SMB Product Marketing
Sanity.io VP of Product Marketing | Formerly Calendly, InVision, Clearbit, Amazon (consultant) • 2y
What's defined as "enterprise" and "mid-market" differs in many companies. Generally, sales leadership works with the executive team to segment which size customers they ...
1005 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
HiredScore Head of Product Marketing • 3y
I often find these assignments are about your approach to problem solving, positioning, and alignment rather than the work you actually produce. This is how I evaluate ca...
820 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.
Bloomreach VP, Product Marketing • 9mo
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 ...
22410 Views
Resolve AI Product Marketing | Formerly Google • 1y
I love this question. Fundamentally going to market for enterprise vs SMB/mid market requires a difference frame of thinking. 1. Buyer Personas:Enterprise:Decisions invol...
5973 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?
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y
One of the core benefits of self-serve marketing is faster and cheaper growth when done right. Self-serve product marketers should proactively propose, test, and iterate ...
520 Views
Atlassian VP of Product Marketing • 2y
You have a very tall order ahead of you! These two motions aren't nuanced differences -- they are completely different playbooks. Most of my AMA questions are about compa...
6433 Views
Glassdoor Senior Vice President Marketing • 5y
To drive alignment, make something that execs can respond to. Recently, I created an example “future state” pitch deck to articulate a future narrative for Glassdoor. It ...
2923 Views
Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y
With SMB, your buyers are also your individual users. You need to sell them on both the solution of your product and impact on business results, as well as sell them on t...
313 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.
Clari VP, Brand, Content and Product Marketing • 4y
I would be super metrics-dr :iven here.
Maybe show a few functions you've owned (or contributed to), from top of the funnel to middle and bottom of the funnel, with the c...
3824 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.
Webflow Chief Marketing Officer • 3y
Terrific question! A few metrics that are key to competitive intel:
Competitive Intel 101 Metrics
1. Sales engagement -- Is your sales team using the competitive content ...
1200 Views
Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 3y
Sendbird is an in-app conversations platform, where we help improve customer retention and conversion through chat, voice, video, and livestream APIs. Our team is structu...
1203 Views
Gusto Product Marketing Lead | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 2y
Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and mak...
1310 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.
Gusto Product Marketing Lead | 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...
1265 Views
Salesforce SVP & CMO, Tableau • 4y
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 de...
1734 Views
Are PLG and ABM compatible?
If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?
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...
2958 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.
TigerData Head of Marketing • 6y
I think that list is correct and you should prioritize this list depending on your business. In addition to the above, I would advise getting a tool like Chorus.ai or Gon...
922 Views
Salesforce SVP & CMO, Tableau • 4y
You are already one step ahead about narrowing down your next move to product marketing - congratulations!
Product marketing roles and responsibilities are different wi...
1432 Views
Panorama Education Head of Product Marketing | Formerly Narvar, Iterable, HubSpot, IBM • 4y
Yes! It's absolutely possible. A few ways you can think of the transition:
Look at some PMM job descriptions and think about transferrable skills. If you've worked as a ...
386 Views