AMA: Vanta Director of Product Marketing, Joe Goldberg on Tactics for Successful B2B Software Product Marketing
January 30 @ 10:00AM PST
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Vanta Director of Product Marketing, Joe Goldberg on Tactics for Successful B2B Software Product Marketing
Top Questions
Joe Goldberg
Vanta Director of Product Marketing • January 30
Keep it short :) Start with TL;DR, then flush out the key info and link to other docs with detail. Also, I have found it rare as of late to email the field....Slack is where it is at
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Joe Goldberg
Vanta Director of Product Marketing • January 30
Not backing up their roadmap thoughts with industry info or customer'/prospect data...instead just relying on "gut feel". Also not knowing when to back off and let things go, even if you do not agree with it.
434 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
When selling a technical enterprise software product, what is the best advice you have for a product marketer? This seems obvious, but master the product! Become an SME, learn how to configure and demo it yourself, and do booth duty to demo/pitch it. This all helps you craft messaging/content f......Read More
408 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
One is too much focus on high-level messaging/positioning. While messaging and positioning are key, do not overthink the messaging/positioning. Should be simple. Who is the product aimed at, what it is, what is does/benefit, how different/better, why it is needed now. Remember the audience is ......Read More
639 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
Absolutely lean on recruiting/HR as your partner as they’re extremely helpful. But my big tip is you also need to co-own this hiring process and personally plan to spend a few hours every single day on it, especially given how important it is. Things you can do to help: Send job post to your L......Read More
638 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
In a typical enterprise SaaS startup, new features come fast and furious so scale is key for building content around them. Start with internal enablement (slides) on tier 1-2 features at Alpha, and all features at public beta or GA. Update as features move through stages. This internal material o......Read More
679 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
It is not either/or. It is both. If “Product Led Growth” is using the product so a customer can self-evaluate, buy, implement, expand/renew, that is clearly a good thing as it accelerates the sales cycle, and frankly demanded by customers these days - most do not want to talk to sales early. And ......Read More
635 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
Do not over-rotate to very precise sales plays (if you hear x, do y) for the field. Focus more on teaching reps how to do good discovery and then adjust the play/message/demo on the fly (aka "audible ready"). This is because every opportunity/sales meeting is unique and the possible “plays” run i......Read More
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Joe Goldberg
Vanta Director of Product Marketing • January 30
* When building it, of course lean heavily on sales feedback, including how the best sellers pitch. Ask to see any custom decks they use. * Do not forget the goal of FM deck is mostly do discovery/qualification + generate enough interest to get to second meeting (not close a deal!). So ......Read More
612 Views
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Joe Goldberg
Vanta Director of Product Marketing • January 30
I have seen this where an inferior company copies you and plays unethical. They copy your web site messaging, they have similar-sounding case studies, they have fake/good G2 reviews, they have fake LinkedIn followers, etc. And they undercut you on price. Problem is buyers at first glance see no d......Read More
606 Views
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