For companies of a certain DNA (Bay Area, technology), brand marketing is not a
priority compared to being able to measure the performance of your own
marketing, with a philosophy of investigating what works and what doesn't.
That's because the company likely has a demand problem, not a brand pro...more
Well, that depends on the role. If you're writing a lot of content and not
driving a lot of strategy, you probably should be a content marketer or a
writer. If you own strategy of product marketing, and product marketing is an
important marketing function to drive growth, then I'd say there's a c...more
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...more
What medium and what specific messaging? Depends on those two things (e.g.,
emails that capture people's attention vs website messaging that enables a
staged, conversion-optimized flow of learning). Plenty of more in-depth stuff
here if you could clarify what you mean.
If it's the value propo...more
There's a lot of reluctance around investing in buyer persona research that
comes from a "so what" sort of experience in the past. You're going to have to
establish what you want to accomplish with the buyer persona research as well as
how to operationalize the research so that it isn't just a de...more
There needs to be alignment on the content itself between you and the sales
team. Is the content answering a pain point they have? Is it actually useful in
answering questions their audience has? Are you prescribing or pushing a
specific time and place to use the content? Is the content actually ...more
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...more
I started with the hubspot template but definitely don't let the format limit
the amount you want to write in there. it looks nice but i definitely had to
augment it to make it more actionable. That's one of the main challenges of
buyer persona research: operationalizing the deck and not letting ...more
I think it depends on what the priorities are at the company and the other roles
pre-existing (they both affect what the PMM needs to do more of), but I think
the PMM contributes input for the roadmap based on the market feedback they are
in tune with. The pmm can also do whitespace evaluation in...more