AMA: Pendo.io VP Product Marketing, Jackie Palmer on Analyst Relationships
April 4 @ 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
The first thing to do when trying to get your company into a Wave or MQ is to study the category and find out what the inclusion criteria are. If you don't meet the inclu...
2601 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
The best kept secret in the analyst community is that you can ask for a briefing even if you don't have a seat/license to the analyst firm! And you should be doing this a...
2089 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
There are three types of analyst briefing decks you need to be able to prepare. The first is a quarterly update, the second is the product update, and the third is the ev...
1831 Views
2 requests
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
In the early days of an analyst relations program, the key metric you are going to be able to track is touches (inquiries, briefings, conference 1:1 meetings etc). The nu...
1891 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
The best thing you can do to influence analysts if there is not evaluation report like an MQ or Wave yet is to start early and build a continued cadence of conversation. ...
752 Views
1 request
Can you share your tips on making a great analyst briefing deck?
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
There are three types of analyst briefing decks you need to be able to prepare. The first is a quarterly update. I use these quarterly briefings to stay in touch with my ...
1952 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
One of the hardest things for product marketing teams is to keep things up to date! Unfortunately there's no magic bullet here, you have to schedule regular reviews of ba...
1144 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
If you know there is an analyst evaluation report coming out and you didn't perform as well as you would have liked, or you weren't included at all, there are a few thing...
930 Views
1 request
How do you drive culture change with market research?
I'm hoping to influence Product and Design to talk to users more and build a clear picture of our user. The team will often refer to themselves as "the consumer" when they're not in our target demographic?
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
One of the best things you can do as a product marketer is provide market research value back to your PM team and your execs. You should be following the analysts that co...
1092 Views
1 request
How do you develop a one-pager for analyst firms like Gartner to convince them about your product?
The objective is to push the product up to the personalization leadership quadrant. If I were to give more information to the analyst firm, how should I present it and how to go about creating one.
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
I don't know that I would recommend using a one-pager. In my experience, analysts are not going to read a document you send them unsolicited. The best approach would be t...
1102 Views
1 request
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Sites like G2 and TrustRadius may not be official analyst firms but prospects don't necessarily know that! Because G2 in particular produces a grid report that looks and ...
1078 Views
1 request