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AMA: mParticle Vice President of Product Marketing, James Fang on Technical Product Marketing
December 7 @ 11:00AM PST
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MParticle Vice President of Product Marketing, James Fang on Technical Product Marketing
Top Questions
James Fang
LaunchDarkly Vice President of Product Marketing • December 7
When I was at Okta, I was part of an extremely effective PMM team. It was structured: * Core / Product-line PMMs * Technical product marketers * Solutions PMMs (own "GTM plays" & business value - e.g. ROI calculator) Core / product-line PMMs were given a broad scope, and in some sense they e......Read More
1173 Views
1 request
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
James Fang
LaunchDarkly Vice President of Product Marketing • December 7
For companies targeting developers, it's a good habit to build up a culture of developer empathy. Practical exmaples include: * Provide them 101 sessions, enough for them to be dangerous and speak the lingo. What is an API? What is in a JSON payload? What is an SDK - and why does it matte......Read More
529 Views
2 requests
James Fang
LaunchDarkly Vice President of Product Marketing • December 7
Great PMM teams have balance, across the dimensions of positioning & messaging, communication, industry depth, and technical expertise. It's rare to find the "unicorn" PMM that is outstanding accross all 4 dimensions. Most organizations build PMM teams so that they have a mix of expertise in orde......Read More
382 Views
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James Fang
LaunchDarkly Vice President of Product Marketing • December 7
The answer is you need both, but targeted to the right audience: business value for the economic buyer and technical value for the user / implementer. In some cases, the buyer AND the user are technical personas (e.g. Github). In other cases, the roles are split. For example, for mParticle, th......Read More
520 Views
2 requests
James Fang
LaunchDarkly Vice President of Product Marketing • December 7
If technical buyers are critical to the sale, then you have to address their needs. Host accurate technical content. If you're choosing to reserve your primary real estate for your homepage / above-the-fold for your business / non-technical buyer, then create a clear path (discoverable in your......Read More
348 Views
1 request
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?
James Fang
LaunchDarkly Vice President of Product Marketing • December 7
The most important thing here is to ensure there is consistency and alignment across the entire company on the GTM motion, and the metrics that matter. While a large number of dev-centric companies deploy a bottoms-up PLG type of motion, it is not the exclusive model. Many also deploy top-down mo......Read More
331 Views
2 requests
James Fang
LaunchDarkly Vice President of Product Marketing • December 7
Techncial Product Marketers have a higher degree of industry knowledge and technical expertise. In a team, they are specialized in the areas of: * Competitive intelligence: owning the maintenance of battlecards, and acts as SMEs when going head-to-head in a late-stage opportunity * Technica......Read More
497 Views
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James Fang
LaunchDarkly Vice President of Product Marketing • December 7
This should be aligned with the key responsibilities of the role (see previous answer), but here are some sample KPIs: * Improvement in head-to-head win rate against a key competitor: typically for opportunities that progress to late-stage * Enablement / compentency metric: e.g. Send a surv......Read More
461 Views
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James Fang
LaunchDarkly Vice President of Product Marketing • December 7
Technical Product Marketers have a variety of career paths. Should they choose to stay in the PMM org, some more organizations offer management roles for Technical Product Marketing teams, which at some point roll up into broader product marketing leadership roles. Some choose to pick up more of ......Read More
1046 Views
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