Product Marketing
Product Marketing Specializations
Product Marketing Specializations
Diageo Head of Tequila Portfolio • 2y
There is no one-size-fits-all GTM strategy; it will vary significantly depending on the specific product, target audience, market conditions, and other factors unique to ...
3873 Views
TigerData Head of Marketing • 4y
The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enter...
2060 Views
Snowflake Product Marketing Lead • 7y
Building on Jennifer's reply above, we have 4 tiers. We aim to do proactive work (meaning working with BDRs, sales, account managers, success team) to identify a way to e...
1058 Views
How has your product marketing team traditionally worked with demand generation / growth marketing?
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?
Davidson College Director, The Jay Hurt Hub for Innovation and Entrepreneurship • 8y
Hi everyone! Great to be here with you today! Thanks for sending me so many thoughtful questions...digging in now!
This is a tricky one as I've seen 3 different models i...
2837 Views
What specific areas of roadmap influence do you think product marketing can help the most with?
Is it the decision of what features to actually build based on customer feedback and marketing opportunity OR more so naming, branding and how we position and target features?
Shopify Senior Product Marketing Lead • 4mo
Okay, real talk - this is THE question that determines whether PMMs feel like strategic partners or just the folks who execute launches, right? I've been in roles where P...
820 Views
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MyFitnessPal VP Product Marketing | Formerly LinkedIn, Credit Karma, Handshake • 1y
I’ve generally seen product marketing own pricing in an organization. They partner with research or even an outside firm to understand the competitive landscape, run surv...
601 Views
Twilio Senior Director, Product Marketing • 4mo
PMM can absolutely be tied to upsell and cross-sell revenue, it just requires the right focus and alignment across key stakeholdersIn my day-to-day, we market platform co...
1448 Views
Zuora VP Product Marketing • 6mo
Let's start with definitions for platform marketing and solutions marketing. Platform marketing: Platform marketing showcases the depth & breadth of your technology. ...
1226 Views
How to create a strategy for solution selling?
Most B2B companies have a strategy for solution selling. How do they do it? How do they know which use cases or industries to focus on? How do you go from having the research to delivering the strategy for solution selling?
Snowflake Product Marketing Lead • 5mo
Solution selling isn't just bundling products into a new offering and slapping a catchy name on it. The best strategies identify high-value customer problems that natural...
903 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y
Core platform messaging is an input to solution messaging; it may not be in the headline, but it’s definitely in the sub-bullets. Solution messaging focuses on personas ...
1423 Views
Snowflake Product Marketing Lead • 5mo
Rolling out platform messaging at scale is challenging because you can't rely on a single training session. Reps need repeated exposure, practical tools, and proof that t...
849 Views
How do you get customers from diverse products interested in a single platform?
Let's say the company has a portfolio of complex products, each one that does something totally different, but they all work together to create a single platform. But here's the catch: customers are used to buying individual products vs the platform. How do you make that switch and roll it out to existing customers and the rest of the market?
Snowflake Product Marketing Lead • 5mo
Right now is the perfect time to drive this shift. Leaders are under pressure to fund AI initiatives with flat budgets. Consolidation is a great way to do that, meaning t...
1427 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 3y
I’d sum it up with the ability to tell a complicated story quickly and concisely as well as the ability to nuance your work between developer personas and decision maker ...
763 Views
Splunk Director, Product Marketing | Formerly Morgan Stanley • 1y
While developers may not be the buyers in B2B, they are most certainly influencing the purchase decisions. Developers also influence purchase decisions in their personal ...
2124 Views
What are the top three most important factors when marketing to developers (i.e. robust documentation, etc)?
Given some developers will read documentation, evaluate and start to build before interacting with sales/ broader website -->
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 5mo
Great documentation, a robust and engaged community, a high quality developer experience, and engaging demos are all important when marketing to developers. If you can on...
2820 Views
Inngest Head of Marketing • 4y
I'm sure it's different for everyone but here's roughly what it might look like if you have a paid product you want developers to convert to:
Classic funnel: Website, sea...
1509 Views
Rippling Product and Content Marketing • 5mo
This is the holy grail question, and honestly it's more art than science. It's a cross-functional conversation where you weigh the pros and cons together. The tricky part...
794 Views
Clay Head of Product Marketing • 5mo
To influence the roadmap, PMMs should bring valuable insights about the market, competition and customer to the table. With a more technical product, it is possible that ...
3923 Views
Immutable Head Of Marketing • 6y
As a representative of the consumer voice and market demand, PMMs' involvement in product development from the early stages is critical to success. More specifically, Pro...
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8 Views
Okta Director, Product Marketing • 5mo
I like to use ceremonies and milestones that already exist as forcing functions for roadmap discussions. You don’t need to create new meetings, you just need to show up t...
1627 Views
Roofstock Former Product Marketing Director • 5y
A PMM’s success is largely due to how tightly they partner with sales and product. A successful product marketer champions and owns customer voice. Your role is to synt...
1404 Views
For a heavily dev-centric product, how do you approach the balance between classic content/SEO, product marketing, and sales enablement - and how do you find the right channels to reach out to developers vs. commercial audiences?
What are some considerations when setting up a Product Marketing discipline to keep the focus on the product value for developers, without sacrificing expectations from the commercial teams?
SEO Strategist • 6mo
You balance it by leading with authentic, technical content that earns developer trust, then layering product marketing to connect that technical value to business outcom...
167 Views
DocSend Vice President Sales • 7y
Having worked well with Product Marketing in the past (and as a sales leader) sales can be admittedly tough to generate buy-in. However, sales is needy and tends to make ...
466 Views
Resolve AI Product Marketing | Formerly Google • 2y
Today's marketing is being disrupted at an exponential pace. We are constantly being overloaded with content and the traditional marketing channels are quickly getting sa...
10815 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 6mo
Honestly, community based content. When other people talk about what your product solve for them in earned media channels like reddit, social, hacker news, etc etc, this ...
382 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 6mo
Dev tools are a great example of doing self-serve resources. I'd say having an all encompassing "docs" site that gives users a fully formed "user's manual" that they can ...
387 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 6mo
Highly dependent on product, audience, price point, etc etc. But you can see, for example, with a lot of the vibe coding tools, they're almost entirely self-serve at the ...
403 Views
Triple Whale 🐳 VP of Marketing | Formerly Klaviyo, Drift, Dropbox, Upwork • 3y
I know this situation well; it's the same here at Klaviyo!
First, you need to understand the composition of both audiences. Are the self-serve customers smaller busines...
1779 Views
SurveyMonkey Director of Product Marketing | Formerly Apple • 2y
Marketing fundamentals are the same whether your growth strategy is PLG or traditional outbound marketing (and the two are not exclusive!): you still need to understand y...
1545 Views
Anthropic Product Marketing Leader • 2y
For any PMM role, I tend to evaluate the PMM on research mindset, storytelling, and ability to execute. Here's how I'd focus my search (and what I'd ask) for PLG PMMs:Res...
1297 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 6mo
I think the “old” model of analytics tools like UTM trackers and attribution models might giving cloudy at best data due to things like “dark social” or just buyers doing...
387 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 6mo
I have found it depends on the size of the company. Early stage startup. PMM is content marketing and owns everything. A bit more mature, maybe you have an external or in...
534 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y
Work closely with a handful of reps with an early adopter mentality and highlight their wins so the team has reason to believe in selling something new. A common misconc...
1133 Views
How can I help my company make the switch from product to solution marketing?
The startup I work for is making the switch from product to solutions marketing. I will be leading this effort. How can I ensure we do the switch well?
Zuora VP Product Marketing • 6mo
Interesting that your company is making a “switch.” In my experience, product and solutions marketing are complementary disciplines and you don’t necessarily want to aban...
1837 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 6mo
First things first, make sure everyone agrees on the list of accounts that are targeted for ABM. That might sound basic, but I’ve seen many ABM plans fail to launch beca...
465 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 6mo
The best time for upselling products in the Enterprise is during the initial land. If you’re bold enough to pitch your full suite of products from day one, instead of la...
689 Views
Amperity SVP, Head of Marketing • 1y
You should have a full GTM funnel strategy for each of your ICPs. Top of Funnel: What's the industry trend that's forcing your ICP to adapt or change? These trends have t...
1555 Views
DeepL VP Product Marketing | Formerly Adobe, Salesforce • 7mo
I'll answer the question on the assumption that we already have an established business in another market. This could be in another country or another segment. Mistakes i...
1643 Views
How is your team making the transition from product marketing to solutions marketing?
Do PMMs share both product and solutions marketing responsibilities? Or do PMM now speak more to the users and solution marketers to the buyers?
DeepL VP Product Marketing | Formerly Adobe, Salesforce • 7mo
At a certain stage of growth you find that your products are being used by quite different user groups - and/or - you decide that you need to start appealing to a differe...
1635 Views
DeepL VP Product Marketing | Formerly Adobe, Salesforce • 7mo
Early PMM impact shows up where buyers engage and change behaviour. If your story, proof, and enablement are working, you’ll see better conversion in the segment you targ...
12725 Views
Chewy Senior Director, Head of Global Marketing • 4y
The most important thing you should expect from your new manager when you first join an organization is a detailed onboarding document with a 90-day plan. The document sh...
1103 Views
Treasure Data Director of Product Marketing • 7mo
The core principals of good messaging and positioning still apply here! But in the positioning narrative, you're basically just swapping "Our method + experts + accelerat...
572 Views
How do your industry PMMs collaborate with product- or sales segment-focused PMMs?
I'm the first product marketer focused on GTM strategy for our platform to a specific industry when the rest of the team owns specific product(s) and/or sales segment.
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
There are two questions here, and I'll address both. One answer is much shorter than the other.
How do we collaborate across industry and core PMM? Constantly. At Meraki...
1582 Views
Glean Head of Solutions Marketing | Formerly Snowflake, DocuSign • 1y
There are multiple criteria to decide whether a dedicated industry marketing resource is needed. First, does this vertical need distinct, industry specific messaging and ...
1502 Views
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 3y
The pressure's on for this one. Feels like this is the kind of topic first chapters in business books are devoted to.
A successful GTM is hard to describe in detail. Ev...
1689 Views
Treasure Data Director of Product Marketing • 7mo
Welp. You only get one chance at a first impression. I think it's really challenging to determine whether to go BIG (like enterprise solution) or more focused for land an...
989 Views
Treasure Data Director of Product Marketing • 7mo
Know the customer DEEPLY, each industry is so different. You need to know their specific pain points and how to speak their language. For example, Having built the indust...
527 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
Growth Propeller Sr. Product Marketing Manager and Consultant • 6y
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 i...
2124 Views
ServiceNow VP, Product Marketing - CRM • 2y
Call me old school but I think positioning statements do this VERY well. Here's an exercise I've used and seen success with in building alignment on the "Why" of a compan...
2896 Views
Twilio Former Director of Product Management - Pricing & Packaging, CXP | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com • 4y
Even when you may be servinf different markets or segment with the same type of buyer. The needs of these segments are going to vary.
A VP of Ecommerce at a D2C 200 pers...
1230 Views