Published: 26 March 2024
Product marketers apply their own personal biases to messaging, content and enablement activities, which can lead to misalignment and underperformance with target audiences. This research provides strategies to mitigate against three common forms of bias impacting product marketing effectiveness.
Buyers value clear messages aligned with their business challenges that guide them through the buying journey. Often, product marketers responsible for crafting these messages don’t provide objective insights that buyers value because of preexisting bias.
Product marketers generally lack awareness of bias and don’t seek contrary viewpoints and data that would improve the relevance of marketing strategies.
Understand and challenge the three key biases most likely to hinder go-to-market success by confronting ingrained beliefs and unpacking their cause, effect and impact.
Improve the relevance of messaging, content and enablement activities by implementing strategies to mitigate bias that support objective methods
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Analysts:
Mark Stanyer, Susan Graeme
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