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Product Marketing

When you're launching a feature to start to unlock a new market, what's the best way to identify your target market segments and ensure steady penetration into that new market?

I'll be doing customer interviews, listening to sales calls, doing sales ride-alongs, interviewing internal experts, and evaluating competitors. It's a new industry we're looking to enter in North America

2 Answers

Chris Glanzman

ESO Director of Product Marketing & Demand Generation • August 17

Entering a new market organically can be incredibly difficult, so the first step is always to check that there is enough opportunity in the new market to warrant the time and resources. From that new market, you'll want to carve out your beachhead market segments. Identifying the beachhead segme......Read More

497 Views

When should messaging change for a product and how should that be addressed with internal stakeholders?

or should messaging not change, but evolve?

4 Answers

Anna Wiggins

Bluevine Sr. Director of Customer Research, Content, and Product Marketing • March 24

Please see my previous answer on messaging refreshes. In general, it will depend on the maturity of your product or changes to product functionality, competitor, and industry landscape. You'll want to plan for messaging updates as part of your annual Product Marketing/Marketing planning process ......Read More

464 Views

Who should a product marketer work with to QA and approve product messaging?

4 Answers

Kevin Garcia

Retool Head of Product Marketing • April 17

You will never regret QA-ing your messaging with customers. Not only will it help you land on great messaging faster, but it will give you conviction as you defend your messaging across the organization. It is different at every company, but at Segment each PMM follows a pretty simple path: ......Read More

1491 Views

Who owns messaging and positioning in a product marketing org?

Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort?

4 Answers

Liza Sperling

Upwork Head Of Product Marketing • February 17

With a team of two product marketers, I'd opt for collaboration. Why? Well, product marketing teams are small, but collaboration is how we make 1+1 = 3. Differentiating your roles by function on a small team doesn't make sense, especially for foundational, strategic exercises like positioning and......Read More

1684 Views

What are some of the best messaging 'success stories' of your career?

4 Answers

Jon Rooney

Unity Vice President Product Marketing • March 13

Some years ago, I was running a PMM team at Splunk when we introduced a new product that was a persona-driven solution for IT built on top of the core platform - it even featured machine learning capabilities before AIOps was a thing (Gartner was calling it ITOA at the time). To date, we had had ......Read More

1441 Views

Should messaging/positioning change from release to release? Or should it be broad enough to carry you through at least a year?

5 Answers

Indy Sen

Hypergrowth Leader and Product Go-to-Market Advisor • February 3

It really depends on your release cycles and the nature of how your product will evolve. Ideally you'll want to know enough about your product vision so that positioning and messaging scales with new feature development. Think of them both as a scaffolding in that sense, so that when you're read......Read More

638 Views

How do you simplify technical jargon so that your audience understands it but not so much so as to lose its essence?

4 Answers

Sophia (Fox) Le

Glassdoor Product Marketing • June 4

It is so easy to fall into launching with technical jargon when you've been living and breathing it as a PMM! Two ways that I have found helpful in simplifying, and even transforming/replacing techncial jargon are (1) launch customer interviews, listen and use the language they use, and (2) crowd......Read More

574 Views

How do you measure the success of your messaging?

4 Answers

Sarah Din

Quickbase VP of Product Marketing • September 25

This really depends on your where you are as an organization, and what your overall goals are, but here are a few thoughts and ideas: * If you are trying to move up-market as an org, you can try to measure brand perception with different segments over time. While brand perception is not e......Read More

1634 Views

What messaging techniques are effective to build greater trust in AI/ML features of products and solutions?

5 Answers

Kevin Garcia

Retool Head of Product Marketing • April 17

AI/ML means a lot of things to a lot of businesses. Some companies have high data maturity where AI/ML tools are a vehicle for data science teams to create proprietary value for the business. Others are fairly low on their data maturity (which is fine!) and they want out-of-the-box AI/ML for fair......Read More

1152 Views

How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

4 Answers

April Rassa

Cohere Marketing Executive • September 29

The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look pa......Read More

862 Views