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Industry Product Marketing

4 Answers
April Rassa
April Rassa
Cohere Marketing ExecutiveSeptember 28
The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look pa......Read More
864 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
1704 Views
5 Answers
Kaitlin Yount
Kaitlin Yount
LinkedIn Senior Director of Product Marketing, TrustAugust 25
I’ve been in consumer businesses during my career as a Product Marketing so I can only speak to working with Product. I’ve had a lot of great experiences with Product partners. First and foremost, when starting a new business relationship I find ways to add value before I start offering criticis......Read More
1676 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
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 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
2369 Views
5 Answers
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
I’ve often found that personally delivering customer-facing presentations is a great way to test messaging and positioning and learn first-hand about a buyer and their priorities. Approach: First specialize in a relevant topic and master a customer-facing presentation that you know you can delive......Read More
2072 Views
8 Answers
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career CoachMay 7
Data should always inform decisions, though it’s OK to supplement it with some qualitative insights driven by observations of market trends. It’s not good enough to simply let the most senior person define the segmentation. Segmentation is relatively easy if you are focused on one specific vertic......Read More
1109 Views
2 Answers
Matt Kaufman
Matt Kaufman
Qualia VP of MarketingSeptember 15
Simply put, it's marketing to a niche audience centered around a specific set of needs. Examples include developing a deep focus in industries such as Real Estate, Education, Healthcare, or others. By comparison, a horizontally focused product marketing strategy aims to find how a given product c......Read More
1949 Views
What are some of the key certifications or courses one should have if they aspire to become a product marketer?
I'm a digital marketing specialist looking to transition to product marketing
5 Answers
Jason Perocho
Jason Perocho
Amperity Vice President, Product MarketingMarch 10
I am not aware of any one key certification for product marketers. I work with PMMs that come from backgrounds in campaigns, sales, engineering, and product management. Each of those backgrounds lend themselves to a specific function in product marketing.  In my experience, there are three typ......Read More
5506 Views
4 Answers
Jeff Otto
Jeff Otto
Riskified CMOJuly 14
At Salesforce I’ve worked for 7 different executives in just over 6 years. Each of these leaders had a different mixture of leadership characteristics, and what I try to always look for is their ‘killer app’ - the leadership behaviors, and skills that they brought with them that were differentiat......Read More
1725 Views
16 Answers
Sunny Manivannan
Sunny Manivannan
Braze Vice President & GM, Global SMBJune 16
My top 3 metrics to measure sales enablement success are : 1. Reduction in ramp time for new AEs coming into the company - defined as 'how many days does an AE spend at my company before they close their first New Business deal?' 2. Quarterly rep participation rate - defined as 'what % of my r......Read More
3931 Views