Enterprise Product Marketing

How do you manage launches when the product team has a difficult time sticking to timelines?
This makes launches pretty difficult to manage without creating large lapses in communication.
11 Answers
Josh Colter
Josh Colter
Woven Head of MarketingSeptember 28
Apply agile sprint thinking to launches. You can do this by creating themes just like agile has a sprint (my team is moving to quarterly message themes). These themes encapsulate at a high level the features that the product team is working on.   This approach has a couple of benefits. First, y...Read More
813 Views
9 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
1853 Views
20 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 8
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
1782 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
Shuchi Mehta
Growth Propeller Sr. Product Marketing Manager and ConsultantFebruary 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
1902 Views
20 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 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
5798 Views
17 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 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
9973 Views
2 Answers
Liz Gonzalez
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
2059 Views
5 Answers
Leah Brite
Leah Brite
Gusto Head of Product Marketing, EmployersSeptember 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
547 Views
What are good product marketing OKRs?
I would like to know what metrics are used to measure PMM and what does good look like
10 Answers
Ryan Goldman
Ryan Goldman
Speedata Senior Vice President of Marketing (interim)May 5
Tricky question! To be honest, OKRs (Objectives & Key Results) are HIGHLY context- and business-specific, so there isn't such thing as "good OKRs for Product Marketing" in the abstract. You should be aligning PMM OKRs to the OKRs at the company level. And keep in mind that they are all about busi...Read More
16674 Views
4 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
722 Views