Total Product Marketing

Name: Total Product Marketing
Address: 1090 Homer Street Suite 300, Vancouver, BC, V6B2W9, CA
Telephone: +18556468662
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Total Product Marketing

Marketing & Design for Hosting, Cloud and Technology Companies You are a founder-led start up with absolutely no marketing personnel. Desktop-as-a-Service?

You’ve enjoyed early growth but it’s time to get serious and differentiate – AWS isn’t going away anytime soon. You are an established player in your industry going through a transition or are in need of veteran presence to provide some high-quality volume to your marketing and lead generation efforts. All good reasons for needing Total Product Marketing services. We live, eat and breathe the Clou

d, the Hosting sector and technology. We spend time learning about PCI and HIPAA. We understand application optimization. Yes, we believe it’s coming on strong. Whatever your situation, there will be times when you have an urgent need for a “burst” of senior-level product marketing hands-on-help. We’re ready for you.

09/02/2026

A bigger email list can quietly make your marketing worse. 📉

The numbers still make email hard to ignore: marketers report strong engagement, and average returns can reach $36 for every $1 spent. The catch is that results depend far more on list quality than raw subscriber count.

A healthier approach:

• Grow your list through useful website offers, chatbots, share-worthy emails, partnerships, lead magnets, events, and direct conversations.
• Give people a clear reason to subscribe, such as a trial, discount, research report, or practical resource.
• Never buy a list. Poor-fit contacts hurt deliverability, invite spam complaints, create compliance risk, and weaken brand trust.
• Clean inactive and bouncing addresses regularly.
• Segment by needs, behavior, authority, and buyer-journey stage so each message feels relevant.

Our full article digs into additional list-building tactics, legal considerations, and smart ways to extend a quality email audience into paid campaigns.

https://totalproductmarketing.com/blog/effective-email-marketing-list-strategies/

Learn how to build, manage, and optimize your email marketing list for better lead generation. Discover proven strategies and tactics.

08/31/2026

🤖 Your AI tools can all be successful and a dysfunctional at the same time.

That is becoming a bigger challenge as companies add AI across personalization, content, analytics, customer data, service, and other parts of the marketing stack.

A personalization platform might improve engagement. An AI content tool might increase output. A CDP might give teams access to more customer data.

Individually, each investment can show positive results.

But customers do not experience those tools individually. They experience the combined output of everything happening behind the scenes.

That is where problems start to emerge.

One system may recommend something while another sends conflicting messaging. Content production can scale faster than brand or legal teams can govern it. Customer data may move between platforms in ways that make accountability increasingly difficult to follow.

And once third-party models, vendors, and orchestration platforms are added to the mix, even answering a simple question like “Who owns this decision?” can become complicated.

This is why enterprise AI eventually becomes more than a technology problem. It becomes an operating model problem.

The question for CMOs is shifting from:

“Which AI tool should we add next?”

to:

“Do we understand how all of these systems work together, who is accountable for their decisions, and what the customer ultimately experiences?”

Adding more intelligence is relatively easy.

Making sure all that intelligence works together coherently is the harder part. 🧩

https://www.cmswire.com/digital-marketing/dear-cmos-your-problem-isnt-your-ai-its-your-operating-model/

Without operational visibility across interconnected systems, governance gaps are inevitable — and regulators are paying attention.

08/28/2026

🎥 AI is making video dramatically easier to produce.
But producing more video is not necessarily the same as creating better customer experiences.

A lot of the conversation around AI video focuses on efficiency: lower production costs, faster turnaround times, and the ability to create content without a full production team.

Those benefits are real, but there is a limit to how valuable they become if the result is simply more generic video competing for attention.

The bigger opportunity is personalization.

Instead of creating one onboarding, sales, or customer success video for everyone, AI can help create variations based on the person watching: their role, account, product usage, location, stage in the customer journey, or even what action they should take next.

That becomes particularly interesting in B2B.

A CFO, operations leader, and technical evaluator might all be part of the same buying committee, but the information each person needs to make a decision can be very different. Rather than sending all three the same product video, the underlying story could adapt to what matters to each stakeholder.

At scale, that changes the model from:

1 video → 1,000 viewers

to:

1 video framework → 1,000 relevant experiences.

AI solves a major production bottleneck. But personalization is what can solve the relevance bottleneck.

The real potential of AI video may not be helping us create more videos. It may be helping us deliver the right version of a video to the right person at the right moment. 🎯

https://www.demandgenreport.com/demanding-views/why-enterprise-ai-video-fails-without-personalization/53401/

Enterprise AI video falls short without personalization. Learn why relevance, real-time data and tailored experiences drive better outcomes.

08/26/2026

🎙️ Is voice search really something B2B marketers need to worry about?

Maybe not in the way the headlines suggest.

Voice assistants have become a normal part of consumer behavior, but there is still limited evidence that B2B buyers are regularly asking Siri or Alexa to help them choose enterprise software, agencies, or other business solutions.

That does not mean B2B marketers should ignore voice search, though.

The reason is that the tactics behind voice optimization increasingly overlap with a much bigger change in how people search.

Instead of typing shortened keyword phrases, people are becoming more comfortable asking complete, conversational questions. Search engines, chatbots, and AI platforms are also getting better at returning direct answers rather than simply a list of links.

That puts more value on content that clearly answers the questions your buyers are actually asking.

FAQs, conversational language, well-structured pages, fast website performance, and content that makes important information easy for machines to understand can all help.

And those improvements benefit much more than voice assistants.

They can strengthen traditional SEO, chatbot experiences, featured snippets, answer engines, and increasingly AI-driven search.

So while B2B voice search itself may still be developing, preparing for conversational search can already pay off today.

What exactly should you optimize, and where should you start?

👉 We break down the practical steps B2B marketers can take here: https://totalproductmarketing.com/blog/ai-voice-search-for-b2b-marketers/

AI voice search hasn’t turned B2B marketing on its head — yet. But ignoring the technology could be a dangerous mistake for B2B marketers. See why.

08/24/2026

🧠 B2B buying decisions are rarely as rational as our sales funnels make them look.

On paper, the buyer has a problem, evaluates a few solutions, compares price and ROI, and chooses the best option.

In reality, there is usually a much messier “hidden buyer journey” happening inside the organization.

The buyer may genuinely prefer your solution, but still be navigating internal politics, skeptical stakeholders, procurement requirements, competing priorities, or simply the fear of what happens if the implementation goes badly.

And many of the people influencing that decision may never appear on a sales call.

That is why the “best” product does not always win.

Sometimes the incumbent feels safer. Sometimes doing nothing is easier to defend. Sometimes one unseen stakeholder has enough influence to quietly stop the deal.

It means B2B marketing and sales need to understand more than the buyer's pain points and budget.

We also need to understand the environment around the decision:

Who else needs to believe in this?
What objections will the buyer face internally?
What would make this decision feel risky?
What information will help them build consensus?

Because ultimately, we are not only helping someone choose a solution.

We are helping them feel confident defending that choice inside their organization. 🎯

https://martech.org/the-hidden-forces-behind-b2b-buying-decisions/

Your deals aren't won or lost on product alone. Learn why personality, politics, culture, and unseen stakeholders often determine the outcome.

08/21/2026

🤖 The best AI prompt might not be a prompt at all.

A lot of the early conversation around AI focused on finding the “perfect prompt” that would suddenly unlock better results. But in practice, the real advantage comes from giving AI enough context, clear guardrails, and a repeatable way of working.

That means defining things like the role AI should play, the context behind the task, the style you want, and the rules it should consistently follow.

It also means treating AI less like a vending machine and more like a collaborator.

For more complex work, one of the most useful instructions can simply be to have the AI ask questions until it understands the task well enough to proceed. That often produces a better result than trying to cram every possible detail into one giant prompt.

The same applies to recurring workflows. If you find yourself giving AI the same instructions every week, that is probably a sign the process should be saved, standardized, or turned into a reusable workflow.

And once AI can access the actual tools, documents, and data involved in the work, the value increases even further.

The shift is subtle but important:

Prompting is becoming less about “How do I phrase this perfectly?”

And more about:

“How do I create an environment where AI consistently understands how I work?” 🧠

That is when AI starts becoming part of the workflow rather than something you occasionally ask for help.

https://contentmarketinginstitute.com/ai-content-creation-tools/write-ai-prompts

Too many AI prompts fail to deliver. See how top marketers structure theirs — from role-context frameworks to hallucination guardrails.

08/19/2026

🌐 Your website can be doing everything right and still not be enough to reach today's B2B buyer.

That is because the buying journey no longer happens in one place.

A prospect might first encounter your company on LinkedIn, research you through an industry publication, compare reviews, watch a video, receive an email, and only then visit your website.

If your marketing strategy depends primarily on getting everyone to discover you through search and return to your site repeatedly, you may be missing large parts of that journey.

A multi-channel approach creates more opportunities to meet buyers where they are already spending time, while also making your marketing less dependent on any single source of traffic.

It can also give you a better picture of your audience. Different channels reveal different signals about what people engage with, what questions they are asking, and what ultimately moves them closer to a decision.

But multi-channel marketing does **not** mean being everywhere.

The real challenge is choosing the right combination of channels, keeping your positioning consistent across them, and adapting the experience to how people actually use each platform.

So how do you decide which channels deserve your time and budget, and how do you manage them without spreading your marketing team too thin?

👉 We break down the benefits of multi-channel marketing and how to build the right mix here: https://totalproductmarketing.com/blog/benefits-of-multi-channel-marketing/

The benefits of multi-channel marketing are often overlooked in the B2B world. But skipping this strategy could be costing you — here’s what you need to know.

08/17/2026

🔗 AI visibility is becoming less about how much content you publish and more about how much credibility exists around what you publish.

Traditional SEO taught us to create useful content, optimize it, earn links and improve rankings. But generative search changes the equation because AI systems are not simply deciding which page should rank first. They are synthesizing information from multiple sources and deciding which brands, people and ideas appear credible enough to include.

That makes thought leadership and earned media increasingly important parts of GEO.

If an executive is consistently quoted on the same subject, company research is referenced by respected publications, or an original framework begins appearing across multiple credible sources, those signals reinforce the association between the brand and that area of expertise.

It is not necessarily about generating more mentions either. Quality and consistency matter.

One authoritative industry placement can carry more weight than dozens of low-value mentions, particularly when it reinforces a topic the company genuinely wants to be known for.

It also changes how we should think about content itself. Instead of only asking whether something is optimized or readable, marketers may increasingly need to ask:

Would a journalist quote this?
Would another expert reference it?
Would an AI system have a clear reason to cite it?

The goal is no longer just to publish expertise.

It is to build enough evidence around that expertise that others validate it too. 🎯

https://www.marketingprofs.com/articles/2026/55296/ai-visibility-thought-leadership-credibility

Discover how brands can earn more AI citations by creating quotable content, building third-party credibility, and strengthening entity recognition across trusted sources.

08/14/2026

🔍 One of the more interesting uses of AI in marketing may have nothing to do with creating more content.

It may be helping us understand what customers are already saying.

Marketers have access to an enormous amount of customer feedback through surveys, reviews, sales calls, CRM notes, search queries, Reddit discussions and other sources. The challenge is that the most valuable insight is not always explicitly stated.

A customer might tell you they want “quality” or “better service.”

But what they tell a friend could be very different: they are worried about making the wrong choice, getting hit with unexpected costs, looking bad internally, or regretting the purchase six months later.

Those underlying motivations are often where the better marketing message comes from.

This is where AI can be particularly useful. Instead of immediately asking it to write an ad or email, we can use it to analyze large amounts of customer language and look for recurring anxieties, motivations and patterns that might otherwise be easy to miss.

The creative comes afterward.

As ad platforms automate more of the targeting, bidding and delivery process, our understanding of the customer becomes an increasingly important differentiator.

So perhaps one of the better questions marketers can ask AI isn't:

“What should we say?”

It's:

“What are our customers already telling us that we're not hearing?” 👂

https://martech.org/what-customers-tell-friends-that-marketers-miss/

The strongest marketing messages address the frustrations and motivations customers rarely share directly. Here's how AI can help uncover them.

08/12/2026

🤖 AI can make marketing faster, cheaper, and easier to scale.

But none of those things automatically mean better.

As AI becomes embedded in more marketing workflows, it is easy to start making assumptions about what the technology actually brings to the table.

For example, AI-generated content might be completely free of plagiarism while still lacking genuinely original thinking. An AI system can sound remarkably knowledgeable while still producing inaccurate information. And the ability to generate five times more content does not mean your audience suddenly wants five times more content from you.

The same thinking applies to automation and personalization.

There are plenty of areas where AI can make marketers dramatically more effective, but problems tend to arise when the technology itself becomes the goal rather than the outcome it is supposed to improve.

Customers ultimately do not care whether your campaign was created with AI.

They care whether it was useful, relevant, trustworthy, and worth their attention.

That is why we think the better approach is not “Where can we use AI?”

It is “Where can AI genuinely make the marketing better?”

We broke down seven common assumptions about AI marketing that are worth questioning before they become part of your strategy, including a few that are much less obvious than they first appear.

👉 Read all seven and how to avoid them: https://totalproductmarketing.com/blog/ai-marketing-problems-to-avoid/

The cracks are starting to show. AI marketing problems are very real, and making the wrong assumptions about AI can spell serious trouble for your team.

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1090 Homer Street Suite 300
Vancouver, BC
V6B2W9

Telephone

+18556468662

Website

http://www.totalproductmarketing.com/

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