AMA: mParticle Vice President of Product Marketing, James Fang on Technical Product Marketing
December 7 @ 11:00AM PT
View AMA Answers
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?
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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 numb...
658 Views
2 requests
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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...
966 Views
2 requests
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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...
855 Views
2 requests
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
Great PMM teams have balance, across the dimensions of positioning & messaging, communication, industry depth, and technical expertise. It's rare to find the "unicorn...
767 Views
1 request
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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 esta...
652 Views
1 request
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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 ...
916 Views
2 requests
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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...
4377 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.
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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 ...
1014 Views
2 requests
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
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 Produc...
1975 Views
2 requests