Profile
Aneri Shah

Aneri Shah

Head of Marketing, B2B, Ethos

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Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BFebruary 18
Think creatively about marketing-adjacent work you've done, and put together a series of case studies that you can share with the hiring team. Examples can include:  * Identifying customer insights and defining a scalable solution or creating a piece of collateral, e.g. identified a trend in......Read More
7515 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BFebruary 18
Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately familiar with the product, owns inbound product marketing (including user insights, strategy, competitive benchmarking, roadmap pr......Read More
5078 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BFebruary 17
I also love Drift and Intercom's blogs and handbooks! First Round Review also has some great case studies.  For courses, I like Pragmatic Marketing [great PMM frameworks] and Reforge [growth-focused, but really valuable for PMM too].  I find a lot of PM-focused resources to be helpful too since......Read More
1133 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BFebruary 18
Having worked across both, the key differences in my mind fall into 2 key categories: 1) ability to get customer insights, 2) role in the GTM motion. 1. Customer insights - In B2B, it's relatively easy to get on a customer call and get deep insights from some engaged customers. There are also ce......Read More
842 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 27

Here's my messaging framework! Feel free to make a copy and try it yourself.

823 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 27
I find that you have to: 1. Understand the audience, their problem, and how they currently solve it 2. Use that to define your product's key benefits and proof points 3. Once you have both the problem and solution well-defined, build your messaging. This is a high-level exercise that tells th......Read More
791 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 27
When your product or solution isn't sufficiently differentiated, focus on the other key aspect of your positioning: the audience. Who is your product disproportionately better for? While many products in a given category may be highly similar, is there a user persona for whom your product is bett......Read More
776 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 27

Here's a template for the framework I use! Feel free to make a copy and try it yourself.

755 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 27
Do it for fun! Try it on products you use but don't work on, ads you see on TV etc. It makes it much lower stakes to get into the mindset of using a messaging framework, and you'll find it's a muscle you can build over time. It's also much easier when you try it on a product you use - you can ask......Read More
753 Views
Aneri Shah
Aneri Shah
Ethos Head of Marketing, B2BOctober 27
1. Speak like you would speak to a human: We often write messaging that speaks to corporations rather than individuals. Think about how you'd explain what you do to a client on a sales call. Now think about how you'd explain it to your mom, a friend, a child, or a stranger at a party......Read More
748 Views
Credentials & Highlights
Head of Marketing, B2B at Ethos
Formerly Meta, Microsoft
Top Product Marketing Mentor List
Lives In San Francisco, CA
Knows About Consumer Product Marketing, Stakeholder Management, Product Marketing Career Path, In......more