Product Marketing
Product Marketing Specializations
Product Marketing Specializations
Any advice for creating a pricing strategy for a value-based B2C subscription product for a brand new company?
I know what my competitors and similar products are charging, but I'm trying to figure out how to estimate conversion, churn, and customer lifetime for my product. We are a brand new company (so no existing branding or customer trust), we are B2C in the healthcare & fitness space, and we have a value-based product - i.e. not media streaming, or physical goods - like Medium. Any thoughts or resources about how to approach this analysis would be helpful. Thanks!
Airtable Senior Director, Product Marketing • 3y
Let me preface my response and say that B2C is not the bulk of my experience, but here's how I would approach it.You have to talk to customers. I would start by trying to...
2878 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
You have to start at the ground floor with a consistent narrative. Company-level positioning, the master deck, the hero one-pager. This is the “I have a first call in 5 m...
372 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 5y
PMMs are the most important when it comes to being able to simplify what the product has built and clearly describe what it does and why it’s important. Sales teams are c...
1562 Views
Barracuda Networks Product Marketing Director • Tue
Don’t treat enterprise as just a bigger version of your mid-market motion. It’s not.The whole motion is different. Longer cycles, more stakeholders, procurement, legal, s...
43 Views
Barracuda Networks Product Marketing Director • Tue
The way I think about it: every persona has a job to protect. The CISO cares about risk. IT cares about operational burden. The CFO cares about whether this purchase is d...
40 Views
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ServiceNow Senior Director, Platform and AI Product Marketing
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Barracuda Networks Product Marketing Director • Tue
When everyone started adding AI-powered onto the home pages, the phrase stopped meaning anything. You have to start moving the conversation to: what specifically gets bet...
80 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This varies widely by company, org structure, and maturity.When I worked for smaller start-ups, we only had 2 dedicated marketers: me (generalist) and my VP (also a gener...
2242 Views
Atlassian Senior Director of Product Marketing • Thu
Atlassian's model is pretty different from what a lot of people have experienced. Demand gen strategy is owned by a campaign strategist, but execution runs through shared...
1070 Views
Growth Velocity President | Formerly Vigilent, USGBC, FICO, Macromedia/Adobe • 7y
Top notch advice
2272 Views
What are good product marketing OKRs?
I would like to know what metrics are used to measure PMM and what does good look like
JFrog SVP Product Marketing | Formerly Twilio, Cisco, Intuit • 5y
The short answer is it depends.
No, I am not being evasive. Let me explain...
Product Marketer in my opinion is like the CEO of a product. Just like a CEO, has to do ...
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2 Views
WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 5y
What is the role of product marketing, and why do you want to do the job. I care about not just what the answer is but also how candidates deliver it. Are they giving me ...
4960 Views
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
Apollo.io Head of Competitive Intel • 3y
Competitive win rate is a great north star goal. But it can be challenging to accurately impact that in a positive way in a short amount of time.
A couple other KPIs I'v...
987 Views
Glassdoor Senior Vice President Marketing • 5y
Getting senior alignment is a key strategic role for PMM - we can be powerful bridges and connectors. Whenever there is a clear difference of opinion the best thing I’ve ...
706 Views
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
I like to measure all marketing in terms of:Outputs: What you did marketing-wise such as sent X emails to whom, created Y social posts, made Z video, etc.Outcomes: How di...
761 Views
How do you influence the Revenue Org ?
Say, we work in a multi-product company.
One may have a stellar product but if the Revenue /Sales org is not dedicating resources, mindshare, and incentives to your product, it can be hard to grow an enterprise product.
What are your suggestions for such situations?
Atlassian Product Marketing Leader • May 14
I’ll start by stating the obvious: influence with sales is earned over time, not given. You earn it by being genuinely useful, repeatedly and visibly, in moments that mat...
1292 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 7mo
Many organizations mistakenly believe that simply adding sections on security, integrations, and compliance to their messaging qualifies as “Enterprise Product Marketing....
778 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 5y
Great question! I generally look for folks that have a bit more of a technical background or have worked with products that are a bit more technical in nature. Specifica...
1272 Views
ServiceNow Director of Product Marketing • May 12
Product Management owns the pricing of product with input from the Product Marketing team. In my experience over the course of my career Product Management has evaluated ...
485 Views
What does Product Management have to provide in their Project Briefs in order for Product Marketing to be successful?
Example: Project Briefs should include: problem, solution, etc.
MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
In order for Product Marketing to be successful, it’s helpful to project briefs to include:
Feature description: A clear and concise explanation of the feature, includin...
544 Views
Resolve AI Product Marketing | Formerly Google • 1y
I love this question. Fundamentally going to market for enterprise vs SMB/mid market requires a difference frame of thinking. 1. Buyer Personas:Enterprise:Decisions invol...
5989 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
This transition is very doable, but it requires being deliberate about closing specific gaps rather than just marketing your general PMM skills. Having moved into increas...
175 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
Expansion in enterprise is a fundamentally different motion than new logo acquisition, and the PMM approaches that work for net new often don't translate. Here's what's w...
165 Views
Glassdoor Senior Vice President Marketing • 5y
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 yo...
1532 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 5y
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.
...
1852 Views
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Adobe VP, Product Marketing & GM, Next Gen Creators | Formerly Uber, Fivestars, Electronic Arts • 5y
Broadly, alignment with Product should happen in an OKR or goals planning process at some regular interval. That's the real moment to align with you product partners on w...
1155 Views
Microsoft Director, M365 Copilot for storytelling and narratives, sales enablement, and compete • 4y
ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM integrations and hosted a webinar about ABM strategies.
Data-driven marketing has extende...
1809 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?
Inngest Head of Marketing • 4y
We all miss the mark here. I'm not even sure I would trust a PMM that says they don't struggle with this! You can stack the deck though, to show that you're exploring eve...
536 Views
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 4y
The first 90 days are crucial to any job, but especially for new product marketing leaders. This is the time to establish your credibility, build relationships, and layou...
38797 Views
Mastercard Director of Product Marketing | Formerly Miro, Dropbox, Demandbase, Autodesk, Oracle, • 5y
I'm going to talk about my experience at really early stage companies, at this point, everyone is doing everything, so the priority is to create some strcuture to help ev...
2941 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
Days 1-30. Senior PMMs need to be experts on the product and sales process within the first 30 days. Especially in the world of Claude co-work, call recordings, etc. data...
370 Views
How do you develop in-depth product/feature demos when your company rolls out frequent updates? Are there tools out there that can make the update process cheaper/less time-consuming?
Building out our customer education arm and realize our existing product videos are very high level and do not show actual screenshots due to wanting to avoid having to update. Is there a way where we can still show actual screenshots in our overview videos/create feature demos that can be easily adjusted based on updates?
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
If I had a dollar for every time someone didn't want to help PMM update videos because it's too time-consuming, I'd have enough money to pay a video agency to do it! 😃Per...
1284 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
Look, sales is always going to do what it wants to do. That doesn’t mean don’t give them new slides, trainings, enablement, etc for new launches. But instead of focusing ...
362 Views
How would you differentiate a mature enterprise product that is similar to competitive products?
We're struggling to find value added differentiators for one of our products that has been around for 20+ years, for which we've historically been recognized as a market leader. Currently we're losing ground because it's very similar to competitor offerings but at 2x the price. What approach would you recommend from product marketing perspective to to drive sales?
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo
Varun's answer does a good job framing this as a positioning reset. I want to add a specific pattern that worked for me at Salesforce during the Tableau acquisition, when...
175 Views
LinearB Sr. Technical Product Marketing Manager • 3y
Traditional marketing tactics with messaging that highlight what makes your product great simply won't do justice when targeting developers. Instead of "selling," think a...
320 Views
Outtake VP of Marketing | Formerly Cyera, Zscaler, Docker • May 6
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...
566 Views
Writer Head of Solutions Marketing • 4y
This is a great question and top of mind for me right now.
For your executives, their primary goal may be to get into a Forrester Wave or Magic Quadrant. Yes, that woul...
3956 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 5
Sarah's "cost of inaction" framing is exactly right, and I've seen it work consistently across enterprise deals at Salesforce, Tableau, and UiPath. I want to add the spec...
163 Views
What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y
Even in sales-enabled businesses, sales enablement is just one aspect of product marketing responsibilities. The bulk of the work is consistent across both self-serve and...
837 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!
Ironclad VP of Product Marketing • 4y
Here's what I like to put into a positioning doc:
1. What market are we in ? How big is this market (TAM)? What's our serviceable obtainable market (SOM) ?
2. What does ...
3313 Views
Zendesk Director of Product Marketing - Contact Center (CcaaS) • 3y
Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy...
12497 Views
How do make sure the resume appeals to the hiring manager for a product marketing role?
Should I just use one general resume or are there different versions of it?
Atlassian Head of Lifecycle Marketing, Portfolio • 1y
I do recommend tailoring your resume for roles, but this doesn't mean that you need to have a version for every job. In some cases, it might mean re-ordering your bullets...
2544 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 1mo
The critical points of collaboration between product marketing and product management are, using the example of a product launch - which is probably the most common inter...
511 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 1mo
If you’re getting 1st interviews but not 2nd, it usually means your CV is doing its job – but your interview isn’t building enough conviction.Most candidates don’t stall ...
166 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 1mo
A lot of these “red flags” are real, but they’re also what you see on the surface. They’re not the actual problem.Clunky CVs, vague answers, too much fluff – they usually...
166 Views
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Criteria Corp Chief Marketing Officer • 3y
The key here is consistency. Find a channel that works and stick to it. Else it becomes to fractured and fragmented. You can use a slack channel, you can have a dedicated...
918 Views
Adobe Director, Product Marketing & Strategy • 1mo
One of the top-of-mind challenges right now is the rate at which PMMs have to pivot. The market, customer expectations, and products are all evolving rapidly, and the pac...
1423 Views
Mentor | Product Marketing Leader | Formerly Lenovo | Dell Boomi | Celigo | GoodData • 6y
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 c...
519 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 2mo
There might be something else I’m missing in this question, but I think this is one of those things where you can pose the question to sales to define the ask and jointly...
349 Views
BILL Head of Product Marketing - Accounts Payable and Developers / Partners • 2mo
This is a fascinating question. TBH I kind of feel like there’s a question behind the question or some context that isn’t being shared explicitly here. I assume it’s li...
356 Views
Self Employed Product Marketing Leadership (Interim & Fractional) | Formerly Xero, Karbon, ApprovalMax • 3mo
One thing I’ve seen overlooked in platform transitions is timing the narrative to match customer readiness. You can have the best messaging and sales playbooks, but if yo...
187 Views