TAGS
All
Influencing the C-Suite
Influencing the Product Roadmap
Product Marketing / Demand Gen Alignment
Product Marketing vs Product Management
Stakeholder Management
Product Marketing Stakeholders
1 Answer
Lisa Dziuba
Lemon.io Head of Growth Product Marketing • December 3
When working with C-Suite executives, there are a few key habits that can help you build strong working relationships and effectively communicate your ideas: 1. Be prepared: Make sure you have thoroughly researched and thought through your ideas before presenting them to C-Suite executives.......Read More
1943 Views
11 Answers
Diana Smith
Hashi Senior Director of Product Marketing • July 17
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More
4050 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
15 Answers
Kristen Ribero
Greenplaces VP Marketing • July 19
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
2254 Views
1 Answer
I've seen Content: 1. Stand as its own team 2. Roll up under PMM, or 3. Roll up under Demand Gen. But I've never seen either PMM or Demand gen report into Content. Which goes to say, I don't think content aligns PMM or DG. It's the other way around. When Content's OKR/KPI is traffic and......Read More
130 Views
1 Answer
Messaging framework all the way. Designate a 'source of truth' messaging doc that everyone at the company (not just demand gen) refers to, and therefore writes/presents derivatives of. This source of truth can be as simple as a starred google doc, or a published confluence page, notion page, pinn......Read More
117 Views
2 Answers
Jeff Rezabek
IRONSCALES Director of Product Marketing • April 10
As a PMM, you'll need to make many impactful, cross-functional relationships in your organization. Demand Generation (or Growth) is one of them. PMM relies on demand generation to provide data on how ads/messaging are performing, while demand generation relies on PMM to target messaging and perso......Read More
344 Views
1 Answer
Product Marketing over-indexes on the qualitative elements of marketing, while Demand Gen over-indexes on the quantitative side... when, to truly do marketing effectively, you need a harmonious balance of both. Ever meet product marketers who geek out on positioning and messaging, nitpicking t......Read More
116 Views
1 Answer
Not clear on this question... do you mean "describe" instead of "define"? The relationship between product marketing and demand gen is symbiotic. And at my organization thankfully the relationships is highly collaborative. It wasn't always this way. When I led product & customer marketing, ......Read More
119 Views
12 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2429 Views
9 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More
1803 Views