AMA: Iterable Director of Product Marketing, Jeffrey Vocell on SMB Product Marketing
April 7 @ 9:00AM PST
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Iterable Director of Product Marketing, Jeffrey Vocell on SMB Product Marketing
Top Questions
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
Great question. Looks like you've captured a lot of the big rocks that normally go into the budget, but a few additional things to consider: * People Budget: Depending on the planned growth of your team for this year, and near-term priorities, knowing your people budget can ensure you can br......Read More
455 Views
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Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
This is so important, and not focused on enough so I'm glad you asked! A few thoughts around this: * Get your CEO and CMO involved early. Ideally you can get early drafts to them, and also get them bought into the importance of the process and value of this effort which will make every as......Read More
555 Views
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Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
Team structure is always a hot topic in product marketing, and there's a lot of different ways of doing it. The product marketing team at Iterable recently re-organized into 5 groups: Release Marketing, Solutions Marketing, Pricing & Packaging, Platform Marketing, and Market Intelligence. Each......Read More
622 Views
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What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
In most B2B settings, Product Marketing, or a distinct Enablement team (if your organization has one), spends a lot of time driving revenue and user growth through enabling Sales and CS. Whereas, in self-serve or consumer-facing teams, this time spend enabling should be redirected to users direct......Read More
302 Views
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What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
There's a lot of potential variability here depending on company, exact role, industry, and more. That said, here are a few ideas of what you can show: * Cross-functional Initiative: If you've directly led a cross-functional initiatve that drovesome key business results, showcase them! For e......Read More
1643 Views
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Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
I wrote a post a while back about getting a job in Product Marketing that is still relevant and helpful. Overall though, think about your transferrable skills. Whether that's project leadership, storytelling, market intelligence and how it can apply to the job description of the PMM role you're l......Read More
322 Views
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Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
Great question. I think there's a number of different things in these motions - but fundamentally SMB is more of a "one to many" motion, whereas enterprise is a more ABM-centric motion. Given the team structure question here, this means that Solutions Marketing in SMB/Mid-Market thinks about a......Read More
504 Views
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Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
Yes! It's absolutely possible. A few ways you can think of the transition: * Look at some PMM job descriptions and think about transferrable skills. If you've worked as a Project Manager, then it's likely you've led cross-functional initiatives, so lean into that. * Highlight an internal......Read More
276 Views
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