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Platform and Solutions Product Marketing

13 Answers
Agustina Sacerdote
Agustina Sacerdote
Square Global Head of PMM and Content Marketing, TIDALMarch 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
10 Answers
Brandon McGraw
Brandon McGraw
DoorDash Senior Director, Head of Product MarketingApril 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
12 Answers
Christy Roach
Christy Roach
Airtable Senior Director, Portfolio & Engagement Product MarketingOctober 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
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 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
10 Answers
Diana Smith
Diana Smith
Twilio Director of Brand and Product Marketing, Twilio.orgJuly 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
4 Answers
Div Manickam
Div Manickam
Mentor : Career | Leadership | Product MarketingDecember 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
10 Answers
Mike Polner
Mike Polner
Discord Head of MarketingDecember 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
8 Answers
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product MarketingDecember 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
6 Answers
Liza Sperling
Liza Sperling
Upwork Head Of Product MarketingFebruary 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
Alex Chahin
Titan VP of MarketingOctober 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