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Partner Product Marketing

How does partner GTM vary when targeting enterprise vs small biz customers?

1 Answer

Eventbrite Global Head of Marketplace Marketing • April 12

The size of your target customers influences the types of channels you lean into with your communications and the motion of each. At the end of the day, the question to ask yourself is: where are your customers showing up, what does it take to convince them to use your product (or take the action......Read More

770 Views

How do you personally differentiate messaging and positioning?

1 Answer

Sharon Markowitz

Zoom Head of Product Marketing, App Marketplace • February 1

Positioning is a brief description of a product or service that your company offers, how it meets the target audience, the respective category and how it's different from the competition. This is typically an internal document. Messaging relates to how you will communicate the main value proposi......Read More

900 Views

This is my first time developing a GTM strategy for a new partner channel we are targeting. Do you have any advice?

1 Answer

Sharon Markowitz

Zoom Head of Product Marketing, App Marketplace • February 1

Congrats! This is exciting. Here are some tips for developing your GTM strategy for a new partner channel: Research 1. Talk with your sales colleagues to learn what they’ve done to date, and if they have industry experience with this specific partner channel 2. Leverage your network, ......Read More

614 Views

How do you make the most of marketing partnerships once they are created?

For example, once a partnership is created, how do you incentivize other sales teams to sell/ advocate your company within their larger partner ecosystem? Some partner marketplaces can have hundreds of integration partners. How do you get your company to stand out?

1 Answer

Sharon Markowitz

Zoom Head of Product Marketing, App Marketplace • February 1

Marketing partnerships may not be the right nomenclature. If a company has an app on an App Store or App Marketplace with thousands of apps, these are not considered "marketing partnerships". Think of your favorite app on your phone, there are many apps on the phone you can select, but they are n......Read More

623 Views

How can you continuously optimize the partner process?

1 Answer

Sharon Markowitz

Zoom Head of Product Marketing, App Marketplace • February 1

Ways to continuously optimize the partner process may include: 1. Review GTM plans against targets both leveraging quantitative and qualitative data to determine what worked and what can be improved 2. Embrace testing as an approach for GTM, where the company and the partner can test,......Read More

621 Views

What should product marketing managers learn (or at least know about) AI technology, and how will it impact their roles and functions (for good and bad) in the next year or so?

1 Answer

Sharon Markowitz

Zoom Head of Product Marketing, App Marketplace • February 1

Product marketing managers should have a foundational understanding of AI technology and its potential impact on their roles and functions. So many products today have an AI component, or are prioritizing messaging around an AI component that its critical to understand given the inherent nature o......Read More

637 Views

What do KPI's look like for a partner product marketer?

1 Answer

Sharon Markowitz

Zoom Head of Product Marketing, App Marketplace • February 1

KPIS for a partner marketer vary based on the maturity of the partnership as well as what the team is solving for in creating the partnership. Also, sometimes the company and the partner are focused on different KPIs. KPIs may include sales, customer growth (new segment, greater penetration), re......Read More

626 Views

With respect to mergers and acquisitions, what are the steps and priorities you take to integrate the newly acquired product into your overall product marketing strategy?

4 Answers

Alina Fu

Microsoft Director, Copilot for Microsoft 365 • December 1

This one is challenging because I’ve witnessed year long integrations from newly acquired products into the overall strategy, and even then, it wasn’t “fully” absorbed into the main strategy. First, I would recommend looking at the reasons why this product came under the fold. What was the visio......Read More

1223 Views

What are the biggest mistakes product marketing teams make when focusing on partnerships?

2 Answers

Andy Yen

ServiceNow Global Partner Marketing Director • June 16

Honestly, having worked in both product and partner marketing, I don't think product marketing teams focus enough on partnerships. Product strategy to me is simple, it involves three components: "build, partner, buy". Based on my own experience, product marketing teams are great at executing the ......Read More

1040 Views

What's the best way to teach partners about your product and which assets/resources should be developed to maintain their knowledge?

For your team, leveraging internal product training, battlecards, sales plays, etc. gets them prepared. What works best for supporting partner GTM motions?

3 Answers

Harsha Kalapala

AlertMedia Vice President Product Marketing • December 14

This is an important question. The marketing rule of 7 exposures applies here as well. I try to get on as many opportunities as I can to educate and train partner stakeholders. Ask for a few minutes on their weekly team meetings — the product team, the customer success/support team, the sales tea......Read More

605 Views

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