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Brand Strategy

When creating a category how important is it to have a new title to sell into? Can you create a category with an existing role as main user?

3 Answers

Anthony Kennada

AudiencePlus CEO • January 28

Not critical. In fact, you may be better off launching a new category into an existing (and much larger TAM) than also taking the task of creating / expanding a smaller TAM. The work that Gong and Drift are doing within the sales and marketing community (respectively) is quite impressive. The ......Read More

1065 Views

Brand marketing efforts usually get discredited because it's hard to measure revenue. How do you build a business case to invest in it, and what should you do first as a SaaS product?

5 Answers

Anthony Kennada

AudiencePlus CEO • January 28

I think anyone who discredits brand as a function of growth is living in an early 2000s era of B2B marketing that doesn't exist anymore. The truth is that behind every logo we are trying to sell to as vendors, is a human (crazy, I know). These humans have a job to do, and are trying to self-actua......Read More

1667 Views

What role should your brand story have in product roadmap planning?

4 Answers

Anthony Kennada

AudiencePlus CEO • January 28

The brand story ought to be the true north for the product strategy. There are so many competing priorities when it comes to setting the roadmap -- getting to feature parity with the competition, executing on customer requests, bug fixes, etc. -- the brand can serve as a useful filter and framewo......Read More

1325 Views

How involved should the PMM function on Brand strategy? Where/how can Product Marketing contribute best on this front to really drive impact? How can we measure it?

1 Answer

Morgan Molnar

SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 6

There are 3 main areas where I've seen product marketing get involved in brand strategy: 1) Brand category definition: (see my other answer on how PMM & Brand would collaborate on category creation/evaluation) 2) Brand/product architecture: When you have a portfolio of offerings and multipl......Read More

782 Views

Who should own our category creation efforts? Brand Marketing or Product Marketing?

1 Answer

Morgan Molnar

SurveyMonkey Director of Product Marketing, Global Insights Solutions @ Momentive • December 6

Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leadership), with an ultimate approver in the C-suite, either the CMO or CEO. Here are some of the things that brand and product......Read More

861 Views

How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?

Any advice on KPIs tied to product launches?

8 Answers

Sarah Khogyani

Coinbase Head of Product Marketing, Cloud • May 25

My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align with product partners on shared KRs or KPIs at a high level. Beyond that, I would suggest gaining this alignment at the PRD an......Read More

598 Views

In your role working as Product Manager & Go-To-Market or working with PE/VC/pricing consulting firms on company valuation & market assessment, whats your go-to resource with frameworks & examples to conduct B2B pricing power assessment for a product?

6 Answers

Aaron Brennan

Shopify Product Marketing Leader • April 6

So I have done a lot of work with Profit Well, they have some great frameworks and suggestions for building Pricing and packaging. The ideal scenario for me is to find out what I am building towards, what is our goal. Is it a land grab, are we just trying to get as many people as possible or are ......Read More

585 Views

How do you view the distinction between brand marketing and product marketing?

5 Answers

Anthony Kennada

AudiencePlus CEO • January 28

I think the two are very tightly correlated -- both are storytellers by nature, but telling stories at different parts of the funnel. A simple way to think about it is that brand is principally responsible for the "why" while product marketing owns the "who," "what," and the "how". Since people m......Read More

1892 Views

I want to know how to transition into PMM from a Business Analyst role? I have an Engineering background with a MBA, 6+ years exp in Project management. Every time I see job postings I always see that there is a requirement of PMM experience of 3+yrs

How do we apply to PMM roles if we don't have the PMM experience and all the job postings I've seen have a requirement for PMM experience.

1 Answer

Jessica Webb Kennedy

Tailscale Head Of Marketing • June 16

Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant! The ones that come to mind for me are being great at prioritization, project management, data gathering/fact-finding, working......Read More

247 Views

What frameworks, methodologies or resources do you recommend to define and develop a brand?

At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?

1 Answer

Jessica Webb Kennedy

Tailscale Head Of Marketing • June 16

There are tons of ways to do this but they all center around defining the personality of your brand/product, this means understanding how you are perceived by others and reflecting that back (or making an effort to change it!) in your tone and voice across owned assets. We actually recently d......Read More

606 Views