Enterprise Product Marketing

6 Answers
Jeff Beckham
Jeff Beckham
Gem Head of MarketingMay 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
725 Views
2 Answers
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingJanuary 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
487 Views
19 Answers
Gregg Miller
Gregg Miller
Oyster® VP of Product MarketingOctober 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
3977 Views
5 Answers
Suyog Deshpande
Suyog Deshpande
Samsara Sr. Director | Head Of Product & Partner MarketingMay 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
3344 Views
15 Answers
Gregg Miller
Gregg Miller
Oyster® VP of Product MarketingOctober 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
9140 Views
7 Answers
Jennifer Ottovegio
Jennifer Ottovegio
Narvar Fmr Director of Product MarketingOctober 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
1457 Views
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
15 Answers
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerAugust 25
To start I'd say thorough competitive research is the foundation of great product marketing, so it's great that your company is investing in it. It's really important for the PMM that owns a product to be an expert on both direct and indirect competitors. Competitive research shouldn't happen in ......Read More
669 Views
3 Answers
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 2
Generally a great product marketer is built on three knowledge pillars:  1. Market Knowledge 2. Product Knowledge 3. Marketing Knowledge In the case of somebody brand new to product marketing, having just one of these would be fantastic. For junior roles, I'm selecting candidates based on th......Read More
371 Views
4 Answers
Mandy Schafer
Mandy Schafer
Mastercard Director of Product MarketingJune 15
Great question! I generally look for folks that have a bit more of a technical background or have worked with products that are a bit more technical in nature. Specifically I’m not looking for them to be technical, but I want them to understand when they need help, and when to turn to a sales eng......Read More
579 Views
17 Answers
Srini Sekaran
Srini Sekaran
Amazon Senior Product ManagerJune 7
Measuring sales success is unique to your organization but you can gauge general effectiveness by understanding the volume of opportunities, conversion rates, and productivity.  Volume of Opportunity Cross-selling, renewals, and upselling are more effective ways of generating revenue than acqu......Read More
1295 Views