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Technical Product Marketing

13 Answers
Jon Rooney
Jon Rooney
Unity Vice President Product MarketingMarch 13
Selling to developers can be difficult, often because they have a ton of say over the decision but not explicitly the budget, but marketing to developers is simpler than people think. Quickly and concretely explain what your product does and how it works/fits in with other stacks (as much as deve......Read More
1181 Views
11 Answers
Robin Pam
Robin Pam
Stripe Product Marketing LeadAugust 30
Apple is the gold standard in my book. They have a strong point of view and aesthetic, and every product has a story, launch, and campaign behind it. Square has emulated this model as well, and their website shines as a result.   In the SaaS category, Zendesk and Mailchimp are some of my favori......Read More
2748 Views
3 Answers
Ivan Dwyer
Ivan Dwyer
Okta Product MarketingFebruary 18
Great question… this is easy to over index on either side – too much buzzword bingo or too deep in the weeds. Personally, I like to follow a narrative from top to bottom – anchor to “the what”, hook with “the why”, and win over with “the how”. But each section in that narrative has to be punchy......Read More
818 Views
4 Answers
Ivan Dwyer
Ivan Dwyer
Okta Product MarketingFebruary 18
I’m a huge proponent of Jobs To Be Done, both for building products and for marketing products – in product marketing, though, you don’t necessarily have to be able to do the job of your audience, but you most definitely have to get it. I often joke that I’m just a good enough programmer to know......Read More
1539 Views
2 Answers
James Fang
James Fang
mParticle Vice President of Product MarketingDecember 7
Technical Product Marketers have a variety of career paths. Should they choose to stay in the PMM org, some more organizations offer management roles for Technical Product Marketing teams, which at some point roll up into broader product marketing leadership roles. Some choose to pick up more of ......Read More
683 Views
5 Answers
Jon Rooney
Jon Rooney
Unity Vice President Product MarketingMarch 13
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
741 Views
2 Answers
Ivan Dwyer
Ivan Dwyer
Okta Product MarketingFebruary 18
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
985 Views
2 Answers
Ivan Dwyer
Ivan Dwyer
Okta Product MarketingFebruary 18
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
1090 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
Ivan Dwyer
Okta Product MarketingFebruary 18
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
570 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
Ivan Dwyer
Okta Product MarketingFebruary 18
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
1300 Views