Building a Product Marketing Team
Consumer Product Marketing
Developer Product Marketing
Enterprise Product Marketing
Establishing Product Marketing
Growth Product Marketing
Industry Product Marketing
Influencing the C-Suite
Influencing the Product Roadmap
Partner Product Marketing
Platform and Solutions Product Marketing
Pricing and Packaging
Product Marketing 30/60/90 Day Plan
Product Marketing Career Path
Product Marketing / Demand Gen Alignment
Product Marketing Interviews
Product Marketing KPI's
Product Marketing Productivity Hacks
Product Marketing Skills
Product Marketing vs Product Management
Scaling Product Marketing
Self-Serve Product Marketing
SMB Product Marketing
Technical Product Marketing
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr......Read More
This really requires a dedicated effort and should be owned by Product Marketing. Different industries change at different paces – in some cases, a quarterly review process is needed, in other case, it might be less frequent. It really depends. Product Marketing needs to keep a close pulse on cus......Read More
How have you historically sourced people to interview while developing personas?
Especially if you don't have any customers that fit the bill my current plan is to assemble a list of possible titles and have my virtual assistant company prospect for and find contact details for them then probably send out a survey to validate if they're the right people to talk to and reach out individually to the ones that fit the bill.
If you’re looking for specific titles, I think the approach you laid out makes sense. The screener survey is super important for making sure you’re find representative folks to talk to (based on your customer base or intended customer base), and not wasting your time. For sourcing the initial ......Read More
Well first of all, it’s always tough to be a team of one. You are definitely going to have to ruthlessly prioritize and as a team of one, it can be easy to get stuck as the sales content/collateral & product launch factory. So with the spare time that you have, I think a few things that can help ......Read More
You can identify other documents produced by Gartner in the segment in which you work and contact the analyst who produces them. MQs do not exist when there is no variation between vendors in each quadrant, it becomes meaningless to continue issuing them. However, there are other documents, such ......Read More
In general, a good flow for an introductory briefing deck is: 1. Introductions, and why you're here: I always like to start the conversation with a little context on why you've requested a briefing with the analyst. So I'll have a slide or just a few talking points on their specific re......Read More
I have been a Product Marketer since 2013 and have built numerous VoC programs back when I worked at Medallia. For one, generally speaking, PMMs don't always own the VoC program. That being said, there are some common mistakes some companies make with VoC programs: 1. Score Watching: Th......Read More
It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More
Can you share your tips on making a great analyst briefing deck?
I'm about to make my companies first analyst briefing deck. I've made them in the past but want to make a really kick ass one this time around.
Afraid that this is a confidential item I can't share---sorry! A few thoughts though about how we do this well (and I have to credit a colleague, Michael Dunne, who does this work and is an exceptional AR expert). 1) Sales slides: If they're good enough to sell with, they should be good enoug......Read More
What role should a customer advisory board have in influencing your product roadmap, and why?
Product marketing owns the customer advisory board but product management owns the roadmap.
CABs are great. Customer advisory boards have several common objectives in mind, including: - To create champions for the brand - To validate product ideas and guide the product roadmap - To help shape marketing messaging - To gather market intelligence - Understand the buying triggers of the c......Read More