Cyera

<h2>About this Playbook</h2>In this playbook, you'll learn how Chris Hines used the Unicorn Framework to turn Cyera's messaging from a product-centered story into a customer-challenge-led GTM motion that Sales could actually use to create pipeline.The playbook walks through the full process: how Chris created a brand line grounded in customer evidence, mapped the highest-urgency pains in the market, connected those pains to product proof and customer outcomes, and turned the strongest opportunities into power plays with account lists, SDR scripts, AE one-pagers, outreach copy, and CRM tracking.The result was more than cleaner positioning. The framework gave Sales, Marketing, Product, partners, and leadership a shared operating model for deciding what Cyera should be known for, which customer problems deserved focus, and how to turn that focus into meetings and pipeline.That GTM motion helped Cyera grow from 200 people and a $1.4B valuation to 1,500 people and a $9B valuation in under two years.<h2>Who is this for</h2>This playbook is for GTM leaders and PMMs who need to define or refresh messaging in a way that aligns company strategy with sales execution. It will be especially useful if your team is hearing things like:<ul><li>"We need to grow our Total Addressable Market (TAM)."</li><li>"We need to move beyond a narrow product category."</li><li>"Leadership wants clearer positioning."</li><li>"Sales is not using the messaging."</li><li>"Our product story is too feature-led."</li><li>"We need to connect product capabilities to customer outcomes."</li><li>"We have too many messages and don't know what to prioritize."</li></ul><h2>What you will learn</h2><ul><li>How to create a brand line customers believe—and leadership aligns behind</li><li>How to turn customer pain into differentiated messaging backed by product proof</li><li>How to convert messaging into sales plays, enablement, and measurable pipeline</li></ul>

How Chris Hines Built GTM Messaging to Help Drive 6x Valuation Growth While at Cyera

Chris Hines

VP of Marketing

DocuSign

<h3>About This Playbook</h3>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 and organizations to securely sign, send, and manage documents digitally, revolutionizing traditional paper-based processes. Their innovative platform has generated annual revenues reaching $1B.In this playbook, I will share a story of my time at DocuSign (my previous employer) about how our team effectively boosted adoption rates by 50% and created stickiness through a diversified product and content marketing strategy. Targeted towards developers, our diversified campaign aimed to maximize engagement and drive widespread usage of DocuSign. By sharing our strategies and tactics, I will illustrate the impact of our focused approach on developers across all business segments, from SMBs to enterprise.<h3>Who this is for:</h3>While this is&nbsp;an example of&nbsp;Developer Product Marketing, this playbook&nbsp;is targeted&nbsp;to any PMM that is looking for insights and strategies to create a user-led, storytelling focused, marketing plan. As a part of the playbook, we’ll also cover how to align internal teams and secure buy-in from stakeholders, while&nbsp;developing a comprehensive marketing plan that caters to different user segments.<h3>What you will learn:</h3><ul><li>How to conduct research and analyze data for a diverse product marketing approach.</li><li>Strategies for gaining buy-in from cross-functional teams and securing resources for execution.</li><li>The importance of mapping the customer journey and understanding different user&nbsp;personas.</li><li>How to tailor your messaging and content to meet the immediate action-oriented mindset of developers.</li><li>How to provide tangible value and relevant information to developers.</li><li>Methods for addressing the diverse needs of developers.</li><li>How to adopt a drip delivery approach and focus on relevant channels and materials in developer marketing.</li></ul>

How DocuSign Increased Their Developer Marketing Conversion Rates By 50%

Vishal Naik

Head of Product Marketing, AI & Platform

1Password

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. Our goals at this stage were to establish a shared understanding of the role across 1Password, exhibit the value that PMM brings, and build strong, trusted relationships with our cross-functional partners. As the first step, we created a shared understanding of product marketing within the product organization and defined its place relative to the other key product functions. We categorized our initiatives into insights, storytelling, and activation, and identified foundational work that needed to be done in each category. Through open discussions and feedback, we’ve built credibility and trust, which has set the team up for success through increased partnership throughout the product development lifecycle.&nbsp;<h3>Who this is for:</h3>This playbook is relevant for PMMs who are looking to reestablish or define the product marketing function within their organization, particularly in the context of organizational changes. It provides insights on setting goals, fostering cross-functional partnerships, and delivering value through strategic project prioritization and execution.What you will learn:<ol><li>How to establish a shared understanding of the role of product marketing within your organization by presenting clear roles and responsibilities.</li><li>How to cultivate a culture where teams co-own problems and solutions, leading to increased empathy and mutual understanding.</li><li>How to prioritize projects based on potential impact and opportunity, while avoiding reactive decision-making.</li><li>How to establish credibility and trust by delivering on projects quickly and effectively, resulting in increased buy-in from other teams.</li></ol>

How 1Password Established Their Product Marketing Function

Eileen Buenviaje Reyes

VP, Marketing

JFrog

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 (<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/tpbui/">Theresa Bui</a> and <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/sanjaykhatri/">Sanjay Khatri</a>) at a previous company — Cisco.&nbsp; Cisco Jasper was a leading Internet of Things (IoT) platform that offered a cloud-based solution for managing and connecting IoT devices. Cisco Jasper played a crucial role in the IoT industry, providing enterprises and service providers with a scalable and efficient solution to monitor, control, and analyze connected devices.&nbsp; In 2017, Cisco Jasper <a target="_blank" rel="noopener noreferrer nofollow" href="https://newsroom.cisco.com/c/r/newsroom/en/us/a/y2017/m04/cisco-jasper-introduces-automated-mobility-management-platform.html">launched a product</a> as a new entrant into an existing market with several established competitors. In this playbook, I will explain how that positioning model works, and how we used it to position that product — the Enterprise Mobility Platform — for managing employee mobile devices and services.&nbsp;<h3>Who this is for:</h3>This playbook is designed for product marketing professionals who need to position a new or existing product in a highly competitive market and are seeking a more structured and analytical approach to positioning.<h3> What you will learn:</h3><ol><li>A step-by-step process of product positioning</li><li>The scientific and artistic aspects of crafting positioning</li><li>How to ensure your positioning is compelling</li><li>How to position quickly when in a time crunch</li></ol>

How JFrog's SVP of Product Marketing, Pallavi Vanacharla, Positions New Products in Competitive Markets

Pallavi Vanacharla

SVP Product Marketing

Calendly

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 product-led growth (PLG) companies struggle to move upmarket to sell enterprise deals because they fail to properly position themselves for an enterprise buyer. Already a successful PLG company, Calendly prepared to launch its enterprise subscription plan of advanced security, privacy, and administrative controls, but knew it needed a marketing approach that better explained our value to larger companies. I was hired to lead product marketing during this period.Who is this for:This playbook will be useful to product marketing professionals at PLG companies, particularly those launching new products targeted at enterprise customers and supporting new sales team members.What you will learn:<ul><li>How marketing to enterprise buyers differs from marketing to PLG buyers</li><li>How to build messaging for enterprise buyers</li><li>How to drive the culture change needed for the company to message to enterprise buyers</li><li>How to drive a successful product launch from start through launch and post-launch</li></ul>

How Calendly's Product Marketing Team Successfully Launched an Enterprise Offering

Jeff Hardison

VP of Product Marketing

Snowflake

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 areas of AI and application development. Our messaging strategy was crucial. We needed to consider how we stacked our messaging, tailoring it according to audience, use cases, and vertical focus. We also recognized the value of team effort, encouraging everyone in product marketing and marketing to contribute, share insights, and help each other. This was realized through our "lunch time reviews" - casual meetings where anyone could bring a project for feedback.At the Snowflake Summit, we launched all 18 features, landed our key messages with the media, enabled the field team (Account Executives and Sales Engineers), and delivered over 400 sessions with high audience satisfaction. We achieved this by combining clear, compelling messaging, rigorous planning, and execution. And the key takeaway was - feedback and iteration is your friend. It helps refine messages and ensure they resonate with the audience. Who this is for:This playbook is relevant for PMMs who are launching many features at once, though can be applied to smaller scale launches, and need to develop messaging that lands. What you will learn:<ol><li>How to involve your entire team in the messaging process: Create an inclusive environment where everyone can contribute their ideas, insights, and feedback. This can be done through regular meetings or events like "lunchtime reviews".</li><li>How to master the Messaging Stacking Strategy: Understanding your audience and adjusting your messaging accordingly is key. This strategy helps ensure that your core differentiation is consistently communicated across all levels and teams.</li><li>Why to take time for feedback: It's crucial to take the time to collect and incorporate feedback into your messaging. This can make a significant difference in the overall quality and effectiveness of your messaging.</li><li>How to create compelling messaging: Focus on your audience's needs and interests, stay focused on your core message, and differentiate where necessary.</li><li>How to effectively schedule messaging feedback meetings: Schedule short, focused meetings for feedback discussions. Provide context and guide your stakeholders to give you the feedback you need, not just the feedback they want to give.</li></ol>

How Snowflake’s Product Marketing Team Develops and Lands Their Messaging

Alex Gutow

Head of Marketing

Dropbox

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 found our product being excluded from organizations due to a lack of specific enterprise features. This not only affected our existing customer base, but also hampered our ability to acquire new customers. Recognizing this as an urgent problem, our product marketing team realized the need to address the product gap in the market and influence the product roadmap. As the PMM, I stepped in to help turn around the product and ~3x our attach rate and 3x the number of account executives (AEs) hitting their targets. To successfully do this, I ensured we had a detailed understanding of not only our customer, but the broader market and competitive set. These insights equipped the product team to understand the requirements, but I also stayed very close to them and collaborated with them so we could, together, ensure we made the right decisions on the MVP, pricing, and narrative to successfully launch and win customers.&nbsp; Who this is for:This playbook is relevant for PMMs who need to understand how to leverage customer insights, identify product gaps, and influence product roadmaps in order to drive enterprise revenue — especially in a product-led growth (PLG) environment. What you will learn:<ol><li>How to understand and identify product gaps</li><li>How to build trust with the product team and UX teams</li><li>How to learn about your market and their problems</li><li>The importance of focusing on a new persona</li><li>How to define the minimum viable product (MVP)</li><li>How to get alignment on what products to roll out.</li></ol>

How Dropbox’s Product Marketing Team Influenced the Roadmap To 3x Enterprise Revenue

Mandy Schafer

Director of Product Marketing

Salesforce

About this PlaybookAs 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. Heroku supports various programming languages and frameworks, making it a popular choice for developers looking for a platform to host and run their applications.&nbsp; This playbook outlines how our team successfully adapted to a developer-led post-COVID world, showcasing our comprehensive Product Marketing Management (PMM) strategy that emphasized customer-centricity and growth. It offers invaluable insights into how we achieved significant pipeline growth, increased ACV, and fostered strong customer relationships by creating engaging, individualized Customer Growth Plays. Who this is for:This playbook is for PMMs marketing to developers and seeking to increase usage and the number of enterprise buyers.&nbsp; What you will learn:<ul><li>How to build a customer journey, identify entry points, and map out growth paths to guide customers through your product.</li><li>How to define strategic growth plays that cater to diverse customer paths and propel them forward in their journey.</li><li>How to identify the customers who are ripe for your growth plays</li><li>How to scale the growth plays by enabling sales teams</li></ul>

How Salesforce’s Product Marketing Team Built a Comprehensive Enterprise Marketing Strategy for Developer Tools

Srini Nirmalgandhi

Head of Product Marketing for Heroku

Gusto

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 potentially leaving ourselves vulnerable to blind spots. So, we decided to reframe our approach and made competitive intelligence an integral part of our workflow. We used a variety of methods, such as automated Google alerts, scheduled reviews of competitors' websites and marketing materials, and incorporating competitive questions into our ongoing dialogues with customers and our sales team. The results were profoundly effective. We increased our win rate against our top four competitors by double digits. Our recurring, prioritized research not only kept us informed, but also helped us identify our key differentiators and helped us understand our competitors' strategies. Who this is for:This playbook is relevant for PMMs who want to stay ahead of the curve, better understand their competitive landscape, and make data-backed, strategic decisions. What you will learn:<ul><li>How to make competitive research an ongoing lever, rather than a one-time project.</li><li>How to automate competitive intelligence gathering to save time and effort.</li><li>How to engage and align stakeholders, and act on insights from competitive intelligence.</li><li>Why it's essential to keep a running deck of notes and changes observed in competitors' strategies.</li><li>How to effectively integrate competitive questions into dialogues with customers and sales teams.</li><li>How to leverage win/loss data and interviews to gain a qualitative perspective on your competitive standing.</li><li>How to implement a Competitive Intelligence (CI) tool to gather and disseminate competitive intelligence efficiently.</li></ul>

How Gusto Product Marketing Leader Leah Brite Established a CI Program to Improve Win Rates

Leah Brite

Head of Product Marketing, Benefits

Coupa Software

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 groundbreaking AI-powered spend intelligence platform. This was a strategic move that would redefine Coupa’s position in the market. The vision was clear — to use AI on data from the company’s vast community of companies to empower customers, optimize their spending, and enhance operational efficiency. But executing this vision was no walk in the park. It required us to harness vast amounts of customer data and transform it into valuable insights, while getting customers to use a new product that didn’t yet exist in the market.The goal was to differentiate Coupa from competitors and provide customers with unmatched value. We embarked on this journey by gathering data from Coupa’s diverse customer base, working to understand their unique needs, and shaping the product to cater to those requirements. As a result, we successfully crafted 36 public-facing customer success stories over a couple of years, which became powerful testimonials for the product's real-world value. These stories not only bolstered credibility with customers, but also caught the attention of industry and financial analysts, validating Coupa’s traction and innovation in the market.<h3>Who This Is For:</h3>This playbook will be useful to B2B PMMs who need to strategically reposition their company and products in the market. If you're a PMM looking to harness the power of customer stories to validate your product's value and win over both customers and analysts, this playbook is for you.<h3>What You Will Learn:</h3><ul><li>Why customer success stories matter in shaping market perception</li><li>How to identify the right customers and capture customer stories</li><li>How to craft compelling customer success stories</li><li>Why customer marketing never ends (and continues to pay off)</li></ul>

How Coupa used Customer Marketing to Win Over Analysts and Gain Market Share

Charlene Wang

fmr VP of Marketing, Qualia

ClickUp

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 solution. In this playbook, I’ll share what I’ve learned from building and scaling product marketing teams at companies including Marketo, Gainsight, SurveyMonkey, and most recently, ClickUp.&nbsp;Who this is for:Marketing and product marketing leaders organizing and growing product marketing teams, or executives who are thinking about how to best resource the product marketing function.What you will learn:<ul><li>Core dimensions to consider structuring your team around</li><li>Other factors that will influence structure</li><li>How (and when) to assess talent</li><li>Determining the right management structure</li></ul>

How ClickUp VP of Product Marketing Mike Berger Structures Product Marketing Teams (Examples from Marketo, Gainsight, SurveyMonkey and ClickUp)

Mike Berger

 Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo

Jellyfish

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 previously, MindTickle — the recognized leader in sales readiness. When I joined, MindTickle was a Series A startup with no existing analyst relations program, and there was no category for sales readiness. Our mission was to create the category and establish MindTickle as the leading vendor in that category.At the time, we were less than 50 employees, with myself as the sole PMM team member. We had achieved product-market fit with a high-touch sales motion, focused on SMB and enterprise customers, and now, we needed to scale revenue. When we started, there was little analyst coverage of our space, and we were a relatively unknown startup. Through our analyst relations program, we were able to generate greater awareness from mentions by analysts. We were also able to improve our close rates thanks to customers who were hearing favorable things about us from analysts. In addition, we improved our messaging and product roadmap through input from analysts. Ultimately, all of this helped us raise another round of funding. And now, MindTickle is the recognized leader in a new category —&nbsp; sales readiness.Who this is for:This playbook will be useful to PMMs at companies with high-touch sales motions, and PMMs who are responsible for analyst relations or who are considering investing in analyst relations.What you will learn:<ul><li>Why and when to invest in analyst relations for your company</li><li>How to get buy-in for an analyst relations program</li><li>How to pick the right set of analysts to work with</li><li>How to be successful in briefing with analysts</li><li>How to leverage analysts to enable your company to be successful</li><li>How to maximize the investment in analyst relations for your business</li></ul>

How Jellyfish VP of Product Marketing Daniel Kuperman Built An Analyst Relations Program To Establish A Nascent Category

Daniel Kuperman

Anthropic

In this playbook, I’ll share the journey Retool (a previous employer) 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 consistent go-to-market messaging and internalizing real proof points.&nbsp;Retool is a Series C company with 300 employees that helps developers quickly build any custom tool that speeds up or automates critical business processes. When we decided to update our messaging, our product marketing team of four collaborated with our sales leadership, Head of Product, CEO, and an outside consultant. Specifically, we sought to update our message for the enterprise market and roll out a value framework that codifies&nbsp;Retool’s usefulness for our customers. I’ve actually run this exercise a few times with other companies as well, so I’ll share some nuances and similarities to my previous experiences.&nbsp;Who this is for:This playbook is for product marketers who are venturing into new markets, who are seeking to enhance their messaging and positioning for a new target audience, or who are updating messaging to drive business growth.&nbsp;What you will learn:<ul><li>How to develop a targeted messaging strategy that aligns with audience needs and preferences.</li><li>How to tailor messaging to the unique pain points and priorities of different companies and industries.</li><li>How to create a messaging framework with value drivers, problem articulation, and customer examples.</li><li>How to achieve internal alignment and rigorous documentation for a message that resonates.</li><li>Why you should continuously refine and adapt messaging to different segments and personas.</li><li>How to collaborate across Marketing, Sales, and Sales Development Representative (SDR) teams to test and iterate messaging.</li><li>The habit of embracing messaging as a daily practice, not a one-time exercise.</li><li>Gain valuable insights and results through a value framework approach, including pipeline growth, increased contract value, and market penetration.</li></ul>

How Anthropic's Kevin Garcia Built an Enterprise Messaging Framework

Kevin Garcia

Product Marketing Leader

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 adjacent product categories. Analysts gave us feedback on our messaging, and we learned that our messaging and positioning would be the difference between the product dying on the vine or generating revenue.&nbsp;We had a disciplined approach to iterate and validate our messaging, both externally and internally. This enabled us to nail our messaging — and launch with 18 reference customers who amplified our messaging and helped us exceed sales goals at launch and in quarter and quarter thereafter.Who is this for:This playbook will be useful to enterprise PMMs — especially those who are launching a second product or new product line meant to reach a new market.What you will learn:<ul><li>How to validate messaging by using external and internal sources</li><li>How to ensure that your messaging is actually used by GTM teams, rather than seeing them create their own messaging or asking PMMs to write all the copy</li><li>How to run a disciplined and rigorous process to validate, refine, and publish your messaging&nbsp;</li><li>How to build credibility for yourself as a PMM and for your messaging</li><li>How to maximize the impact of your messaging and achieve superior sales results.</li></ul>

How Box VP of Product Marketing, Jon Rooney, Validates Messaging To Hit Product Launch Stretch Goals

Jon Rooney

Vice President Product Marketing

HubSpot

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 on HubSpot’s Marketing Hub, our primary objective was to undertake a comprehensive refresh of the marketing messaging. Our goal was simple — to have a unified and clear messaging across all our GTM channels, that would help customers quickly and easily understand the job-to-be-done (JTBD) by Marketing Hub and the value our software could bring to them amidst changing customer preferences post-pandemic and new product innovations.&nbsp;This playbook will delve into the strategies, methodologies, and results that propelled the HubSpot Marketing Hub messaging refresh. Discover how this initiative:<ul><li>Enabled thousands of reps</li><li>Was rolled out across all of our partners</li><li>Became a top 3 most-viewed asset over the last few months&nbsp;</li></ul>Who this is for:This playbook will be useful to PMMs needing to develop impactful messaging for a product, to refresh messaging, and/or align the entire company on a single, shared message — empowering PMMs to optimize their own messaging efforts and achieve remarkable outcomes.What you will learn:In this playbook, you will learn:<ul><li>Why you, as a PMM, should live-pitch your messaging&nbsp;</li><li>How to refresh messaging to align with customer needs</li><li>How to align a large organization around a single, shared message</li><li>How to synthesize input from sales, customers, and stakeholders</li><li>How to use proof points and early adopters for buy-in</li></ul>

 How HubSpot's Nisha Goklaney Refreshes Messaging to Improve Win Rates

Nisha Goklaney

Senior Director of Product Marketing

Atlassian

How Atlassian's Jeremy Hemsworth Built a State of Product Report that Influenced $10M+ in Pipeline

Jeremy Hemsworth

Sr. Director of Product Marketing

Iterable

How Iterable's Gray Hardell Cloned Their PMM Judgment into an AI Agent to Scale Sales Enablement

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How Atlassian's Jeremy Hemsworth Built a State of Product Report that Influenced $10M+ in Pipeline

How Iterable's Gray Hardell Cloned Their PMM Judgment into an AI Agent to Scale Sales Enablement

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