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Technical Product Marketing
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.
15 Answers
Brady Gentile
Hedera Hashgraph Product Marketing • July 21
Background: Worked as a Community Manager and Product Marketer for an open source database software company DataStax; we sold a proprietary version of the open source database Apache Cassandra, targeting the developer and administrator personas. Developers are experts at searching for informa......Read More
1622 Views
11 Answers
James Winter
Spekit VP of Marketing • July 18
Salesforce is my #1 in B2B. just overall content is amazing. very customer oriented
1309 Views
3 Answers
Karen Sheffer
Hibob Director of Product Marketing • February 7
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. If you've heard some negative feedback take a moment to look into it, find out whether that is the view of the majority of your ......Read More
374 Views
4 Answers
Steve Feyer
Eightfold Product Marketing Director • May 22
I don't believe that any technical skills are required in product marketing. However there are a few caveats to that blanket statement. * You should be as technically proficient as your target customer. So if you sell to developers, then you should have enough technical background to speak......Read More
1089 Views
2 Answers
Jon Rooney
Unity Vice President Product Marketing • November 19
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, services, etc) and practioner, meaning a role in which their job was to use your or similar products everyday to do their job. Both......Read More
358 Views
5 Answers
Jon Rooney
Unity Vice President Product Marketing • March 12
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 not well-understood), so being precise on “we’re different in that we solve these problems in these ways” is super important so......Read More
1023 Views
2 Answers
Ivan Dwyer
Material Security Senior Director of Product Marketing • February 17
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 believe where tech PMM can make the most impact on both sides of the house is with velocity targets. On the GTM side, that's......Read More
1305 Views
2 Answers
Ivan Dwyer
Material Security Senior Director of Product Marketing • February 17
Good question – it can depend on a few things. In many companies, you’ll have to wear both hats... I know I sure have. As Product Marketing teams grow, where it starts to break out into dedicated roles is at the target persona level – your more traditional PMM may focus more on the executive ......Read More
1438 Views
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?
2 Answers
Ivan Dwyer
Material Security Senior Director of Product Marketing • February 17
Great question, I get in arguments about this all the time! Heh. You ask the question the right way - it’s about balance. Starting with my least favorite topic – SEO! The benefits of SEO isn’t lost on me, but for technical products, authenticity trumps all IMHO. I always cringe when I come acros......Read More
878 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)
2 Answers
Ivan Dwyer
Material Security Senior Director of Product Marketing • February 17
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). Rather than get prescriptive with an explicit example here, I’ll share something I run i nto a lot that I think gets it wrong – b......Read More
1852 Views