All related (45)
Rekha Srivatsan
VP of Product Marketing, SalesforceJuly 27

Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy.

  • But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs to be highlighted more in the messaging.
  • SMBs are also really big on word of mouth, so use that tactic to your advantage -- a referral program is a great example.
  • Leverage your customers as much as you can in your marketing mix for SMBs.
  • Website is a great lead channel for SMBs, so make sure your website is up-to-date and has relevant SMB messaging. 
  • Less jargon and a more conversational approach is the right voice and tone for SMBs. Explain your feature or your company like you would to your Mom or Dad. Keep it simple, always! 
  • Break down the value of your product/feature and make it memorable. 

Good luck!

Priya Gill
Vice President, Product Marketing, Momentive
First off, I'll say that I'm never a fan of making someone create messaging/positioning and defining a GTM plan about the interviewing company's product because you're never going to get to the level of knowledge as someone in the company...and it takes way longer to do it right. OK, rant over. :) 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 clearly understand t...
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, ...
Claire Maynard
Marketing, Magical
At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively.  The most standardized, larger-scale tool we use across all of our cloud products is our Happiness Tracking Survey known as HaTS (developed by Google). Our research teams sends out weekly emails to employees who subscribe that give the overall customer satisfaction score and short clips of customer feedback such as what customers find frustrating about our products or what they like best. This is a helpful way to keep customer feedback top of mind.  For more in-depth research on a particul...
Christy Roach
Head of Portfolio & Engagement Product Marketing, Airtable
Buckle up, I've got a lot of opinions here. I think the first question PMMs should ask themselves is, what unique value do they want to provide to the roadmapping process? Oftentimes, PMMs feel like they should be included in things without having a clear POV as to why. I’ve been guilty of this. It's natural to hear hear about something that feels related to your work and wonder why you’re not there. In this situation, you need to be clear about what goes into the product roadmapping process today without your involvement, what input is already being given, and how successful the roadmap is...
Mike Polner
VP Marketing, Cameo | Formerly Uber, Fivestars, Electronic Arts
Highlighted this one in another question, so will point you there, but overall, yes - we break PMM responsibilities down by audience. Some PMMs will work only on Consumer and some only on Restaurant for example. In a three-sided marketplace, there is naturally a ton of organic collaboration across the edges, so though there's usually only one focus area, there's a lot of collaboration across the audiences.
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM
There's a lot of potential variability here depending on company, exact role, industry, and more. That said, here are a few ideas of what you can show: * Cross-functional Initiative: If you've directly led a cross-functional initiatve that drovesome key business results, showcase them! For example, a sales deck that you created that drove win rates in that vertical. Talk through how you worked with Sales to create the deck and enabled the team doing so. * Launch campagin: This is similar to above, but showcase a launch campaign that you worked on and the results it had on ...