Benjamin Blackmer
Director of Product Marketing, WSO2
About
I’m a Director of Product Marketing with over 12 years of experience at the startup, mid-market, and enterprise levels. I have founded two companies, raised over $1 million in venture capital, succeeded through high-profile acquisitions, and defin......more
Content
Benjamin Blackmer
WSO2 Director of Product Marketing • November 1
I like to think about goals when talking about plans. You want clarity in your priorities, particularly because it’s difficult to know what to say yes and no to when you’re new. (Your manager should help with this as well.) 30 Days * Get to know who your closest colleagues are. Bonus: learn ......Read More
321 Views
Benjamin Blackmer
WSO2 Director of Product Marketing • November 7
One quibble with this question: I’d start with the assumption that product marketing is a part of the marketing team because product marketers are more marketers than product professionals. PMMs should work closely with the rest of the marketing team to ensure alignment across all outbound market......Read More
280 Views
Benjamin Blackmer
WSO2 Director of Product Marketing • November 17
The goal of a positioning document is to align your company on how to talk about your product. In its simplest form, a positioning framework should include three things: 1. A positioning statement 2. 2-4 benefits 3. The reason reasons to believe your product can deliver the benefits Le......Read More
279 Views
Benjamin Blackmer
WSO2 Director of Product Marketing • November 2
The most important thing for a launch is to align your company on the number 1 goal of the launch. Boiling down a launch to one more important thing is tough, but goal alignment will ensure you can optimize your launch activities to achieve your goal. There is also a tendency for companies to ......Read More
229 Views
Benjamin Blackmer
WSO2 Director of Product Marketing • November 16
This is a great question and very much depends on the functions that exist in your company. A PMM should be prepared to create any asset that a marketing or sales department might require, particularly for smaller companies with limited marketing resources. Still, there are a few assets that are ......Read More
221 Views
Benjamin Blackmer
WSO2 Director of Product Marketing • November 7
The Jobs To Be Done (JTBD) concept is excellent for an enterprise B2B sales motion, and it is beneficial to think about why someone would buy your product. However, there are a few things to keep in mind. Speaking just about the job works well when your audience is responsible for actually get......Read More
209 Views
Credentials & Highlights
Director of Product Marketing at WSO2
Lives In Denver, Colorado