Profile
Pranav Deshpande

Pranav Deshpande

Senior Product Marketing Manager, Vanta
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Building the PMM team at Modern Treasury!

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Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
I've written about this in detail on my blog here, so I'll summarize my thoughts below! Messaging and positioning work is never complete, so always treat your positioning doc as a living document that will evolve with your business. The framework I like to use involves starting with jobs to be...Read More
5833 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerSeptember 29
You can't think of developer GTM as just another channel you can tack on to an existing GTM motion, like paid social or sponsorships. Developer GTM needs to be an integral component of the company's strategy, with product, engineering, and sales all aligned towards making it successful. It requir...Read More
1288 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
In my opinion, benefits need to describe the outcome of using the feature. The outcome should address a real pain point for the target customer of the feature. The benefit should also be relative to the next best alternative available to the target customer. When we draft positioning statement...Read More
962 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerAugust 26
To start I'd say thorough competitive research is the foundation of great product marketing, so it's great that your company is investing in it. It's really important for the PMM that owns a product to be an expert on both direct and indirect competitors. Competitive research shouldn't happen in ...Read More
688 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerSeptember 29
Your sales team needs a higher level of technical proficiency when you're a B2D company. It's important to hire sales reps that can form their own mental model of how your product works and integrates with the rest of a customers tech stack for them to be successful. They don't need to know how t...Read More
579 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerSeptember 29
I think it's important to discuss the objective of investing in marketing to developers before answering this question directly. At Twilio, the Developer Marketing team described their mission as 'inspiring and equipping today's developers to build the next generation of communications'. Their go...Read More
545 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
There's both qualitative and quantitative ways to test messaging, and in my opinion both are equally important in the long run.  The qualitative approach involves directly validating messaging with your target audience by: 1. Joining sales calls, pitching the product yourself, and seeing how ...Read More
537 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerSeptember 29
We've followed a three step process in the past that's helped us identify messaging for multiple audiences in an effective and efficient way: 1. Start with listing the core value props of your product at a high level, irrespective of the target persona. For example, if your product is more effic...Read More
537 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
To be honest, this has been difficult to figure out. I don't think we have the best solution yet, but for now, we write down positioning statetements for each product, which include key messages, to ensure that we have one clear reference for other teams in the company. Each positioning statement...Read More
505 Views
Pranav Deshpande
Pranav Deshpande
Vanta Senior Product Marketing ManagerMay 11
Great question! The relative importance of these tips depends on your GTM motion (mostly top-down or mostly bottoms-up), but in principle they're all about contributing meaningfully to growing revenues and customer count: 1. Case studies - sales and demand gen love customer case studies. Nothi...Read More
442 Views
Credentials & Highlights
Senior Product Marketing Manager at Vanta
Formerly Twilio
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco
Knows About APIs, Developer Product Marketing, Competitive Positioning, Pricing and Packaging, Me...more