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Jack Wei

AMA: Sendbird Head of Marketing, Jack Wei on Product Marketing / Demand Gen Alignment

April 30 @ 9:00AM PST
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Sendbird Head of Marketing, Jack Wei on Product Marketing / Demand Gen Alignment
Top Questions
What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
There is 1 foundational action PMMs must complete before touching ABM: Define a clear ICP (ideal customer profile). That ICP (which should comprise of target persona at companies of a certain segment / vertical / geo / compelling event) can then be expanded upon by demand gen, sales, and ops into......Read More
81 Views
4 requests
How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
While Demand Gen is responsible for lead, MQL, and pipeline target attainment when it comes to evergreen marketing programs, Product Marketing gets join in on the fun and think about lead and pipe generation more directly and holistically when it comes to product launches. 1. Product marketin......Read More
71 Views
4 requests
How do you define the relationship between product marketing and demand generation within your organization?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
Not clear on this question... do you mean "describe" instead of "define"? The relationship between product marketing and demand gen is symbiotic. And at my organization thankfully the relationships is highly collaborative. It wasn't always this way. When I led product & customer marketing, ......Read More
72 Views
3 requests
How do you ensure that product messaging and positioning are effectively communicated in demand generation campaigns?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
Messaging framework all the way. Designate a 'source of truth' messaging doc that everyone at the company (not just demand gen) refers to, and therefore writes/presents derivatives of. This source of truth can be as simple as a starred google doc, or a published confluence page, notion page, pinn......Read More
75 Views
3 requests
What are some common challenges or barriers you've encountered in aligning product marketing and demand generation, and how have you overcome them?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
Product Marketing over-indexes on the qualitative elements of marketing, while Demand Gen over-indexes on the quantitative side... when, to truly do marketing effectively, you need a harmonious balance of both. Ever meet product marketers who geek out on positioning and messaging, nitpicking t......Read More
73 Views
4 requests
What role does content play in aligning product marketing and demand generation, and how do you ensure consistency across both functions?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
I've seen Content: 1. Stand as its own team 2. Roll up under PMM, or 3. Roll up under Demand Gen. But I've never seen either PMM or Demand gen report into Content. Which goes to say, I don't think content aligns PMM or DG. It's the other way around. When Content's OKR/KPI is traffic and......Read More
80 Views
2 requests
Can you share any lessons learned or best practices for improving the alignment between product marketing and demand generation?
Jack Wei
Jack Wei
Sendbird Head of Marketing • May 1
Get the teams to recognize that they need each other to succeed. Sure, marketing has grown and become more specialized over the years where there are many teams within a marketing org or department (which at times cause internal competition), but at the end of the day, the north star KPI or OKR i......Read More
76 Views
3 requests