{"dataInit":{"topics":{"allTopics":[{"id":81,"name":"Account Based Marketing","key":"account_based_marketing"},{"id":82,"name":"Content Marketing","key":"content_marketing"},{"id":83,"name":"Conversion Rate Optimization","key":"conversion_rate_optimization"},{"id":84,"name":"Customer Marketing","key":"customer_marketing"},{"id":85,"name":"Data Analytics","key":"data_analytics"},{"id":86,"name":"Demand Generation","key":"demand_generation"},{"id":87,"name":"Digital Advertising","key":"digital_advertising"},{"id":88,"name":"Email Marketing","key":"email_marketing"},{"id":89,"name":"Event Marketing","key":"event_marketing"},{"id":90,"name":"Influencer Marketing","key":"influencer_marketing"},{"id":91,"name":"Market Research","key":"market_research"},{"id":92,"name":"Marketing Operations","key":"marketing_operations_and_automation"},{"id":93,"name":"Messaging","key":"messaging"},{"id":94,"name":"People Management","key":"people_management"},{"id":95,"name":"Product Launches","key":"product_launches"},{"id":96,"name":"Product Marketing","key":"product_marketing__basics"},{"id":97,"name":"Sales Enablement","key":"sales_enablement"},{"id":98,"name":"Search Engine Optimization","key":"search_engine_optimization"},{"id":99,"name":"Social Media Marketing","key":"social_media_marketing"},{"id":100,"name":"Video Marketing","key":"video_marketing"}],"onlyWithQuestions":[{"id":81,"name":"Account Based Marketing","key":"account_based_marketing"},{"id":82,"name":"Content Marketing","key":"content_marketing"},{"id":83,"name":"Conversion Rate Optimization","key":"conversion_rate_optimization"},{"id":84,"name":"Customer Marketing","key":"customer_marketing"},{"id":86,"name":"Demand Generation","key":"demand_generation"},{"id":88,"name":"Email Marketing","key":"email_marketing"},{"id":89,"name":"Event Marketing","key":"event_marketing"},{"id":90,"name":"Influencer Marketing","key":"influencer_marketing"},{"id":91,"name":"Market Research","key":"market_research"},{"id":92,"name":"Marketing Operations","key":"marketing_operations_and_automation"},{"id":93,"name":"Messaging","key":"messaging"},{"id":94,"name":"People Management","key":"people_management"},{"id":95,"name":"Product Launches","key":"product_launches"},{"id":96,"name":"Product Marketing","key":"product_marketing__basics"},{"id":97,"name":"Sales Enablement","key":"sales_enablement"},{"id":99,"name":"Social Media Marketing","key":"social_media_marketing"},{"id":100,"name":"Video Marketing","key":"video_marketing"}],"interesting":[]},"currentUser":null,"urls":{"oauth":{"google":"/users/auth/google_oauth2","facebook":"/users/auth/facebook","linkedin":"/users/auth/linkedin","linkedinProfile":"/users/auth/linkedin_profile","linkedinSharing":"/users/auth/sharing_linked_in","twitterSharing":"/users/auth/sharing_twitter"},"editProfile":"/profile/edit","signOut":"/users/sign_out","previousPage":"/","anyCableServerUrl":"wss://sharebird.com/cable"},"params":{"topic":null,"filter":null},"currentPatch":null,"currentPageData":{"questions":[{"id":"YaWNAwQxgy","question":"How do you get your product team to involve product marketing early enough in the strategy and product planning phases?","description":"","slug":"how-do-you-get-your-product-team-to-involve-product-marketing-early-enough-in-the-strategy-and-product-planning-phases","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":17,"countAnswers":3,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"G7aNWLdEpO","answer":"

We have had some success in educating the PM team to start with positioning before they build anything. We use a modified version of the product positioning document (PPD) from Pragmatic Marketing and are asking them to write one before they build anything. It has to be the foundation for a discussion with PMM about the go-to-market, though, rather than being perceived as just another artifact to be thrown over the wall to marketing.

","draft":false,"likes":2,"liked":false,"date":"Jul 10","user":{"url":"/profile/julian-dunn","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/376/medium/julian-dunn.png?1562783879","title":"Julian Dunn, Senior Manager, Product Marketing, PagerDuty","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"WQeEk5w4lb","question":"What’s one piece of tactical advice and one piece of strategic advice for a small company (2 person marketing team) that’s doing a product launch and company rebrand at the same time?","description":"","slug":"whats-one-piece-of-tactical-advice-and-one-piece-of-strategic-advice-for-a-small-company-2-person-marketing-team-thats-doing-a-product-launch-and-company-rebrand-at-the-same-time","followed":false,"topics":[{"name":"Product Launches","key":"product_launches"}],"user":false,"reported":false,"countFollowers":5,"countAnswers":2,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"8A24wrgx79","answer":"

Strategic advice: Combine the launch and rebrand into a single narrative. Your company rebrand should allow you to position yourself within a story where your customer is the main character and you are the impact character who helps them make progress (think customer = Luke Skywalker and you = Obi Wan Kenobi). Your product would then become the magical gift or power (ie Lightsaber for those still following the analogy) that you offer to the main character to help them along their journey.

Tactical advice: Find a couple of customers who love you and prep them to talk to media that you notify about your launch. In this way, the story shifts from your rebrand (which no one really cares about) to the story of how your customer overcame challenges thanks to your new brand and the magical gifts offered by your product launch.

","draft":false,"likes":2,"liked":false,"date":"Jul 9","user":{"url":"/profile/josh-colter-1","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/001/595/medium/avatar.jpeg?1562697562","title":"Josh Colter, Product marketing consultant, Brandlines","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"RlX4VWLNv7","question":"Who still uses product datasheet or factsheet? Why? Does any customer even read these anymore? Any one have any metrics?","description":"","slug":"who-still-uses-product-datasheet-or-factsheet-why-does-any-customer-even-read-these-anymore-any-one-have-any-metrics","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":2,"countAnswers":0,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false},{"id":"DPX4g11EzL","question":"Do you need to be good at writing to create good product messaging?","description":"","slug":"do-you-need-to-be-good-at-writing-to-crate-messaging","followed":false,"topics":[{"name":"Messaging","key":"messaging"}],"user":false,"reported":false,"countFollowers":3,"countAnswers":1,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"VYA4dY8NDK","answer":"

If your role involves writing product messaging then you should be good at writing. Writing is a necessary skill to help users understand your product and to view solving their problem through the same frame as you.

Note that there are different forms of writing competencies. Writing short, succint headlines is different than writing long-form whitepapers. One way to segment this might be copywriting vs content writing.

Typically I would expect to see a UX person with copywriting ability to guide the user's experience within the product. The UX or PM should then be in regular communication with their product marketer, who frequnetly operates as content writer — producing release notes, sales sheets, and other relevant assets to launch.

","draft":false,"likes":2,"liked":false,"date":"Jul 9","user":{"url":"/profile/josh-colter-1","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/001/595/medium/avatar.jpeg?1562697562","title":"Josh Colter, Product marketing consultant, Brandlines","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"WQeEkwwElb","question":"How do you influence the product roadmap without clear monetization targets for new features/products?","description":"It's clear there is an opportunity, but currently hard to see how big of an opportunity.","slug":"how-do-you-influence-the-product-roadmap-without-clear-monetization-targets-for-new-featuresproducts","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":4,"countAnswers":1,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"5neE7M94Aq","answer":"

The goal of any new product/feature releases is to allow your business to capture or retain slice of the market. It is important to have as much clarity as possible before enbarking on any development.

Monetization or value creation is easy to gauge when similar features are already offered in the market. But let's say your product team was working on feature that doesnt exist in the market. If you go back a few years there was no concept of anonymizing phone numbers when connecting two people. Delivery and ride sharing companies introduced this feature and is offered routinely now. So how did they evaluate that this was an important feature to spend calories on.

As product marketer you can build a case by starting with a clear hypothesis on who would value this feature? how much would they be willing to pay for it? what brand reputation or churn risks do you have for not offering it? does this feature prevent intitial adoption with prospect?

Test your hypothesis with surveys, in person interviews or painted red doors. Then bring forth a case with data and customer anecdotes for new features to your product peer. They might find it hard to ignore.

","draft":false,"likes":4,"liked":false,"date":"Jul 9","user":{"url":"/profile/devang-sachdev","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/331/medium/avatar.jpeg?1561472796","title":"Devang Sachdev, Head of Product Marketing, Twilio Flex, Twilio","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"l1zxo9dNRM","question":"Our product management team is more focused on timelines, than on customer needs. How do we get them to be more customer focused?","description":"","slug":"our-product-management-team-is-more-focused-on-timelines-than-on-customer-needs-how-do-we-get-them-to-be-more-customer-focused","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":8,"countAnswers":2,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"nOrEYD3NB7","answer":"

Covered this a bit in another question. PMM can bring a very strong customer perspective when it comes to product development. To have a seat at the table though, you have to do the work. This is what we do to bring customers perspective to our product teams:

Visit, shadow, do work at our customers. No research can compare to the insights you get by actually being in the shoes of our customers - in our case, small businesses
Talk to customer facing teams (Sales, Account Management, Support) and synthesize feedback. They are on the frontline all the time. You will be surprised how much you can learn from them
Comb through social media (Facebook, Twitter), our own Seller Community forum and syntheszie customer feedback
Conduct qualitative and quantitative customer research

When you've done all this work, you have a wealth of fact-based customer insights that nobody can ignore.

","draft":false,"likes":9,"liked":false,"date":"Nov 16 2017","user":{"url":"/profile/carrie-zhang","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/001/217/medium/avatar.jpeg?1514116673","title":"Carrie Zhang, Head of Product Marketing, Point of Sale, Square, Inc.","isHiring":true},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"mQeNL34P6J","question":"Where should product marketing report into? Product management or marketing?","description":"","slug":"where-should-product-marketing-report-into-product-management-or-marketing","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":19,"countAnswers":9,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"RAq4O0wNGr","answer":"

Product Management and Product Marketing are two sides of the same coin. Organizationally there are benefits to both approaches. As a product manager, I have had product marketers on my team, and as a product marketer, I have reported into the Head of Marketing as well.

This decision is dependent on what is a bigger problem - product marketer not having a deep understand of the product due to product complexity, lack of documentation or exposure OR is it around go-to-market where product marketers aren't able to influence the brand, campaigns and sales enablement carried out by the marketing organization.

In fact, depending on the lifecycle of the product, a product marketer should to spend their time with one side of the org more at any given time. And if thay means reporting in to product initially and transitioning to marketing as the product matures, might be something for leadership teams to consider.

","draft":false,"likes":3,"liked":false,"date":"Jul 9","user":{"url":"/profile/devang-sachdev","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/331/medium/avatar.jpeg?1561472796","title":"Devang Sachdev, Head of Product Marketing, Twilio Flex, Twilio","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"7KRE6OXxVY","question":"How do you deliver sales feedback to the product team to inform the current roadmap and make changes?","description":"","slug":"how-do-you-deliver-sales-feedback-to-the-product-team-to-inform-the-current-roadmap-and-make-changes","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":8,"countAnswers":1,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"oDjEBLQ4m2","answer":"

On the surface this question is simple. How do you take sales feedback to product?

But as product marketer your goal is not just to take sales feedback but to use it as one of your sources to make a case for roadmap additions or changes. Here is how I'd approach this:

step 0 - build strong relationships with your sellers.

step 1 - remove sales bias by aggregating feedback from individual sellers. They tend to have a bias towards the most recent or largest opporunity they have on hand or one that was lost and stung the most. It is not their job to form a balanced opinion on whats best for the product or market as a whole.

step 2 - analyze the your product pipeline and opportunities by stage that were lost or stuck due to product gaps.

step 3 - discover risk of churn due to product gaps.

step 4 - prioritize gaps in four buckets (urgent, table-stakes, differentiators, good to have) quantified by $ revenue retained or unlocked -

step 5 - communicatie back to sales once you have roadmap commitment from product. Be careful, product roadmaps tend to change. Make sure you are confident in product delivery dates.

","draft":false,"likes":12,"liked":false,"date":"Jul 9","user":{"url":"/profile/devang-sachdev","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/331/medium/avatar.jpeg?1561472796","title":"Devang Sachdev, Head of Product Marketing, Twilio Flex, Twilio","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"nOrEYwZ4B7","question":"What specific areas of roadmap influence do you think product marketing can help the most with?","description":"Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?","slug":"what-specific-areas-of-roadmap-influence-do-you-think-product-marketing-can-help-the-most-with","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":6,"countAnswers":1,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"a9KxpkwEq6","answer":"

tl:dr: Both and then some.

It is as important for product marketers to be involve in the inception stage as it is when taking new feature/product to market. Features that are built in vacuum seldom stick or give your product a market advantage. Product marketers input is key to how roadmap is prioritized based on customer need, value delivered, competitive advantage gained or $$$ unblocked in deals, or $$$ unlocked in TAM. Being involved in the inception stage also gives the product marketer a deep understanding of the challenges the feature/product attempt to solve, what approach is the product taking and how hard/easy is it to deliver the solution. Armed with this information, the product marketer can create more precise message when taking the product to market.

Activities carried out by product marketers when taking product to market are more obvious and sit squarely in the domain. However are not limited to naming, branding or positioning. Successful product marketers have a good handle on all the tactics around how the customer will learn about the new features/products and how will they try and adopt the new introductions.

","draft":false,"likes":6,"liked":false,"date":"Jul 9","user":{"url":"/profile/devang-sachdev","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/002/331/medium/avatar.jpeg?1561472796","title":"Devang Sachdev, Head of Product Marketing, Twilio Flex, Twilio","isHiring":false},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"bLjE25DNKe","question":"At what stage of product roadmap planning and execution should you step in as a product marketer?","description":"","slug":"at-what-stage-of-product-roadmap-planning-and-execution-should-you-step-in-as-a-product-marketer","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":10,"countAnswers":2,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"jqoE0dME35","answer":"

Ahead of roadmap planning. Part of your job is to bring market, competitor, and customer context that you have gathered through your research. Bring a different point of view - something that the product team doesn't already know. This earns you credibility and they'll be more apt to invite you to these discussions.

If you don't have the domain knowledge yet - perhaps because you're new to the role - you still need to have visibility into the roadmap to be able to do your job effectively. If you're planning a major release or introducing a brand new product to the market, you'll want to be involved early and often.

","draft":false,"likes":5,"liked":false,"date":"Feb 21","user":{"url":"/profile/scott-heimgartner","avatar":"https://s3-us-west-2.amazonaws.com/sharebird-production/user_profiles/avatars/000/000/400/medium/avatar.jpeg?1562015965","title":"Scott Heimgartner, Director of Product Marketing, Maropost","isHiring":true},"replies":[],"depth":0,"reported":false,"canEdit":false,"parentId":null}]},{"id":"X5ZxDA42Dp","question":"What skills are universally key to being a great product marketer?","description":"","slug":"what-skills-are-universally-key-to-being-a-great-product-marketer","followed":false,"topics":[{"name":"Product Marketing","key":"product_marketing__basics"}],"user":false,"reported":false,"countFollowers":8,"countAnswers":5,"allowToEdit":false,"isPin":false,"isHidden":false,"addedToDraft":false,"answered":false,"real_id":null,"answers":[{"id":"w5A4G5MEBg","answer":"

Empathy is a critical skill, and it is in short supply. Your customers only care about what matters to them. Engage them in structured conversations. Listen carefully. Then reread your messaging to see if it resonates. Look to see if your message is in channels they trust. Data will tell you alot, but actual people will tell you what matters.

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