David Bressler

Director, Product Marketing, BackBox

About

My bio is @ https://davidbressler.com/bio

Content

What are your biggest challenges in enabling global sales teams, and how do you overcome them?

David Bressler

BackBox Director, Product Marketing • August 23

I have a couple of points to make, as this is an area I've done a lot of work. 1. Number one challenge is the logistics of travel. Cost. Time. Personal commitment. The best way to teach people to sell is to go out on calls with them. This obviously doesn't scale, but you use the activity to dr......Read More

491 Views

Any strategies for developing gold-standard customer testimonials / value case studies?

David Bressler

BackBox Director, Product Marketing • February 8

Here are a three strategies I use to make my case studies better: 1. Keep in mind you have two audiences. First, it's the prospect that reads the case study to find out more about what's in it for them. Second, it's the sales team who you might be educating on the outcomes of using yo......Read More

357 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

David Bressler

BackBox Director, Product Marketing • February 9

Part of starting a new role and establishing a new function is adding value. They hired you with specific needs in mind, but you should develop your own with a 30/60/90 day of getting deeper in the company. 1. Do what they hired you for which involves listening and understanding the vario......Read More

312 Views

How do you think of GTM? What does it include, and what does it not include?

David Bressler

BackBox Director, Product Marketing • February 28

When I think of GTM, I think of the sales cycle stages (often as defined in Salesforce) and what I can do to contribute at each stage in order to accelerate, differentiate, and create relevance. That's a short answer, but sums it up completely. Let me give some examples. * You want to get ......Read More

244 Views

How do you start with a GTM strategy?

David Bressler

BackBox Director, Product Marketing • February 28

Where is the strategy coming from? Leadership? The field? Your own idea? That dictates how you start. If it's your own idea, you may need KPIs up front to set goals and get leadership buy-in. If it's field-driven, you already have a champion, you just need to deliver on their ideas (with your own......Read More

241 Views

What is your blueprint for developing a ‘go to market plan’?

David Bressler

BackBox Director, Product Marketing • March 11

As I read a lot of these responses (and similar ones on other questions) I see that GTM and "product launches" seem to be conflated into a single thing. And, while some highlight small launches vs big launches, they're still making GTM all about launching, and I think that's missing something imp......Read More

242 Views

What's the most important thing to get right when planning a launch?

David Bressler

BackBox Director, Product Marketing • February 20

You've gotta get the external messaging correct. Anything else can be changed as you go... but the messaging infuses everything you do. In particular, any press you're going to get... you can't change the messaging you use to develop the public facing press elements once you've socialized them to......Read More

233 Views

How do you get sales people more engaged and paying attention during enablement sessions?

David Bressler

BackBox Director, Product Marketing • February 8

I think there are a few key things that help get sales more engaged during enablement sessions: 1. Involve sales before the session for input on topics and content. 2. Use real-world examples, and give public credit to the people they come from. 3. Recognize that sales is "coin operate......Read More

228 Views

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

David Bressler

BackBox Director, Product Marketing • February 14

Here's how we break responsibilities down at BackBox. Product Marketing * owns launch "project" * owns launch messaging * creates technical content * creates press release * advises on demand gen content (emails, social media, ads, website) * owns PR & analyst relationships * sha......Read More