Product Marketing / Demand Gen Alignment
Treasure Data Director of Product Marketing • 5mo
At a high level, I don’t think of Product Marketing and Demand Gen as separate functions that “collaborate.” I think of them as two halves of the same revenue system. Pro...
448 Views
Director of Product Marketing • 2y
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 gene...
492 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
This varies widely by company, org structure, and maturity.When I worked for smaller start-ups, we only had 2 dedicated marketers: me (generalist) and my VP (also a gener...
2243 Views
Atlassian Senior Director of Product Marketing • May 28
More people need to be in this conversation than most teams initially bring in:PMM and demand gen: the obvious ones, but not sufficient on their ownSales development (SDR...
1098 Views
Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 2y
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 d...
863 Views
Treasure Data Director of Product Marketing • 5mo
At its core, a content-mapping exercise is just asking: Do we have the right content, for the right people, at the right time in their buying journey? When PMM and Demand...
706 Views
MURAL Vice President, Segment Marketing | Formerly LinkedIn • 1y
Don't create content for content's sake. Content is for closing gaps in your customer journey where your message isn't being communicated effectively. Begin with a narra...
510 Views
Narvar Fmr Director of Product Marketing • 8y
At Narvar, demand generation is under the product marketing umbrella. It helps us closely align on priorities, collaborate on campaign plans, establish goals, and measure...
2147 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
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 produ...
2300 Views
Atlassian Senior Director of Product Marketing • May 28
My PoV is that most of the barriers stem from misalignment in one of three places: language, fluency, or operationalization. And each one creates a different problem down...
1160 Views
Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
ABM is targeted and in support of the Sales team. Obviously there's more nuance to it, but I think of it as much more mid-funnel exercise. You already know the 20-100 or ...
375 Views
How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
ESO Director of Product Marketing & Demand Generation | Formerly Fortive • 4y
At smaller companies, DG/Growth and Product Marketing are typically the same team (or person!), and the two functions should try to work just as closely together as compa...
1257 Views
What does your weekly reporting in Lifecycle (post signup) look like?
What relevant KPIs are shared with other teams?
Treasure Data Director of Product Marketing • 5mo
For me, weekly lifecycle reporting is not about celebrating vanity engagement or reacting to every blip. It’s about answering one question consistently:Are new customers ...
434 Views
How do you build a research repository to house all your customer insights, market research, etc.?
Have any of you created a centralized research repository (or something similar) to summarize key customer research and insights, personas, customer interviews, positioning and messaging for different industries or segments, etc.?
My team is looking to create something that is easily accessible by many people in our company but also easily editable to add or update information as we continue gathering more insights as time goes along. I really want it to be easily searchable as well, so our product teams and content marketing team can find things for specific insights, features, industries, etc.
We use Microsoft so bonus points if you use any Microsoft tools for this, but open to any and all ideas!
Freed Director of Product Marketing | Formerly Quizlet, Udemy, San Francisco Ballet • 1y
Great question! I think this is always a great aspiration, because when you do it right, you can empower your whole company to be much more self-service in how they tap i...
2787 Views
AUGMENTT VP of Marketing | Formerly Instruqt, Mural, Twitter, Anheuser-Busch InBev • 1y
It's important to create a single source of truth so that stakeholders know where to look for the latest and greatest. If your company has a wiki (Notion, etc.), create a...
2446 Views
Who on your marketing team writes product marketing content, e.g., ads, one-pagers, web pages, etc and who is involved in the approval process?
My company has brand marketing/demand gen copywriters and product marketing managers, but we still go back and forth over who should be responsible for the product marketing content. The process becomes ineffecient with a lot of back and forth to nail the messaging.
Director of Product Marketing • 1y
It really depends on the org. In the smaller teams I've worked on, it has been part of my role (the pm) to produce and write all content (ads, one-pagers, web copy, email...
406 Views
Atlassian Head of Lifecycle Marketing, Portfolio • 2y
Depending on the size of the launch, we have multiple teams involved, not just Product Marketing and Demand-Gen. I'll also note that Product Marketing and Demand-Gen team...
2523 Views
How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?
Not to create divide or silos, but to be able to handover ownership at a certain stage whilst remaining involved
Chewy Senior Director, Head of Global Marketing • 4y
Product marketing and Marketing are all working towards the same goals: raise awareness, drive product adoption and drive business conversion to serve customers and help ...
1031 Views
Narvar Fmr Director of Product Marketing • 8y
I’ve not personally sat on a product team (so I’m admittedly biased.) But I would vote for it to live in marketing. Here’s why - the essential functions of these teams ar...
1559 Views
Narvar Fmr Director of Product Marketing • 8y
I hope the details and features of the product change and improve often… but hopefully the overarching story of what you do and why does not often change. If you keep the...
4288 Views
Vivun Chief Marketing Officer • 3y
I've seen organizational structures of all types over the last 10 years and have grown to appreciate a function with clear roles and responsibilities. The most common con...
10472 Views
Sisense Principal Product Marketing Manager • 8y
There are lots of ways to build a list depending on your product release state, targeted audience, list purpose (sales vs. marketing), goals and how much money you have. ...
1638 Views