SMB Product Marketing

19 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPSeptember 8
It's hard. Real hard.  Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order.  1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More
1157 Views
What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
11 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingNovember 17
You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focused on that might be a bit different than a sales enablement focused PMM role.  * Acquisition: My team is very focused on how w......Read More
3170 Views
5 Answers
Kacy Boone
Kacy Boone
Clockwise Head of Growth MarketingJuly 29
Great question—thanks for asking! One thing to get out of the way first: Most products will have both users and buyers and those users and buyers can live across self-serve and enterprise. Users: Individuals that get value from your product (either actively or passively) but don’t have the ......Read More
675 Views
10 Answers
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product MarketingNovember 10
In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More
2142 Views
3 Answers
Mandy Schafer
Mandy Schafer
Mastercard Director of Product MarketingJune 15
Enterprise Product marketers really need to be able to understand the long, and complex sales cycles that Enterprise deals take. In addition, they need to understand all the additional nuances that come with large companies. Larger companies are generally public, and have to adhere to many more r......Read More
1267 Views
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
14 Answers
Marie Francis
Marie Francis
Workday Senior Product Marketing ManagerOctober 24
The end game is for customers to choose your solutions and brand over the competition, so the most meaningful KPI is your win rate against against different competitors when you encounter them in deals. To measure that, you need to make sure your sales team is documenting who they encounter in ea......Read More
1129 Views
1 Answer
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 17
Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and make decisions should inform your enablement content. Some questions to consider as you equip sales with content and insights: ......Read More
738 Views
What are keys to enabling your service partners to sell your product to SMB customers?
Our sales team is focused on mid-market / enterprise and our partners drive our SMB revenue.
1 Answer
Jesse Lopez
Jesse Lopez
Dandy Director of Product MarketingOctober 17
First and foremost: Align with your service partners what value their service and your solution provide to SMB customers. This joint value proposition should be the cornerstone of your selling process as that ensures both parties benefit from the partnership. Prioritize working with your servi......Read More
638 Views
3 Answers
Rekha Srivatsan
Rekha Srivatsan
Salesforce Vice President Product MarketingJuly 26
Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy.  * But at a high level, in SMB, the user and the decision-maker are usually the same person. This means the ROI of a solution or feature is extremely important and needs......Read More
1154 Views
Are PLG and ABM compatible?
If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?
1 Answer
Claire Drumond
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suiteAugust 16
"If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?" It's possible, but it's hard. PLG requires a company commitment to how you build products. A PLG product is focused on user experience for the end-user first and foremost. In a Sales-led......Read More
2092 Views