Product Marketing / Demand Gen Alignment

Should product marketing report into Product management or Marketing?

17 Answers

Ross Overline

Fivestars Senior Manager, Product Marketing • August 15

While there are benefits to both, judging from my experience, I believe PMM reporting into Marketing is more effective. * Reporting into makreting creates stronger ties between PMM and the revenue organziation (marketing, sales, operations, etc.) and can therefore lead to more buy-in from......Read More

1118 Views

How is the PMM team structured by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?

2 Answers

Loren Elia

Shippo Director of Product Marketing • January 23

I think that depends on your company goals. At HoneyBook we've identified a specific segment that has the best product-market fit, so we're solely focusing on that segment. Therefore it makes more sense for us to split the work by feature (product line) and by user lifecycle stage. But I think th......Read More

1050 Views

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?

12 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

In my experience, product marketing is the nucleus of the marketing team - driving and informing strategy for demand generation, sales enablement, and other channel owners (field, content, etc). Good Product Marketers first need to know what is coming down the pipeline (on the product side) a......Read More

2838 Views

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

6 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

1102 Views

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

9 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

1453 Views

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

3 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

Every PMM should answer this question based on 2 factors -- the needs of the business and the strength of the funnel. (1) Org & Biz Needs - If you have a strong sales team established with sky-high close rates, the strongest need might be in widening the funnel (demand gen). If you have a gre......Read More

1528 Views

Any suggestions on list building strategies for new startups?

1 Answer

Helen Shaughnessy

Sisense Principal Product Marketing Manager • October 26

There are lots of ways to build a list depending on your product release state, targeted audience, list purpose (sales vs. marketing), goals and how much money you have. Sign Ups If you have not launched your product yet, on your homepage or a landing page that provides teasers into what you are......Read More

900 Views

How is the demand gen team organized at your company? Is there a single person accountable for campaign execution and management or is it a shared function across other marketing team?

1 Answer

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

At Narvar, demand generation is under the product marketing umbrella. It helps us closely align on priorities, collaborate on campaign plans, establish goals, and measure revenue impact. This alignment is critical because we want to enact campaigns to generate demand where the business needs it m......Read More

1332 Views