What companies have product marketing that you really admire, either overall or particular elements?

I’m not allowed to say Stripe. Everyone says Stripe. So I’ll say…. Stripe? I kid, I kid.I’ll always have a soft spot for Heroku – they’ve always stood out to me as a company with a unique brand presence that never compromised on technical value and authenticity. Some of the Product Marketers I looked up to most when first getting into the dev tools/cloud infra space came from Heroku. A newer company I’ve had my eye on that I think is doing a fantastic job in this regard is WorkOS. Simple and cle ...Read More

Yes! Here are a few examples, mostly B2B SaaS. Asana: I love how they take, what is a horizontal app, and position it to address specific use cases by function & persona. Whether the target user is in Sales, Product, Operations, HR or some other function, the PMM team at Asana know your top use cases and help you understand how Asana can help. Notion: Also do a great job positioning a horizontal product but the highlight for me is the core content & messaging. Its so human and straightfo ...Read More

When I was at Okta, I was part of an extremely effective PMM team. It was structured: Core / Product-line PMMs Technical product marketers Solutions PMMs (own "GTM plays" & business value - e.g. ROI calculator) Core / product-line PMMs were given a broad scope, and in some sense they effectively functioned as "outbound product managers", owning GTM strategy (e.g. should this primarily be positioned as a day1 attach for prospects / new deals vs. upsell to existing customers), pricing and pack ...Read More

Spotify comes to mind with product marketing I really admire.  The particular element of their product marketing I most admire is their ability to elevate listening to music and podcasts on the go, to a data-rich, "teach me something about myself" package at the end of each year.  Dating back a few years, Spotify will summarize the time you spent listening to music and podcasts, your top artists, your top songs, your top genres, your top podcasts and other data points in a fun UI that is very so ...Read More

May be I am baised, but in the large Global 500 space, infrastructure -- I would say my experience at Cisco was the best. For me thats kind of the benchmark now - both in terms of strategy and execution cadence that I learnt. From products to solution to positioning platforms, working with ecosystem partners, ISVs, Channels. Website alone to me is not a good indication, yes, today it is, but the real value is in business that is driven and impact product marketing is having in driving that.  In ...Read More

Apple is the gold standard in my book. They have a strong point of view and aesthetic, and every product has a story, launch, and campaign behind it. Square has emulated this model as well, and their website shines as a result.   In the SaaS category, Zendesk and Mailchimp are some of my favorite inspirations, and of course Salesforce. Zendesk has been very successful at leading a broader category of cloud customer service, and the product pages on their website are always smart and relevant. Ma ...Read More