John Hurley
Vice President Product Marketing, Amplitude
Content
I feel your pain!
- Templates
- Prioritize with execs what will drive impact + Set expectations internal
- Google alerts
One other thing to think about...How can you use market research for multiple
purposes...so much internal content that gets created can be tweaked and shifted
by 20% to ...more
Here is the competitive intelligence mission statement I've used for several
years (repeat from previous post but will add more detail).
“Define ourselves based on problems we solve and value we provide, not your
competition. But also equip ourselves to stand out from competition and win
agai...more
Ensure verticalization aligns well with core competencies, market perception,
ability to deliver and differentiation. If you do not clearly understand the
definition of the target vertical, the trends in that vertical’s consumer or
enterprise user market as well as the size of the opportunity, it...more
Used on its own, market research is a reasonable tool for getting gaining and
sharing knowledge on customers, markets, and competitors. What market research
won't do is tell you if you have the right solution. For that, you need to run
experiments to test if there's a good fit between the problem...more
What I love about product design teams is how differently they think and create.
They tend to be really amazing at information design. PMM can create strong
foundations – let's say user personas – and UX researchers and designers might
totally reimagine how to display personas relative to their o...more
PMM can bring the perspective from beyond the user. What are the markets,
influencers, our executives, analysts, and competitors saying. If PMM is the
subject matter expert – if they have a mind map for all the places where
knowledge lives inside and outside the organization, then PMM again is th...more
Align on needs and get buy-in on the program from key stakeholders upfront,
otherwise, you will just be reactive and the expectations will be that every
request is handled and every asset is up to date. By setting a strategy upfront,
defining the set of deliverables and the cadence at which they'...more
I like to create what I call an Opportunity Assessment. Here is the general
table of content for the presentation:
- Problem Hypothesis
- Target Market
- Market Opportunity
- Business Metrics / Revenue Strategy
- Competitive Landscape
- Our Differentiated Solution
- Basic Solution Requirements
...more
It's about grounding the organization in an understanding of the market
opportunity, ecosystem, mindset, external factors impacting potential buyers.
There's so many flavors with different goals...Market Sizing (whats the market
attractiveness), Pricing research (how do we maximize business value...more
PMM experience do make for great first marketing hires, especially in B2B. They
tend to have a broad T-shape skill set. Depending on your goals and business,
try to understand where your product marketing hire has "gone deep". They will
likely have some focus on 2-3 of the following: packaging an...more
Credentials & Highlights
Vice President Product Marketing at Amplitude
Product Marketing AMA Contributor
Lives In San Francisco, California