SMB Product Marketing

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
Sharadhi (Gadagkar) Patel
Handshake Director, Product MarketingJune 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
11941 Views
2 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingJuly 27
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs ......Read More
1006 Views
How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest: As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks. For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies. I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
7 Answers
Grant Shirk
Grant Shirk
Cisco Head of Product Marketing, Cisco Campus Network ExperiencesJuly 6
Pulling this one up. It's outside the realm of KPIs and measurement, but I think it's really critical. And I have a few strong opinions here.  If I can summarize this back, as part of your interview process, you were given an assignment to build an overall strategic plan to take a flagship pro......Read More
1943 Views
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
8 Answers
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingNovember 12
I think that list is correct and you should prioritize this list depending on your business. In addition to the above, I would advise getting a tool like Chorus.ai or Gong.io. Chorus or Gong will help you scale as your team scales in getting customer feedback both on the new business side as well......Read More
820 Views
2 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingJuly 27
You are already one step ahead about narrowing down your next move to product marketing - congratulations!  1. Product marketing roles and responsibilities are different with every company. I'd encourage you to start talking to your target company PMMs and your current company PMMs to g......Read More
991 Views
2 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingJuly 27
Congratulations on figuring out what you want to do next! Project management skills are invaluable to any function, particularly in PMM. The reason being PMMs are often handling multiple cross-functional projects at the same time. Here's what I would do:  * Shadow PMMs in your organization to u......Read More
977 Views
1 Answer
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 5
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. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your sof......Read More
1191 Views