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Product Marketing Specializations · SMB Product Marketing

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.

Sam Melnick
Sam Melnick

Postscript Vice President Of Product Marketing • 2y

Rule #1 of Competitive Intelligence is to tie it directly to revenue. By doing that you uplevel it from being seen as a research project to something that drives specific...
2,559 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?

Kevin MacGillivray
Kevin MacGillivray

Pressable Chief Marketing Officer • 2y

Sales enablement is only a small portion of what the product marketing craft entails. That said - there are definitely roles and organizations where enablement makes up t...
1,125 Views

How would you approach this product marketing interview assignment?

I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest: As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks. For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies. I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages

Hien Phan
Hien Phan

TigerData Head of Marketing • 4y

I have no idea how you prep your presentation. But for an assignment like this one, I think what employers want to test is your ability to assess the problem and provide ...
2,289 Views

How are you using AI for competitive research and battlecard updates?

I’m curious how others are using AI to support competitive research. Keeping battlecards up to date is especially time-consuming — would love to hear what tools or workflows have worked well for your team.

Divya Mulanjur
Divya Mulanjur

Bloomreach VP, Product Marketing • 11mo

Great question! We're constantly testing out AI tools now. I apply a “consequential AI” lens: any tool must make Product Marketing faster, better, or more holistic. When ...
22,606 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

Rekha Srivatsan
Rekha Srivatsan

Salesforce SVP & CMO, Tableau • 4y

Welcome to the PMM world! ;) My approach to this would be:  Take a closer look at the particular job responsibilities. If the job responsibilities are heavy on content c...
16,812 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.

Jesse Lopez
Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y

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 corne...
1,271 Views

Are PLG and ABM compatible?

If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?

Claire Drumond
Claire Drumond

Atlassian VP of Product Marketing • 2y

"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 commitmen...
2,972 Views

What should I include in my product marketing budget?

I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.

Akshay Kerkar
Akshay Kerkar

LaunchDarkly Vice President Product Marketing • 4y

A few other things to consider: Your team's research needs (qual and/or quant)  Any analyst-related spent (either for research reports or to engage w/ analysts) Content-...
4,190 Views

It seems like people in product marketing come from all different departments, yet it can be hard to interview & make that functional transfer breaking into product marketing. What tips would you share with someone who is looking to breaking into product marketing?

Jeffrey Vocell
Jeffrey Vocell

BFC Software Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 4y

I wrote a post a while back about getting a job in Product Marketing that is still relevant and helpful. Overall though, think about your transferrable skills. Whether th...
391 Views

I've been working as Project Manager for Marketing Operations for almost 3 years now,I want to break into Product Marketing Management,is it possible, and if so how can a pivot and what skill sets from my current career translate well within the role

Rekha Srivatsan
Rekha Srivatsan

Salesforce SVP & CMO, Tableau • 4y

Congratulations on figuring out what you want to do next! Project management skills are invaluable to any function, particularly in PMM. The reason being PMMs are often h...
1,474 Views