🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B

About

I'm passionate about People, the New, and the Change in between – these means Marketing, Innovation, and Transformation. I discover and develop market opportunities using my experience and knowledge of marketing, digital business, product developm......more

Content

What's a typical product marketing career path?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • May 13

There is no typical career path :) As a functional that interfaces and leverages cross-functional work and expertise across Marketing, Product, Sales, CS, and so on, you can come (and go) to all these areas. Having exposure to all of these helps. IMO, Product Marketing should be a senior step in......Read More

807 Views

How do you re-position a product if you haven't reached product market fit?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • May 5

If you haven't reached product market fit, then you don't have much to protect, to risk. That's a great position to experiment with your positioning :) Think of it as if you're searching to see what works - search in the problem and customer space. This means you need to figure out who you are go......Read More

548 Views

What resources would you recommend for a performance marketer who works closely with product looking to pivot to PMM?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • May 5

this is a good reference for a PMM book - quite new https://www.svpg.com/books/loved-how-to-rethink-marketing-for-tech-products/ also read about Product Management - https://www.svpg.com/books/inspired-how-to-create-tech-products-customers-love-2nd-edition/ On positioning: the classic: Posit......Read More

509 Views

What criteria do you use for segmenting the market, and how does it influence your marketing strategy?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • January 24

There's many ways to segment the market depending on situation, market, product. But consider 2 risks: * Too complex and hard to use - sometimes this happens because you have a lot of data, and you can use some fancy analysis techniques and "geek out" to find the "perfect" segments. The ......Read More

348 Views

What key performance indicators (KPIs) do you prioritize in measuring the success of your B2B software product marketing campaigns?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • January 23

They all need to come down to revenue impact. How much revenue is the campaign bringing or protecting? This is especially true for Product Marketing that should work across the buyer journey - from attracting the right audience, improving conversion, enabling sales to qualify and sell successful......Read More

345 Views

What tactics do you employ to enhance customer retention and reduce churn?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • January 23

Churn is a consequence, and most often, it is too late. You need to go backward and identify the problems. Segment the problem: * no usage * low usage * support/technical issues * competition Then, you need to choose what you will tackle first based on volume/value and hypotheses on h......Read More

339 Views

Many companies are product, sales, marketing, or value driven (i.e. cultural values play a role in actual decision making across the board). In your experience, what has been the main function/stakeholder to lead, and how has that impacted your role as a marketing leader?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • February 22

There is no right answer. It depends on the strategy - if it's more driven by self-service (PLG) or sales. In sales-driven organizations, sales bring revenue and, therefore, have a lot of power. This is even more true if there is a CRO (Chief Revenue Officer) that oversees Sales and Marketing. O......Read More

303 Views

What is the top tactical tip you recommend to a product marketer to be successful?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • January 23

Focus, focus, focus. PMM can be drawn to far too many projects and areas. That is too many meetings and stakeholders to manage. If it spreads too thin, it will be hard to deliver meaningful impact. How do you choose? Consider 2 variables - you can build a list and classify each with this: * Bu......Read More

274 Views

What KPI's do you set and track for your product marketing team?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • May 5

We're here to serve business goals - either from a Product perspective and is a product KPI, like Adoption. Or from a Sales perspective and is a sales KPI like Win-rate. We can't work in a vacuum. We're either helping set new initiatives or fixing things that are broken. The KPIs are tied to that......Read More

258 Views

When you are joining an organisation that never had product marketing before and are struggling with all areas of Product Marketing (Position, Persona, Messaging, Sales enablement etc) what should be prioritised first?

🟧 Hugo H. Macedo 🟧

Advisor & Investor | Product Marketing Expert | B2B • May 5

Start by Figuring out the who first - who's your customer, your Ideal Customer, - who's buying, who's using, who's influencing. And you need alignment across the org, that you all obsess about that. You measure that, you target that, you filter out everything that is not that (or at least you d......Read More