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Platform and Solutions Product Marketing

What key metrics do product marketing managers need to meet in order to get promoted?

8 Answers

Alexa Scordato

TikTok PMO • August 13

Where to start? Every company has different policies for promotion criteria, but ultimately it needs to take into account 2 things: merit and business need. Business need has to come first. It means that there's a larger scope of a role that needs to be done - more responsibility and complexity w......Read More

1161 Views

I'm looking for tips and advice on building an effective buyer journey: Do you have any insights on how to effectively map and orchestrate a learning->buying cycle, considering a B2B Saas Product?

We're currently revisiting our content strategy here at Resultados Digitais, and some help on the subject would be very valuable. Our main challenges include: - Finding which types of of subject/content/format/channel work better, and in which stage of the journey; and - Understand how far should we go on segmenting and personalizing our strategy, and under which axis (demographics, persona, etc);

3 Answers

Sherrie Nguyen (she/her)

Indeed Director of Product Marketing • July 28

Great question! You actually squeezed 3 topics in here, which are all inter-related and important to buyer journey maps. In my experience, I start with segmenting my audience (total addressable market by country, company, vertical/industry, etc), identifying personas within my target audience (bu......Read More

623 Views

What internal messaging efforts have helped you shift your company's mindset from a product company to a solutions or platform company? What worked the best? What mistakes did you make?

5 Answers

Nipul Chokshi

Atrium Head of Marketing • September 8

I found that making the shift to “solutions” or “platform” requires becoming more business outcome focused in terms of your messaging. Rather than speak to individual user-level features/benefits (e.g. “the app launches 2x as fast”) you want to speak to the business impact that it delivers (e.g. ......Read More

722 Views

How can I start making a change in my organization to influence the roadmap based on consumer insights?

I am at a company where Product builds the roadmap without many insights from Marketing or research.

8 Answers

Krithika Muthukumar

Retool Head of Marketing • December 19

The only advice I can share is that customer insights (when shared in a clear and actionable way) are very hard to ignore. Survey users, talk to prospects, and bring customer insights to the product teams, even if they aren't solicited. I thought I'd share a recent example from Stripe: a few ......Read More

2887 Views

How does Sales Enablement change when you go from selling a product to selling a platform?

7 Answers

Krithika Muthukumar

Retool Head of Marketing • December 19

While you can have really compelling per-product pitches, the real challenge of selling a platform is getting prospects and customers to buy into a vision that unifying their systems is going to be a force multiplier for their company. The value is that 1 + 1 > 2. In selling a platform, it’s impe......Read More

3228 Views

How is your team making the transition from “product” marketing to “solution” marketing? Do PMMs share both product and solutions marketing responsibilities? Or do PMM now speak more to the users and solution marketers to the buyers?

4 Answers

Krithika Muthukumar

Retool Head of Marketing • December 19

Solutions can mean very different things for different companies. For example, Salesforce’s Health Cloud is an end-to-end product solution for their healthcare customers—you sign up for Health Cloud, your dashboard says Health Cloud, you’re billed for Health Cloud, etc. There’s also companies tha......Read More

3753 Views

How do begin to formulate your messaging? Do you generally begin with the product management team, sales team etc?

4 Answers

Div Manickam

Mentor : Career | Leadership | Product Marketing • December 5

Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points ......Read More

1734 Views

What are your thoughts on how to distinguish between what is a product, feature, and solution?

10 Answers

Derek Frome

Ouster Vice President Marketing • September 5

To me, a solution is a prescriptive collection of products and features that solve a well-defined problem for your customer. A product is anything you could conceivably sell on its own, but a product can also be a collection of other products. A feature is a component piece of a product that adds......Read More

1118 Views

What are some of the key certifications or courses one should have if they aspire to become a product marketer?

I'm a digital marketing specialist looking to transition to product marketing

5 Answers

Jason Perocho

Amperity Vice President, Product Marketing • March 10

I am not aware of any one key certification for product marketers. I work with PMMs that come from backgrounds in campaigns, sales, engineering, and product management. Each of those backgrounds lend themselves to a specific function in product marketing. In my experience, there are three typ......Read More

5505 Views

How does your platform and solutions PMMs collaborate with product-focused PMMs?

I'm the first product marketer focused on a specific industry across our entire platform while the majority of the team is focused on specific product(s) and/or sales segment.

2 Answers

Cheryl Neoh

Toast Director, Product Marketing - Core product & SMB Segments • August 28

* Regular catch-ups (1-on-1s): These are important opportunities for specific line-of-business (LOB) / product leads to share top priorities & initiatives with those who operate more cross-functionally across PMM, and vice versa. In addition to 1:1s, these can also be in the form of qua......Read More

424 Views