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Influencing the C-Suite
Influencing the Product Roadmap
Product Marketing / Demand Gen Alignment
Product Marketing vs Product Management
Stakeholder Management
Product Marketing Stakeholders
2 Answers
Jeff Rezabek
IRONSCALES Director of Product Marketing • April 10
As a PMM, you'll need to make many impactful, cross-functional relationships in your organization. Demand Generation (or Growth) is one of them. PMM relies on demand generation to provide data on how ads/messaging are performing, while demand generation relies on PMM to target messaging and perso......Read More
353 Views
1 Answer
Product Marketing over-indexes on the qualitative elements of marketing, while Demand Gen over-indexes on the quantitative side... when, to truly do marketing effectively, you need a harmonious balance of both. Ever meet product marketers who geek out on positioning and messaging, nitpicking t......Read More
362 Views
1 Answer
Not clear on this question... do you mean "describe" instead of "define"? The relationship between product marketing and demand gen is symbiotic. And at my organization thankfully the relationships is highly collaborative. It wasn't always this way. When I led product & customer marketing, ......Read More
371 Views
12 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More
2477 Views
9 Answers
Jennifer Ottovegio
Narvar Fmr Director of Product Marketing • October 18
To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to narrow in on our top target accounts (both customers and prospects) and identify what story wil......Read More
1851 Views
1 Answer
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 25
The biggest key is alignment on priorities and goals. We can't run a campaign for every single feature update or asset, particularly if we have a large portfolio of products. So, we need to know which product(s) are the priority for each quarter, half, or year. And we need to know which goals ar......Read More
1629 Views
4 Answers
Ruturaj Patil
Google Product Manager • October 11
I would recommend try to apply the common rule "80% of the business comes from 20% of the customers". We have our customers divided into 3 segments: New-New: Completely new to the organization Existing-New: existing customer but buys new product Existing-buying more: Existing customers buy......Read More
548 Views
1 Answer
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio • April 25
Thanks for referencing my Playground framework! For folks who are unfamiliar, here's a short note on some key elements of the Playground: - The traditional funnel struggles to capture the full buyer's journey, since it only starts when the marketing team recognizes that someone is on a journey.......Read More
1584 Views
How have your product marketing teams traditionally worked with your demand generation / growth marketing team?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
14 Answers
Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is......Read More
1729 Views
2 Answers
Eric Petitt
Glassdoor Senior Vice President Marketing • March 18
(This answer from my fearless colleague Sophia Fox) As a junior pmm, recommend being strategic about the types of projects you work on, and in what capacity. Cannot emphasize enough taking the initiative to seek out and work with your manager and cross-functional partners to identify where pmm ca......Read More
1234 Views