All related (43)
Hien Phan
Director of Enterprise Product Marketing, AmplitudeNovember 13

I would use tools like DocSend, HighSpot, ShowPad if you want to measure effectiveness for sales. For white papers, I think more than sales enablement tools, downloads on websites and web traffic are also good metrics for success. 

James Winter
VP of Marketing, SpekitDecember 1

I think this has been asked elsewhere already but I use Docsend and love it. 

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
(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...
Christy Roach
Head of Portfolio & Engagement Product Marketing, Airtable
In general, my POV is that any feedback is good feedback and that you should look for it wherever you can get it. That said, some channels are better than others. Here are the main ways I look for feedback from self-serve customers:  * NPS surveys: The responses to this survey can be invaluable for product feedback, general customer sentiment, and areas of friction or confusion. I use the positive responses to identify customers we can ask to give us a positive review on sites like G2. Negative NPS feedback customers are great candidates to reach out to for 1:1 conversations t...
Mike Polner
VP Marketing, Cameo | Formerly Uber, Fivestars, Electronic Arts
I think there has been a massive shift in just the awareness and momentum around Consumer Product Marketing overall. When I joined Eats 3 years ago as the first Consumer PMM, everybody was asking what this role was and how we were different than Brand Marketing or Performance Marketing. Not only at Uber has that changed dramatically, but also, within the industry there has been a really evolution of folks who would traditionally be in "Brand Management" roles at CPG companies starting to move into PMM roles at tech companies. I think there are a lot of similiarities between those two actual...
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 ...