Product marketing
Account-based marketing for technical products
When a product is sold to a small number of organisations, a focused list of well-chosen accounts matters more than a large volume of anonymous leads.
5 min
ChicCanvas
Insights
Notes from launching support operations, documentation and marketing for technology products.
Support operations
ITIL without the bureaucracy
Growing support teams need structure, not a framework manual. Four light processes cover most of what goes wrong.
6 min
Documentation & knowledge
Documentation is part of the product
Customers judge a product by how easy it is to use — and much of that experience happens in manuals, FAQs and help articles, not in the product itself.
5 min
Support operations
What a support operation needs on day one
Most technology companies plan support after the first sale. By then, the first incidents are already deciding what customers think of the product.
6 min