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SMB Product Marketing

What are some important differences to consider when moving from marketing to ENT to SMB for the same product? How should it change your marketing mix and messaging?

2 Answers

Rekha Srivatsan

Salesforce Vice President Product Marketing • July 27

Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs ......Read More

716 Views

What are the key differences between enterprise PMM and mid-market?

2 Answers

Mandy Schafer

Mastercard Director of Product Marketing • June 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

748 Views

How would you approach this product marketing interview assignment?

I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest: As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks. For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies. I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages

7 Answers

Grant Shirk

Cisco Head of Product Marketing, Cisco Campus Network Experiences • July 6

Pulling this one up. It's outside the realm of KPIs and measurement, but I think it's really critical. And I have a few strong opinions here. If I can summarize this back, as part of your interview process, you were given an assignment to build an overall strategic plan to take a flagship pro......Read More

1489 Views

What should I include in my product marketing budget?

I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.

8 Answers

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • November 12

I think that list is correct and you should prioritize this list depending on your business. In addition to the above, I would advise getting a tool like Chorus.ai or Gong.io. Chorus or Gong will help you scale as your team scales in getting customer feedback both on the new business side as well......Read More

787 Views

It seems like people in product marketing come from all different departments, yet it can be hard to interview & make that functional transfer breaking into product marketing. What tips would you share with someone who is looking to breaking into product marketing?

2 Answers

Rekha Srivatsan

Salesforce Vice President Product Marketing • July 27

You are already one step ahead about narrowing down your next move to product marketing - congratulations! 1. Product marketing roles and responsibilities are different with every company. I'd encourage you to start talking to your target company PMMs and your current company PMMs to g......Read More

690 Views

I've been working as Project Manager for Marketing Operations for almost 3 years now,I want to break into Product Marketing Management,is it possible, and if so how can a pivot and what skill sets from my current career translate well within the role

2 Answers

Rekha Srivatsan

Salesforce Vice President Product Marketing • July 27

Congratulations on figuring out what you want to do next! Project management skills are invaluable to any function, particularly in PMM. The reason being PMMs are often handling multiple cross-functional projects at the same time. Here's what I would do: * Shadow PMMs in your organization to u......Read More

682 Views

How do you think about the differences between "enterprise" product marketing and SMB or mid-market?

1 Answer

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • October 5

The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your sof......Read More

869 Views

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