Jeremy Moskowitz

Platform Marketing is an extension of traditional product marketing. Instead of owning a single product or capability,  Platform Marketers are responsible for bringing connected platforms or horizontal capabilities like data infrastructure, AI, or 3rd party integrations to market. Solution Marketing is the art of understanding the problems of different types of users, personas, or industries your product or service can solve and translating that into use case messaging that informs marketing and ...Read More

I am a massive fan of what the team at Sprig is doing; they articulate a specific point of view and use clear, simple language to position technical features as the solution to their audience's specific problems. Sprig is a comprehensive platform consolidating multiple tools used by Product Managers and UX Designers: session replays, heat maps, surveys, and feedback. They could have just slapped "AI-Powered" or "All-in-one" on their website and called it a day. While those concepts show up in th ...Read More

Enterprise PMMs can create the most lift by having “Art of the possible” conversations with Enterprise customers, providing custom deal support, and up-leveling messaging for the enterprise (without sacrificing human language and creativity!) ·  Roadmap Presentations:   Enterprise companies make long term purchases and don’t like change, for that reason they don’t just want to buy the product today, they are buying the company, the team and their vision.  The biggest value a PMM can deliver to E ...Read More

If your executives and cross-functional stakeholders can see their fingerprints on the narrative and messaging as it develops, they will be more likely to endorse and adopt your final product. The knock on Marketing, PMM or otherwise, is that they are in a silo and disconnected from the realities of the rest of the business.  Product feels you don’t understand “product truth,” Sales feels the messaging is unrealistic to use with customers, and the C-Suite feels it’s not in touch with what they h ...Read More

Generally, I agree with Anthony that if SAAS companies are looking to differentiate, a specific, clear value proposition is the way to go - but there are some caveats to consider.   About a year ago, our then-CEO asked my team to refresh our messaging because all of our competitors were claiming their products drove the same outcomes that as us - things a sales leader would care about like revenue, deal velocity and and win rate. We were tasked with finding a way to differentiate.  Anthony has p ...Read More

In my opinion, all Product Marketers are Solution Marketers, whether or not they specifically have the word “Solution” in their title. PMMs don’t call it a day and head home after simply writing down what a Product does; every PMM knows that understanding personas, their jobs to be done, and how the product can help them do it faster, better, cheaper is a table-stakes part of the job. That said, today, many Product Marketing organizations are using “Product Marketing” vs. “Solution Marketing” th ...Read More

I am so glad you asked! I have a few rules I live by when it comes to messaging reviews: Read it out loud: This trick is essential for PMMs of all levels, regardless of your proficiency with writing. Whether PMM is just your nine-to-five until Netflix buys your screenplay or you are a PMM with a technical background that dreaded creative writing class, this trick is a great way to filter for cliches, technical jargon, and writerly language that sounds better in your head than it does coming out ...Read More

Work closely with the Sales team, particularly Moneyball Reps, Turnaround reps and Sales Managers, getting these stakeholders on board makes it easy to drive adoption across the wider organization.  As PMMs, we (hopefully) have spent hours researching our target persona, how they would use the product, and our competitive differentiators before launching new messaging. We are convinced our iteration solves every weakness of the old messaging, but then we are shocked...SHOCKED, I TELL YOU, SHOCKE ...Read More

I focus on use cases, the jobs that buyers/users of my platform execute daily, and highlight the product feature that removes barriers preventing them from achieving their goals. Use case messaging is the art of storytelling in words that your personas use every day to demonstrate you understand their problems, just like telling a child who had a bad day at school a bedtime story where they are the hero overcoming dragons that represent the mean teacher or school bully. Every marketer knows “The ...Read More

Core platform messaging is an input to solution messaging; it may not be in the headline, but it’s definitely in the sub-bullets.  Solution messaging focuses on personas and how they use your product to help them do something better, smarter, faster, cheaper, etc.   I start by writing positioning statements that tell a story about a persona attempting to complete a job but encountering a common problem that we can solve. See the framework and completed example below.  When: [Persona] Are:  [Job ...Read More