Profile
Chris Glanzman

Chris Glanzman

Director of Product Marketing & Demand Generation, ESO
About
Marketing strategist, operations architect, and revenue engineer with a passion for continuous improvement of people, processes, and systems.

Content

Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 5
At smaller companies, DG/Growth and Product Marketing are typically the same team (or person!), and the two functions should try to work just as closely together as companies grow. The hub of this collaboration is campaign ideation and design. As the teams formulate their GTM hypotheses ("campaig...Read More
1130 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationFebruary 14
This is 100% possible. I made the exact move from Digital Marketing to Product Marketing just a year ago. To make that switch, I would highlight a few areas, and you should look to build this experience if you don't have it yet. 1. Prove you're customer insights-driven. If you clearly demonstra...Read More
975 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationSeptember 30
Above all else, use measurements that impact company performance, especially for success measures that will be shared more broadly. These are our top-level pipeline measurements: * Bookings * Depending on your business, you might supplement Bookings with a measure of revenue retention...Read More
915 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 17
Entering a new market organically can be incredibly difficult, so the first step is always to check that there is enough opportunity in the new market to warrant the time and resources. From that new market, you'll want to carve out your beachhead market segments. Identifying the beachhead segme...Read More
863 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationOctober 18
Successfully launching a product these days is an undertaking that requires careful consideration and planning. A lot of factors go into deciding which channels to use for your launch campaign, but there are some key questions you need to ask yourself first: * What are the goals of my campaign?...Read More
606 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 16
95% of launch post-mortem discussions fall into one of two categories: 1. Execution: These points are focused on how the launch process went, how the team performed against the plan, and whether the process needs any adjustments. With the complexity and scale of some launches, expect fo...Read More
604 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationNovember 9
After working through Positioning, I will build Messaging from the bottom-up. The bottom-up approach automatically encourages you to elevate your messaging from technical details and features. More specifically, I build in this order: Features -> Benefits -> Value -> Message. Some definitions th...Read More
542 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 24
The core of the positioning document is the Positioning Statement. I've always been fairly prescriptive with how the Positioning Statement should come together. Here's the structure we follow: For (target audience), (brand name) is the (frame of reference) that delivers (point of benefit/differe...Read More
530 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationNovember 2
First, start with data-driven positioning. Who are you in the marketplace? Where are you heading or trying to become? How do you think your competitors are moving in the space? If you skip this step, you'll lack differentiation in your messaging, and you'll get a lot of resistance from executives...Read More
496 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationSeptember 8
The most helpful advice I ever received for collaborating with Sales and Product teams is to reframe your thinking to be that of an Educator with these other teams being your learners. To be an effective Educator, you need to understand your material and equip your learners with the knowledge the...Read More
472 Views
Credentials & Highlights
Director of Product Marketing & Demand Generation at ESO
Formerly Fortive
Lives In Austin, TX
Knows About Analyst Relations, Growth Product Marketing, Release Marketing, SMB Product Marketing...more