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Jackie Palmer
VP Product Marketing, Pendo.io
About
I am an accomplished product marketing leader with 20 years of experience in product strategy, product marketing, and product management for fast-growing software companies. As a hands-on leader, I love to build and mentor teams and am an expert a......more
Content
Jackie Palmer
Pendo.io VP Product Marketing • December 12
I think you've taken the right approach! I would never recommend only building out your positioning based on features or products. You need a full, compelling story which should include non-product things as well as product-related things. Non-product things could be services you offer, training ......Read More
939 Views
Jackie Palmer
Pendo.io VP Product Marketing • January 24
I've found that it is a best practice to evaluate your prices at least once a year for most products. If your market changes very rapidly, you may consider bi-annual or quarterly pricing reviews but for most annually is great. You need to consider both outside conditions, like inflation, global/l......Read More
880 Views
Jackie Palmer
Pendo.io VP Product Marketing • January 24
Definitely check out some of the research resources I've mentioned in previous answers. I would also interview people at your company, salespeople, your CEO, finance, etc and also see if you can get any time with board members to get their viewpoints. And then there are also a few companies like ......Read More
783 Views
Jackie Palmer
Pendo.io VP Product Marketing • January 24
Similar to other questions above, there are lots of resources to leverage when thinking about pricing and packaging including competitor pricing. Here are some that I've found most useful: * Competitor websites (hopefully you'll be lucky and they'll publish their pricing!). Know that whateve......Read More
738 Views
Jackie Palmer
Pendo.io VP Product Marketing • August 22
Getting feedback on assets and collateral from stakeholders is a key part of Product Marketing's job. What I like to do is create a tiger team of people you can count on. This could differ of course depending on the asset but should likely include a mix of salespeople (pre-sales, AEs/reps, SDRs, ......Read More
728 Views
Jackie Palmer
Pendo.io VP Product Marketing • August 22
Getting a variety of feedback from a variety of people is the best thing you can do to influence and persuade teams. I always like to poll multiple teams and different levels of people to ensure that I have as many examples as possible. Make sure you ask internal teams - sales (including pre-sale......Read More
706 Views
Jackie Palmer
Pendo.io VP Product Marketing • August 22
Some types of questions I like to ask to gain insight and feedback from internal stakeholders are: * Where would you use something like this? * Who could you see benefitting from this asset/collateral/launch/etc? * Is there anything you've used in the past that is similar to this that re......Read More
664 Views
Jackie Palmer
Pendo.io VP Product Marketing • December 12
The top three ways I recommend researching competitors are: 1. READ as much as you possibly can about them online. This includes the competitor's website and published content, peer review sites like G2 and TrustRadius, communities and forums like Reddit and Quora, analyst write-ups......Read More
644 Views
Jackie Palmer
Pendo.io VP Product Marketing • December 12
You should always be researching your competitors even if there is no officially published report like an MQ or Wave. Nowadays there are so many peer review places to find competitive information. You can look at sites like G2, TrustRadius etc to find information that might be valuable for your c......Read More
637 Views
Jackie Palmer
Pendo.io VP Product Marketing • December 12
Ideally you are not basing your overall positioning based solely on how your competitors position themselves. That said, you (or more likely sales) will inevitably be asked for comparisons. The best approach to this is to have a solid set of unique value propositions (UVPs) for your company - the......Read More
636 Views
Credentials & Highlights
VP Product Marketing at Pendo.io
Formerly Demandbase, Conga, SAP
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Work At Pendo.io
Sr. Product Marketing Manager
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