Megan Pratt

Product Marketing Strategy Consultant, MP Marketing

About

B2B Marketing today moves fast and most marketing teams are strapped for resources. I've been there! As a Fractional Product Marketing Leader, I'm here to extend your capabilities without the expensive overhead and long talent acquisition cycles o......more

Content

What is the role split between product marketing and brand marketing/other marketing functions in product launches?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • December 20

In the context of product launches, I see product marketers as the drivers in the early stages and brand, demand and content marketing as key partners in the execution of the launch and providers of critical market feedback. Product marketing is responsible for: - Deciding and articulating ......Read More

824 Views

Who gets a say in product launches?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • December 20

I like to keep the circle of feedback small, so that roles are clear and the strategy doesn't get confused. With that said, who exactly gets a say will change based on your organization. It's usually some combination of: - Product Manager, or Product Leader - Sales Leader - Marketing Le......Read More

823 Views

We currently offer a suite of SaaS applications that are priced and packaged separately. What are some of the best practices to pivot towards a "business platform" based model as opposed to the current "business applications" based model?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • February 7

This is a really good opportunity to take a step back and look at your platform from the eyes of your customer. Are there groups of products that resonate with similar audiences? Or maybe they all drive toward the same goal? I'd recommend doing some deep customer research, both with current c......Read More

730 Views

How do you tier product launches across minor and major product updates?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • December 20

My general tiering process looks like: P1 - This is a feature, update, or solution that is new, innovative and exciting and will attract new customers P2 - This is a feature, update, or solution that will win new customers because it matches the market OR it will excite existing customers P......Read More

620 Views

How do you create your product launch strategy?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • December 20

First, you have to ask yourself a few questions: * How often are we launching significant new or improved products? * Who are the key stakeholders during launches? * What are the key problems with the way launches are handled now? * What channels are at our disposal for launches? From......Read More

481 Views

What competitive positioning frameworks have worked best for you - i.e. standard/academic frameworks tweaked to your requirements or a completely redesigned framework that is proprietary

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • February 7

I generally start out with a very simple, standard framework for a battle card. Then, I present it to stakeholders for feedback. Generally, they find some fields in the framework to not be useful at all, and they request additional information that will be useful to them. The framework you use wi......Read More

365 Views

How do you recruit test subjects from your ICP (that aren't yet your customers) for preference tests?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • February 7

Your best bet will be to partner with an organization that has built up an audience in your target market. For instance, a platform like Wynter or a research company like GLG. If you don't want to do that, you can also try: - Making a post on LinkedIn calling for feedback - Partnering wit......Read More

348 Views

What are the key differences when positioning a product for developers (who have a different buyers journey) vs normal saas products for business buyers?

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • February 7

The main difference I've noticed is the information that the audience wants at each step of the buyers journey. More technical audiences, like developers, tend to want to get to the heart of the benefits and features faster than other audiences that are less technical (think marketers or HR execs......Read More

247 Views

How would you address the (often) #1 customer objection which is "Your prices are too high!"

Megan Pratt

MP Marketing Product Marketing Strategy Consultant • December 21

I'd start by evaluating a few things: - How have you positioned yourself? Are you positioned with lower-priced competitors? - What's your ideal customer and does this customer fit that criteria? - Are you actually priced too high for the value you provide? Let's take each question in ......Read More