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Shabih Syed
Product Lead, Ecosystem Discovery, Square
About
Over 10 years of experience with product marketing and product management of cloud-based application monitoring, integration and data management platforms. Currently leading DEM and Log Management product marketing teams. Formerly, led product mar......more
Content
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
I personally don't see product marketing to be of different types. However, as you setup a product marketing function you need to develop work streams that are led by experts. These foundational work streams can include: 1. Developing GTM messaging 2. Coming up with pricing methodology 3......Read More
1840 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
The biggest mistake I see candidates making is that they do not spend time learning about the product and the space it operates in. My recommendation is that you spend time on the website and learn some basics about the product and it's practitioners (personas), identify the newest features re......Read More
1826 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
I see the product marketing function as a mix of strategic and tactical work streams. Strategic work streams are harder to improve on and naturally have a significant impact. Tactical work streams are easier to improve on. The strategic work streams may include developing GTM messaging, pricing ......Read More
1669 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
Ultimately, the ROI for product marketing is revenue growth. But there are some in-process KPIs that you can set to measure the impact of product marketing. For example: 1. Content contribution can be measured with number of MQLs converted to SQLs from digital channels. Also, with increased......Read More
1641 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
In all product marketing teams I have worked for we came up with product launch treatments for the types of product launch. The types of launch can be "New SKUs", "New Features", "Minor Features" and so on. It's best to have a product launch playbook template designed for each type with consensus......Read More
1602 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
It's difficult to generalize here. You need to first establish the need for product marketing because not every company needs a product marketing function. In my opinion: Small companies or start-ups (<20M ARR) can delay hiring product marketers if the founders or early marketing employees can p......Read More
1575 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
I believe that product marketing's core mission is to maximize value realization and conversion rates across all key user personas which in turn helps the business achieve revenue targets. Solution marketing is a component of product marketing that demonstrates value by outlining an end-to-end te......Read More
1482 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
In my opinion the effectiveness of sales enablement should be measured by reducing the customer acquisition costs over time and reducing the time it takes to close a deal. Having these in-process KPIs that you can track month over month will help you demonstrate how your enablement activities are......Read More
1318 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • July 7
The best way to establish credibility is to demonstrate to them what is your process for launching products and where do you need their help and how you will help them. Think of product marketing as delivering a set of services to the product managers. These services can include market research, ......Read More
982 Views
Shabih Syed
Square Product Lead, Ecosystem Discovery • December 9
Within a large marketing team I have always positioned the Product Marketing team as the experts who are the go-to people for any product question and I make sure we indeed are. One of my personal reasons for moving into Product Marketing from Product Management was to alleviate the lack of techn......Read More
811 Views
Credentials & Highlights
Product Lead, Ecosystem Discovery at Square
Formerly Mparticle
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Studied at Cornell MBA
Lives In New York
Knows About Enterprise Product Marketing, Growth Product Marketing, Industry Product Marketing, S......more