Allison Van Diest

Vice President of Product & Vertical Marketing and Intelligence, Blackbaud

Content

If you have the opportunity to step back and evaluate where/how to grow as a product marketer (after 2 years self taught in the field), what would you advise to focus on?

Allison Van Diest

Blackbaud Vice President of Product & Vertical Marketing and Intelligence • May 25

Competitive intelligence and the buyer's journey. Spend time understanding how your market perceives your competitors' offerings in relation to your own. Talk to buyers who went your way as well as those who selected a competitor. You will establish enormous credibility with Sales and Products and your primary job - to understand and communicate the unique, differentiated value proposition of your product - becomes exponentially easier.

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