Industry Product Marketing

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
Shuchi Mehta
Growth Propeller Sr. Product Marketing Manager and ConsultantFebruary 19
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
1196 Views
17 Answers
Srini Sekaran
Srini Sekaran
Amazon Senior Product ManagerJune 7
Measuring sales success is unique to your organization but you can gauge general effectiveness by understanding the volume of opportunities, conversion rates, and productivity.  Volume of Opportunity Cross-selling, renewals, and upselling are more effective ways of generating revenue than acqu......Read More
1523 Views
1 Answer
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 21
Great question, and always exciting to be at a juncture where you're considering expanding your GTM to address specific verticals and opportunities. Getting a vertical right is not always easy, but when you have the right structure and offerings, the work across other opportunities is very repeat......Read More
1170 Views
1 Answer
Yvonne Chow
Yvonne Chow
Zennify Director of Product MarketingOctober 16
Successful multi-channel marketing strategies require careful planning and coordination - here are some thoughts from my experience: During my time at Hootsuite and LinkedIn, I had incredibly talented global marketing colleagues and we often coordinated product, brand messaging, and event laun......Read More
604 Views
4 Answers
April Rassa
April Rassa
Aventi Group Product Marketing ConsultantSeptember 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
1152 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
2064 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
1967 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
2698 Views
5 Answers
Nina Seth
Nina Seth
Blue Yonder Product Marketing DirectorJuly 13
It takes a great relationship between sales and marketing to systematically contact customers. In my experience at small companies, you can much more easily contact customers without sales being the gate-keeper. With easier access to customer lists, you can set goals for customer calls (feedback ......Read More
523 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
1395 Views