AMA: Zendesk Director of Product Marketing, Liz Gonzalez on Enterprise Product Marketing
August 23 @ 9:00AM PST
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Zendesk Director of Product Marketing, Liz Gonzalez on Enterprise Product Marketing
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Liz Gonzalez
Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 24
One of the key areas of differentiation is the buying group involved with a larger organization which typically lengthens the sales cycle. It’s critical to understand who are the key players in your buying group at an enterprise level organization. You’ll likely need to build business impact mess......Read More
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Liz Gonzalez
Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 24
When it comes to hiring a segment PMM like an Enterprise Product Marketer, one key trait I look for is someone who is problem-solver. As an enterprise PMM, you’ll need to identify and investigate business issues, read through the data, and solve challenges or make appropriate suggestions and be a......Read More
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Liz Gonzalez
Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 24
PMM can influence several touchpoints across the enterprise sales motion. PMM’s biggest impact will likely vary widely depending on the business stage. Identifying and anticipating the needs of each person in the buying group and building appropriate content and messaging and aligning that to the......Read More
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Liz Gonzalez
Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 24
It can be hard to measure effectiveness of an asset, launch or campaign in longer sales cycles because attribution is tricky in a 6+ month sales cycle. Measuring the number of touchpoints that influences customer behavior spanning a quarter or two will show you the bigger picture of the pipeline ......Read More
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Liz Gonzalez
Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 24
Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the q......Read More
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