Product Marketing / Demand Gen Alignment

Should product marketing report into Product management or Marketing?

17 Answers

Feng Hong

TikTok Global Product Marketing Manager • August 2

This depends on the company and what it needs the role of product marketing to be. This boils down to: what gap is the company trying to fill? I'll use my role as an example, and for context, Full Circle Insights is a six year old startup with a sort of technical product aimed at enterprises/busi......Read More

824 Views

How is the PMM team structured by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?

2 Answers

Loren Elia

Xero Global Head Of Product Marketing • January 23

I think that depends on your company goals. At HoneyBook we've identified a specific segment that has the best product-market fit, so we're solely focusing on that segment. Therefore it makes more sense for us to split the work by feature (product line) and by user lifecycle stage. But I think th......Read More

1000 Views

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

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?

12 Answers

Feng Hong

TikTok Global Product Marketing Manager • July 18

Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is......Read More

1367 Views

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

6 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

1062 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

9 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

1389 Views

How do you figure out how to spend your time between doing product marketing as demand gen, engagement, retention, and sales?

3 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

462 Views

Any suggestions on list building strategies for new startups?

1 Answer

Helen Shaughnessy

Sisense Principal Product Marketing Manager • October 26

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. Sign Ups If you have not launched your product yet, on your homepage or a landing page that provides teasers into what you are......Read More

837 Views

How is the demand gen team organized at your company? Is there a single person accountable for campaign execution and management or is it a shared function across other marketing team?

1 Answer

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

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 revenue impact. This alignment is critical because we want to enact campaigns to generate demand where the business needs it m......Read More

1244 Views