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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

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

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

1003 Views

Is it possible to transition to senior product marketing roles from a digital marketing or brand management role? What should be some of the key aspects to highlight in the resume to stand out?

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

673 Views

For PMMs running campaigns to drive pipeline, what KPIs do you recommend?

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

619 Views

How do you identify and prioritize the channels for a launch campaign?

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

564 Views

When you're launching a feature to start to unlock a new market, what's the best way to identify your target market segments and ensure steady penetration into that new market?

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

544 Views

How do you balance succinct simple messaging with a complex technology product and or set of products.

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

536 Views

What should we focus on in a launch post-mortem / retrospective?

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

505 Views

How do you drive alignment across the exec team on messaging

Chris Glanzman

ESO Director of Product Marketing & Demand Generation • November 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

484 Views

How does one create a "positioning document?"

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

442 Views

What is your advice for PMM to work well with Product and Sales?

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