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Enterprise Product Marketing

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?

15 Answers

Pranav Deshpande

Vanta Senior Product Marketing Manager • August 25

To start I'd say thorough competitive research is the foundation of great product marketing, so it's great that your company is investing in it. It's really important for the PMM that owns a product to be an expert on both direct and indirect competitors. Competitive research shouldn't happen in ......Read More

679 Views

What do you look for while hiring a junior PMM candidate, especially someone who might not have had a prior PMM experience? What assignments would you typically ask as part of recruitment?

3 Answers

Chris Glanzman

ESO Director of Product Marketing & Demand Generation • August 2

Generally a great product marketer is built on three knowledge pillars: 1. Market Knowledge 2. Product Knowledge 3. Marketing Knowledge In the case of somebody brand new to product marketing, having just one of these would be fantastic. For junior roles, I'm selecting candidates based on th......Read More

376 Views

What are the key traits you look for in hiring enterprise PMMs?

4 Answers

Mandy Schafer

Mastercard Director of Product Marketing • June 15

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. Specifically I’m not looking for them to be technical, but I want them to understand when they need help, and when to turn to a sales eng......Read More

710 Views

How do I measure sales enablement success?

17 Answers

Srini Sekaran

Amazon Senior Product Manager • June 7

Measuring sales success is unique to your organization but you can gauge general effectiveness by understanding the volume of opportunities, conversion rates, and productivity. Volume of Opportunity Cross-selling, renewals, and upselling are more effective ways of generating revenue than acqu......Read More

1525 Views

In what ways to you see (or recommend) product marketers build trust with their XFN partners?

7 Answers

Uri Kogan

R-Zero Vice President of Product Marketing • March 3

This is an interesting one. In my last company, I joined as the first PMM. In my first meeting with the product team, I spent a fair bit of time explaining the role of PMMs and what we do — how we connect the market to the goals of the organization, and the product back to the market. That hel......Read More

790 Views

What are the key differences between enterprise PMM and mid-market?

3 Answers

Mandy Schafer

Mastercard Director of Product Marketing • June 15

Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more r......Read More

1293 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?

1 Answer

Jeff Hardison

Calendly Head of Product Marketing • January 10

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! 😃 Personally, I recommend having the PMMs and PMs create quick, rough screenshare videos using something such as Loom. That way it......Read More

510 Views

You've spent a lot of time in the world of data and analytics. What's the advantage you see as a PMM leader by specializing in an industry or technology?

2 Answers

Hien Phan

Pinecone Head of Product Marketing, Partner, and Customer Marketing • October 5

One of the pillars of PMM is knowing the buyer persona exceptionally well. While I think one can context switch to a different industry, there is something to be said for having experience in a technology or industry; it will show up in your messaging and lends credibility when you publish conten......Read More

947 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

15 Answers

Sharadhi (Gadagkar) Patel

Handshake Director, Product Marketing • June 1

This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More

11219 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?

8 Answers

Sarah Khogyani

Coinbase Head of Product Marketing, Cloud • May 25

My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align with product partners on shared KRs or KPIs at a high level. Beyond that, I would suggest gaining this alignment at the PRD an......Read More

944 Views

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