AMA: Pendo VP of Product Marketing, Jackie Palmer on Competitive Positioning
December 14 @ 10:00AM PT
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👋 Jackie Palmer
I am an accomplished product marketing leader with 20+ years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an expert at cross-functional team building, bridging the technical and non-technical divide.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
In my current role as VP of Product Marketing at ActiveCampaign, I lead a team of rockstar product and customer marketers that help small teams power big businesses via our autonomous marketing platform and AI agents that imagine, activate, and validate your marketing.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
There are plenty of tools out there to gather competitive intel and you don't technically even need a tool - you could just set up Google alerts or search yourself. That ...
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
As mentioned in some of my other responses, there are lots of places to gather competitive intelligence that are ethical and fair. Some key ways include:Competitor websit...
761 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Ideally you are not basing your overall positioning based solely on how your competitors position themselves. That said, you (or more likely sales) will inevitably be ask...
718 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
While you never want to price or package your solution based solely on what your competitors price or package theirs at, you certainly do need to monitor your competitors...
719 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Win/loss data can be a great source of competitive intel. Obviously it is ideal if you have the budget for a third-party to do some win/loss interviews or secret shopping...
696 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
This is a great point! Competitive intelligence is definitely a team sport and should not be solely produced by Product Marketing! I always try to reinforce that Product ...
696 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
The top three ways I recommend researching competitors are:READ as much as you possibly can about them online. This includes the competitor's website and published conten...
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What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
You're right this is difficult to measure but I would suggest two things. First, if you have created battlecards for each competitor, you should be able to measure views ...
736 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
You should always be researching your competitors even if there is no officially published report like an MQ or Wave. Nowadays there are so many peer review places to fin...
1274 Views
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ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
It depends of course on your market position. But assuming you are in a competitive market, your sales team should be very aware of your competitive positioning. I would ...
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Is competitive positioning an output of a feature or a marketing story?
I see a lot of battles between start-ups about similar features/products; I myself have tried to position our product with a differentiated story not always backed by features.
What's the ideal approach? Where does one draw the line?
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
I think you've taken the right approach! I would never recommend only building out your positioning based on features or products. You need a full, compelling story which...
1715 Views
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