GET https://rct.dev.bbntimes.com/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth

ArticleController :: show

Request

GET Parameters

None

POST Parameters

None

Uploaded Files

None

Request Attributes

Key Value
_controller
"App\Controller\ArticleController::show"
_firewall_context
"security.firewall.map.context.main"
_links
Symfony\Component\WebLink\GenericLinkProvider {#3550
  -links: [
    3671 => Symfony\Component\WebLink\Link {#3671
      -href: "/build/runtime.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3669 => Symfony\Component\WebLink\Link {#3669
      -href: "/build/644.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3668 => Symfony\Component\WebLink\Link {#3668
      -href: "/build/502.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3667 => Symfony\Component\WebLink\Link {#3667
      -href: "/build/app.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3666 => Symfony\Component\WebLink\Link {#3666
      -href: "/build/view-more.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3665 => Symfony\Component\WebLink\Link {#3665
      -href: "/build/term-condition.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3664 => Symfony\Component\WebLink\Link {#3664
      -href: "/build/contact.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3663 => Symfony\Component\WebLink\Link {#3663
      -href: "/build/scroll-infinite-article.js"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "script"
      ]
    }
    3662 => Symfony\Component\WebLink\Link {#3662
      -href: "/build/app.css"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "style"
      ]
    }
    3661 => Symfony\Component\WebLink\Link {#3661
      -href: "/build/cookie-style.css"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "style"
      ]
    }
    3660 => Symfony\Component\WebLink\Link {#3660
      -href: "/build/term-condition-css.css"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "style"
      ]
    }
    3659 => Symfony\Component\WebLink\Link {#3659
      -href: "/build/contact-css.css"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "style"
      ]
    }
    3658 => Symfony\Component\WebLink\Link {#3658
      -href: "/build/comment-css.css"
      -rel: [
        "preload" => "preload"
      ]
      -attributes: [
        "as" => "style"
      ]
    }
  ]
}
_route
"article_show"
_route_params
[
  "category" => "companies"
  "slug" => "why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
]
_security_firewall_run
"_security_main"
_stopwatch_token
"d049b4"
category
"companies"
slug
"why-you-need-product-marketing-people-to-turbocharge-your-business-growth"

Request Headers

Header Value
accept
"*/*"
accept-encoding
"gzip, br, zstd, deflate"
connection
"close"
cookie
"PHPSESSID=cljh7g31hga6m3np8lncar7196"
host
"rct.dev.bbntimes.com"
user-agent
"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)"
x-php-ob-level
"1"

Request Content

Request content not available (it was retrieved as a resource).

Response

Response Headers

Header Value
cache-control
"no-cache, private"
content-type
"text/html; charset=UTF-8"
date
"Sat, 22 Feb 2025 13:27:57 GMT"
link
"</build/runtime.js>; rel="preload"; as="script",</build/644.js>; rel="preload"; as="script",</build/502.js>; rel="preload"; as="script",</build/app.js>; rel="preload"; as="script",</build/view-more.js>; rel="preload"; as="script",</build/term-condition.js>; rel="preload"; as="script",</build/contact.js>; rel="preload"; as="script",</build/scroll-infinite-article.js>; rel="preload"; as="script",</build/app.css>; rel="preload"; as="style",</build/cookie-style.css>; rel="preload"; as="style",</build/term-condition-css.css>; rel="preload"; as="style",</build/contact-css.css>; rel="preload"; as="style",</build/comment-css.css>; rel="preload"; as="style""
x-debug-token
"cb4848"

Cookies

Request Cookies

Key Value
PHPSESSID
"cljh7g31hga6m3np8lncar7196"

Response Cookies

No response cookies

Session 6

Session Metadata

Key Value
Created
"Sat, 22 Feb 25 13:27:02 +0000"
Last used
"Sat, 22 Feb 25 13:27:56 +0000"
Lifetime
0

Session Attributes

Attribute Value
_csrf/https-comment
"Or0qYxp8SBHRVAXdL1Q6F25dS-5fZDfvsMCNu2Z3-DA"
_csrf/https-cookie_accept
"16Duz0yaWGqGPqi2-5s11_AwOIZJiQOJ-VrUgJka1sg"

Session Usage

6 Usages
Stateless check enabled
Usage
Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:76
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    "function" => "finishView"
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    "args" => [
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Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:79
[
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    "function" => "getToken"
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Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:52
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Symfony\Component\Security\Csrf\TokenStorage\SessionTokenStorage:56
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    "line" => 76
    "function" => "handleRaw"
    "class" => "Symfony\Component\HttpKernel\HttpKernel"
    "type" => "->"
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  [
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    "line" => 197
    "function" => "handle"
    "class" => "Symfony\Component\HttpKernel\HttpKernel"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/runtime/Runner/Symfony/HttpKernelRunner.php"
    "line" => 35
    "function" => "handle"
    "class" => "Symfony\Component\HttpKernel\Kernel"
    "type" => "->"
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  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/autoload_runtime.php"
    "line" => 29
    "function" => "run"
    "class" => "Symfony\Component\Runtime\Runner\Symfony\HttpKernelRunner"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/public/index.php"
    "line" => 5
    "args" => [
      "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/autoload_runtime.php"
    ]
    "function" => "require_once"
  ]
]
Symfony\Component\Security\Core\Authentication\Token\Storage\UsageTrackingTokenStorage:41
[
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/security-core/Authentication/Token/Storage/UsageTrackingTokenStorage.php"
    "line" => 41
    "function" => "getMetadataBag"
    "class" => "Symfony\Component\HttpFoundation\Session\Session"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/twig-bridge/AppVariable.php"
    "line" => 103
    "function" => "getToken"
    "class" => "Symfony\Component\Security\Core\Authentication\Token\Storage\UsageTrackingTokenStorage"
    "type" => "->"
  ]
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    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/twig/twig/src/Extension/CoreExtension.php"
    "line" => 1635
    "function" => "getUser"
    "class" => "Symfony\Bridge\Twig\AppVariable"
    "type" => "->"
  ]
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    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/var/cache/dev/twig/a4/a456f2f504a18cd81037fa69e543310c.php"
    "line" => 200
    "function" => "twig_get_attribute"
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  [
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    "line" => 394
    "function" => "doDisplay"
    "class" => "__TwigTemplate_824a013e4f3f4a68e03a2d244e765025"
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    "line" => 367
    "function" => "displayWithErrorHandling"
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    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/twig/twig/src/Template.php"
    "line" => 379
    "function" => "display"
    "class" => "Twig\Template"
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    "line" => 38
    "function" => "render"
    "class" => "Twig\Template"
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  [
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    "line" => 280
    "function" => "render"
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    "function" => "render"
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    "line" => 453
    "function" => "doRenderView"
    "class" => "Symfony\Bundle\FrameworkBundle\Controller\AbstractController"
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    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/framework-bundle/Controller/AbstractController.php"
    "line" => 253
    "function" => "doRender"
    "class" => "Symfony\Bundle\FrameworkBundle\Controller\AbstractController"
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    "function" => "render"
    "class" => "Symfony\Bundle\FrameworkBundle\Controller\AbstractController"
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    "line" => 181
    "function" => "renderHeader"
    "class" => "App\Controller\AppController"
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  [
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  [
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    "line" => 86
    "function" => "handle"
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  [
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    "function" => "handle"
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    "function" => "render"
    "class" => "Symfony\Component\HttpKernel\Fragment\FragmentHandler"
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  [
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    "function" => "render"
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  [
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    "function" => "renderFragment"
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  [
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    "function" => "displayWithErrorHandling"
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    "function" => "display"
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    "line" => 394
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    "line" => 367
    "function" => "displayWithErrorHandling"
    "class" => "Twig\Template"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/twig/twig/src/Template.php"
    "line" => 379
    "function" => "display"
    "class" => "Twig\Template"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/twig/twig/src/TemplateWrapper.php"
    "line" => 38
    "function" => "render"
    "class" => "Twig\Template"
    "type" => "->"
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  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/twig/twig/src/Environment.php"
    "line" => 280
    "function" => "render"
    "class" => "Twig\TemplateWrapper"
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  [
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    "line" => 448
    "function" => "render"
    "class" => "Twig\Environment"
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  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/framework-bundle/Controller/AbstractController.php"
    "line" => 453
    "function" => "doRenderView"
    "class" => "Symfony\Bundle\FrameworkBundle\Controller\AbstractController"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/framework-bundle/Controller/AbstractController.php"
    "line" => 253
    "function" => "doRender"
    "class" => "Symfony\Bundle\FrameworkBundle\Controller\AbstractController"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/src/Controller/ArticleController.php"
    "line" => 277
    "function" => "render"
    "class" => "Symfony\Bundle\FrameworkBundle\Controller\AbstractController"
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  [
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    "line" => 181
    "function" => "show"
    "class" => "App\Controller\ArticleController"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/http-kernel/HttpKernel.php"
    "line" => 76
    "function" => "handleRaw"
    "class" => "Symfony\Component\HttpKernel\HttpKernel"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/http-kernel/Kernel.php"
    "line" => 197
    "function" => "handle"
    "class" => "Symfony\Component\HttpKernel\HttpKernel"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/runtime/Runner/Symfony/HttpKernelRunner.php"
    "line" => 35
    "function" => "handle"
    "class" => "Symfony\Component\HttpKernel\Kernel"
    "type" => "->"
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  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/autoload_runtime.php"
    "line" => 29
    "function" => "run"
    "class" => "Symfony\Component\Runtime\Runner\Symfony\HttpKernelRunner"
    "type" => "->"
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  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/public/index.php"
    "line" => 5
    "args" => [
      "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/autoload_runtime.php"
    ]
    "function" => "require_once"
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]
Symfony\Component\Security\Http\Firewall\ContextListener:171
[
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    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/security-http/Firewall/ContextListener.php"
    "line" => 171
    "function" => "remove"
    "class" => "Symfony\Component\HttpFoundation\Session\Session"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/event-dispatcher/Debug/WrappedListener.php"
    "line" => 116
    "function" => "onKernelResponse"
    "class" => "Symfony\Component\Security\Http\Firewall\ContextListener"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/event-dispatcher/EventDispatcher.php"
    "line" => 220
    "function" => "__invoke"
    "class" => "Symfony\Component\EventDispatcher\Debug\WrappedListener"
    "type" => "->"
  ]
  [
    "file" => "/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/vendor/symfony/event-dispatcher/EventDispatcher.php"
    "line" => 56
    "function" => "callListeners"
    "class" => "Symfony\Component\EventDispatcher\EventDispatcher"
    "type" => "->"
  ]
  [
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    "function" => "dispatch"
    "class" => "Symfony\Component\EventDispatcher\EventDispatcher"
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  [
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    "function" => "dispatch"
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    "type" => "->"
  ]
  [
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    "line" => 202
    "function" => "filterResponse"
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    "function" => "handleRaw"
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    "function" => "handle"
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    "function" => "run"
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  [
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    "line" => 5
    "args" => [
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    "function" => "require_once"
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]

Flashes

Flashes

No flash messages were created.

Server Parameters

Server Parameters

Defined in .env

Key Value
APP_ENV
"dev"
APP_SECRET
"0a988e63f011514eaabfc650b599af4d"
CORS_ALLOW_ORIGIN
"*"
DATABASE_URL
"mysql://bbndb_rctuser:33F5W25z40or0f7@localhost:3306/rct_bbntimes"
GOOGLE_RECAPTCHA_SECRET_KEY
"6LdV5fgpAAAAANxzTG8ZMfIjil1wu-1vrQvnUt-x"
GOOGLE_RECAPTCHA_SITE_KEY
"6LdV5fgpAAAAAENKcn73MJAhQrbtQeqgyC4wDLMP"
MAILER_DSN
"smtp://no-reply%40rct.dev.bbntimes.com:Bl6%26gLD48%26Of919@rct.dev.bbntimes.com:465"
MARIADB_PASSWORD
"i!87pK&!85ezc8"

Defined as regular env variables

Key Value
APP_DEBUG
"1"
BASE
"/public"
CONTEXT_DOCUMENT_ROOT
"/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com"
CONTEXT_PREFIX
""
DOCUMENT_ROOT
"/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com"
FCGI_ROLE
"RESPONDER"
GATEWAY_INTERFACE
"CGI/1.1"
HTTPS
"on"
HTTP_ACCEPT
"*/*"
HTTP_ACCEPT_ENCODING
"gzip, br, zstd, deflate"
HTTP_CONNECTION
"close"
HTTP_COOKIE
"PHPSESSID=cljh7g31hga6m3np8lncar7196"
HTTP_HOST
"rct.dev.bbntimes.com"
HTTP_USER_AGENT
"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)"
PASSENGER_COMPILE_NATIVE_SUPPORT_BINARY
"0"
PASSENGER_DOWNLOAD_NATIVE_SUPPORT_BINARY
"0"
PATH
"/usr/local/sbin:/usr/local/bin:/usr/sbin:/usr/bin:/sbin:/bin:/snap/bin"
PHP_SELF
"/public/index.php"
PP_CUSTOM_PHP_CGI_INDEX
"plesk-php81-fastcgi"
PP_CUSTOM_PHP_INI
"/var/www/vhosts/system/rct.dev.bbntimes.com/etc/php.ini"
QUERY_STRING
""
REDIRECT_BASE
"/public"
REDIRECT_HTTPS
"on"
REDIRECT_PASSENGER_COMPILE_NATIVE_SUPPORT_BINARY
"0"
REDIRECT_PASSENGER_DOWNLOAD_NATIVE_SUPPORT_BINARY
"0"
REDIRECT_REDIRECT_HTTPS
"on"
REDIRECT_REDIRECT_PASSENGER_COMPILE_NATIVE_SUPPORT_BINARY
"0"
REDIRECT_REDIRECT_PASSENGER_DOWNLOAD_NATIVE_SUPPORT_BINARY
"0"
REDIRECT_REDIRECT_SCRIPT_URI
"https://rct.dev.bbntimes.com/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
REDIRECT_REDIRECT_SCRIPT_URL
"/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
REDIRECT_REDIRECT_SSL_TLS_SNI
"rct.dev.bbntimes.com"
REDIRECT_REDIRECT_STATUS
"200"
REDIRECT_REDIRECT_UNIQUE_ID
"Z7nQ3JDyWLT8YV1VjBpUiAAAAJM"
REDIRECT_SCRIPT_URI
"https://rct.dev.bbntimes.com/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
REDIRECT_SCRIPT_URL
"/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
REDIRECT_SSL_TLS_SNI
"rct.dev.bbntimes.com"
REDIRECT_STATUS
"200"
REDIRECT_UNIQUE_ID
"Z7nQ3JDyWLT8YV1VjBpUiAAAAJM"
REDIRECT_URL
"/public/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
REMOTE_ADDR
"3.145.14.131"
REMOTE_PORT
"27416"
REQUEST_METHOD
"GET"
REQUEST_SCHEME
"https"
REQUEST_TIME
1740230876
REQUEST_TIME_FLOAT
1740230876.9292
REQUEST_URI
"/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
SCRIPT_FILENAME
"/var/www/vhosts/dev.bbntimes.com/rct.dev.bbntimes.com/public/index.php"
SCRIPT_NAME
"/public/index.php"
SCRIPT_URI
"https://rct.dev.bbntimes.com/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
SCRIPT_URL
"/companies/why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
SERVER_ADDR
"5.196.1.209"
SERVER_ADMIN
"[no address given]"
SERVER_NAME
"rct.dev.bbntimes.com"
SERVER_PORT
"443"
SERVER_PROTOCOL
"HTTP/1.1"
SERVER_SIGNATURE
"<address>Apache Server at rct.dev.bbntimes.com Port 443</address>\n"
SERVER_SOFTWARE
"Apache"
SSL_TLS_SNI
"rct.dev.bbntimes.com"
SYMFONY_DOTENV_VARS
"APP_ENV,APP_SECRET,DATABASE_URL,MARIADB_PASSWORD,CORS_ALLOW_ORIGIN,MAILER_DSN,GOOGLE_RECAPTCHA_SECRET_KEY,GOOGLE_RECAPTCHA_SITE_KEY"
UNIQUE_ID
"Z7nQ3JDyWLT8YV1VjBpUiAAAAJM"

Sub Requests 6

CookieController :: renderAnalysis (token = 149aa1)

Key Value
_controller
"App\Controller\CookieController::renderAnalysis"
_format
"html"
_locale
"en"
_stopwatch_token
"42a70d"

AppController :: renderHeader (token = 8e5ca1)

Key Value
_controller
"App\Controller\AppController::renderHeader"
_format
"html"
_locale
"en"
_stopwatch_token
"ae12cc"
slug
"home"

ArticleController :: trendingArticle (token = f266f8)

Key Value
_controller
"App\Controller\ArticleController::trendingArticle"
_format
"html"
_locale
"en"
_stopwatch_token
"71c082"
category
"Companies"

ArticleController :: relatedArticles (token = 0099b5)

Key Value
_controller
"App\Controller\ArticleController::relatedArticles"
_format
"html"
_locale
"en"
_stopwatch_token
"e652e2"
current_article
App\Entity\Article {#1094
  -id: 12239
  -title: "Why You Need Product Marketing People To Turbocharge Your Business Growth"
  -slug: "why-you-need-product-marketing-people-to-turbocharge-your-business-growth"
  -introtext: "<p>Does your company tend to copy competitors?</p>\r\n"
  -content: """
    \r\n
    <p>Maybe you piggyback on the tech that others have developed?&nbsp;That’s not unusual.&nbsp;We see this in many of the client businesses that we coach.</p>\r\n
    <p>That’s all well and good, but if you want to grow fast, you need to differentiate. &nbsp;It’s so important to get under the skin of&nbsp;your core customers.&nbsp;And I mean, really get under their skin to understand their problem and how you can solve it uniquely.&nbsp;This is about building expertise to generate a higher margin than your competitors. If you have one, your competitive advantage will be reflected in these higher net margins over time.</p>\r\n
    <p>Once you’ve done this, you need product marketers to create bespoke services or products that have your core customer at their heart.&nbsp;This is how you unlock powerful growth.</p>\r\n
    <h2><strong>Balancing Innovation with Efficiency</strong></h2>\r\n
    <p>All businesses need to navigate a continuum between&nbsp;innovation&nbsp;and efficiency.&nbsp;When&nbsp;I joined Peer 1 as their MD, it was clear they had never created bespoke services.&nbsp;They’d build a data centre using Dell servers, as they were a brand that customers knew and understood.&nbsp;Then they’d sell hosted services offering a particular combination of RAM, hard drive and processor.&nbsp;</p>\r\n
    <p>But where were the product marketing people?&nbsp;Where was the evidence that they’d solved a problem for a core customer? There was no one there who could design a product or service at a particular price for a specific set of highly profitable customers.&nbsp;</p>\r\n
    <p>Several of our clients have been value-added resellers and have morphed into MSPs.&nbsp;They’re in the same position. They’re operating at the efficiency end of the continuum.&nbsp;They’re selling boxed products made by someone else on a low margin. To make any money, they need to be super-efficient. No inventory, zero bad debt, payment in advance and then quick delivery.&nbsp;Yes – it’s an efficient model.&nbsp;But it won’t lead to rapid growth.</p>\r\n
    <h2><strong>Commanding a Premium</strong></h2>\r\n
    <p>At the other end of the continuum, there’s innovation. And this is when you can start to charge a premium.&nbsp;By working through a&nbsp;Value Proposition Canvas, your product marketing specialists can define services or products that match your expertise.&nbsp;</p>\r\n
    <p>Consulting businesses that specialise in cloud or digital transformation are good examples. Here, customers are paying for ideas. They’re saying, ‘I’d like a cloud operating model for our business. How much will that be?’ The model doesn’t exist yet, but the supplier can command a premium due to the expertise it offers.&nbsp;</p>\r\n
    <p>Revenue is one of the measures we look at if it’s a high-margin business.&nbsp;Also, gross profit per FTE. Typically, undifferentiated service businesses deliver about £100K gross profit per FTE.&nbsp;Those that do better have some IP (Intellectual Property) in their business.&nbsp;They can command a premium because they’re selling a concept that’s based on their IP, or they’re selling ideas.&nbsp;&nbsp;</p>\r\n
    <h2><strong>Solving Problems For Existing Customers</strong></h2>\r\n
    <p>To tap into stratospheric growth, you must sell new products or services to your existing customers.&nbsp;It’s way more cost-effective than selling existing products to new customers.&nbsp;You’ve already built trust through your relationship,&nbsp;so existing customers are much more likely to buy something from you, even if you haven’t yet worked out what it is!&nbsp;</p>\r\n
    <p>This was how we scaled Rackspace and Peer 1 from zero to £30 million in five years. By understanding the needs of our core customers, providing outstanding service and selling more to them. At Peer 1, our core 500 customers, spending $10k per month or more per month, grew at 4% gross per month, on average.</p>\r\n
    <p>Once you have a handle on your core customer, you can work out how you solve more problems for them.&nbsp;You might have a product and want to wrap a service around it.&nbsp;Let’s say you’re a value-added reseller selling a range of printers. You have a portfolio that covers your core customers’ printing needs.&nbsp;But you want to move into providing more services to them.</p>\r\n
    <p>Get your product marketing team to do some client discovery work.&nbsp;Take a core customer spending a significant sum of money on print.&nbsp;Work out what they spend this money on by doing an audit. This can be a chargeable service that you’ve defined.&nbsp;</p>\r\n
    <p>Having worked through the Value Proposition Canvas, you might decide you want to put software on this customer’s network.&nbsp;Because all the printers are in random locations, the software can tell you when they’ve run out of ink and schedule one of your engineers to visit.&nbsp;Then the customer’s staff will never complain that their printers are down.&nbsp;</p>\r\n
    <h2><strong>Introducing Subscriptions For Recurring Revenue</strong></h2>\r\n
    <p>The example I’ve given above is still focused on topping and tailing a product sale.&nbsp;But the holy grail of product marketing is to move towards a subscription service. Then you’re bringing in recurring revenue.&nbsp;Bam! Suddenly you’ve got a business worth twice as much as it was when it was product-based in terms of multiples.</p>\r\n
    <p>Going back to my example.&nbsp;As CEO of the print business, you could decide to offer a managed print service.&nbsp;Instead of providing hardware, suggest the customer pays a subscription for print.&nbsp;This could go up and down depending on the number of offices, people and quantities involved.&nbsp;You work out what printers to buy, where they’re put and how you manage and service them.&nbsp;</p>\r\n
    <p>You get there by looking at the customer’s problem. Does the printing need to be fast? Do they need binding or stapling? What about scanning?&nbsp;And a document management solution?&nbsp;Select everything the customer needs and take them through a process of understanding what this looks like.&nbsp;If it’s a subscription, they can change their minds later.&nbsp;You can add functionality. Upgrade or downgrade.&nbsp;Pay a fixed monthly fee that can be adjusted according to use.&nbsp;</p>\r\n
    <h2><strong>Any Business Can Be Subscription-Based</strong></h2>\r\n
    <p>There’s a great book on this topic called ‘Subscribed’. The authors Tien Tzuo and Gabe Weisert liked to play a parlour game.&nbsp;Over a couple of beers, they’d try to think of any business they couldn’t turn into a subscription model.&nbsp;They’ve yet to come up with one!&nbsp;</p>\r\n
    <p>They describe their work for Komatsu, the company that built the world’s largest bulldozer.&nbsp;Before, Komatsu sold these huge machines or rented them out with a driver.&nbsp;But now they have a subscription service based on the amount of earth that needs to be moved.&nbsp;</p>\r\n
    <p>Komatsu sends in a drone, takes an aerial survey and works out the most cost-effective way of digging the hole.&nbsp;If you’re a customer building multiple tower blocks and buildings, you can subscribe to this service wherever needed.&nbsp;And they take care of the whole process.&nbsp;Brilliant!</p>
    """
  -user: Proxies\__CG__\App\Entity\User {#1092 …}
  -createdAt: DateTime @1663917847 {#1145
    date: 2022-09-23 07:24:07.0 UTC (+00:00)
  }
  -updatedAt: DateTime @1663883499 {#1150
    date: 2022-09-22 21:51:39.0 UTC (+00:00)
  }
  -deletedAt: null
  -category: App\Entity\Category {#445 …}
  -status: "published"
  -imageCard: Proxies\__CG__\App\Entity\File {#1184 …}
  -ImageHeader: Proxies\__CG__\App\Entity\File {#1184 …}
  -featured: false
  -mainView: false
  -clicks: 2076
  -comments: Doctrine\ORM\PersistentCollection {#1125 …}
  -reviewed_at: DateTime @1663917847 {#1148
    date: 2022-09-23 07:24:07.0 UTC (+00:00)
  }
  -metakey: "Why You Need Product Marketing People To Turbocharge Your Business Growth"
  -metadesc: "Does your company tend to copy competitors?"
  -robots: null
  -publishedAt: DateTime @1663917847 {#1147
    date: 2022-09-23 07:24:07.0 UTC (+00:00)
  }
  -canonical: null
  -superTag: null
}

AppController :: renderFooter (token = eab2fb)

Key Value
_controller
"App\Controller\AppController::renderFooter"
_format
"html"
_locale
"en"
_stopwatch_token
"5a9469"

CookieController :: renderCookie (token = 6cfdc0)

Key Value
_controller
"App\Controller\CookieController::renderCookie"
_format
"html"
_locale
"en"
_stopwatch_token
"f51144"