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Product Marketing / Demand Gen Alignment

What role does content play in aligning product marketing and demand generation, and how do you ensure consistency across both functions?

1 Answer

Jack Wei

Sendbird Head of Marketing • April 30

I've seen Content: 1. Stand as its own team 2. Roll up under PMM, or 3. Roll up under Demand Gen. But I've never seen either PMM or Demand gen report into Content. Which goes to say, I don't think content aligns PMM or DG. It's the other way around. When Content's OKR/KPI is traffic and......Read More

136 Views

How do you ensure that product messaging and positioning are effectively communicated in demand generation campaigns?

1 Answer

Jack Wei

Sendbird Head of Marketing • April 30

Messaging framework all the way. Designate a 'source of truth' messaging doc that everyone at the company (not just demand gen) refers to, and therefore writes/presents derivatives of. This source of truth can be as simple as a starred google doc, or a published confluence page, notion page, pinn......Read More

122 Views

Can you share any lessons learned or best practices for improving the alignment between product marketing and demand generation?

2 Answers

Jeff Rezabek

IRONSCALES Director of Product Marketing • April 10

As a PMM, you'll need to make many impactful, cross-functional relationships in your organization. Demand Generation (or Growth) is one of them. PMM relies on demand generation to provide data on how ads/messaging are performing, while demand generation relies on PMM to target messaging and perso......Read More

344 Views

What are some common challenges or barriers you've encountered in aligning product marketing and demand generation, and how have you overcome them?

1 Answer

Jack Wei

Sendbird Head of Marketing • April 30

Product Marketing over-indexes on the qualitative elements of marketing, while Demand Gen over-indexes on the quantitative side... when, to truly do marketing effectively, you need a harmonious balance of both. Ever meet product marketers who geek out on positioning and messaging, nitpicking t......Read More

121 Views

How do you define the relationship between product marketing and demand generation within your organization?

1 Answer

Jack Wei

Sendbird Head of Marketing • April 30

Not clear on this question... do you mean "describe" instead of "define"? The relationship between product marketing and demand gen is symbiotic. And at my organization thankfully the relationships is highly collaborative. It wasn't always this way. When I led product & customer marketing, ......Read More

126 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

12 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2432 Views

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

9 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

1806 Views

What strategies have you found most effective for aligning product marketing efforts with demand generation activities?

1 Answer

Ashley Faus

Atlassian Head of Lifecycle Marketing, Portfolio • April 24

The biggest key is alignment on priorities and goals. We can't run a campaign for every single feature update or asset, particularly if we have a large portfolio of products. So, we need to know which product(s) are the priority for each quarter, half, or year. And we need to know which goals ar......Read More

1535 Views

How do you figure out how to spend your time between doing product marketing as demand gen, engagement, retention, and sales?

4 Answers

Ruturaj Patil

Google Product Manager • October 10

I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More

547 Views

How do you anticipate AI can be used in a content mapping exercise or the Content Playground framework?

1 Answer

Ashley Faus

Atlassian Head of Lifecycle Marketing, Portfolio • April 24

Thanks for referencing my Playground framework! For folks who are unfamiliar, here's a short note on some key elements of the Playground: - The traditional funnel struggles to capture the full buyer's journey, since it only starts when the marketing team recognizes that someone is on a journey.......Read More

1488 Views

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