Platform and Solutions Product Marketing

9 Answers
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product MarketingDecember 10
Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that the right milestones are being hit which means that was the right process followed for creating messaging? Did that product ma......Read More
1160 Views
11 Answers
Brandon McGraw
Brandon McGraw
DoorDash Senior Director, Head of Product MarketingMarch 31
I came from a background in brand and so my natural instincts served me most well on the outbound side of product marketing. I had my fair share of imposter syndrom in the early days when I looked at my peers and realized that I'd never done the traditional inbound work of a PMM. I spent more ......Read More
2439 Views
13 Answers
Agustina Sacerdote
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDALMarch 24
I don't actually use market research for that, is the short answer. If we believe that our solution is well suited for a particular vertical, we have the budget to invest in GTM to capture business in this vertical, and the vertical is fragmented / doesn't have a real clear winner, we will go for......Read More
1930 Views
How do you as a product marketer create brand messaging that appeals to three highly distinct segments?
My company’s product (we’re a marketplace) serves three distinct segments with very different motivations. I’m struggling to create brand messaging that speaks to all three. Any advice on how to approach? Or is this a matter of needing to choose one segment to focus on?
6 Answers
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 16
Messaging that speaks to everyone rarely speaks to anyone well. I’d prioritize your top segment to focus on, make sure your brand messaging resonates with them, and ensure your other customer segments can find messaging for them via pathing on your site or other targeted campaigns. I've seen m......Read More
2581 Views
4 Answers
Div Manickam
Div Manickam
Mentor : Career | Leadership | Product MarketingDecember 5
Today, portfolio, platform, ecosystem and suite are used interchangeably depending on the use case or scenario. Every technology company wants to be a platform today that encompasses multiple products/services/offerings.  * Portfolio is a collection of products, industries, solutions, and servi......Read More
1337 Views
6 Answers
Liza Sperling
Liza Sperling
Upwork Head Of Product MarketingFebruary 16
In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your product(s) than just capabilities. First I’d develop positioning and messaging for your product(s), including clearly defining you......Read More
1801 Views
8 Answers
Alexa Scordato
Alexa Scordato
TikTok PMOAugust 13
Where to start? Every company has different policies for promotion criteria, but ultimately it needs to take into account 2 things: merit and business need. Business need has to come first. It means that there's a larger scope of a role that needs to be done - more responsibility and complexity w......Read More
1365 Views
I'm looking for tips and advice on building an effective buyer journey: Do you have any insights on how to effectively map and orchestrate a learning->buying cycle, considering a B2B Saas Product?
We're currently revisiting our content strategy here at Resultados Digitais, and some help on the subject would be very valuable. Our main challenges include: - Finding which types of of subject/content/format/channel work better, and in which stage of the journey; and - Understand how far should we go on segmenting and personalizing our strategy, and under which axis (demographics, persona, etc);
3 Answers
Sherrie Nguyen (she/her)
Sherrie Nguyen (she/her)
Indeed Director of Product MarketingJuly 28
Great question! You actually squeezed 3 topics in here, which are all inter-related and important to buyer journey maps. In my experience, I start with segmenting my audience (total addressable market by country, company, vertical/industry, etc), identifying personas within my target audience (bu......Read More
1193 Views
How can I start making a change in my organization to influence the roadmap based on consumer insights?
I am at a company where Product builds the roadmap without many insights from Marketing or research.
8 Answers
Krithika Muthukumar
Krithika Muthukumar
Retool Head of MarketingDecember 19
The only advice I can share is that customer insights (when shared in a clear and actionable way) are very hard to ignore. Survey users, talk to prospects, and bring customer insights to the product teams, even if they aren't solicited.  I thought I'd share a recent example from Stripe: a few ......Read More
3086 Views
4 Answers
Krithika Muthukumar
Krithika Muthukumar
Retool Head of MarketingDecember 19
Solutions can mean very different things for different companies. For example, Salesforce’s Health Cloud is an end-to-end product solution for their healthcare customers—you sign up for Health Cloud, your dashboard says Health Cloud, you’re billed for Health Cloud, etc. There’s also companies tha......Read More
3987 Views