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Daniel Palay
Head Of Product Marketing, 3Gtms
About
I help b2b SaaS companies develop buyer-specific business cases by combining a 3D approach to segmentation with primary market research that follows my philosophy on what must be conveyed to each relevant stakeholder. Always happy to answer questi......more
Content
Daniel Palay
3Gtms Head Of Product Marketing • March 2
My views on competitive positioning are largely stolen from Andy Raskin. Rather than repeat that which I've "adopted" from his writing, I'd suggest looking them up (LinkedIn great place to find a lot of it, and links to the rest). The persona framework is pretty simple: consider the relevant s......Read More
1138 Views
Daniel Palay
3Gtms Head Of Product Marketing • March 3
This isn't about avoidance or red flags, but what I consider the single most important behavioral question to ask, whether you are the one interviewing or the one being interviewed: When you're in the kitchen, do you like to cook or do you like to bake? The answer is so incredibly telling abou......Read More
1071 Views
Daniel Palay
3Gtms Head Of Product Marketing • February 14
The best structure and format may not, in fact, be a "persona" at all. You have to ask the question: What should each internal stakeholder be using the persona to accomplish, and what does that look like? Not everyone across the organization knows what to do when handed a buyer persona profile......Read More
958 Views
Daniel Palay
3Gtms Head Of Product Marketing • February 29
Mary's answer is very good, and comprehensive, and many would do well to simply follow it. For those who enjoy a slightly more spirited debate on the nuances of persona development, I'm going to disagree on a few finer points (in the spirit of sparking a robust discussion!). First, where I absolu......Read More
921 Views
Daniel Palay
3Gtms Head Of Product Marketing • February 28
Well, the way you have it broke down, you seem to be describing a great researcher, a great engineer and a great writer. Three very different, equally important skillsets. This is just my opinion, but there is another significant difference between the three, and one that is probably overlook......Read More
759 Views
Daniel Palay
3Gtms Head Of Product Marketing • March 30
In the "real world" this is a function of whose responsibility sales collateral is. If it's product marketing, the answer is simple: Supply new collateral when it's time for an update. However, if product marketing is responsible for informing, and letting sales create its own materials, then it ......Read More
732 Views
Daniel Palay
3Gtms Head Of Product Marketing • February 13
Are you talking about messaging specifically (precise wording) or a more general positioning? If it's the former, then I think Lia is correct. For the latter it takes some pretty heavy primary research. The way I do it is by spending time with a client's customers, prospects, or others who would ......Read More
711 Views
Daniel Palay
3Gtms Head Of Product Marketing • March 2
I take a three-dimensional approach to customer segmentation. Within any given "traditional" segment (industry, size, geography, etc.) I look at three things: What problems my client's product solves, the stakeholders involved, and what incentives those stakeholders are responding to. @Greg H......Read More
710 Views
Daniel Palay
3Gtms Head Of Product Marketing • February 13
I always segment in three dimensions: One traditional segmentation metric (size, industry, geography, etc.); the problems experienced (that create a need for the product); the different stakeholders (how they experience the problem and what incentives each responds to). That's often difficult to ......Read More
690 Views
Daniel Palay
3Gtms Head Of Product Marketing • March 2
Short, self-serving answer: Call me. Longer, more altruistic answer: I always view one's writing skills as a proxy for their ability to clearly communicate an idea, while demonstrating an understanding of what makes a particular audience tick. I would focus less on copywriting specifically and......Read More
662 Views
Credentials & Highlights
Head Of Product Marketing at 3Gtms
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Chicago, IL
Knows About Analyst Relations, Platform and Solutions Product Marketing, Category Creation, Compe......more