Director, Product Marketing · Braze
Hi all, I'm Ankit Shah, Director, Product Marketing @ Braze:
- 👋 Based in:
- Dallas, TX
- 🧠 Top of mind:
- Art of Storytelling
- 💬 Ask me about:
- Market Research, Product Launches, GTM Strategies
AMA: Braze Director, Product & Solutions Marketing, Ankit Shah on Go-To-Market Strategy
August 19, 2025 @ 9:00AM PT
View AMA Answers
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What are some of the best product go-to-market strategies used by best brands?
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 10mo
Here are some of the best product GTM strategies that I have seen top brands use successfully: Product Led Growth (PLG) - They focus on self-serving and freemium tier, examples include Slack, Zoom Content/Education Led GTM - They focus on thought leadership, inbound content, and free education, examples include Hubspot, Atlassian Community Led GTM - They invest in user communities, amabassadors, and advocacy programs, examples include Figma, Notion, Braze Ecosystem Led GTM - They build or join a ...Read More
16,183 Views3 requests -
Who should own GTM strategy?
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 10mo
The Product Marketing team typically owns the GTM strategy because they sit at the intersection of product, sales, and marketing. Product Marketing - Defines target audience, positioning, messaging, pricing, and launch strategy. Product Management - Provides product roadmap, features, and business case. Sales / CS - Provides customer insights and executes on enablement. Demand Gen / Growth Marketing - Activates campaigns and generates pipeline. So PMM is the strategic owner of GTM, but it’s exec ...Read More
13,684 Views1 request -
What is unique about marketing a productised service, compared to traditional products?
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 10mo
Marketing a productized service is unique because it blends the scalability of a product with the expertise of a service. Unlike traditional products, value proof is intangible, so marketing must focus on outcomes, ROI, and trust rather than features. Packaging, naming, and methodology are critical to show repeatability, while differentiation comes from expertise and credibility. Ultimately, productized services should be marketed as enablers that unlock greater ROI from the core software.
9,747 Views1 request -
What are some of the challenges your product marketing team has faced with other teams and how have you overcome them?
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 10mo
Product marketing teams often face alignment challenges with other functions. With Product Management, tension arises between roadmap priorities and customer needs, which can be solved with joint planning and customer insights. Sales often demands fast enablement while PMM focuses on positioning—addressed by creating a repeatable enablement framework and involving sales early. Demand Gen typically focuses on lead volume while PMM prioritizes targeted messaging, requiring shared KPIs to bridge th ...Read More
1,975 Views1 request -
If your product is new and you don't have many customers, how do you start a GTM?
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 10mo
If your product is new and you don’t yet have many customers, a GTM should focus on validation and building momentum. Here’s how to go about it: Define ICP and Personas – Get very clear on who your first customers should be (niche market, early adopters, pain points). Leverage Partners / Beta Users – Use early customers as references and co-marketers; collect testimonials, case studies, and feedback. Build a Lighthouse Customer Strategy – Prioritize a small set of “flagship” wins to use as proof ...Read More
1,919 Views2 requests