Google Product Marketing Lead
Summary
ABOUT THIS PLAYBOOK DocuSign provides electronic signature technology and digital transaction management services. With a workforce of approximately 6,000 employees, they have established themselves as a leader in their industry. Serving over one million customers, DocuSign enables individuals a...Read More
Google Templates Included
1Password VP, Product Marketing
Summary
At 1Password, a series of organizational changes led us to move product marketing out of marketing and into the product organization. This was a significant shift, as the function of product marketing was relatively new to our company, and the product organization was also still in its infancy. O...Read More
1Password Templates Included
New Relic VP, Product Marketing
Summary
In this playbook, I will reveal the best competitive positioning approach I have used to-date. The quantitative analysis framework used within this approach was developed by myself and my peers (Theresa Bui and Sanjay Khatri) at a previous company — Cisco. Cisco Jasper was a leading Internet o...Read More
New Relic Templates Included
Calendly VP of Product Marketing
Summary
In this playbook, I share how we launched Calendly’s Enterprise offering as we moved up market. Our launch exceeded our target revenue goals, successfully positioned Calendly as an enterprise solution, and generated a large pipeline (45 percent increase) of enterprise deals. Many successful pr...Read More
Calendly Templates Included
Snowflake Senior Director of Product Marketing
Summary
As the Senior Director of Product Marketing at Snowflake, a key challenge our team faced in 2023 was launching over 18 top-tier features at our major user conference, Snowflake Summit. This was the moment to clearly articulate our innovation and our vision for the future, particularly in the area...Read More
Snowflake Templates Included
Mastercard Director of Product Marketing
Summary
Dropbox, a classic example of product-led growth (PLG) in the enterprise, faced a critical challenge as the market became flooded with similar PLG-oriented products. This saturation led to increased scrutiny from IT managers concerned about potential security threats. Consequently, at Dropbox we ...Read More
Dropbox Templates Included
Salesforce Head of Product Marketing for Heroku
Summary
About this Playbook As part of Salesforce’s ecosystem, Heroku is a cloud platform as a service (PaaS) that allows developers to build, deploy, and manage applications easily. It provides a platform for developers to deploy and scale applications without worrying about infrastructure management. ...Read More
Salesforce Templates Included
Gusto Head of Product Marketing, Employers
Summary
When I started at Gusto, a leading all-in-one HR platform that serves over 300,000 SMBs, competitive research wasn't given the priority it needed. It was often considered only when launching a new product or repositioning an existing one. But, we knew we were missing out on key insights, and pote...Read More
Gusto Templates Included
Qualia VP of Marketing
Summary
In this playbook, I will walk you through how I used customer marketing in a prior role to reposition Coupa Software as a leading innovator in the Business Spend Management market. Back in 2017, I had taken on a product marketing leadership role, and the company was about to launch a groundbreaki...Read More
Coupa Software Templates Included
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Summary
Some of the most common questions I get from other marketing leaders relate to how to build and scale a product marketing team. If I’ve learned anything throughout my career, it’s that there is no one-size-fits-all approach. There are simply too many dimensions to consider to arrive at a single s...Read More
ClickUp Templates Included
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Summary
In this playbook, I will guide you through how my team and I built an analyst relations program at a company that I worked at previous to Atlassian, MindTickle — the recognized leader in sales readiness. When I joined, MindTickle was a Series A startup with no existing analyst relations program, ...Read More
Atlassian Templates Included
Anthropic Product Marketing Leader
Summary
In this playbook, I’ll share the journey Retool took at the end of 2022 to update our messaging to better resonate in the enterprise market. Our goal was to elevate our messaging by focusing on the business impact our platform enables. Throughout our process, we emphasized the importance of consi...Read More
Retool Templates Included
Unity Vice President Product Marketing
Summary
In this playbook, you will hear how a structured, disciplined approach to messaging can power a successful launch. In a previous role, where my team was responsible for launching a critical new product, we had to find out how to position the new product amidst expectations and biases around adjac...Read More
Unity Templates Included
HubSpot Senior Director of Product Marketing
Summary
In this playbook, I'll share our journey of refreshing the marketing messaging for HubSpot Marketing Hub® — HubSpot’s flagship product with over $1B in ARR. I will provide you with valuable insights and best practices to empower you in your own messaging initiatives. As part of my team's focus...Read More
HubSpot Templates Included
Upcoming Playbooks
How Gem’s Product Marketing Team Successfully Launched a Second Product and Became a Multi-Product Company
Coming Soon
Gem Head of Marketing
How Samsara’s Product Marketing Team Bundles Releases and Leverages Market Moments To Hit Their Product Launch Goals
Coming Soon
Samsara Sr. Director | Head Of Product & Partner Marketing
How Intercom Changed Their Pricing Model to Accelerate Enterprise Growth
Coming Soon
Lattice Director of Pricing Strategy
How Grammarly’s Product Marketing Team Improved Product Launch Velocity To Respond To Market Opportunities
Coming Soon
Grammarly Global Head of Product Marketing