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Platform and Solutions Product Marketing

How do you use market research to inform priority verticals to go after in your go to market efforts?

13 Answers

Agustina Sacerdote

Square Global Head of PMM and Content Marketing, TIDAL • March 25

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

1689 Views

What are some things you wish you knew in your first few years of Product Marketing, that you have learnt since

10 Answers

Brandon McGraw

DoorDash Senior Director, Head of Product Marketing • April 1

I came from a background in brand and so my natural instincts served me most well on the outbound side of product marketing. I had my fair share of imposter syndrom in the early days when I looked at my peers and realized that I'd never done the traditional inbound work of a PMM. I spent more ......Read More

2162 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

12 Answers

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • October 9

Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft......Read More

5459 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

Twilio Director of Brand and Product Marketing, Twilio.org • July 17

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

2366 Views

When your platform does many things, how do you prioritize your messaging hierarchy?

10 Answers

Diana Smith

Twilio Director of Brand and Product Marketing, Twilio.org • July 17

You nailed why platform products are difficult to message. This is also why I think they are more fun than working on “point solutions.” (Please forgive me for using that heinous jargon.) In the best-case scenario, you can identify an overarching value proposition for using the platform that r......Read More

2757 Views

What is the difference between portfolio vs platform vs ecosystem vs suite?

4 Answers

Div Manickam

Mentor : Career | Leadership | Product Marketing • December 6

Today, portfolio, platform, ecosystem and suite are used interchangeably depending on the use case or scenario. Every technology company wants to be a platform today that encompasses multiple products/services/offerings. * Portfolio is a collection of products, industries, solutions, and servi......Read More

990 Views

How is the Product Marketing team structured there by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?

10 Answers

Mike Polner

Discord Head of Marketing • December 13

Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :) In general, you have to identify what you’re optimizing towards and what structure will give you the highest chance to get there. For Eats PMM, we’ve always kept a fai......Read More

2125 Views

How do you ensure that product marketers you manage are creating great messaging, and hitting the right milestones?

8 Answers

Jeffrey Vocell

Panorama Education Head of Product Marketing • December 11

Great question. This gets at the heart of managing others, while also is central to our role as product marketers. As a manager, it's your responsibility to ensure that the right milestones are being hit which means that was the right process followed for creating messaging? Did that product ma......Read More

948 Views

How important is platform positioning and messaging early when you have basic product capabilities?

6 Answers

Liza Sperling

Upwork Head Of Product Marketing • February 17

In general, I don't think you can determine that a platform approach makes sense or begin developing platform positioning and messaging until you know more about your product(s) than just capabilities. First I’d develop positioning and messaging for your product(s), including clearly defining you......Read More

1585 Views

Which are the mandatory questions you should ask the company founders when you're empowered to create the Product Marketing function from zero?

I will face this challenge very son and my thoughts are: - which are the company objectives? - which are the marketing and product marketing specific objectives? - the resources in place to achieve the objectives (human, financial, tools) - where is the product on the lifecycle? - top three priorities - how are sales/marketing/product teams organised?

4 Answers

Alex Chahin

Titan VP of Marketing • October 4

What an exciting opportunity this is for you! I’m thrilled that you’ve earned this chance. When I joined Hims & Hers, I was in this exact position where I got to build out the Product Marketing team from scratch. It was one of the most valuable learning experiences of my career so far. Your li......Read More

388 Views