Gaurav Harode

Recently, we moved from a long demo video (of 20 minutes) to several topic-specific short videos ranging from 1 min to 5 minutes. Having granular content helps us manage these videos easily without reproducing the entire video.  We then use our own product to create a content page for these vi...more

Sales Enablement is a very broad term. But, content and messaging is an important part of sales enablement.  We believe that product marketing is the best positioned to drive content enablement because, * product marketing is responsible for the messaging and majority of the content (dire...more

Full Disclosure: I am founder of one of the products that addresses this exact problem.  You have vast array of options. As Anand mentioned, on the high end, you can look at HighSpot, Showpad, Seismic, and Docurated. There are also other options for the mid and lower tier market.  Our produ...more

There are multiple ways to go about a client advisory board. At Oracle, we took a more independent approach. Since our solution offering was in the regulatory space, we encouraged our customers to form an advisory board with Oracle as a participant of the board. Some specifics,  * The board was...more

In addition to David's answer, I will also add the following points that should help build the credibility.  Consistency You want to continue to deliver fresh content consistently. Consistent doesn't mean high quantity. But you need to follow a consistent cadence. Too many times, marketing wi...more

Agree completely with the other answers.  However, at Oracle, when there was a minor or major release (not a software patch), we always created a What's New Deck that included bulleted items that were coming new in that release. This helped our sales and customer success teams to engage with p...more

I have not implemented this but I attended a local marketing-tech session recently where one of the Product Marketers discussed how they are using JIRA to manage their product marketing plans. In a nutshell, they are using an affordable project management software to help with their planning and ...more

In my career, I have always seen Product Marketing creating content. Product Management and solution architects are also contributing to this content but majority of the thought leadership comes from Product Marketing.  For Case Studies, it is a mix-bag. The templates and the positioning (that...more

Once you get the insights (from the different methods that the other answers have already shared), it will help to crystalize important changes in competitive deck so that sales and other customer-facing team members have access to the key competitive data points. This could be done through one s...more

While I like the spreadsheet idea, I don't think it is practical and scalabe. It may help marketing keep track of where you have coverage and where there are gaps to filled in but expecting sales team to open a spreadsheet to look for Case Studies is going to result in lack of engagement and emai...more