Louis Debatte-Monroy

Director of Product Marketing, Backbase

Content

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

Backbase Director of Product Marketing • February 28

* Define (with your team) a short, memorable mission statement. * Create a short slide deck that introduce your team, its mission, what you stand for, and some of the work you're the most proud of * Show that deck to every new joiner, in the marketing organization, but also sales, produc......Read More

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What are some things you wish you knew in your first few years of Product Marketing, that you have learnt since

Louis Debatte-Monroy

Backbase Director of Product Marketing • February 28

You are not here to market products. That's the main thing I wish I knew. Would have saved me countless hours and tears. The number one mistake PMMs make is to start from the product. They organize weekly calls with the Product Manager. They devise elaborate to tell the world about this product.......Read More

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Fundamental question: How is positioning different from messaging? I have attended so many PMM talks and the lines seem to blur between the two. Would love to understand how they are different/the nuances. Thanks!

Louis Debatte-Monroy

Backbase Director of Product Marketing • February 22

A good question - there are many definitions around. What matters the most is to align your own organization with those definitions. Here are the definitions we agreed on in my organization: * Value Proposition is a simple statement that describes the overarching promise of a product, ser......Read More

220 Views

What are your takes on product marketing as a consultancy / outsourced capacity? Can PMMs only succeed when they're welded into the organizational backbone?

Louis Debatte-Monroy

Backbase Director of Product Marketing • May 3

Product Marketers' main value add is their customer, market and product knowledge. It is also their ability to connect the dots between different parts of the company and its offerings. This takes time to build so it would be difficult to outsource. I wouldn't advise it on the long term. Howev......Read More

193 Views

PMMs are typically tasked with a broad scope, balancing both strategic & tactical work and serving as the X-functional glue across multiple teams. How do you combat burnout for your team?

Louis Debatte-Monroy

Backbase Director of Product Marketing • May 3

As PMMs we typically see ourselves as the glue, at the center of the Venn diagram between sales, marketing and product. But this is perhaps what causes us to burnout. We constantly try to "herd the cats" and to be everything to everyone. Instead, we should see ourselves as part of an ecosys......Read More

179 Views

What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research.

Louis Debatte-Monroy

Backbase Director of Product Marketing • May 3

It's often difficult to get access to customers, especially in a B2B/Enterprise environment. Quite often, the account team will act as a gatekeeper and be wary of other people talking to "their" customer. Here's what typically worked for me and my team: 1) instead of positioning your project ......Read More

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What are some examples of different projects that Product Marketing Managers at different levels would own? For example, a PMM vs a Senior PMM vs a Director of Product Marketing?

Louis Debatte-Monroy

Backbase Director of Product Marketing • May 3

Rather than projects, you can link seniority to the type and complexity of the projects. The more Senior the PMM, the more complex and strategic projects they will be expected to handle. This can be defined based on a few things: * How complex the projects are: a short single project or a l......Read More

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Credentials & Highlights

Director of Product Marketing at Backbase