Displaying episodes 1 - 30 of 43 in total
When it comes to “training” vs. “learning”, which do you prefer? Lindsay noticed customers’ common answer was the latter, and her team pivoted Pluralsight's positioning as a “tech learning platform”. She was fulfilling the first of 4 pillars for positioning: Intelligence, or continuous research that informs all positioning decisions at the company. Tune in to hear about the other 3 pillars of positioning, as well as the 3 tier framework and the importance of establishing different customer personas.
Shopify has a wide range of customers, from people with no management experience starting up a business from their basement, to companies with hundreds of employees working across the globe. Couple that with a rapidly growing, constantly evolving market and you’ve got yourself quite the positioning challenge. In this episode, Tamara uses her experience helping launch Shopify Plus for enterprises to advise us on how to tackle this positioning beast. Tune in to hear her insider knowledge on what frameworks to follow, including remaining “merchant obsessed” and finding the “why” behind a less than successful product launch.
Christy is knee-deep in a positioning sprint at Airtable, making her the perfect person to learn from when it comes to shaping how your company’s product is perceived in the market. Good positioning is the merging of your company’s aspirations with what is possible today – easier said than done for PMMs trying to strike that balance. Daniel and Christy also discuss the confusion around the difference between positioning, messaging, and copy. Tune into this first episode of the mini-series to hear Christy correct common product positioning blunders and break down a positioning sprint from beginning to end.
PMMs might not be able to own KPIs like leads, revenue or churn but we do own one critical component that has an enormous impact on every business metric: positioning. Great positioning isn’t just a key ingredient for marketing success, but the business itself. And yet we've found that there are very few resources to help B2B product marketers start sharp on positioning. Over the next 6 weeks Dan is taking over the podcast to interview 6 product marketing leaders about how they approach positioning, answering your burning questions surrounding best frameworks to use, testing positioning, and measuring impact.
Marketing has become democratized in many ways. We are all working with similar (good) playbooks, and as a result every category has millions of technology solutions all shouting that they have the best product. So how does a company break free from the status quo and avoid drowning in the sea of lookalike solutions? In this episode, DG walks us through what he’s found to be a key element in overcoming this issue- compelling storytelling.
We say segmentation, you think buyer persona. But how do we move away from this traditional flawed tactic and take a more data-driven, inclusive approach to customer insights? After all, we use these insights to help align each aspect of the business around the customer. In this episode, Tamara walks us through her model for optimal segmentation, including where to start, what kind of data to gather, and how to put it to use with tangible examples from her experience.
Given the cross functional nature of product marketing, there is no straight line when it comes to the career path to PMM. So how does one typically break into product marketing? What roles make for good product marketers? And what skills will be important to develop along the way? In this episode, Lauren uses her experience to break it all down for us.
For the last year or so we’ve all been part of this massive experiment where suddenly we’ve found ourselves working 100% remote. It's likely when things get back to "normal" a lot of this will stick. This week’s expert, Sara, shares how we can remain productive, communicate effectively, and maybe even thrive in a distributed remote world.. We also talk about building a long-term culture and maintaining psychological safety amidst our remote environments.
In this week’s episode we’re continuing to explore the question - what is the role of product marketing in a company who focuses on PLG and self-service? It’s very likely that PLG will be the future of how we do business and I think it’s a huge learning opportunity for the craft of PMM. Tune in to hear more about what this means and how your team can adapt to this new go-to-market model.
New go-to-market models are disrupting B2B right now. Will PLG and self service replace you? Or is it an opportunity to take advantage of? Self serve products allow the customer to discover, try, and use your product without any human interaction. People love this, but what is the role of marketing at this type of company? How does it differ or face unique challenges? This week's expert, Christy of Airtable, breaks it down for us.
In this week’s episode, we’re discussing PMM onboarding in the first 90 days. What does the PMM 30/60/90 look like? It’s a time of learning, absorbing new knowledge and a time that when well utilized, sets up a foundation for success. The first 90 days are an opportunity to start deeply understanding the product, the market and the customer. Tune in to hear what you should be doing and thinking about to make the most of this time.
"I write almost entirely to find out what I'm thinking" -Joan Didion Have you ever thought of product marketers as translators? You are creating a narrative that is being translated from the product organization to the sales team, and eventually to the outside audience. So how do you simplify the complex? This week’s expert, Meghan, challenges PMMs to see writing not just as a bonus, but as an essential part of the PMM role.
Product marketing is an exciting and emerging career, but isn't always a role that is included early on in companies. This week’s expert, Thomas, is currently working on building out his PMM team and shares his perspective on the steps he's taking to make this happen. Tune in to hear what he is doing to build a strong team that will focus on GTM strategy, positioning, messaging, content, sales enablement, and product launches.
Pricing for Growth and Profitability with Yannick Kpodar, Global Director, Product Marketing at PayFit
In this episode we’re diving deep into pricing and packaging on a global scale. PMM’s are so well positioned to own pricing and packaging and when you have a strong point of view combined with the tools to figure out profitability, that is a huge value add to your arsenal of skills and your company.
The market and your product are core to being successful as a PMM. When you're good at this, you really command knowledge and power. No one in the company is better situated to know that intersection of where the product, customer, and market meet. This week's expert, Agustina Sacerdote of Square is personally invested in her work. In this interview you’ll hear her passion for research and the hands-on approach that she takes.
I like to say that a great product marketer is a cross-functional momentum maker. We align groups, ideas, and enable separate teams with different goals to get energized and focused on the product. To make cross-functional work possible, we have to build strong relationships across the company. You have to know how the machine works to invoke, influence, and motivate others, but how? Tune in to hear this week’s expert, Natalie Louie of Zuora, break it down for us.
"Too often we are fixated in product marketing on getting the next launch out the door, but how can we get off the launch treadmill and actually drive revenue for the business?" - This week's guest summed up this episode really well! Tune into talk money money money.
In this week's episode we're diving deep into solutions marketing and where it meets product marketing. Solutions marketing might seem like a new thing, but it's been around for a pretty long time. Jon and I discuss where it's at today and why we are seeing it paired with product marketing teams.
Thanks for listening! To take a little break, we're doing a short episode that highlights our top 5 episodes ever. We'll be back next week with a new content!
If you can build a really great working relationship with your sales team, it can be a huge boon for you and the company. If you help sales go bigger and faster, that's a direct tie to revenue and a great way to prove the value of product marketing, which sometimes is hard to do. Jeff, an expert at sales enablement, highlights the importance of allyship between PMM's and Sales teams.
Global and Remote Product Marketing with Susan J. Park, Head of Product Marketing, Global Gaming Ads at Facebook
In this week’s episode we do a deep dive into the ever-growing global economy and how working remotely is impacting us as product marketers. For many of us, working from home is a newer phenomenon, but for Susan working remotely is something she’s been doing for almost a decade! She’s learned a lesson or two that you'll certainly want to hear whether you're accustomed to remote life or looking for ways to improve. She believes it all starts with your team.
Product Marketing is a unique career that attracts many people with diverse backgrounds and experiences. In this week's episode I sit down with Madeline Ng of Google Maps to hear her journey into becoming a successful product marketer. Whether you're looking to break into the role or advance your career, you won't want to miss this one.
We've covered the topic of product launches before, but you know what, we'll cover it again because Product Launches are so core and important to being good at Product Marketing. In this week's episode Daniel J. Murphy of Privy, just coming down from the high of a launch earlier this week, shares tactical tips and an expert opinion for what makes for a successful product launch. Stay tuned and stay sharp.
"It's much easier to walk out of a meeting feeling like everyone likes you." Most of us would agree with this statement, right? In this episode, Sunny Manivannan of Braze challenges us to not be afraid to fail. He gives tactical advice on how to make us better Product Marketers and ultimately do what is going to make both you and the company better.
Creating The Product Marketing Function at Your Company with Jeffrey Vocell, Director of Product Marketing at Iterable
This one's for all you CEO's and CMO's out there who don't have a product marketing team currently, but have realized that you need one and are trying to figure out how to approach the problem. Having a strong product marketing team will give your company an identity. It'll make it more product driven, help you execute world-class products launches solidify your unique position in the market, multiply the impact of your sales and marketing team, and so much more. But where do you start with building out this team? In this episode, Jeffrey Vocell of Iterable breaks it down for us.
Product Marketing at a Hypergrowth Company (Stripe) with Krithika Muthukumar and Tanya Khakbaz, Product Marketing at Stripe
There are a lot of PMMS who understand MarTech but very few who know how to connect and reach developers. In this week's episode I interview not one, but TWO experts. Krithika Muthukumar, Marketing Team Lead and Tanya Khakbaz, Head of Product Marketing at Stripe both share their insights on Product Marketing at a Hyper Growth Company. Stripe has grown exponentially and is a great example of a company that succeeds in payments industry structure technology. It's a complicated product used by technical teams. They excel in product marketing and truly understand their persona and how to connect with them.
Pricing and packaging are obviously critical to a business, but it’s tricky to know how to approach it. In this week’s interview, I sit down with Chris Mills of SalesLoft. Chris shares invaluable advice that will leave you feeling confident and improve how you approach this topic.
There's just no other single effort that really unites your entire company like a product launch. Product launches create alignment, motivate products, push marketing, inspire sales and dazzle the market. When done well, they generate more revenue than any other marketing strategy that your team can pull off. In this week's episode Mary Sheehan of Adobe and I dive deep into her experience and successful product launches. There was so much good content here that our interview is broken into two parts. If you haven't already, be sure to listen to part one of this episode and join us here to continue the conversation with Mary.
There's just no other single effort that really unites your entire company like a product launch. Product launches create alignment, motivate products, push marketing, inspire sales and dazzle the market. When done well, they generate more revenue than any other marketing strategy that your team can pull off. In this week's episode Mary Sheehan of Adobe and I dive deep into her experience and successful product launches. There was so much good content here that our interview is broken into two parts. Today’s episode is part one. Stay tuned for part two next week!
April and I discuss everything that can go wrong for Product Marketing when working with product, why it happens, and how you can fix it. Another great episode for anyone looking to strengthen the foundational bound between product and marketing.