All related (13)
Anthony Kennada
Chief Marketing Officer, HopinJanuary 23

I don’t see a difference actually, at least for technology companies. At the end of the day, customers don’t want your product, they want outcomes that your product (and company) help them derive.

Few examples:
• Uber/Lyft sell the ability to get from point A to point B without a car. The app is just a vehicle (pun intended).
• AirBnB sells the ability to belong / feel at home anywhere in the world.
• Etc.

Start by deeply understanding your persona and work backwards from there. Understand the jobs they’re looking to tackle and how your product and company both have a role to play in concert with each other.

Div Manickam
Mentor | Author | Product Marketing Influencer, Inspire. Influence. Impact. | Formerly Lenovo | Dell Boomi | GoodDataDecember 5
  • A micro category is relevant for specific product/service as it provides a niche use case that the offering supports. 
  • A macro category for a company is the high-level category that aligns with customer needs and expectations in the industry.

Both micro and macro categories co-exist and it’s crucial to help teams understand the dimensions needed for both categories. Macro category can have breadth while a micro category needs more depth. 


Eg: If the macro category is Integration Platform as a Service (iPaaS); a micro category could be Application and Data Integration, API Management etc.

Anthony Kennada
Chief Marketing Officer, Hopin
Waiting too long to layer in the tried and true tactics that work. I mentioned in another response that traditional tactics such as outbound prospecting or PPC did not convert well early in our years building Gainsight and Customer Success. Reason being, no one knew what CS was nor were they doing much searching online! However once your category tips, game on. I regret waiting 1-2 quarters too late to ramp our paid media spend, double down on SDRs, etc.
Danny Sack
Director Product Marketing, SAP
This is an interesting question. In my experience, the most important soft skills needed for PMMs are influence management, and public speaking skills.   Influence management would be getting people from outside of your department or team to work on your project. Good influence management is not just asking people to help, but making sure they understand the value of the work they're doing. If someone says they can't help, going to their manager to help with priorities needs to be done with a soft touch. Being a tyrant to get your projects done won't get you far in the long term.   Pu...
Div Manickam
Mentor | Author | Product Marketing Influencer, Inspire. Influence. Impact. | Formerly Lenovo | Dell Boomi | GoodData
Our messaging and positioning starts with this framework below. We combined messaging and positioning into one document and have it built out for each product, solution, and industry. We engage with product management to start and confirm the value proposition, key personas and their pain points based on current learnings from customers. Then we validate our messaging with sales, presales to gain insights into prospect conversations.  This has become the guide for the content/editorial team and the other teams in marketing to help articulate business value. undefined [https://i.imgur.c...
Krithika Muthukumar
Head of Marketing, Retool
While you can have really compelling per-product pitches, the real challenge of selling a platform is getting prospects and customers to buy into a vision that unifying their systems is going to be a force multiplier for their company. The value is that 1 + 1 > 2. In selling a platform, it’s imperative the messaging is above-the-line focused because you’re trying to convince customers about the vision. There may be cases where a platform only has 80% of the features that a combination of point solutions have, but still wins out because the sales team was able to align the customer with the ...
Diego Lomanto
VP, Product Marketing, UiPath
Educate educate educate. When I started at UiPath i must have had 50-100 introductory meetings in the first few weeks. I spent time with every stakeholder that I needed to work with or that I needed to be an advocate. I did a lot of them by zoom but I also got on the plane and traveled a ton. You can't replace the in person impact when you are just getting started and getting to know people. It's really not a big secret - when you are new do a massive amount of outreach.
Francisco M. T. Bram
Vice President of Marketing, Albertsons Companies
Product marketing is the process of taking the right product to the right market with the right narrative to the right audience and at the right time. More specifically, a product marketer is the voice of the customer, helping organizations uncover insights that can inform product and marketing plans. The best way for you to convey the value of PMM is to fight for your customers. A lot of times, PMMs will face the dilemma of supporting internal goals vs meeting external customer needs. No matter what, always represent your customer interests, be their voice internally. It may make you feel ...