Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Content
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Summary
Some of the most common questions I get from other marketing leaders relate to how to build and scale a product marketing team. If I’ve learned anything throughout my career, it’s that there is no one-size-fits-all approach. There are simply too many dimensions to consider to arrive at a single s......Read More
ClickUp Templates Included
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
If you are looking for key Product Marketing metrics to determine success, here are some ideas: * For a mature product: new users, adoption (usage), active users, daily active users, monthly active users, retention, net retention, pipeline, revenue, deal size, win rate, close rate, veloci......Read More
10430 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
Maybe I'm unique but I've been in Product Marketing for a long time and I've never been asked to present a "marketing portfolio". I have, on the other hand, been asked to present on specific topics or share specific experiences on many occasions. If someone is asking you to present a "marketing ......Read More
5720 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
Great PMMs really understand the nuances behind messaging and are able to create simplicity out of complexity. They are framework-driven. They connect their work to strategic company initiatives, especially those tied to growth. They are "drivers" with a strong bias to action. They are ph......Read More
1505 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
Short answer, yes. If it's a job you really want, go above and beyond. Now, if a company says they want you to prepare a 5 slide presentation on something, I wouldn't simply decide that 10 slides is fine, because they might want to see whether or not you can create a concise deck. So if you plan ......Read More
1482 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
I can tell you based on quite a bit of experience that this is the easiest question I'll ever answer on the topic of building a successful PMM career. It isn't even close. When you are early on in your career, forget about the role, title, pay, etc. Instead, jump into any seat on a rocketship. ......Read More
1226 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 10
For those of you who are earlier on (first ~8 years) in your career, here is the framework I'd use: 1. People (and Culture) - You should feel energized about working with the people at the company, ESPECIALLY your manager, and the culture should feel like a fit. 2. Company - Join a roc......Read More
1221 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 20
First thing I do is determine how much a buyer cares about individual features. There is a saying that we go to Home Depot to buy a hole (benefit), not a shovel (feature). But sometimes people go to Home Depot already knowing they need a shovel, so they want to know which shovel is best (features......Read More
1076 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
I've always thought that Hubspot has done a great job with product marketing. They have great product market fit and their messaging and positioning is typically on point. As their platform has grown and they've introduced new offerings like their CRM, their "powerful alone, better together" mess......Read More
1018 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • November 11
Here are some ways to think about the move from Sr. PMM to Lead: Skills * Sr. PMM - You have advanced product marketing skills and significant experience in the field. Based on your expertise, you regularly work to define the scope of your role and build on your skillset. * Lead - You h......Read More
1016 Views
Mike Berger
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo • December 20
Someone once said that the best messaging joins the conversations already happening in your prospects' heads. Or something to that effect. With that in mind, I always start formulating messaging by talking to prospects and customers. Then I validate it with internal teams, including sales, custom......Read More
799 Views
Credentials & Highlights
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo
Formerly Momentive, Gainsight, Marketo
Lives In San Diego, California
Knows About SMB Product Marketing, Establishing Product Marketing, B2B Product Marketing KPI's, P......more