Enterprise Product Marketing
What are good product marketing OKRs?
I would like to know what metrics are used to measure PMM and what does good look like
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 5y
OKRs are really important to keeping teams focused on driving the most impact for the company. At a Product Marketing OKR level, it often depends on what the company goal...
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3 Views
Atlassian Product Marketing Leader • May 14
This is one of the more frustrating parts of enterprise PMM. Companies often handle it in one of two bad ways: they either measure almost nothing and operate on instinct,...
1331 Views
Atlassian Product Marketing Leader • May 14
The biggest pitfall is creating a separate story for every stakeholder. That usually creates fragmentation. The business leader hears one thing, the CFO hears another, IT...
1199 Views
Atlassian Product Marketing Leader • May 14
The biggest mistake companies make when moving upmarket is assuming enterprise is just the next segment up. Companies will say, “We’re doing well in mid-market, let’s go ...
1207 Views
How do you influence the Revenue Org ?
Say, we work in a multi-product company.
One may have a stellar product but if the Revenue /Sales org is not dedicating resources, mindshare, and incentives to your product, it can be hard to grow an enterprise product.
What are your suggestions for such situations?
Atlassian Product Marketing Leader • May 14
I’ll start by stating the obvious: influence with sales is earned over time, not given. You earn it by being genuinely useful, repeatedly and visibly, in moments that mat...
1228 Views
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ServiceNow Senior Director, Platform and AI Product Marketing
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • 1mo
Jeremy nails the core insight here: enterprise PMM is not mid-market PMM with a compliance section bolted on. Having worked both motions across Microsoft, Salesforce, Tab...
208 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 7mo
Enterprise PMMs can create the most lift by having “Art of the possible” conversations with Enterprise customers, providing custom deal support, and up-leveling messaging...
3130 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 13
Liz's point on storytelling and Sahil's breakdown of sales motion complexity are both right. I'd add one more trait that's the hardest to screen for in an interview.Busin...
157 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
High touch vs. low touch. Buying committees versus single buyers. 7-figure multi-year deals vs. 3-4 figure monthly credit card swipes. Those are some of the differences, ...
373 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
The best way to transition to a new role is not to move companies. If you can find a way to work with the team/manager/peers who are in Enterprise PMM, you already come e...
356 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
Expansion in enterprise is a fundamentally different motion than new logo acquisition, and the PMM approaches that work for net new often don't translate. Here's what's w...
165 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 9
Twenty-one answers on this question tells you something: everyone has the same problem and no one has fully solved it. Here's what's worked across my time at Microsoft, S...
161 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?
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 5y
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 wi...
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8 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
We have a dedicated ABM team, but they partner with the Product Marketing team when they need specific proof-points related to a persona, vertical, or pain-point within a...
2331 Views
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?
MarketingStat - Survey insights. Your value Chief Analytics Officer • 4y
The industry sector you deal with may lead to different suggestions. In general, however, “product research” may suggest you are working on a new product launch or re-sta...
392 Views
Eventbrite VP, Global Head of Product Marketing | Formerly Amazon, Ex-Amex • 4y
The first 90 days are crucial to any job, but especially for new product marketing leaders. This is the time to establish your credibility, build relationships, and layou...
38793 Views
ICONIQ Capital Product & Content Marketing | Formerly Replicant, MobileCoin, Zuora, Hired, Oracle, Responsys • 4y
I start with my phases of success for a PMM in my first 100 days here. Through this process I create my priorities and ensure I have executive alignment on them. I alway...
1399 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
You have to start at the ground floor with a consistent narrative. Company-level positioning, the master deck, the hero one-pager. This is the “I have a first call in 5 m...
369 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
Days 1-30. Senior PMMs need to be experts on the product and sales process within the first 30 days. Especially in the world of Claude co-work, call recordings, etc. data...
366 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?
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
There’s a ton of tools that can do this for you, let alone building an AI stack to rebuild these videos for whatever the cost of the tokens consumed are. Especially in th...
350 Views
Veeva Systems VP of Product Marketing • 4mo
Techniques vary depending on the scale of launch and product vs feature, the number of sales teams/people, and your overall business model.But, generally:Know your audien...
1564 Views
How would you differentiate a mature enterprise product that is similar to competitive products?
We're struggling to find value added differentiators for one of our products that has been around for 20+ years, for which we've historically been recognized as a market leader. Currently we're losing ground because it's very similar to competitor offerings but at 2x the price. What approach would you recommend from product marketing perspective to to drive sales?
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Apr 29
Varun's answer does a good job framing this as a positioning reset. I want to add a specific pattern that worked for me at Salesforce during the Tableau acquisition, when...
174 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • May 5
Sarah's "cost of inaction" framing is exactly right, and I've seen it work consistently across enterprise deals at Salesforce, Tableau, and UiPath. I want to add the spec...
163 Views
UiPath Sr. Director of Product Marketing | Formerly Salesforce, Tableau, Microsoft • Apr 29
Liz's three-pronged approach (quantitative, internal interviews, customer conversations) is the right framework. I want to add one piece that usually falls through the cr...
167 Views
Former SVP of Product Marketing at Quickbase • 3mo
I dont think PMM should own pipeline targets directly, thats demand gen's job. But I also know every company is structured differently and PMM should take OWNERSHIP of th...
387 Views
Former SVP of Product Marketing at Quickbase • 3mo
I am a huge advocate of win-loss programs, i think they are the most underrated and the most valuable programs you can run.the way ive done this is quarterly, you run a w...
398 Views
Former SVP of Product Marketing at Quickbase • 3mo
Start with a locked master narrative...your core positioning, value props, and key proof points. That doesnt change region to region. Thats your foundation.What DOES chan...
368 Views
Former SVP of Product Marketing at Quickbase • 3mo
The shift you need to make is from product narrative to business narrative. A C-suite pitch should start with the market trend or business challenge thats keeping that ex...
356 Views
Veeva Systems VP of Product Marketing • 4mo
Ideally you can have a core message house that distills your biggest value points for target personas -- relevant across regions. For example, does everyone care about ef...
769 Views
What are the key differences between SaaS pricing and consumer software pricing?
Specifically the differences in: objectives, unique challenges, processes and approaches, data and tools, and success metrics. Greatly appreciated your insights!
Atlassian Senior Director, Head of Portfolio PMM, Strategy Collection | Formerly Amazon, Stitch Fix, Pandora • 1y
The biggest differences in SaaS pricing and consumer software pricing can be grouped into 3 key buckets: DiscountingSaaS discounts based on volume - e.g. price per user t...
671 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 3mo
Strong content sales-enablement programs work because they help buyers make decisions faster and with less risk. In my experience, the most effective PMMs anchor enableme...
984 Views
How are you using AI for competitive research and battlecard updates?
I’m curious how others are using AI to support competitive research. Keeping battlecards up to date is especially time-consuming — would love to hear what tools or workflows have worked well for your team.
Bloomreach VP, Product Marketing • 10mo
Great question! We're constantly testing out AI tools now. I apply a “consequential AI” lens: any tool must make Product Marketing faster, better, or more holistic. When ...
22533 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...
1560 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 7mo
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
What are key certifications or courses to become a product marketing manager?
I'm a digital marketing specialist looking to transition to product marketing
Arcade.dev Head of Marketing • 2y
In general, I'm a big believer in product marketers having multiple "tools in their toolkit" to use depending on the project at hand. This means being able to pull differ...
2661 Views
What role does PMM play in Enterprise Product Marketing when every deal is a little different?
We have a good sense of our ICP, but things aren't as scalable and it's very customer-specific.
ServiceNow Senior Director, Platform and AI Product Marketing • 1y
The nature of enterprise deals is that each one will be a little different, that’s the biggest shift when selling upstream. You’re navigating complex buying groups, custo...
1780 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.
Full-stack Product Marketing Leader (Enterprise IT) • 2y
A big part of being an effective product marketer is being able to tell a great story through messaging and longer-form marketing content. If you've built marketing asset...
498 Views
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
Generally a great product marketer is built on three knowledge pillars:
Market Knowledge
Product Knowledge
Marketing Knowledge
In the case of somebody brand new to pro...
399 Views
What should a new product marketing lead prioritize when 'inheriting' a new team?
Our PMM team has been a lean mean delivering machine. Now, due to organizational changes, I'm set to take the lead of our team. What do I need prioritize in a product marketing leadership role to ensure we continue delivering at the same pace, if not better. Can you recommend any resources that could help in the transition from IC to leadership?
Resolve AI Product Marketing | Formerly Google • 1y
Congratulations on your new leadership role! Majority of your success in transitioning from IC to a leader is driven by how quickly you can fundamentally shift your minds...
4492 Views
How do you manage launches when the product team has a difficult time sticking to timelines?
This makes launches pretty difficult to manage without creating large lapses in communication.
BenchSci VP of Marketing • 4y
Working from a place of positive intent, some R&D teams may not realize that launch activities are as much work at building a new product/feature. They don't see all ...
1915 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 4y
It's a bit of a white whale in a lot of organizations, but ideally you want to measure not just consumption or certification rates, but the percentage of closed/won oppor...
775 Views
BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y
Here are a three strategies I use to make my case studies better:Keep in mind you have two audiences. First, it's the prospect that reads the case study to find out more ...
413 Views
Meta Product Marketing, Reality Labs | Formerly Sprinklr, YuMe • 5y
Building trust is the key component here and I think you get there by taking the time to listen and learn. With the product team specifically, it’s educating them on your...
1465 Views
TigerData Head of Marketing • 4y
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...
1487 Views
TigerData Head of Marketing • 4y
Currently, I am working with someone that I highly respect: John Hurley. But others like Grant Shirk, who is really thoughtful PMM leader at Cisco Meraki. Mary Sheehan wh...
1545 Views