Joe Goldberg
Director of Product Marketing, Vanta
Content
Joe Goldberg
Vanta Director of Product Marketing • January 31
In a typical enterprise SaaS startup, new features come fast and furious so scale is key for building content around them. Start with internal enablement (slides) on tier 1-2 features at Alpha, and all features at public beta or GA. Update as features move through stages. This internal material o......Read More
663 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
Do not over-rotate to very precise sales plays (if you hear x, do y) for the field. Focus more on teaching reps how to do good discovery and then adjust the play/message/demo on the fly (aka "audible ready"). This is because every opportunity/sales meeting is unique and the possible “plays” run i......Read More
637 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
One is too much focus on high-level messaging/positioning. While messaging and positioning are key, do not overthink the messaging/positioning. Should be simple. Who is the product aimed at, what it is, what is does/benefit, how different/better, why it is needed now. Remember the audience is ......Read More
628 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
Absolutely lean on recruiting/HR as your partner as they’re extremely helpful. But my big tip is you also need to co-own this hiring process and personally plan to spend a few hours every single day on it, especially given how important it is. Things you can do to help: Send job post to your L......Read More
627 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
It is not either/or. It is both. If “Product Led Growth” is using the product so a customer can self-evaluate, buy, implement, expand/renew, that is clearly a good thing as it accelerates the sales cycle, and frankly demanded by customers these days - most do not want to talk to sales early. And ......Read More
621 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
* When building it, of course lean heavily on sales feedback, including how the best sellers pitch. Ask to see any custom decks they use. * Do not forget the goal of FM deck is mostly do discovery/qualification + generate enough interest to get to second meeting (not close a deal!). So ......Read More
610 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
I have seen this where an inferior company copies you and plays unethical. They copy your web site messaging, they have similar-sounding case studies, they have fake/good G2 reviews, they have fake LinkedIn followers, etc. And they undercut you on price. Problem is buyers at first glance see no d......Read More
594 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
Not backing up their roadmap thoughts with industry info or customer'/prospect data...instead just relying on "gut feel". Also not knowing when to back off and let things go, even if you do not agree with it.
432 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
Keep it short :) Start with TL;DR, then flush out the key info and link to other docs with detail. Also, I have found it rare as of late to email the field....Slack is where it is at
413 Views
Joe Goldberg
Vanta Director of Product Marketing • January 31
When selling a technical enterprise software product, what is the best advice you have for a product marketer? This seems obvious, but master the product! Become an SME, learn how to configure and demo it yourself, and do booth duty to demo/pitch it. This all helps you craft messaging/content f......Read More
406 Views
Credentials & Highlights
Director of Product Marketing at Vanta
Product Marketing AMA Contributor
Knows About Competitive Positioning, Analyst Relationships, Segmentation, Messaging, Product Laun......more