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AMA: Narvar Former Director of Product Marketing, Jen Ottovegio on Product Marketing / Demand Gen Alignment
October 17 @ 10:00AM PST
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Narvar Former Director of Product Marketing, Jen Ottovegio on Product Marketing / Demand Gen Alignment
Top Questions
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
In my experience, product marketing is the nucleus of the marketing team - driving and informing strategy for demand generation, sales enablement, and other channel owners (field, content, etc). Good Product Marketers first need to know what is coming down the pipeline (on the product side) a......Read More
3501 Views
4 requests
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
I’ve not personally sat on a product team (so I’m admittedly biased.) But I would vote for it to live in marketing. Here’s why - the essential functions of these teams are different: * Product Team - exists to build great products * Marketing Team - exists to communicate the value of the prod......Read More
1454 Views
1 request
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
Every PMM should answer this question based on 2 factors -- the needs of the business and the strength of the funnel. (1) Org & Biz Needs - If you have a strong sales team established with sky-high close rates, the strongest need might be in widening the funnel (demand gen). If you have a gre......Read More
1825 Views
1 request
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
I hope the details and features of the product change and improve often… but hopefully the overarching story of what you do and why does not often change. If you keep the “canned demo” focused on the vision and benefits of your product or solution (rather than features and specific functionality)......Read More
4085 Views
6 requests
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
At Narvar, demand generation is under the product marketing umbrella. It helps us closely align on priorities, collaborate on campaign plans, establish goals, and measure revenue impact. This alignment is critical because we want to enact campaigns to generate demand where the business needs it m......Read More
1693 Views
3 requests
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
1612 Views
2 requests
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
2277 Views
3 requests
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