Product Marketing
Market Research
Market Research
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 21h
In terms of customer evaluations (proof of concepts or vendor down selections) the best way to find this out, is actually to ask channel partners! They have tons relation...
18 Views
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 21h
You can certainly do this, but if you’re going to go that route I would recommend that instead look at competitors by solution bucket. Which competitors are coming up mor...
14 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
In the early days of an analyst relations program, the key metric you are going to be able to track is touches (inquiries, briefings, conference 1:1 meetings etc). The nu...
1896 Views
Bloomreach VP, Product Marketing • 10mo
Closely related but different in scope and what it means for product marketing. Market intelligence looks at the broader market dynamics. Buyer trends, economic shifts, e...
609 Views
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 21h
Ultimately the biggest differentiator is not your message, it’s how you evangelize and validate your perspective on the market..You need to define the problem, define the...
12 Views
Upcoming AMAs
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 21h
Oh man, such a good one!I think AI will force Product Marketers to evolve. PMM should think like AI architects and the validators.- As an AI architect you define the AI w...
19 Views
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 21h
My favorite recent use of AI is Claude Work for team prioritization and execution. It’s an incredible tool because you can define connectors and pull data from each into ...
12 Views
How do you fight a price war with positioning/messaging? Can you even?
Often my sales team goes up against competition that undercuts our pricing and heavily so. The buying decision quickly comes down to "who's proffering the cheapest price" -- platform value communication is rarely successful. How does one navigate this situation/How have you?
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
There are many reasons why a price war could happen, and without more context into the market/players, it would be hard for me to say. It’s true that for nearly all trans...
4625 Views
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 22h
I use a really clear template that looks like this“We deliver (x) to help (Y) overcome the challenge of (Z) so that they may realize (A) benefit”This template allows you ...
14 Views
How do you automate competitive so that sales always has fresh intel and positioning?
Looking for how frequency intel gets updated and what tools are used to get the intel as well as latest content to sales. Thanks!
Outtake AI VP of Strategy & Marketing | Formerly Cyera, Zscaler, Docker • 22h
We developed a competitive workflow where we use a combination of Claude Work + Slack + Hubspot (our CRM)connectors + our product + PR.
Here’s what I mean by that.
Claude...
19 Views
HiredScore Head of Product Marketing • 3y
I recommend creating a more high-level analyst stategy that outlines your actual need for analyst partnerships. Once you and your stakeholders are aligned on the need, yo...
295 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • Apr 8
There's no one right answer here. Every company and industry is a little different. But, there are a few things I always come back to. These aren't ranked, because they'r...
468 Views
How does one create a "positioning document?"
Our organization is focusing on a new customer segment and channel. My CMO has asked me to create a "positioning document" that we can share with senior leadership that articulates how we're going to market to this segment. Does anyone have a template or (and NDA-compliant) example document I could use as a model? Just trying to understand what type of information to include and how best to organize it. Thanks!
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
There are ton's of different templates available, a quick Google search will turn up dozens of positioning templates. This is a pretty good one I've used as a foundation ...
1360 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Apr 30
Raymond and April have laid out a solid operating model. The angle I'd add is what's changed most in the last 18 months: AI-synthesized competitive intelligence versus tr...
161 Views
Vanta Group Product Marketing Manager | Formerly Twilio, Sauce Labs • 1y
When a competitor offers something you dont, avoid the feature war and try to uplevel the conversation to what outcome theyre trying to achieve. Buyers dont choose a prod...
955 Views
Is competitive positioning an output of a feature or a marketing story?
I see a lot of battles between start-ups about similar features/products; I myself have tried to position our product with a differentiated story not always backed by features.
What's the ideal approach? Where does one draw the line?
ServiceNow Product Marketing Lead | Formerly Freshworks, ServiceMax • Apr 17
Here is how I think about competitive positioning: it is never just a feature story. And here is why: Features alone don't get market shareIf your positioning is an outpu...
204 Views
How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Forethought Senior Director, Head of Marketing • 4y
My first recommendation would be to make sure you understand exactly what exactly your stakeholders are wanting to know (and why). Are they looking at making product deci...
629 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • Apr 8
Managing competitive at a company that's scaling can be difficult. At scale, you should have someone who owns the function (if not a full team). But, until that point you...
416 Views
Enable VP of Product Marketing | Formerly Crossbeam, 6sense, JazzHR, Imagine Learning, Appsembler • 2y
People, speed, customer success and employer brand are the secret sauce to any business because they are proprietary and CANNOT be replicated. This is your differentiator...
1098 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • Apr 8
There are actually three questions here. I'll focus mostly on how to weave AI into your existing narrative, before coming back to the others at the end.
1: Start with a ...
488 Views
Amperity Vice President Product & Customer Marketing, Competive Intelligence | Formerly Amazon, Qualtrics, SAP, DreamBox Learning, Carnegie Learning • 1y
I can think of several common mistakes companies make when trying to differentiate their product. However, I'm going to focus on a few key ones:
Overemphasizing featur...
2383 Views
What do you use or do to get people to buy into your positioning plans and consistently using them?
The product marketers job typically revolves around positioning a product. Sometimes, it can be difficult to align sales, marketing, and product teams around your positioning.
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 3y
This is arguably the hardest part of positioning. In my experience, it has to start before you really start drafting positioning and as you're doing research.
First, ta...
405 Views
Messages That Matter Co-Founder • 1mo
Differentiation shouldn't be difficult because competitors do positioning in public. All you have to do is evaluate your competitors websites to determine how they are po...
198 Views
ActiveCampaign VP Product Marketing | Formerly Pendo, Demandbase, Conga, SAP • 2y
Win/loss data can be a great source of competitive intel. Obviously it is ideal if you have the budget for a third-party to do some win/loss interviews or secret shopping...
698 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 2mo
I’ve seen price increases land better when they’re positioned as a reflection of momentum – not just new features, but a platform that’s clearly evolving.Over the course ...
193 Views
What are the key differences between SaaS pricing and consumer software pricing?
Specifically the differences in: objectives, unique challenges, processes and approaches, data and tools, and success metrics. Greatly appreciated your insights!
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1y
The biggest differences in SaaS pricing and consumer software pricing can be grouped into 3 key buckets: DiscountingSaaS discounts based on volume - e.g. price per user t...
671 Views
Barracuda Networks Product Marketing Director • 3mo
Positioning isn't about being better, it's about being the best fit for a specific problem. Here how I would approach this: Try to identify the ‘real enemy’. This usually...
734 Views
Moloco Product Marketing Director • 7mo
Keep in mind - pending your product/service, pricing intelligence is difficult to get 100% accurate, so my goal is to establish ranges and relative positioning (e.g., “Co...
1498 Views
Etsy Senior Director, Seller Growth & Retention • 3mo
At the foundation of a sound competitive position is 2 things: Keeping up with how your competitors (and adjacent or related companies) are evolving over time. Having a c...
764 Views
How would you package a set of features from different products that when used together, provide new value to a specific persona?
Today all our packaging is solution-based, or bundles, and we help multiple personas in each solution. this is the first time we want to package something for a persona using multiple products/features
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 1y
Since your packaging is normally solution-based, shifting to persona-based packaging requires a different approach.Steps to package multi-product features for a persona:D...
2321 Views
How are you using AI for competitive research and battlecard updates?
I’m curious how others are using AI to support competitive research. Keeping battlecards up to date is especially time-consuming — would love to hear what tools or workflows have worked well for your team.
Bloomreach VP, Product Marketing • 10mo
Great question! We're constantly testing out AI tools now. I apply a “consequential AI” lens: any tool must make Product Marketing faster, better, or more holistic. When ...
22491 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 3y
Listen to sales/CS calls. As a team on 1 you can't be on every call but make it a weekly habit to listen to at least 5-10 calls (you can listen at 1.5 or 2x speed 😊). Be...
2210 Views
How do you separate out your competitive positioning for two different plans of your product, while keeping a unified view, if the plans serve different customer segments?
For example - Shopify Plus and Shopify (core)
Giant Stride Marketing Group President • 3y
This sounds like a classic case of product family positioning, where you would define a common positioning for what makes Shopify unique across both products. And then ab...
430 Views
What research helps identify segments, their needs, and decide your build/buy/partner strategy? And how do you share those insights?
I'm working at a company where we're trying to unlock new industries that we as a company need to have a better understanding of.
Etsy Senior Director, Seller Growth & Retention • 3mo
Research on segments and their needs is critical to our strategy. One of our top priorities is deeply understanding who our customers are, and how effectively we are mee...
770 Views
Etsy Senior Director, Seller Growth & Retention • 3mo
AI tooling can be very helpful for streamlining competitive and marketing intelligence. That enables the team to focus less time on collecting inputs and competitive and...
624 Views
Former SVP of Product Marketing at Quickbase • 5mo
In the first 90 days, I’m mostly trying to listen way more than I talk and show people I’m here to make their lives easier, not add more process.Tactics that have worked ...
471 Views
How do we compare our pricing if all our SaaS competitors require an Enterprise Demo?
What is our niche is so untapped, we really don't have direct competitors yet? Great problem to have... but no review sites have our competitors listed, where should we start?
Former SVP of Product Marketing at Quickbase • 5mo
Yeah, this happens a lot. When everyone hides pricing behind a demo, you gotta get a little scrappy.1. Start with customer intel - Ask prospects what they’ve seen from co...
524 Views
Former SVP of Product Marketing at Quickbase • 5mo
When you ship every week, you can’t change pricing every week. So you set guardrails.1. Price to value buckets, not features - Small updates don’t trigger pricing changes...
445 Views
Former SVP of Product Marketing at Quickbase • 5mo
If you’re shifting from selling a bunch of standalone apps to selling an actual platform, the big thing is you can’t just “relabel” what you already have. You’ve gotta he...
472 Views
How can Product Marketing best influence pricing when owned by a function other than PM? For example, Strategy or Bids/Tender Rev Ops team
In the industry I work in (B2B healthtech) almost all contracts go out to public tender, and sales cycles are extremely long. I'd like to be more involved in pricing, but at the moment I don't even have visibility of contracts that are negotiated/pricing, only overall value of deals. The decisions around pricing are all decided during that Bids/Tender application process, through a combination of C-suite /Strategy/Rev Ops. I am responsible for competitive positioning, and our entire GTM approach centres around the 'more for more' position, but I just have nothing to do with actually setting pricing.
Intuit Fmr Head of Product Marketing, QuickBooks Live • 1y
Product Marketing can have a significant impact on the pricing strategy, even when it's not owned by them or their Product counterparts. First and foremost, building stro...
3504 Views
How do you decide wether or not to charge for a new functionality(saas)? it improves productivity, but it also helps lower time to value for certain kinds of users. How do you weigh up the relative value of shorter time to value vs MRR?
B2b saas company (video maker for enterprise) premium pricing starter, standard & enterprise
Former SVP of Product Marketing at Quickbase • 5mo
Deciding whether to charge for a new feature usually comes down to one big question: is this thing creating net-new value, or is it making the core product easier and fas...
500 Views
Former SVP of Product Marketing at Quickbase • 5mo
I usually think about value based pricing as working backwards from what the customer actually cares about, instead of starting with your cost or what competitors charge....
470 Views
What advice do you have on packaging and pricing APIs?
Any recommended pricing models?
Former SVP of Product Marketing at Quickbase • 5mo
When you are thinking about packaging and pricing APIs, the main thing to remember is that you are not really selling endpoints. You are selling access, scale, and someth...
478 Views
What are all the key considerations while pricing a product per region/sub region in general?
Verses negotiating special pricing with sales agreements to specific partners or advertizing campaigns. How can we make sure the global optimal reach of the product to the maximum clients possible? where there could be some compromizes in pricing for achieving longer sales life/continuum of the product.
Former SVP of Product Marketing at Quickbase • 5mo
When you price by region, you’re basically trying to balance fairness, competitiveness, and revenue without turning it into a giant math puzzle. A few things I always loo...
850 Views
Would you share a pricing and packaging strategy project you've experienced? I'm interested in understanding the project - objectives, challenges you faced, process & approach you took, data & tools used, and outcome.
I'm new to SaaS pricing strategy after MBA, and eager to learn from you here! Your insights would be incredibly valuable to me as I navigate this complex field. Really Appreciate your time and sharing!!
Former SVP of Product Marketing at Quickbase • 5mo
I led a big pricing and packaging overhaul at a previous SaaS company where pricing hadn’t been touched in like 10 years. The product had grown a ton but the plans were b...
895 Views
ServiceNow Director of Product Marketing • 1y
Alignment with product teams is essential to ensuring capabilities and features and positioned correctly. We leverage for following sources to derive potential names for ...
2789 Views
Barracuda Networks Product Marketing Director • 11mo
One of the best applications of GenAI in product marketing is its ability to analyze a wide range of customer data (including market research), which can then facilitate ...
9961 Views
Midi Health Go To Market & Principal PMM | Formerly Homebase, Angi, The Knot • 2y
As a Product Marketing Manager , effectively communicating and sharing competitor analysis with your team and stakeholders is crucial for aligning everyone on the competi...
2153 Views
What competitive positioning frameworks have worked best for you?
i.e. standard/academic frameworks tweaked to your requirements or a completely redesigned framework that is proprietary
Moloco Product Marketing Director • 7mo
I have chosen different frameworks based on different product situations (new category, highly competitive, PLG motion, etc). So with that said, here are my top 2 favorit...
1325 Views
Outseer Director, Product Marketing | Formerly Equifax, Intuit, Backbase • 7mo
AI has been invaluable to me in market research because it has reduced the time needed to get to critical insights. Before AI, I felt like I could never get all of the fu...
273 Views