April Rassa

Addressed a similar question related to Campaign teams earlier. Please refer to that response. In short, Product marketing is the vital work of developing a customer lifecycle journey, pricing, sales support materials, analyst relations, and press. Demand generation consumes the outputs from product marketing and injects them into marketing machinery that delivers content to prospects at scale consistently.

I think some of the work April Dunford has done in terms of the framework she lays out in her book is super practical and easy to use. There are some good examples you can find here. I'm a big fan of the Content Marketing Institute and they have some great content around messaging framework you can find. This is one example.

There are probably three major questions to answer when operationalizing a GTM plan: What is the governance? Meaning who is in charge? What is the division of labor? Who holds what decision rights (e.g., decide, influence, escalate)? When do you scale? There are two broad options: launch-and-learn or test-and-scale. In a launch-and-learn model, scaling happens first as the commercialization comes online across the enterprise at once. Learning then occurs after rollout and across the enterprise. This type of GTM implementation makes sense in a low-risk, high-resilience situation. In a test-and-scale model, the innovations come online in pockets and pilots. Pilot learnings inspire changes to the plan, and the finalized plan is rolled out in waves. The test-and-scale model makes sense for implementing a commercialization strategy when external and internal resilience is low. It also makes sense when resilience is high but risk is also high. And, last you need a framework. In either scaling framework, what is the cadence of activities over the course of the implementation? I've used a 4-step process successfully: 1) Act on the plan 2) Measure the actions’ results 3) Share and discuss the results 4) Adjust the plan

Messaging is the ability to communicate pains and solutions for a specific persona using the written word. PMM writing is unique because it’s all about distilling a message down to it’s essence and packaging words in a way that will be accepted by a specific group of people. A PMM should write with very little fat. Practice writing. Test your messages with your sales team, SDRs, A/B test marketing campaigns. Listen to how your sales team pitches. Listen to how your customers talk.

It's key to align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation. Alignment is difficult. If you can start with your CEO, that is key. Ultimately, your CEO is yuor ultimate storyteller and if she is bought in, then its easier to get the rest of the executive team aligned. The story is the strategy and that should be your starting point. What’s driving your story in the market? New features and functionality … or a bigger promise to your customers? Do they align? Clarity in the minds of your customers can only exist if you tell a clear, cohesive and connected story. A corporate story that aligns with your business strategy and product roadmap.

Captain obvious here but customers and data. Framing stories and pain points mapped to personas helps, partnering with your Product team so you're locked in the customer journey is also super helpful, so the teams recognize where the shifts muct be made. Customer retention is the holy grail of business, and don’t you ever forget it! Without customers, you don’t have a product or business, so if you want to keep them (happy), it’s in your best interest to serve their needs. Your customers should be the “why” behind your product vision and at the end of the day there shouldn’t be anything that goes on your roadmap that doesn’t help soothe customer pain and solve their problems. Maintaining customer focus within your roadmap also means not wasting your team’s valuable time and resources on features that will have no impact. Investing time into meticulously prioritizing your customer’s needs and coming up with real solutions to real problems is the best possible way to keep the product roadmap relevant.

When a product is in development you typically will be working on a launch plan in parallel. These elements include: - GTM strategy: product adoption strategy, pricing/packaging, competitive, customer playbook - Internal enablement & comms strategy - Sales enablement/technical enablement (product docs, training) - External comms and planning (PR, analyst briefings, customer comms, customer testimonials, etc) - Demand gen plan

CABs are great. Customer advisory boards have several common objectives in mind, including: - To create champions for the brand - To validate product ideas and guide the product roadmap - To help shape marketing messaging - To gather market intelligence - Understand the buying triggers of the company’s market - Provide beta users for the company’s new products - Help the company identify new markets A customer advisory board can provide insights into how customers are actually using your products, what aspects of those products are most important or beneficial to them, and what other functionality or tools they believe would complement or enhance your offering.

The biggest thing I see when companies develop a product, service or build a brand, is they get stuck on the “what” of the thing. What the product does? What the company does? This thing. And this thing. And this. And that’s great, but the bigger question is why? Savvy consumers/customers look past what a product does; they want to know what makes it authentic? What’s the backstory? Why should they believe in you? People are not just buying products; they are buying better versions of themselves and they want to know how it shapes their lives and their narrative. Consumers don’t want to be sold; don’t talk at them hawking your brand message, they want something more in addition to the sales pitch. They want you to reach them on an emotional level. They want to know what’s in it for me? They want a story. Show them what your product or service will allow them to do, how it will enrich their lives. I encourage every PMM to throw away the cookie-cutter framework that's something like: For [target customer description…]…our product is a [product category] that provides [compelling reason to buy]. Unlike [the product alternative], we have assembled [key features…]. Throw it out. Instead you should always start by talking to the customer, but not to ask them what they love about the product etc (as valuable as this is), but to focus on what has changed in their world over the last few years and how those changes have made your services or product more valuable and a must-have. Start with: - How has their world changed? What's the change? - How is this change creating winners and losers - What does the customer see as success -- where do they have to get to - what's getting in their way? And, how are you getting them over those obstacles? - what evidence do you have to prove that you can take them there? For those of you familair with Andy Raskin, this is based on his framework, and I really like it. It's worked for me.

The key is to clearly define roles and responsibilities within your Marketing organization. For starters, let's start with where Product Marketing fits in. Product Marketing operates at the center of product, marketing, sales, and customer success teams. Under the general marketing umbrella, there are many teams that are dedicated to the tactical areas of marketing: digital marketing, PR, email marketing, PPC and paid advertising, social media marketing, etc. But who creates the overarching strategy on how products are delivered to market? Product Marketing. Product Marketing defines the positioning, value proposition, and messaging of a product. They educate and create tools to ensure internal salespeople and external customers understand the product that is being brought to market. As well, Product Marketing creates the strategies and plans for generating the demand and usage of the product. It's key to build strong relationships across your Marketing organization. For example, this can start with developing a messaging framework for product/or solution area and making sure each Marketing team member is versed on the messaging and how he/she can apply it to their respective program areas. Edcuate the team on your key buyers (primary and secondary), competitors, key differentiators, and key market trends. These key areas will help better setup how the Marketing team members think about the digital channels, events, and camapiagns to devise when it comes to your key solution or product areas. Remember: Without Product Marketing managing the commercialization of a product and leading the product launch, your marketing efforts will lack some key ingredients for success.