AMA: Vanta Head of PLG Product Marketing, Madison Leonard on Consumer Product Marketing

The frameworks are pretty similar. Talk with your customers, develop a narrative based on the pain points they have, and craft positioning based on your findings. There...

Some B2B companies, such as PLG, put the product at the front of their GTM strategy. The goal is to be very similar to a B2C company in that you target and market directl...

B2C product marketers work much closer to Product, so you'll need to have a robust understanding of how EPD (engineering, product, design) teams work. You'll be plugging ...

Everything in B2C is based on users and the product. The days of sales narratives, collateral creation, etc are over. Become best buddies with your PMs and Growth lea...

Titles mean different things to different companies - so I would concentrate less on that and more on the day-to-day you're responsible for. If you're already in charge...

Great question - the short answer is that traditionally Product Marketing has been seen as sales-focused rather than product focused. In sales-led organizations, PMM do...

Human attention and distribution. These things aren't new - they just increasingly get harder every year. There are a million apps and products out there. It's more i...

There is no one-size-fits-all to team building. Everything should focus on business needs and impact. For example, early-stage startups likely don't need an entire role...

I spent some time in B2C before transitioning to B2B - I did so easily by transitioning into a PLG B2B company. My skills were more product-focused, so I was able to appl...

I look for 3 main skills when bringing someone on the team: Can they position themselves? If they have the skill to uniquely position themselves against other candidate...

B2C PMM is all about the product itself. You're not having to go through buyers like you do with B2B - so you've got to speak to the product success. Don't make the com...