Technical Product Marketing
For a heavily dev-centric product, how do you approach the balance between classic content/SEO, product marketing, and sales enablement - and how do you find the right channels to reach out to developers vs. commercial audiences?
What are some considerations when setting up a Product Marketing discipline to keep the focus on the product value for developers, without sacrificing expectations from the commercial teams?
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
The most important thing here is to ensure there is consistency and alignment across the entire company on the GTM motion, and the metrics that matter. While a large numb...
661 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 9mo
As someone who would currently love to hire a technical PMM but doesn't have the budget to do so, I can answer this question from the hiring manager's perspective. The to...
554 Views
How does sales enablement change when your company is b2d (business to developer) vs traditional enterprise?
What should I do differently? Developers do not want to be sold to.
GitHub Senior Director of Product Marketing | Formerly Cloudflare, Google Cloud, Google Developers, Observable, Orb • 5y
I love this question.
First, I would say to save your company's BDR/SDRs time and avoid trying to set up calls with developers. You'll avoid a lot of frustration on both...
1538 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3y
As a product marketer, you should strive to have the same degree of functional understanding and empathy as a product manager and the same ability to contextualy step thr...
328 Views
Inngest Head of Marketing • 1y
Anything that lets you provide tangible value for free. Your usual that still performs well: Stat-heavy industry/peer research reports Checklists CalculatorsA few differe...
850 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
If by technical value, you mean “what does this thing actually do?” - a lot. Most technical categories are super crowded (and if they’re not crowded, they’re nascent and ...
1695 Views
Hibob Director of Product Marketing • 5y
If buyers are complaining you should listen. The art of messaging is not to be flashy or buzzy or trendy, it's to know your target audience and speak in their language. I...
423 Views
Why is developing a differentiation pitch important?
In a company I'm working with, positioning and messaging framework consists of creating a differentiation pitch in addition to one-line pitch and elevator pitch. I'm not quite sure how to approach it. Isn't differentiation already baked in a regular pitch?
Inngest Head of Marketing • 1y
That’s a good question and you might be right. I’m sure it depends on how competitive your space is. If users best understand what you do by anchoring to the market leade...
846 Views
Inngest Head of Marketing • 1y
It’s about to play a much bigger role! I’ve just hired a TPMM, who will now share enablement with my GTM-focused PMM.
There can be nuance and overlap and they’ll support ...
915 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 3y
I've been fortunate enough to work with some amazing Technical Product Marketers, and I've found two extremely strong backgrounds are technical pre & post sales (SE, ...
449 Views
Klaviyo Director of Product Marketing | Formerly LaunchDarkly, mParticle, Okta • 3y
Techncial Product Marketers have a higher degree of industry knowledge and technical expertise. In a team, they are specialized in the areas of:
Competitive intelligence...
969 Views
Former Director, Product Marketing & Demand Generation at You.com | Formerly LinkedIn • 1y
Generally, when messaging for a technical audience, I have two rules of thumb:Simple is best. If something is too complex to make sense to a layperson, it means you're no...
1735 Views
Box Vice President Product Marketing | Formerly Splunk, New Relic, Microsoft, Unity, Oracle • 6y
The early work Twilio did to quickly convey what the service did and who it's for then get developers to dig into the product and have an a-ha moment with a couple of lin...
2244 Views
Material Security Senior Director of Product Marketing • 5y
Great question that's very top of mind!
The broader GTM organization will own the growth targets, while the broader Product organization will own the adoption targets. I...
1935 Views
Do you have a CTO, CIO or developer persona profile that you can share?
Looking for slides or document that spells out what particular personas like or don't like as well where they congregate (what media they read, what groups they follow, etc)
Material Security Senior Director of Product Marketing • 5y
I have a fairly extensive persona methodology which I wrote about here (https://www.workinproduct.com/blog/elements-of-a-positioning-system-part-2-customer-personas).Rath...
2686 Views
PandaDoc VP of Product Marketing & Brand • 7y
I don't have a recommendation on the group, but a good next step if you don't get an answer here would be networking with a couple of PMMs at companies that sell to/engag...
532 Views