AMA: Cortex Head of Product Marketing, Lauren Craigie on Technical Product Marketing
August 7 @ 9:00AM PT
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Inngest Head of Marketing • 1y
I think it’s important to note that when selling to technical audiences, ALL product marketers need to be technical. Insofar as all need to be able to confidently demo th...
687 Views
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Inngest Head of Marketing • 1y
I’ve only sold in B2B tech, so speaking from that POV I would say hard skills should include The tools your marketing peers use—Marketo, Demandbase, 6Sense, etc, particul...
628 Views
1 request
Inngest Head of Marketing • 1y
Leaving TPMM I most often see folks move into:Head of Product MarketingHead of Solution MarketingVP MarketingVP ProductComing into TPMM, I most often see folks coming fro...
728 Views
2 requests
For a heavily dev-centric product, how do you approach the balance between classic content/SEO, product marketing, and sales enablement - and how do you find the right channels to reach out to developers vs. commercial audiences?
What are some considerations when setting up a Product Marketing discipline to keep the focus on the product value for developers, without sacrificing expectations from the commercial teams?
Inngest Head of Marketing • 1y
I think this is one of those situations where we’ve been led to believe there’s a difference between marketing that’s valuable for developers and marketing that valuable ...
491 Views
4 requests
Inngest Head of Marketing • 1y
It’s about to play a much bigger role! I’ve just hired a TPMM, who will now share enablement with my GTM-focused PMM. There can be nuance and overlap and they’ll support ...
915 Views
3 requests
Inngest Head of Marketing • 1y
You’ll need direct audience message testing to really nail this. We all have a habit of overloading our value statements, or trying to write for too many audiences at onc...
551 Views
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Inngest Head of Marketing • 1y
I think a good exercise for figuring out how to balance the technical value and business value is to force yourself to write a single sentence with both your “why”—your b...
541 Views
2 requests
Inngest Head of Marketing • 1y
Anything that lets you provide tangible value for free. Your usual that still performs well: Stat-heavy industry/peer research reports Checklists CalculatorsA few differe...
851 Views
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Inngest Head of Marketing • 1y
This is very dependent on the solution you’ll be selling. But I’ll share that my “screener” question for my last TPMM hire was, “When was the last time you did anything o...
972 Views
2 requests
Why is developing a differentiation pitch important?
In a company I'm working with, positioning and messaging framework consists of creating a differentiation pitch in addition to one-line pitch and elevator pitch. I'm not quite sure how to approach it. Isn't differentiation already baked in a regular pitch?
Inngest Head of Marketing • 1y
That’s a good question and you might be right. I’m sure it depends on how competitive your space is. If users best understand what you do by anchoring to the market leade...
846 Views
1 request