Enterprise Product Marketing

How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
15 Answers
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerAugust 25
To start I'd say thorough competitive research is the foundation of great product marketing, so it's great that your company is investing in it. It's really important for the PMM that owns a product to be an expert on both direct and indirect competitors. Competitive research shouldn't happen in ......Read More
684 Views
3 Answers
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 2
Generally a great product marketer is built on three knowledge pillars:  1. Market Knowledge 2. Product Knowledge 3. Marketing Knowledge In the case of somebody brand new to product marketing, having just one of these would be fantastic. For junior roles, I'm selecting candidates based on th......Read More
378 Views
4 Answers
Mandy Schafer
Mandy Schafer
Mastercard Director of Product MarketingJune 15
Great question! I generally look for folks that have a bit more of a technical background or have worked with products that are a bit more technical in nature. Specifically I’m not looking for them to be technical, but I want them to understand when they need help, and when to turn to a sales eng......Read More
788 Views
17 Answers
Srini Sekaran
Srini Sekaran
Amazon Senior Product ManagerJune 7
Measuring sales success is unique to your organization but you can gauge general effectiveness by understanding the volume of opportunities, conversion rates, and productivity.  Volume of Opportunity Cross-selling, renewals, and upselling are more effective ways of generating revenue than acqu......Read More
1536 Views
7 Answers
Uri Kogan
Uri Kogan
R-Zero Vice President of Product MarketingMarch 3
This is an interesting one. In my last company, I joined as the first PMM. In my first meeting with the product team, I spent a fair bit of time explaining the role of PMMs and what we do — how we connect the market to the goals of the organization, and the product back to the market. That hel......Read More
871 Views
3 Answers
Mandy Schafer
Mandy Schafer
Mastercard Director of Product MarketingJune 15
Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more r......Read More
1428 Views
How do you develop in-depth product/feature demos when your company rolls out frequent updates? Are there tools out there that can make the update process cheaper/less time-consuming?
Building out our customer education arm and realize our existing product videos are very high level and do not show actual screenshots due to wanting to avoid having to update. Is there a way where we can still show actual screenshots in our overview videos/create feature demos that can be easily adjusted based on updates?
1 Answer
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingJanuary 10
If I had a dollar for every time someone didn't want to help PMM update videos because it's too time-consuming, I'd have enough money to pay a video agency to do it! 😃 Personally, I recommend having the PMMs and PMs create quick, rough screenshare videos using something such as Loom. That way it......Read More
586 Views
2 Answers
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 5
One of the pillars of PMM is knowing the buyer persona exceptionally well. While I think one can context switch to a different industry, there is something to be said for having experience in a technology or industry; it will show up in your messaging and lends credibility when you publish conten......Read More
1027 Views
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
15 Answers
Sharadhi (Gadagkar) Patel
Sharadhi (Gadagkar) Patel
Handshake Director, Product MarketingJune 1
This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More
12126 Views
8 Answers
Sarah Khogyani
Sarah Khogyani
Coinbase Head of Product Marketing, CloudMay 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
1047 Views