Product Marketing / Demand Gen Alignment

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
14 Answers
Feng Hong
Feng Hong
TikTok Global Product Marketing ManagerJuly 18
Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is...Read More
1774 Views
17 Answers
Feng Hong
Feng Hong
TikTok Global Product Marketing ManagerAugust 2
This depends on the company and what it needs the role of product marketing to be. This boils down to: what gap is the company trying to fill? I'll use my role as an example, and for context, Full Circle Insights is a six year old startup with a sort of technical product aimed at enterprises/busi...Read More
1431 Views
2 Answers
Loren Elia
Loren Elia
Shippo Senior Director of MarketingJanuary 23
I think that depends on your company goals. At HoneyBook we've identified a specific segment that has the best product-market fit, so we're solely focusing on that segment. Therefore it makes more sense for us to split the work by feature (product line) and by user lifecycle stage. But I think th...Read More
1462 Views
1 Answer
Helen Shaughnessy
Helen Shaughnessy
Sisense Principal Product Marketing ManagerOctober 26
There are lots of ways to build a list depending on your product release state, targeted audience, list purpose (sales vs. marketing), goals and how much money you have. Sign Ups If you have not launched your product yet, on your homepage or a landing page that provides teasers into what you are...Read More
1268 Views
1 Answer
Jennifer Ottovegio
Jennifer Ottovegio
Narvar Fmr Director of Product MarketingOctober 17
At Narvar, demand generation is under the product marketing umbrella. It helps us closely align on priorities, collaborate on campaign plans, establish goals, and measure revenue impact. This alignment is critical because we want to enact campaigns to generate demand where the business needs it m...Read More
1772 Views