SMB Product Marketing

2 Answers
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 5
The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your sof...Read More
1204 Views
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
16 Answers
Sharadhi (Gadagkar) Patel
Sharadhi (Gadagkar) Patel
Handshake Director, Product MarketingJune 2
This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc...Read More
12395 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.
15 Answers
Marie Francis
Marie Francis
Workday Senior Product Marketing ManagerOctober 25
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
1149 Views
20 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 9
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
1791 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
Christy Roach
AssemblyAI VP of MarketingNovember 18
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
3319 Views
5 Answers
Kacy Boone
Kacy Boone
Clockwise Head of Growth MarketingJuly 30
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
775 Views
10 Answers
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product MarketingNovember 11
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
2287 Views
3 Answers
Mandy Schafer
Mandy Schafer
Mastercard Director of Product MarketingJune 16
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
1451 Views
1 Answer
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 18
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
835 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
Jesse Lopez
Dandy Director of Product MarketingOctober 18
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
749 Views