Justine Davis

The best products are built with the market in mind–and product marketing should contribute long before anything gets put on a shelf. It is an expectation that product marketing is involved way before the feature gets built and can answer "can I sell this?" with product. It definitely helps to have joint goals with product so work is not at odds. Product and product marketing are a true partnership and PMMs/PMs who realize this and don't treat the relationship as transactional are far better for ...Read More

Be very clear who your buyer is. When going after the enterprise, developers are not your buyer. They are one very influential piece of the puzzle though. Developers will be your end users but ultimately the buyer is likely at the VP level.  To build your champions, first build a product they will love and see value out of right off the bat. Give them technical use cases, sandboxes, demos, AMAs with your product teams and/or dev teams, and GREAT documentation to win them over. Do not talk to the ...Read More

I develop PMMs with the same mindset I bring to product marketing itself: clarity of scope, progression through mastery, and deliberate cross-functional exposure. Segmenting PMM roles upfront. PMM isn't one job, I segment PMM roles based on business model and product complexity. I break down PMM into distinct, role-based archetypes: Technical, Product, Growth, Solution, and Enterprise and make sure it is known internally across internal comms, role definitions, and strategy docs.The business mod ...Read More

This is a hard one to give a blanket answer to so I'm goign to do what a good PMM should do and segment out the skills by role as a blanket answer won't do this question justice.There are different kinds of PMMs. You can have a Technical PMM, a product PMM, a solution PMM, or if you work for B2B SaaS and have PLG/Enterprise business models then there are 2 more: Growth PMM and Enterprise PMM. All have different skill sets. Technical PMM = This is not developer relations. This is also not a norma ...Read More

Devs really like to be shown as opposed to be told. Don’t create sales decks - instead, take to social media, build smaller feature videos based on each problem - devs don’t want to sit and read a 3 page blog post. Stick to visual things. Channels in no particular order: 1. Reddit is a gold mine but you cannot just pop in to reddit. I spent years building my reddit username karma by posting random non work articles, competitor content, industry content, answering questions not related to my comp ...Read More

There aren't developer PMMs and non developer PMMs on my team. A PMM is a PMM and they need to be exceptional at 1) knowing their audience 2) Knowing their market and competition 3) Knowing that content is only as good as the distribtuion plan you put behind it. The third bullet there is the difference - know what channels developers hang out in. Don't make your product times square with ads. Make newsletters. Write long form tutorial and reference architecture content. Create technical demos. D ...Read More

Rather than name the best product demos, I think I will tell you what makes a good product demo. (for what it is worth, Atlassian's demo den series on Youtube from product managers is an exampel of a fantastic product demo series). Your ultimate goal is to educate, inspire, and convince the view to act in a product demo. Show, don't tell. Rule number 1 in a product demo is showing the product Nail the messaging - be very clear about what the product does, how it will solve pain points, and who i ...Read More

DevRel and Dev Marketers are 2 sides of the same coin. Developer relations (or tech evangelists) are responsible for the truly technical content with the ultimate goal of building a developer community to market the product. Developer marketers partner with DevRel to distribute their content and drive funnel marketing goals. Examples: DevRel: is go to for message testing and technical BS-ometer Distill technical differentiation into positioning statements, messaging, and value propositions that ...Read More