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Enterprise Product Marketing

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

16 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 9

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

3342 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

14 Answers

Gregg Miller

Oyster® VP of Product Marketing • October 9

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

8053 Views

How do you drive alignment across the exec team on messaging

18 Answers

Ajit Ghuman

Twilio Director of Product Management - Pricing & Packaging, CXP • September 9

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. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

879 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 2

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

6861 Views

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

3 Answers

Mandy Schafer

Mastercard Director of Product Marketing • June 16

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

463 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

4 Answers

Shuchi Mehta

Growth Propeller Sr. Product Marketing Manager and Consultant • February 20

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 institute, I am looking to connect with someone who has been to this program. 3. AIPMM: Seems to offer courses similar to Pra......Read More

941 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 26

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

646 Views

What are your tips for creating an ICP from scratch?

1 Answer

Liz Gonzalez

Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 24

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 on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the q......Read More

1002 Views

How do you measure the success of a launch or campaign when your sales cycles are 2 quarters or longer?

3 Answers

Leah Brite

Gusto Head of Product Marketing • October 1

I’d keep an eye on all the indicators - leading and lagging. For leading, do your campaign metrics indicate that people are interested and engaged? How is this helping you fill your funnel? Can you use technology like Gong, which records and transcribes sales conversations, to track keywords ass......Read More

473 Views

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

2 Answers

Mandy Schafer

Mastercard Director of Product Marketing • June 16

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

727 Views

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