Rinita Datta

In my mind, the top 3 qualities of a star PMM are a self-starter mindset, creativity, and cross-functional leadership. A self-starter mindset means you should have a knack for identifying opportunities, the things that matter most, and the willingness to figure it out - maybe fail and learn along the way! Creativity is essential as there isn’t always a gold standard playbook for every problem and task. It's vital to be open to new ways of doing things, show quick wins to build influence, and use ...Read More

Have the right foundations. Build basic getting started and 101 content, including easy-to-access documentation. It doesn't have to cover everything you offer right away, but it needs to be good enough for developers to follow and for you to promote. If possible, keep testing the quality and quantity of your documentation and tutorial content with select developer champions. If you are starting fresh, map out your ideal developer journey, map your content gaps, and prioritize what you need to bu ...Read More

As a solo marketer, I imagine you are constrained on multiple fronts. In my mind, you could prioritize these three high-impact areas: Create. Commit to a steady stream of SEO-optimized content that covers thought leadership, product features, use cases/how-to, and case studies. Try and leverage other SMEs within and without your company, including influencers in your industry to write and create content. Invest. If you have a budget, spend it on performance marketing tactics, including paid soci ...Read More

The biggest challenge I’ve faced and continue to navigate as a marketing leader is growing, supporting, and leading my team through uncertainty and change. Over the past year, we’ve experienced several organizational shifts, including layoffs and departures, impacting project timelines, team bandwidth, and morale. In that time, my scope and responsibilities expanded as I inherited functions outside my original remit. I must balance strategic leadership with rolling my sleeves as a hands-on contr ...Read More

While developers may not be the buyers in B2B, they are most certainly influencing the purchase decisions. Developers also influence purchase decisions in their personal and professional networks outside their organization. Your executive and buyer audience will care more about ROI, scalability, no. of integrations, and security posture. Whereas the developer and end users will care more about technical details like performance, feasibility of implementation and real use case examples with demos ...Read More

A/B testing is difficult in B2B as sales cycles are long and more often than not, there’s not enough volume to prove statistical significance. Even so, here are some things you can try: Work with a research firm or your own research org to do message testing. You can choose to disclose your company or not (blind testing) and go through rounds of 1:1 interviews with target personas/ICP, form your hypotheses and validate them with a mass survey. This is a good mechanism to see which words, terms, ...Read More

You should definitely start by having a conversation with your manager, expressing your interest in growing into a lead role and having an open discussion on what that would look like. This is a great first step to assess where the gaps are, what your manager can do to support your growth, get clarity on the promotion process, and establish timeline expectations. Based on what your manager recommends and your own self assessment, here are some focus areas to consider: Uplevel your own positionin ...Read More

We typically share the following KPIs cross-functionally to drive alignment between PM, PMM, Sales, and CS. While this may seem like a long list with high-level metrics, we pick the most important ones depending on the audience, the goal, and the user journey. Revenue and growth:  Pipeline contributed by marketing  Pipeline engaged by marketing touchpoints Revenue growth in the highest priority/strategic accounts Adoption and retention: Dollar-based net retention rate among accounts engaged by m ...Read More

Here are some tips on what you could do differently: Highlight technical value propositions more in your sales enablement collateral Invest time in technical training for your salesforce Ensure your salesforce has easy access to technical information, kudos if you can leverage an internal GPT for this! Think about how you can create self-service demos and sandbox experiences that your sales team also has visibility into Encourage your salesforce to share technical content and resources with cust ...Read More

I would first interview some sales reps, customer success managers, and customers to validate and possibly support the competitive intelligence received with data and quotes. This research will help you gain more depth on the situation and build a comprehensive case to influence the product roadmap and address the competitive threat more strategically. Here are some things to look for in your research: The competitor could be solving customer pain points using a feature that is either nonexisten ...Read More