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Product Marketing Subteams

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

8 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 18

To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More

1667 Views

How do you figure out how to spend your time between doing product marketing as demand gen, engagement, retention, and sales?

4 Answers

Ruturaj Patil

Google Product Manager • October 11

I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More

540 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

11 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 18

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2322 Views

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?

14 Answers

Feng Hong

TikTok Global Product Marketing Manager • July 19

Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is......Read More

1657 Views

What are some ways that junior and newer pmms can get greater exposure to the c-suite?

2 Answers

Eric Petitt

Glassdoor Senior Vice President Marketing • March 18

(This answer from my fearless colleague Sophia Fox) As a junior pmm, recommend being strategic about the types of projects you work on, and in what capacity. Cannot emphasize enough taking the initiative to seek out and work with your manager and cross-functional partners to identify where pmm ca......Read More

1181 Views

Product Marketers often get pulled in several directions and everything feels urgent. How do we work with our CMO and Exec team to help narrow down what we focus on?

3 Answers

Eric Petitt

Glassdoor Senior Vice President Marketing • March 18

Product marketing is so often misunderstood, and a lot of CMO’s didn’t grow up with it so they don’t particularly understand it. Still other CMO’s struggle with the PMM orgs that seem to spend more time on things they can’t see or aren’t held accountable for inside their own marketing org. And, l......Read More

1229 Views

How do you influence the c-suite to get more resources?

4 Answers

Eric Petitt

Glassdoor Senior Vice President Marketing • March 18

It starts with making sure the c-suite knows where you fit in to business outcomes. What are your OKR’s for the quarter, for the year? Is there a straight line between your priorities and the key opportunities for the company? Have you shared them? The second is making sure you are being heard. ......Read More

935 Views

How do you get the Csuite team to buy into a new pitch deck?

I just joined a new company, and their pitch decks are AWFUL and the sales teams are losing deals because of poor pitches. I'm working with a few key stakeholders to create better pitch decks, but several CSuite team members are apprehensive about trying something new because we'll be filing for IPO soon. They'd rather be consistently bad, then differently good.

6 Answers

Eric Petitt

Glassdoor Senior Vice President Marketing • March 18

If I was an exec at your company, I’d want to understand what is awful about this pitch (share research, client feedback?), what evidence you can provide that it is hurting my business (do an a/b pilot?), and what you think good looks like (comparative/competitive examples?). If you brought that ......Read More

1020 Views

How do you drive alignment across the exec team on messaging

20 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • September 9

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

1378 Views

What are key certifications or courses to become a product marketing manager?

I'm a digital marketing specialist looking to transition to product marketing

4 Answers

Shuchi Mehta

Growth Propeller Sr. Product Marketing Manager and Consultant • February 20

I am aware of just a few 1. Pragmatic institute - I took it. However, I found that to be specific to B2B enterprise sales. 2. 280 Group: I recently found out about this institute, I am looking to connect with someone who has been to this program. 3. AIPMM: Seems to offer courses similar to Pra......Read More

1584 Views

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