketing 101
Linda Ockwell-Jenner on Vertical Marketing 101
April Dunford on Vertical Marketing 101
Thomas Lassandro on Vertical Marketing 101
SVA-BizSphere AG on Vertical Marketing 101
bwat on Vertical Marketing 101
Lino Petelinkar on Vertical Marketing 101
Tamara Schenk on Vertical Marketing 101
Juliann Grant on Vertical Marketing 101
mbertulli on Vertical Marketing 101
David Crow on Vertical Marketing 101
Tim Johnson on Vertical Marketing 101
Mike Boudreaux on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Faisal Q on Vertical Marketing 101
Robert Lesser on Vertical Marketing 101
Alistair J Morton on Vertical Marketing 101
Digital Cement on Vertical Marketing 101
Stephanie Tilton on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Paul Bevan on Vertical Marketing 101
April Dunford on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Marketing Guy on Vertical Marketing 101
Tim Johnson on Vertical Marketing 101
aprildunford on Vertical Marketing 101
StartupNorth on Vertical Marketing 101
Tim Johnson on Vertical Marketing 101
ProductCamp Chicago on Vertical Marketing 101
aprildunford on Vertical Marketing 101
Alex Nimson on Vertical Marketing 101
April Dunford on Vertical Marketing 101
A New Marketing Framework | Rocket Watcher Product Marketing for Startups on The Importance of Storytelling in Marketing
A New Marketing Framework | Rocket Watcher Product Marketing for Startups on What’s Market Strategy and Why Should you Care?
Selling vs. Buying: A Marketing Wake-up Call | Rocket Watcher Product Marketing for Startups on 6 Steps to Better Content Marketing
Sweta Patel on Influencers Suck
Content Formula on Influencers Suck
camiloolea on Influencers Suck
frank goertzen on Your Startup Needs a Website (even if your product isn’t ready yet)
Karri Carlson on Influencers Suck
cindyalvarez on Your Startup Needs a Website (even if your product isn’t ready yet)
ubervu on Influencers Suck
Mike Damphousse on Influencers Suck
Joseph Burchett on Influencers Suck
Brand Narrative on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
Dukky on Influencers Suck
Kate the Great on Influencers Suck
Katherine M. Gordon on Influencers Suck
Megan Leap on Influencers Suck
Briana Malmstrom on Influencers Suck
ALBERTO MARQUEZ on Influencers Suck
Sharon Mostyn on Influencers Suck
CB Whittemore on Influencers Suck
Guillermo Idanez on Influencers Suck
Kat Gordon on Influencers Suck
Michael E. Rubin on Influencers Suck
Briana Malmstrom on Influencers Suck
Briana Malmstrom on Influencers Suck
Bill Conn on Influencers Suck
Ann Handley on Influencers Suck
JasonBall_GoodPeople on Your Startup Needs a Website (even if your product isn’t ready yet)
aprildunford on Influencers Suck
laura on Your Startup Needs a Website (even if your product isn’t ready yet)
laura moreno on Your Startup Needs a Website (even if your product isn’t ready yet)
Andrew Keats on Your Startup Needs a Website (even if your product isn’t ready yet)
squidge on Your Startup Needs a Website (even if your product isn’t ready yet)
Jamie Wallace on Influencers Suck
Justin Vincent on Your Startup Needs a Website (even if your product isn’t ready yet)
Jamie Lee Wallace on Influencers Suck
Tom Vanlerberghe on Influencers Suck
It’s all in the build-up on Influencers Suck
Marisa Corser on 7 Rules for Perfect Press Releases
Deva Sidhai on Influencers Suck
Chris Berger on 7 Rules for Perfect Press Releases
Breanna Hughes - It’s Not Just About Your Klout on Influencers Suck
Cheryl Hilpert on 7 Rules for Perfect Press Releases
Shanta R. Nathwani on Influencers Suck
Anne Deeter Gallaher on 7 Rules for Perfect Press Releases
FusionMktgPartners on 7 Rules for Perfect Press Releases
Christine Crandell on 7 Rules for Perfect Press Releases
Shane Lennon on Your Startup Needs a Website (even if your product isn’t ready yet)
Tech news (BOT) on Your Startup Needs a Website (even if your product isn’t ready yet)
Andrew Badera on Your Startup Needs a Website (even if your product isn’t ready yet)
John Bloebaum on Your Startup Needs a Website (even if your product isn’t ready yet)
Ram Vijapurapu on Your Startup Needs a Website (even if your product isn’t ready yet)
eBot on Your Startup Needs a Website (even if your product isn’t ready yet)
Hacker News on Your Startup Needs a Website (even if your product isn’t ready yet)
palakjain on Twitter: Is Marketing Doing it Wrong?
Betaspring on Your Startup Needs a Website (even if your product isn’t ready yet)
hkrnws on Your Startup Needs a Website (even if your product isn’t ready yet)
Brent Kobayashi on Influencers Suck
Angie Kramer on Influencers Suck
Jennifer Johnston on Influencers Suck
Jennifer Johnston on Influencers Suck
Jennifer Johnston on Influencers Suck
Anne-Sophie Robert on Influencers Suck
[Enikao] on Influencers Suck
Sales 2.0 Network on Influencers Suck
Ilya Bagrak on Influencers Suck
Aerin Guy on Product Marketing & Social Media Skills: Talk is Cheap
Philippe Ameline on Influencers Suck
Laura Klein on Influencers Suck
Serg Ivashkin on Influencers Suck
April Dunford on Influencers Suck
Johnny Jiang on Influencers Suck
Amanda Maksymiw on Influencers Suck
jeannie mcpherson on Influencers Suck
Chris Eh Young on Influencers Suck
Marcos Christensen on Influencers Suck
Fred on Influencers Suck
aprildunford on Influencers Suck
NICOLAS on Influencers Suck
Sandy Wakeling on Influencers Suck
Fred on Influencers Suck
Sean @ BE on Influencers Suck
Doreen Iannuzzi on Influencers Suck
jesusguevarauto on Influencers Suck
Laura Corvalán on Influencers Suck
Mariano Amartino on Influencers Suck
Ricardo Shuree on Influencers Suck
Rafael Pereira on Influencers Suck
SabrinaCote on Influencers Suck
Pedro Valente on Influencers Suck
Loic Le Meur on Influencers Suck
Barbara French on Influencers Suck
C Todd Lombardo on Influencers Suck
Ludvik + Partners on Influencers Suck
Craig Daitch on Influencers Suck
Aleksandra Stalmach on Influencers Suck
Mandy Kaur on Influencers Suck
Tim Johnson on Influencers Suck
aprildunford on Influencers Suck
Ajit Khubani on Influencers Suck
Randy Matheson on Influencers Suck
Tim Johnson on Influencers Suck
Joanne Haywood on How Do CMOs Define Product Marketing?
Nelson Pratt on Influencers Suck
William Myrhang on Influencers Suck
Derek Fine on Influencers Suck
Foundora on Influencers Suck
Sky McElroy on Influencers Suck
Penny Curtis on Influencers Suck
Lee Dale on Influencers Suck
mstory123 on Influencers Suck
J-J-Jason on Influencers Suck
Erin Bury on Influencers Suck
aprildunford on Influencers Suck
Brett Petersel on Influencers Suck
shariya on Influencers Suck
Rannie Turingan on Influencers Suck
Amrita Mathur on Influencers Suck
Produktmanager Blog on Influencers Suck
Chris on Influencers Suck
Hawley Dunbar on Influencers Suck
Tammy Nienaber on Influencers Suck
Hana Abaza on Influencers Suck
breanna hughes on Influencers Suck
James Howe on Influencers Suck
SoftCity on Influencers Suck
aprildunford on Influencers Suck
calliemiller on Influencers Suck
Jacki Yovanoff on Influencers Suck
Jas on Influencers Suck
Mark Kuznicki on Influencers Suck
Mr. Banning on Influencers Suck
Padmaja Nagarur on Influencers Suck
kerry morrison on Influencers Suck
Sandy Avvari on Influencers Suck
Rob Tyrie on Influencers Suck
cōjent. marketing on Influencers Suck
My Positive Change on Influencers Suck
Tim Johnson on Influencers Suck
Kevin Richard on Influencers Suck
Tim Johnson on Influencers Suck
The Social CMO on Influencers Suck
Marie Ainey on Influencers Suck
Joey Strawn on Influencers Suck
Adele McAlear on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
April Dunford on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
Danny Brown on Influencers Suck
Breanna Hughes on Influencers Suck
Benedict Lau on Influencers Suck
Saul Colt on Influencers Suck
Evelyn Chiu on Influencers Suck
Ryan Coleman on Influencers Suck
David Lifson on Influencers Suck
GJA communications on Influencers Suck
Shannon S on Influencers Suck
SarahPrevette on Influencers Suck
Sean Shapcott on Influencers Suck
Kerry on Influencers Suck
Dalia Asterbadi on Influencers Suck
Alex on Influencers Suck
Faisal on Influencers Suck
aprildunford on Influencers Suck
aprildunford on Influencers Suck
Chrissy Chrzan on Influencers Suck
Jesse Hirsh on Influencers Suck
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suzannebowen on Everything You Say Matters
Favorite Product Management Posts Jannuary 2010 | A Random Jog on Everything You Say Matters
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Paul Philp on Crafting Simple Value Statements
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Mark Belchetz on Everything You Say Matters
Michael Dundas on Everything You Say Matters
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Jonathan on Everything You Say Matters
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aprildunford on Crafting Simple Value Statements
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April Dunford on Buzzwords and Why We Can’t Stop Using Them
aprildunford on Beta as a Product Marketing Exercise
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aprildunford on Beta as a Product Marketing Exercise
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Dave on Is Facebook’s Zuckerberg Right? Sometimes Listening to Your Customers is “Stupid.”
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Janet Thaeler on A Skeptic’s Guide to Social Media Press Releases
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jon gatrell on Do You Act Like Your Slogan?
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Explore Media on The Importance of Storytelling in Marketing
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Carl on Android and Google and Branding
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April Dunford on Android and Google and Branding
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April Dunford on I’m the #1 PM Blogger!
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Manager Guru on Trafcom News Podcast: Product Management and Social Media
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Sigrid Hauer on The Importance of Storytelling in Marketing
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April Dunford on Marketing Lessons from Foursquare
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April Dunford on Can B2B Products be “Social Objects”?
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April Dunford on Can B2B Products be “Social Objects”?
Ujwal Arkalgud on Can B2B Products be “Social Objects”?
Paul Philp on Can B2B Products be “Social Objects”?
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April Dunford on Can B2B Products be “Social Objects”?
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April Dunford on Microsoft and the Market for “Everything”
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Paul Philp on Microsoft and the Market for “Everything”
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April Dunford on Microsoft and the Market for “Everything”
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Shanta R. Nathwani on Follow. Forget. Fail. Why 3 Word Taglines Suck
April Dunford on Follow. Forget. Fail. Why 3 Word Taglines Suck
April Dunford on Follow. Forget. Fail. Why 3 Word Taglines Suck
Rob Tyrie (www.nexj.com) on Follow. Forget. Fail. Why 3 Word Taglines Suck
John Stewart on Follow. Forget. Fail. Why 3 Word Taglines Suck
Keke Yuan on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on Follow. Forget. Fail. Why 3 Word Taglines Suck
Jen Barron on Follow. Forget. Fail. Why 3 Word Taglines Suck
David Spinks on Follow. Forget. Fail. Why 3 Word Taglines Suck
Scribnia Spinks on Follow. Forget. Fail. Why 3 Word Taglines Suck
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PR - Product Mgmt. on Upcoming: MeshMarketing and ProductCamp
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April Dunford on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on I’ll Take a Bold: The Starbucks Via Launch
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April Dunford on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on I’ll Take a Bold: The Starbucks Via Launch
Alan on I’ll Take a Bold: The Starbucks Via Launch
bob corrigan on I’ll Take a Bold: The Starbucks Via Launch
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April Dunford on Cloud Computing and Marketing Hype
April Dunford on I’ll Take a Bold: The Starbucks Via Launch
Alistair Morton on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on I’ll Take a Bold: The Starbucks Via Launch
Peter Hanschke on I’ll Take a Bold: The Starbucks Via Launch
Amrita on I’ll Take a Bold: The Starbucks Via Launch
April Dunford on Upcoming: MeshMarketing and ProductCamp
Christine @davoscorp on Upcoming: MeshMarketing and ProductCamp
Donna Papacosta on Upcoming: MeshMarketing and ProductCamp
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April Dunford on Upcoming: MeshMarketing and ProductCamp
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April Dunford on Enterprise Software Pilots in a Social Age
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PR - Product Mgmt. on Spam is not Marketing
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April Dunford on Rocket Watcher a Top Product Management Blog
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Paul on Enterprise Software Pilots in a Social Age
Paul on Enterprise Software Pilots in a Social Age
Thomas Fuchs-Martin on Rocket Watcher a Top Product Management Blog
Vincent Sortino on Enterprise Software Pilots in a Social Age
April Dunford on Enterprise Software Pilots in a Social Age
Larissa Gaston on Enterprise Software Pilots in a Social Age
April Dunford on Enterprise Software Pilots in a Social Age
Peter Hanschke on Enterprise Software Pilots in a Social Age
April Dunford on Enterprise Software Pilots in a Social Age
Justin on Enterprise Software Pilots in a Social Age
Paolo Bolpet on Spam is not Marketing
Kevin Richard on Spam is not Marketing
Kevin Richard on Spam is not Marketing
Tim Johnson on The Elevator Rant: A Prelude to a Value Proposition
April Dunford on Spam is not Marketing
Geo Perdis on Spam is not Marketing
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Mark Harai on Spam is not Marketing
Steve Matthews on Spam is not Marketing
April Dunford on Spam is not Marketing
April Dunford on Spam is not Marketing
Steve Matthews on Spam is not Marketing
Bilal Jaffery on Spam is not Marketing
Steve Matthews on Spam is not Marketing
Kevin on Spam is not Marketing
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
Jason Miceli on The Elevator Rant: A Prelude to a Value Proposition
m_olschewski on Value Propositions 101
April Dunford on Rocket Watcher a Top Product Management Blog
April Dunford on Rocket Watcher a Top Product Management Blog
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
Jennifer Doctor on The Elevator Rant: A Prelude to a Value Proposition
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
April Dunford on The Elevator Rant: A Prelude to a Value Proposition
londonink@yahoo.com on The Elevator Rant: A Prelude to a Value Proposition
Saeed Khan on The Elevator Rant: A Prelude to a Value Proposition
Kent Huffman on Market Sizing for Startups – Get Real!
Scott Gilbert on Rocket Watcher a Top Product Management Blog
Thomas Fuchs-Martin on Rocket Watcher a Top Product Management Blog
Scott Gilbert on Rocket Watcher a Top Product Management Blog
Thomas Fuchs-Martin on Rocket Watcher a Top Product Management Blog
Christine @davoscorp on Rocket Watcher a Top Product Management Blog
Scott Sehlhorst on Rocket Watcher a Top Product Management Blog
Kurt on Rocket Watcher a Top Product Management Blog
April Dunford on Rocket Watcher a Top Product Management Blog
Sandeep on Rocket Watcher a Top Product Management Blog
meshwrite.blogspot.com on Rocket Watcher a Top Product Management Blog
April Dunford on Rocket Watcher a Top Product Management Blog
Graham Joyce on Rocket Watcher a Top Product Management Blog
Adam Bullied on Market Sizing for Startups – Get Real!
Adam Bullied on Market Sizing for Startups – Get Real!
Sana N Choudary on Market Sizing for Startups – Get Real!
Ed Loessi on Market Sizing for Startups – Get Real!
April Dunford on Market Sizing for Startups – Get Real!
April Dunford on Market Sizing for Startups – Get Real!
Prasanna on Market Sizing for Startups – Get Real!
josh duncan on Market Sizing for Startups – Get Real!
Lincoln Murphy on Market Sizing for Startups – Get Real!
Mara Krieps on Finding First Customers
Andreas Rudolph on Please take my Free for Free (really)
Bilal Jaffery on Please take my Free for Free (really)
Daniel Patricio on Please take my Free for Free (really)
April Dunford on Please take my Free for Free (really)
April Dunford on Please take my Free for Free (really)
nate on Please take my Free for Free (really)
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Clear2Go on Please take my Free for Free (really)
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nate on Please take my Free for Free (really)
April Dunford on Please take my Free for Free (really)
Len on Please take my Free for Free (really)
Morten Emery on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
Andrew Cox on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
josh duncan on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
David Crow on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
Kurt on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.
April Dunford on Guy Kawasaki, Alltop and Why Twitter Makes me Cooler than You
April Dunford on Finding First Customers
David Spinks on Finding First Customers
Al on Google Chrome OS: Dissecting A Great Marketing Announcement
Beth Mann on Google Chrome OS: Dissecting A Great Marketing Announcement
April Dunford on Google Chrome OS: Dissecting A Great Marketing Announcement
April Dunford on Google Chrome OS: Dissecting A Great Marketing Announcement
Christine @davoscorp on Google Chrome OS: Dissecting A Great Marketing Announcement
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Dave Daniels on Google Chrome OS: Dissecting A Great Marketing Announcement
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April on The World Doesn’t Need Another Marketing Blog
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