@PostureGTM

Tools, Tactics, and a Side of Side-Eye Welcome to the debut episode of the Posture Podcast — where marketing gets smart, sharp, and just a little snarky. In this kickoff conversation, Jason (President of Posture) sits down with Sarah (Head of Research) to unpack the real-world tools and frameworks that power Posture's go-to-market strategy and product marketing practice. Whether you're launching a new product or rethinking your competitive edge, this episode is your starter pack. In this episode, we break down: - How to run Landscape Analysis that actually drives strategic clarity - Buyer Needs Analysis that goes deeper than personas - Why "Competitive Research" isn’t just about spreadsheets - The power of Landscape Visualization to unlock internal alignment - What makes a Battle Card win hearts (and deals) - Messaging Architecture that supports multi-channel storytelling - Using "Heatmaps" for signal-based insight - Strategic Pricing - And how AI fits into — and sometimes muddies — all of it!! Subscribe for upcoming episodes where we dive deeper into messaging strategy, Ai competitive research, product launches, and more. #PosturePodcast #GTM #ProductMarketing #MarketingStrategy #B2BMarketing #BattleCards #messaging #AIinMarketing #CompetitiveResearch ABOUT POSTURE Posture is a product marketing and competitive analysis. We created POSTURE to partner with clients to turn complex dynamics into sustained competitive advantages. We help them tell the right story based on resonant market insights, rooted in their capabilities. Our expertise in strategy, competitiveness, GTM planning and sales enablement will benefit you in the same way.

In this episode of the Posture Podcast, Jason and Sarah discuss the essential tools for competitive analysis in product marketing, focusing on how to build and use the competitive heat map. We dive into why having a heat map is crucial for strategic decision-making and for communicating the market landscape to stakeholders. We answer a listener question about tailoring competitive materials for different audiences: sales teams and business decision-makers. Learn the difference between battle cards and tear sheets, and how each asset is designed for a specific user. The discussion covers: The Heat Map: This is the most useful yet time-consuming tool, helping you score your company against competitors and inform product roadmap and positioning. It is a central place to gather competitive intelligence and link out to source material. Player Breakdowns: This section provides foundational information about each competitor—like target audience, use case, revenue, monthly active users (MAUs), features, and messaging—and serves as a reference for the heat map. Capabilities Matrix (Heat Map Scoring): We explain the 1 to 5 scoring system (where 5 is "best-in-class" relative to the competitors being scored, not the overall market) and how to ensure your competitive scoring is accurate and honest. Battle Cards: These are "quick and dirty" assets designed for salespeople, focusing on succinct messaging (core messages/winning arguments) to use against a specific competitor in a sales cycle. Tear Sheets: These are "softer, gentler, and more investment focused," designed for business decision-makers (like product, pricing, or executive teams) and detail a competitor’s positioning, monetization, pricing, and momentum. Plus, we talk through a common misconception: believing you have "no competitors." As we explain, having competitors proves market demand and validates that a real pain point exists. You need competitors if you want to have a market. Learn how to leverage competitive analysis assets to arm your sales team for battle and provide strategic insights to your business stakeholders. Download the battle card and tear sheet template on our website posture.consulting. Subscribe @postureGTM! #productmarketing #competitiveanalysis #heatmaps #battlecards #tearsheets #go-to-market #GTMstrategy #productmanagement #competitoranalysis #GTM

Master the art of AI research for product marketing and competitive intelligence. In this episode, Posture Consulting's Head of Research, Sarah, dives deep into writing high-quality prompts for AI tools like ChatGPT to get the strategic insights you need—not just generic summaries. Learn the anatomy of a strong prompt, common use cases, and the biggest mistakes to avoid to sharpen your competitive edge. What You'll Learn in This Episode: The Power of Precise Prompting: Discover why the difference between surface-level AI output and strategic insight comes down to how you frame your question. The Anatomy of a Strong Prompt: Learn the three essential components: Context, Objective, and Constraints. Example Prompt: "You are a market analyst focused on SAS tools for video editing. Compare CapCut, Descript, and Veed based on key features and user reviews. Focus on publicly available information from the past six months. Summarize findings in bullet points." Actionable Use Cases for Competitive Research:** See specific prompt examples for: Positioning Analysis:** Analyzing competitor taglines, themes, and tones. Product Gaps:* Identifying unique features and opportunities by comparing pricing pages. Hiring Signals: Extracting strategic focus by analyzing patterns in job listings. Content Strategy: Determining content categories and best-performing posts of rivals. Top Mistakes to Avoid: Don't sabotage your research with vague prompts, overloading, subjective terms, or missing context. Bonus Tips: Use follow-up prompts, leverage roleplay, and request specific output formats like tables or SWAT analysis. Is AI going to take your job? No. But the human who knows how to use AI is—so get the competitive edge today! TIMESTAMPS: 00:00 - Introduction to the Posture Podcast 02:08 - Segment: Make It Make Sense - The human role in an AI world 07:43 - Marketing Side Eye: AI Washing 15:08 - Main Topic: AI Research for Product Marketing and Competitive Intelligence 16:20 - Why Use AI: Quick, Efficient, and Fast Signal 16:58 - The Competitive Edge: Writing Better Prompts 18:02 - Tool Focus: ChatGPT (Why we're focusing on it) 19:14 - The Importance of a Structured Prompt 20:45 - The Anatomy of a Strong Prompt: Context, Objective, Constraints 23:12 - Use Case 1: Positioning Analysis 24:20 - Use Case 2: Product Gaps 24:45 - Use Case 3: Hiring Signals 29:28 - Use Case 4: Content Strategy 30:52 - 5 Biggest Prompt Mistakes and How to Fix Them 35:04 - Bonus Tips for All Your Prompts ABOUT POSTURE Posture is a product marketing and competitive analysis consulting company. We created Posture to partner with clients to turn complex dynamics into sustained competitive advantages. Our expertise in strategy, competitiveness, go-to-market (GTM) planning, and sales enablement helps clients tell the right story based on resonant market insights, rooted in their capabilities. CONNECT WITH US Website: posture.consulting YouTube Channel:** @postureGTM \#aiinmarketing AIResearch \#ProductMarketing \#CompetitiveIntelligence \#ChatGPTPrompts \#GoToMarket \#b2bmarketing \#PostureConsulting \#MarketingStrategy