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Abhishek Anbazhagan

Abhishek Anbazhagan

Senior Product Marketing Manager at Abnormal Security

San Francisco, CA

Currently Building: https://productmarketingexamples.com/ Abhi is an experienced strategy and marketing consultant who has been building products and organizations in one way or the other throughout his career. Currently, he is on a mission to collect over 300+ examples of good product marketing (messaging, positioning, customer marketing, AR/PR) and 50+ examples of really bad product marketing based on 100+ B2B SaaS startups doing $30M to $100M in ARR and growing 50%+ a year. Compiled150+ examples so far at: https://productmarketingexamples.com/

Content

What is the role of product marketing with product launches in a product led org?

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

PLG doesnt change the role of PMM. If anything a PMM becomes even more important cause in PLG, you are not training a sales team but your website/landing page to be your leading sales rep.

PMMs need to focus on conveying the value/outcomes message, handle objections, address FAQ on the landing page itself. I like to think of it as "enabling" the landing page as being a key focus for PMM in a product-led org.

1,498 Views

What advice would you give to someone interviewing for a product marketing position with no product marketing experience?

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

Outside of regular prep, read the description and identify what they are most looking for. I sometimes like to copy-paste the description into a word cloud tool: https://worditout.com/word-cloud/create to see what are the most commonly used words and make it point to speak to those in my interview. Going into the interview, you need to have 5 stories you want to make sure you hit that are extremely relevant to the role even if the interviewer doesn't ask for it. Ex: If the role is very competiti ...Read More

1,417 Views

How do you use insights to inform your marketing or CX strategy?

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

Personally, I like to look at insights not just from competitive products but also from the SaaS industry in general on how to best position and message our product or premium customer solution.  There are 15 odd examples in this doc below on some great positioning/messaging. https://coda.io/d/_d-HTSgcQEqK/B2B-PMM-Playbook-Sample_suu2d/ For example - There is a great example of how Algolia combines their ROI calculator with a Case study and tech docs to link to help a prospect understand the pot ...Read More

1,369 Views

What do GTM strategies look like when you work on a whole category creation?

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

While all marketing aims to solve a customer problem. When it comes to category creation, you are going to focus a significant portion of your time convincing Analysts and Press that your articulation of the problem is unique and hasn't been done before. You then use your product-adoption/sales momentum to convey how the customer is voting with their money to convince the analysts that this is indeed a new category and not a substitute product for an existing category. Category creation is a lon ...Read More

818 Views

How do you ensure a product is ready for launch to customers? What kind of customer feedback, beta or pilots would you recommend?

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

Best case scenario - Beta customer/s are willing to do a named case study with video talking about the launch

Worst case - Beta customer/s quotes from the PM calls can be anonymized and shared on the website/launch blog

If it is a really significant launch, something that is going to affect in-consequential amount of revenue, then I'd like to work with the customers and try to get them to talk our press/analysts before/after the launch. Compensate them plenty with swag :) 

571 Views

How do you measure the success of product messaging on and after product launches and iterate on it?

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

At launch, it is measured through qualitative sales feedback and top-level metrics for the landing page/social engagement.  Post-launch, go on shadow sales meetings to see customer reactions to pitch, and listen to sales call recordings. If you've done your research before launch well, your customer should be hearing their problems repeated to them in their own words to achieve immediate resonance to the pain you've uncovered. If they don't think the problem is a problem or if it is not big enou ...Read More

337 Views

What’s have been the most valuable projects for sales team that they directly leveraged to close more business

Abhishek Anbazhagan
Abhishek Anbazhagan

Abnormal Security Senior Product Marketing Manager | Formerly Xpanse, Cisco Meraki, Ripple • 3y

SDR/BDR - Call Scripts. Your entire messaging doc is condensed to fit into one page in a manner that you can pick the most incompetent off the street and in a matter of minutes, they'd be able to uncover pain, position your solution and book a meeting. This is the single biggest piece of collateral that can have largest impact in your sales enablement process. AE/RSM - Win/Loss reviews. The avg. AE is pretty good at positioning your solution but helping them understand what's working and what's ...Read More

311 Views