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Influencing the C-Suite
Influencing the Product Roadmap
Product Marketing / Demand Gen Alignment
Product Marketing vs Product Management
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Product Marketing / Demand Gen Alignment
1 Answer
I've seen Content: 1. Stand as its own team 2. Roll up under PMM, or 3. Roll up under Demand Gen. But I've never seen either PMM or Demand gen report into Content. Which goes to say, I don't think content aligns PMM or DG. It's the other way around. When Content's OKR/KPI is traffic and......Read More
253 Views
1 Answer
Messaging framework all the way. Designate a 'source of truth' messaging doc that everyone at the company (not just demand gen) refers to, and therefore writes/presents derivatives of. This source of truth can be as simple as a starred google doc, or a published confluence page, notion page, pinn......Read More
226 Views
2 Answers
Jeff Rezabek
IRONSCALES Director of Product Marketing • April 10
As a PMM, you'll need to make many impactful, cross-functional relationships in your organization. Demand Generation (or Growth) is one of them. PMM relies on demand generation to provide data on how ads/messaging are performing, while demand generation relies on PMM to target messaging and perso......Read More
344 Views
1 Answer
Product Marketing over-indexes on the qualitative elements of marketing, while Demand Gen over-indexes on the quantitative side... when, to truly do marketing effectively, you need a harmonious balance of both. Ever meet product marketers who geek out on positioning and messaging, nitpicking t......Read More
232 Views
1 Answer
Not clear on this question... do you mean "describe" instead of "define"? The relationship between product marketing and demand gen is symbiotic. And at my organization thankfully the relationships is highly collaborative. It wasn't always this way. When I led product & customer marketing, ......Read More
234 Views
12 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 17
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2452 Views
9 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 17
To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More
1825 Views
1 Answer
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
The biggest key is alignment on priorities and goals. We can't run a campaign for every single feature update or asset, particularly if we have a large portfolio of products. So, we need to know which product(s) are the priority for each quarter, half, or year. And we need to know which goals ar......Read More
1558 Views
4 Answers
Ruturaj Patil
Google Product Manager • October 10
I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More
547 Views
1 Answer
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 24
Thanks for referencing my Playground framework! For folks who are unfamiliar, here's a short note on some key elements of the Playground: - The traditional funnel struggles to capture the full buyer's journey, since it only starts when the marketing team recognizes that someone is on a journey.......Read More
1510 Views