AMA: Outreach Platform & Solutions Marketing Director, Jeremy Moskowitz on Product Marketing / Demand Gen Alignment

Focus on using audience insights to guide messaging and campaigns while collaborating to refine strategies and narratives. Product marketing should use its understanding of the ideal customer profile and buyer personas to guide demand generation's targeting and messaging. As campaigns launch, they can collaborate to refine these personas based on market feedback and performance.  I mention in another answer the importance of having a narrative that addresses a broad business problem, which appea ...Read More

In a company the size of Outreach, campaign teams are highly cross-functional. Stakeholders on my campaign teams include Product Marketing, SEO, Performance Marketing, Customer Marketing, Brand, Content Marketing, Field Marketing, and Sales Enablement. Each member of the team is responsible for executing strategy and tactics within their domain expertise and funnel stage with appropriate KPIs.  There have been different types of Demand Gen models based on our phase of growth:  Iterative/Growth H ...Read More

I love partnering with my demand gen counterparts early and often. It's my job as an audience and persona expert that lays the groundwork for campaigns by setting the strategy based on their knowledge of the audience and overall business goals. It all starts with a detailed strategy brief that includes key elements like background on the larger business initiative, top-line success metrics, a campaign narrative, messaging, target audience details, and some initial guidance on how to reach them a ...Read More

Identify the different stages your ideal customer goes through (awareness, consideration, decision) and tailor your messaging to each stage. What questions are they asking at each point?   A common mistake that Marketing teams make is trying to tell the entire story at every stage of the customer journey.  This is usually a reaction to competing opinions during the feedback stage – everyone wants the narrative to reflect what resonates with the persona they speak with the most – Sales with their ...Read More

Don't create content for content's sake. Content is for closing gaps in your customer journey where your message isn't being communicated effectively. Begin with a narrative that addresses a broad business problem, which appeals to all target personas. Tailor this narrative for specific audiences and partner with Demand Gen and Content Marketing teams to deliver it in the appropriate format across multiple channels.  Once you’ve nailed down the narrative, it’s time for Product Marketing and Cont ...Read More