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SMB Product Marketing

How do you drive alignment across the exec team on messaging

19 Answers

Twilio Director of Product Management - Pricing & Packaging, CXP • September 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

1178 Views

What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?

Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?

11 Answers

Christy Roach

AssemblyAI VP of Marketing • November 17

You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focused on that might be a bit different than a sales enablement focused PMM role. * Acquisition: My team is very focused on how w......Read More

3181 Views

As a PMM charged with balancing both self-serve and enterprise customers of the same product, what are the nuances between the two?

5 Answers

Kacy Boone

Clockwise Head of Growth Marketing • July 29

Great question—thanks for asking! One thing to get out of the way first: Most products will have both users and buyers and those users and buyers can live across self-serve and enterprise. Users: Individuals that get value from your product (either actively or passively) but don’t have the ......Read More

684 Views

How do you structure your Product Marketing team?

10 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More

2155 Views

What are the key differences between enterprise PMM and mid-market?

3 Answers

Mandy Schafer

Mastercard Director of Product Marketing • June 15

Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more r......Read More

1287 Views

What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?

I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.

14 Answers

Marie Francis

Workday Senior Product Marketing Manager • October 24

The end game is for customers to choose your solutions and brand over the competition, so the most meaningful KPI is your win rate against against different competitors when you encounter them in deals. To measure that, you need to make sure your sales team is documenting who they encounter in ea......Read More

1129 Views

What are key differences in how you enable a sales team for SMB buyers vs mid-market and enterprise?

1 Answer

Jesse Lopez

Dandy Director of Product Marketing • October 17

Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and make decisions should inform your enablement content. Some questions to consider as you equip sales with content and insights: ......Read More

751 Views

What are keys to enabling your service partners to sell your product to SMB customers?

Our sales team is focused on mid-market / enterprise and our partners drive our SMB revenue.

1 Answer

Jesse Lopez

Dandy Director of Product Marketing • October 17

First and foremost: Align with your service partners what value their service and your solution provide to SMB customers. This joint value proposition should be the cornerstone of your selling process as that ensures both parties benefit from the partnership. Prioritize working with your servi......Read More

648 Views

What does a product marketing team do differently when targeting SMB buyers vs enterprise buyers?

3 Answers

Rekha Srivatsan

Salesforce Vice President Product Marketing • July 26

Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs......Read More

1165 Views

Are PLG and ABM compatible?

If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?

1 Answer

Claire Drumond

Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16

"If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?" It's possible, but it's hard. PLG requires a company commitment to how you build products. A PLG product is focused on user experience for the end-user first and foremost. In a Sales-led......Read More

2101 Views

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