All related (99)
Helen Shaughnessy
Product Marketing, ReconstructOctober 27

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 doing, you can place a simple sign up for notifications of the release or for requests to be a beta customer.

If your company has a blog, have a place for to people sign up for notifications of blog releases. Make sure they understand that they are also opting-in to marketing emails.

If you collect basic information - Name, email address - you can get expanded information (company, title, phone numbers) through tools like ZoomInfo, or LinkedIn Sales Navigator.

This type of list gathering tends to be well targeted, but low volume. So promoting through social and other channels may be necessary.

If you know the type of person you are targeting you can find them and email them through LinkedIn Sales Navigator. Or find them on LinkedIn and then use, Anymail Finder or similar tool to get their email addresses. If you have a competitor, go to their webpage and review their customer success stories. By identifying companies and people who already use your competitor you can target those people and also find people like them.

This is cheap, but labor intensive.

On the other end of the spectrum is buying a list. If you can define your target market and buyer really well you can get a decent list. If you aren't sure who you are targeting, this can be a big waste of money, time, and effort.

If you provide more details on your situation [Stealth/Product Launched, B2B/B2C, list purpose, sales channels], I (and others) can be more helpful.

Jennifer Ottovegio
Director of Product Marketing, Narvar
  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 will resonate with that account… and sometimes more specifically, that department, or that person. While sales and marketing alignment is always important, ABM requires even stronger ties with sales or account management in order to be effective. One thing that has really stood out to me during the pro...
Priya Gill
Vice President, Product Marketing, Momentive
Not sure I completely answer the question. Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively approached their GTM strategy, from ideation to execution and beyond. Can they effectively launch a product/feature and properly engage the right cross-functional partners to make that launch a success? Are they outcome-oriented and think about the metrics they're trying to drive with a given launch? Those are just a few things that I would be looking for ...
Brianne Shally
Head of Product Marketing, Nextdoor
* B2B and B2C are both H2H (human to human) marketing at the end of the day. I’ve seen folks try to say there's a strong distinction and to ‘pick a lane’. I’m of the mindset that B2B and B2C are more similar than different. I’ve found my experience in B2B especially, in demand gen, has helped me with B2C thinking through app store activations and vice versa.  * That said, here’s the minor nuances that I’m oversimplifying:  * Sales Enablement: You must work closely with the Sales team to ensure they are prepared with a deep understanding of the marketplace, personas, ...
Loren Elia
Director of Product Marketing, HoneyBook
This is challenging indeed and something I've had to deal with at every company I've worked for. What I've fund helps keep me and the business teams sain is to plan to launch features 14 days after the official planned released date. This makes product nervous most of the time, but most of the time they're also delayed so it all works out in the end. 
Laura Jones
Chief Marketing Officer, Instacart
  To establish credibility with a new team, the first step is understanding the team's need, laying out a vision for how you can best add value, and aligning around expectations. It is important to know the user, the market, and the product so that you can engage with the cross-functional team in a meaningful way from day one. With a clear set of objectives and foundational understanding of the space, you can quickly begin to make an impact on the team.  
Claire Maynard
Marketing, Magical
(This answer is copied from a previous question) I believe it's important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core pillars of the product marketing responsibilities remain: * Target audience and buyer definition * Positioning and messaging * Pricing and packaging * Product narrative and storytelling * Product and feature launches * and so on... With either motion, you have to be an expert in your product, customer, and market. Where the function starts to differ is how you design your...