Liz Gonzalez

PMM can influence several touchpoints across the enterprise sales motion. PMM’s biggest impact will likely vary widely depending on the business stage. Identifying and anticipating the needs of each person in the buying group and building appropriate content and messaging and aligning that to the sales process will be key. Adding value through the enterprise sales cycle can be done in a number of different ways including managing standardized Request for Proposal (RFP) responses, building a part ...Read More

Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the quantitative analysis 2) Conduct internal interviews from sales and account managers 3) Talk to customers. You’ll then start to see some trends across several attributes like industry; use case; tech stac ...Read More

One of the key areas of differentiation is the buying group involved with a larger organization which typically lengthens the sales cycle. It’s critical to understand who are the key players in your buying group at an enterprise level organization. You’ll likely need to build business impact messaging and content for executives/c-suite in addition to the economic buyer and end user as enterprise sales motions typically require senior leadership review and input. Enterprises also usually require ...Read More

Messaging is never set it and forget it. We typically work with the rest of the marketing organization to ensure we're crafting what we call the 'red thread' between top level brand and campaign messaging down to bottom of funnel product messaging. Brand campaigns can often last a year or more in order to see effectiveness so our mid to bottom level messaging is what we're updating more frequently as the market shifts and product changes. Typically we're updating 2 big refreshes of our Product M ...Read More

When it comes to hiring a segment PMM like an Enterprise Product Marketer, one key trait I look for is someone who is problem-solver. As an enterprise PMM, you’ll need to identify and investigate business issues, read through the data, and solve challenges or make appropriate suggestions and be able to pivot when needed to get the desired results. I would also prioritize communication and story-telling abilities. From internal enablement to GTM functions-– a PMM needs to tell a compelling story ...Read More

If your product doesn't have the innovation on it's side to highlight I'd recommend turning to customer win feedback to learn why your product was selected and lean into those differentiators. It could be intangible differentiation like costs, ease of doing business with your company, excellent service. Or you could offer some of these non-competitive features like a native solution, more flexible/integrated solution, a better user experience, expertise, etc -- there's always a reason why people ...Read More

It can be hard to measure effectiveness of an asset, launch or campaign in longer sales cycles because attribution is tricky in a 6+ month sales cycle. Measuring the number of touchpoints that influences customer behavior spanning a quarter or two will show you the bigger picture of the pipeline you have influenced. Expect to see bookings more than a quarter out during the enterprise sales cycle, but you can still measure “created pipeline” and “influenced pipeline'' in quarter. Additionally, yo ...Read More

Yes, we have used AI available to help us in crafting messaging - we're bringing AI powered CX to the market so naturally it makes sense of us to learn to use it to help our day-to-day jobs internally as well. I recommend testing it out if you haven't already, it's not a replacement for developing your insights and differentiation...and of course you need to human review. But, we do see that AI helps our writing to be more concise, and when you've hit a creative block it's a great way to get a f ...Read More

This is something you'll see often in a certain space with high competition, often times products can do more or less the same things with a few differentiating elements. You'll have to ensure you cover the basics of "what is the job-to-be done" so people can understand your product can achieve what they're looking but find ways to incorporate your special sauce too. Some of it will be your brand tone helping that brand identity come through and some of it will be what makes you different and le ...Read More

Lean into the customer pain. Don't just use that to craft a nice 'benefits' list...use it to evoke a sense of "oh they understand what I'm going through or what I want to achieve" with your messaging. Quick example for illustrative purposes: Pain: "My quality of service is going down, and I'm not understanding what's going on" Plain Benefit: Gain visibility into important quality metrics Benefit with emotion: Coach agents with data that pinpoint exactly where training efforts are needed As a lea ...Read More