ESO

ESO Overview
Website: eso.com
Employees: 420
Headquarters: Austin, TX
Founded: 2004
About
ESO improves health & safety through the power of data. By providing reliable, user-friendly software, ESO serves fire depts., EMS agencies & hospitals.
Insights from the ESO Product Marketing Team
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOMarch 7
The details of embedding a Product Marketer into a product team will look very different depending on the size, type, and structure of your company. There are two information flows Product Marketers can use to build collaboration with their Product partners: 1. Be the voice of your customers. I strongly believe that Product Marketers should work to be customer experts. The common gap for product teams is understanding the social and emotional jobs-to-be-done of their customer. Product Marketers should bring this to the table in interactions with their product teams (not ju...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOFebruary 14
This is 100% possible. I made the exact move from Digital Marketing to Product Marketing just a year ago. To make that switch, I would highlight a few areas, and you should look to build this experience if you don't have it yet. 1. Prove you're customer insights-driven. If you clearly demonstrate that you've somehow researched customers and implemented changes based on the insights gathered, you'll be off to a great start. Don't just describe an A/B test, though. Qualitative insights can be gold for this purpose. Even viewing session recordings on your site to reveal user ...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESONovember 17
Features, advantages, and benefits should support your message, not be your message. A lot of B2B marketers don't elevate their messaging above simple benefit statements. To encourage impactful messaging, I use a "pyramid" framework. On the bottom are your Features and advantages. This will be expansive, but be sure to include the aspects that differentiate your offering. The second layer are Benefits. These are intentionally vanilla. They will look like typical ROI line items: save time, save cost, increase revenue, etc. These benefits should align with the feature(s) beneath them. The ...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESONovember 9
After working through Positioning, I will build Messaging from the bottom-up. The bottom-up approach automatically encourages you to elevate your messaging from technical details and features. More specifically, I build in this order: Features -> Benefits -> Value -> Message. Some definitions that might be helpful: * Features: This is what your product or service does. Even though I talk about these as features, be sure to expand your thinking to include all capabilities related to the offering. For example, if you offer white-glove support when competitors don't, that better be...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESONovember 2
First, start with data-driven positioning. Who are you in the marketplace? Where are you heading or trying to become? How do you think your competitors are moving in the space? If you skip this step, you'll lack differentiation in your messaging, and you'll get a lot of resistance from executives who think in visionary terms. To build the most effective messaging, you need to start with a deep understanding of how your customers think about your company and why they are buying it in the first place. Draw on insights gleaned from customer blueprints, interviews, surveys, focus groups, looka...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOOctober 21
At the risk of over-simplifying product marketing, you'll want to look for experiences that demonstrate some of the underlying skills to do three basic "jobs": * Research: Find a situation where you've gathered the information yourself. Ideally this will include some first-party sources like customer interviews. This could be as simple a conversation at an event or social post comments. You'll also want to show that you can get information from different sources and make sense of it. A real-world example for a product marketer might be combining details from competitor revi...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOOctober 18
Successfully launching a product these days is an undertaking that requires careful consideration and planning. A lot of factors go into deciding which channels to use for your launch campaign, but there are some key questions you need to ask yourself first: * What are the goals of my campaign? * Who do I want to reach with this campaign? * Where can I find them? * How much time and money do I have available for my marketing efforts? These are just a few of the many considerations you'll need to make before diving in. I start by thinking about the goal of the campaign and who I'm tal...
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOOctober 15
Make sure you're optimizing for learning! Ensure compensation is fair but don't optimize for salary yet! This isn't an excuse for companies to lowball you. Realize that you'll have plenty of time to monetize your learnings later, though. Play the long game; optimize for what you'll learn and how quickly you can learn it. This will be a product of the role itself, the team, and the company. Find an environment that will surround you with knowledge and a culture that supports curiosity instead of stifling it. The earlier you are in your career, the more important this is.
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOOctober 14
This is a super common question with a fairly universal answer. The common theme: Positioning is an internal strategy asset, and Messaging shares that perspective in a way your customers will understand and remember. A few groups that have done a good job of answering this in detail: * Crayon: Messaging vs. Positioning: Defining These Go-to-Market Staples  * Caitlin Vlastakis Smith: Messaging vs. Positioning vs. Value Proposition: What's the Difference?  * Aha!: Positioning vs. Messaging 
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation, ESOOctober 6
Voice of the customer is one key component of great positioning and messaging. It's important to gather the information first-hand. At a minimum, product marketers should be watching or listening to recordings of the market research conversations. With that in hand, it typically makes the biggest impact in two areas: * In positioning, VOC shapes your vectors of differentiation while maintaining or improving resonance. How do market participants talk about your product's category? Are you aligned with that perception, trying to change it, or trying to create an entirely new catego...
ESO Product Marketing Leaders
Chris Glanzman
Chris Glanzman
Director of Product Marketing & Demand Generation