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Enterprise Product Marketing

How do you drive alignment across the exec team on messaging

20 Answers

Twilio Director of Product Management - Pricing & Packaging, CXP • September 9

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

1231 Views

What are key certifications or courses to become a product marketing manager?

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

4 Answers

Shuchi Mehta

Growth Propeller Sr. Product Marketing Manager and Consultant • February 19

I am aware of just a few 1. Pragmatic institute - I took it. However, I found that to be specific to B2B enterprise sales. 2. 280 Group: I recently found out about this institute, I am looking to connect with someone who has been to this program. 3. AIPMM: Seems to offer courses similar to Pra......Read More

1504 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

20 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

5355 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

17 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

9643 Views

What are your tips for creating an ICP from scratch?

2 Answers

Liz Gonzalez

Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 23

Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the q......Read More

1745 Views

How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?

5 Answers

Leah Brite

Gusto Head of Product Marketing, Employers • September 30

I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords ass......Read More

536 Views

How is PLG marketing different than non PLG marketing?

4 Answers

Jeff Hardison

Calendly Head of Product Marketing • January 10

There are two main ways tech companies make money: - sales-led: a salesperson works with a customer and closes the deal (which was the norm for decades) - self-serve: a customer can manually enter their credit-card information into the product to purchase something, bypassing a human. Self-serv......Read More

653 Views

Where can PMM provide the most lift in the enterprise sales motion?

6 Answers

Jeff Beckham

Gem Head of Marketing • May 6

Every enterprise sales rep wants to sell more, faster. The most valuable PMMs I’ve worked with are experts on their product, market, customers, and competition. Individual sales reps don’t have time to track these things at the level of detail PMMs do, but require smart talking points to be succe......Read More

818 Views

Any strategies for developing gold-standard customer testimonials / value case studies?

5 Answers

Suyog Deshpande

Samsara Sr. Director | Head Of Product & Partner Marketing • May 13

Learn from the best in the industry. I love the customer marketing from the following companies: 1. Salesforce - unbelievable focus on customers! Look at the trailhead, attend Dreamforce if you can 2. Gong - I like how they call out specific outcomes and challenges 3. Adobe Experience Maker A......Read More

3579 Views

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

7 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More

1612 Views

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