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
ESO Director of Product Marketing & Demand Generation • August 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
885 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • October 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
534 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • November 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
531 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • February 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
529 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • August 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
484 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • September 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
483 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • August 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
454 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • September 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
428 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • August 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
411 Views
Chris Glanzman
ESO Director of Product Marketing & Demand Generation • August 23
This is really two questions with very different answers: KPI's: Especially for KPI's, drawing a solid line between Product Marketing and Demand Gen is unnecessary; it could even cause harm to collaboration between the two functions. Both teams are working to drive new sign-ups, adoption, or re......Read More
378 Views
Credentials & Highlights
Director of Product Marketing & Demand Generation at ESO
Formerly Fortive
Lives In Austin, TX
Knows About Competitive Positioning, Developer Product Marketing, Consumer Product Marketing, Ana......more