I sat down with Nate Barad, VP Product Marketing at the recent HR Technology Conference to hear about his new experience ad what Workhuman is up to. The employee experience seems to be one of the bigger trends this year talk about how WorkHuman helps to create a better experience for employees Can you walk me through the features of your product? Any anecdotal customer stories you've overheard recently about how they use the platform? Whats the one or 2 most used features of WorkHuman? Anything new coming out?
Sarah talks with Alexis Kushner de la Peña, Director of Product Marketing at Salesforce. Alexis shares about how she and her team create impactful marketing moments. She also talks about how working remotely has changed the way she builds her team's culture and how to succeed as a new marketing professional.
Kipp Bodnar is the Chief Marketing Officer of HubSpot, where he sets HubSpot's global inbound marketing strategy. Prior to his role as CMO, Kipp served as VP of Marketing at HubSpot, overseeing all demand generation activity worldwide and building out the EMEA and APAC marketing teams. Kipp serves as a marketing advisor for SimplyMeasured, InsightSquared and Guidebook. Kipp is the co-author of “The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More.” In Today's Episode with Kipp Bodnar We Discuss: 1.) The Journey to CMO @ Hubspot: How Kipp made his way into the world of marketing and came to be CMO @ Hubspot? What does Kipp know now that he wishes all CMOs knew when they started? 2.) Choosing The Channel: How does Kipp advise founders on which channel they should focus on? What is the framework which will tell them which channel is right for them? How many different channels should they try? How focussed should they be? Should they have independent teams for each channel? How do the best founders allocate resources to new channels? How do you know when one is not working and you need to stop? When do you just need to keep going and persisting? What have been some of Kipp's biggest mistakes when entering new channels? 3.) Product Marketing, Brand Marketing and Founders Marketing: How does Kipp advise founders who say that, "social and personal brand is just not for them"? In what two ways does Kipp believe that all businesses are constrained? Does Kipp agree that the state of product marketing has never been worse? What is truly great product marketing to Kipp? How does Kipp distinguish between good and great brand marketing? How has what it takes to be great at brand marketing changed over time? 4.) The Best Marketing People: What are signs of clear 10x performers in marketing? What advice would Kipp give to someone aspiring to be a CMO? What mistakes do 95% make that they should change? How do the best CMOs manage up and manage their team? Why does Kipp compare the role of the CMO to the general manager in NFL teams? Why does Kipp believe the role of the CMO is a lonely one? What are the hardest elements? What framework for learning does Kipp use to learn all new topics? What works? What does not?
Sarah sits down with Richard Dumas, Vice President of Product Marketing at Five9. Richard talks about positioning new technology so it's easy for potential customers to understand and relate to. He also discusses how understanding your target buyer is crucial to running a successful campaign and how creativity comes into play as well.
“We're the voice of the product to the customer, but our product voice should be manifested through our brand voice” - Jasmine Anderson Taylor In this week's episode Mary sits down with Jasmine Anderson Taylor, who leads PMM at Instacart, to discuss all things related to B2C. They focus the conversation around the ideal quantities for B2C marketers to have, the role that brand plays in product marketing and what that partnership looks like, as well as what your 30/60/90 entails at a new org. Another thing that Jasmine also emphasizes is the importance of a unique and diverse skill set across your team and why this is crucial to consider when hiring.Check out Jasmine's AMAs on Sharebird.Connect with Jasmine on LinkedIn.Questions covered in this interview: What qualities in a B2B marketer do you think are applicable to Consumer Product marketing? What are skill gaps that a B2B marketer could improve on to become more consumer-focused? What do you look for in the backgrounds of aspiring consumer product marketers (who have never held the role before) as a signal that they will be a good hire? What role does brand play in product marketing?
In this episode, April Rassa, the head of product marketing at Cohere, joins Louise Liu to discuss strategic product marketing. April shares her thoughts on what it means to be strategic for product marketing, and how product marketers can make this role more strategic.For more information, please check out April's article: Don't Be the Misunderstood Product Marketer by April Rassa.
Today I'm joined by Locus Robotics, a super innovative technology brand that is creating ground-breaking robotics technology, with the right mix of power and flexibility, to improve warehouse productivity. Locus design and build innovative autonomous mobile robots, that work collaboratively alongside people in the fast paced logistics and fulfilment industries. With Locus's powerful and intelligent autonomous solutions, workers can pick 2x-3x faster with near-100% accuracy and less labor, delivering higher productivity and a better workplace. Today Kait Peterson, Senior Director of Product Marketing at Locus Robotics, joins me to chat all about the company: what they do; the importance of flexibility in supply chain; using robots to empower people; and how automation can drive a competitive advantage. With Locus's powerful and intelligent autonomous solutions, workers can pick 2x-3x faster with near-100% accuracy and less labor, delivering higher productivity and a better workplace. Get your business the competitive edge it needs with our innovative technology Say goodbye to underperforming warehouses and fulfillment centers – let Locus help you optimize your space for maximal efficiency Keep up with the Joneses (or rather, the Amazon) by implementing Locus into your supply chain – we promise you won't regret it IN THIS EPISODE WE DISCUSS: [07.08] The current landscape of the warehousing industry and its challenges, from labor shortages to the knock-on effect of port delays. “Warehouses are the new bottleneck… The key is going to be all about throughput.” [08.01] With robot sales reaching record highs, Kait reflects on how the industry is thinking about, and implementing, robotics solutions. “There are two methodologies for implementation, but the key is to have a robotics solution that improves efficiency and productivity, but also makes your workers lives better, so you can keep and maintain the talent you have.” [09.31] An overview of Locus Robotics – what they do and how they help their customers. “We focus on collaborative robots in the warehouse – we have robots that work seamlessly with your workforce.” [11.19] A closer look at LocusOne, the technology platform that powers the Locus robots. [12.07] How, and why, brands are using Locus as a competitive advantage in a challenging market. “A lot of our customers see it as such as competitive advantage, that they don't want anybody else to know that they're using Locus!” [13.34] The relationship between people and robots, and why Locus's solution is all about empowering people, not replacing them. “We're centered on the people… We were originally a logistics company that saw the problems in the warehouse and used robotics to solve them.” [15.56] A closer look at onboarding, integration and training with Locus, and the flexibility that the solution can bring. [17.46] The ideal client for Locus. [19.11] Two case studies showing how Locus work with their customers to design customized solutions for complex omnichannel challenges. [21.07] From safety to customer satisfaction, the many and varied benefits of robotics. “Now is the time to get into robotics!” [23.04] The future for Locus Robotics. RESOURCES AND LINKS MENTIONED: Head over to Locus Robotics's website now to find out more and discover how they could help you too. You can also connect with Locus Robotics and keep up to date with the latest over on LinkedIn, Twitter or Facebook, or you can connect with Kait on LinkedIn. If you enjoyed this episode, why not check out our blog, What are Autonomous Robots? 8 Applications for Today's AMRs, written by Jason walker, co-founder and CEO of Waypoint Robotics, a leading provider of heavy payload capacity and omnidirectional AMRs, that was acquired by Locus in 2021. Or why not read all about The Warehouse of the Future, as predicted by logistics expert Gwynne Richards. Check out our other podcasts HERE.
Sarah talks with Dipesh Mukerji, Senior Director of Product Marketing at Cisco AppDynamics. Dipesh discusses recent changes in digital marketing, and how mass layoffs and budget cuts have forced companies to think strategically about their marketing budget. He also dives into how having a “hypothesis” could help companies better serve their customers and utilize their budget effectively.
In this episode we are joined by Hally Pinaud, Vice President of Product Marketing at Podium, to discuss how to build a review presence online, how often you should ask for reviews, how to measure the ROI of a review program and more. This episode is sponsored by Podium.
Matthew Delman, Director of Product Marketing at LookingGlass Cyber, joins the show this week to discuss all things related to sales enablement strategy. Sales enablement helps businesses provide consistent messaging throughout all their content. This enables (Get it?) potential customers to have a seamless journey from discovery of a company to purchase of products or services. In this episode, Matt teaches us how to boost a sales cycle, streamline communication, and improve internal organization, all through the magic of sales enablement. Timecoded Guide: [02:48] Explaining sales enablement and how it fits into marketing strategy [06:31] Transforming sales enablement into a faster sales cycle [14:00] Integrating sales enablement into company culture [20:20] Essential tools to include in your future sales enablement kit What is sales enablement and why is it important? The core of sales enablement is ensuring your message gets out to your marketplace with consistency. During this process, Matt explains that your team is supporting the buyer journey with one-to-many messaging. This ensures a consistent flow in each stage of the sales journey and enables each department to touch on the same concepts. Essentially, sales enablement helps your customer avoid confusion and pain points so that they can go from first contact to purchase seamlessly. “When your buyers read your content, or they download a white paper, or they go to an event, and then, they're contacted by your salesperson, they should get an extension of that same message.” –Matthew Delman How does sales enablement convert into a faster sales cycle? Sales teams are usually hyper focused on making sales. While this fits their goals and metrics, this one-track mindset breeds confusion if they can't find exactly the materials they need when they need them. In order to save the sale with potential clients, your sales team might create one-off materials that are a good fit in that moment, but do not match what the marketing team is saying. Successful sales enablement streamlines internal processes so that sales teams have exactly what they need, when they need it. “Sales enablement is about training your sales team to make sure they're confident in talking about your solution, but it's also making sure that they can find the collateral that they need when a prospect asks for it.” How do you get sales teams to buy into sales enablement and use the organizational tools you create? Sales enablement starts with sales leadership, according to Matt. If you tell the sales manager that your sales enablement strategy will help them close deals faster, essentially every single decision maker will sign on. Once you have the leadership on board, the sales team will follow their guidance. You might have to do some negotiation in terms of support and positioning for the team, but once the sales enablement leaders understand it will increase business, it usually becomes an easy sell. “With sales enablement, your whole goal is to make the deals move faster, to make them smoother, to essentially smooth out the lumps in the sales cycle because you are responding to your prospects' questions in a timely manner with consistent information.” –Matthew Delman What are the key tools to include in a sales enablement kit? Matt explains that a few tools need to be included in your sales enablement kit to ensure success. His list includes a unified pitch deck, educational videos or an educational call recording, high-level product trainings, and a few plug-and-play email templates. The pitch deck shouldn't have the exact same slides for everything, but rather allow for customization within limits, a sample call can provide a real-time example of the sale, and trainings and templates make sure your sales team are knowledgeable and have structured responses ready at all times. “You want to have your main points for each slide in the deck, and basically say, ‘Here's the main points that you should hit on this slide. How you say it, I don't care. But here's the main points.'” ---------- Links: Get tickets for our upcoming CyberMarketingCon 2022. Spend some time with our guest Matthew Delman on Twitter and LinkedIn. Follow Gianna on LinkedIn. Catch up with Maria on LinkedIn. Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter. Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter.
Steve Salinas is the Head of Product Marketing at Stellar Cyber. In this episode, Steve joins host Hillarie McClure to discuss when and how to bring an MSSP to your lean security team, as well as co-management, why an enterprise may want this service, and more. Stellar Cyber is the only security operations platform providing high-speed, high-fidelity threat detection and automated response across the entire attack surface. To learn more about our sponsor, visit https://stellarcyber.ai/
As consumers of everything from soap to software, all we're looking for is better, easier, simpler. Most of the time we can't explain why a thing is better; we just know delight when we experience it. “That's the height of product management done well,” says Martina Lauchengco. “And it's also when product marketing takes over … The post 95 / The Product Marketing Framework: Connecting the Market to the Product appeared first on ITX Corp..
Is traditional B2B marketing dead? With every brand out there reading from the same playbook, it's harder than ever to stand out and grab your audience's attention. So, what can marketers do instead? In this special episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata, speaks with Adam Goyette, Founder of Curdis, about why the traditional B2B playbook should be tossed out. They explore some overlooked areas of marketing, common trends in online advertising, and how to do things differently. Find out: Why B2B marketing is broken How you can start doing things differently Which elements of marketing you shouldn't overlook To learn how to avoid relying on the same playbook as everyone else, tune in to hear Adam and Mark's tips for B2B marketing success. 0:00 – 2:10 Intro 2:10 – 4:55 Adam explains the most important lessons in his career 4:55 – 6:41 Why people are still working from the same old playbook 6:42 – 9:19 Why it's up to marketing leadership to forge a new strategy 9:19 – 14:19 How to start marketing differently 14:19 – 16:41 How to set realistic goals 16:41 – 22:18 Why you need to create a culture of trying new things 22:18 – 27:55 How to review new marketing campaign ideas 27:55 – 31:04 How you talk about your product makes all the difference 31:04 – 32:10 Why you should keep an eye on the competition 32:10 – 36:08 Why ad creative needs to get people to stop scrolling first and foremost 36:08 – 38:11 Overlooked areas of ad campaigns 38:11 – 40:47 The top marketing trends Adam is noticing 40:47 – 44:01 Adam explains how he runs through new marketing ideas 44:01 – 45:04 Outro
As a leader, you need to have difficult conversations with your team. Having this ability is crucial to your success. After all, conflicts are inevitable. And you need to be able to address them before it becomes more than you can handle. Sounds easier said than done? Then join Ben Baker as he talks to the Director of Product Marketing of LinkedIn, Sudha Ranganathan, about the fear of having difficult conversations with your team. Learn how to have the emotional intelligence to look at other perspectives. Discover the expectations versus accountability of having difficult conversations. And find out how you can respond to feedback properly. Start practicing having these hard conversations as a leader today!
How to Use Proactive Communication to Manage Increasing Customer Expectations Shep Hyken interviews Laura Bassett, Vice President of Product Marketing at NICE, a complete platform for delivering an end-to-end customer experience. Bassett shares how customer expectations have changed over the years and how companies can provide amazing customer experiences through proactive communication. Top Takeaways: · Customers are more demanding than ever because they're learning what excellent service looks like from the best experiences they've had from other companies (not just in your industry). · Proactive communication helps both businesses and customers. It will not only help the customers before they ask for help, but it also helps them get more value from the products. It will also help companies retain customers. · How to convert an un-amazing situation into an amazing experience: o Walk in your customer's shoes and compare that to what you might expect for your own experience. o Make your customer support agents (more) knowledgeable. Help them understand that they don't have to go through a script when it is unnecessary. o Empower your agents. Give them the tools, the options, and the information to actually solve the problem. o Turn customer support agents into customer service executives who own the experience. Give them their own bot assistants and real-time knowledge bases that they can leverage to solve their customer's problems. · A NICE survey found that 80% of consumers will start with digital (website, app, Google search, YouTube, etc.) when they have a question, a need, or want to buy something. Quote: "Companies should understand and predict when they can answer a question before customers even realize they have it." About: Laura Bassett is the Vice President of Product Marketing at NICE. She has 20+ years of experience in consulting, development, and delivery. Bassett is an outstanding product marketer, gifted speaker, product ambassador, and strategic thinker. Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio. Learn more about your ad choices. Visit megaphone.fm/adchoices
Kicking off season 2, we're joined by Maya Grossman who is a best selling author, former VP of Marketing, and current start-up Advisor and Career Coach. We discuss how Maya grew her career from Product Marketer to Marketing Executive, and her playbook for others who are looking to take their career journey into their own hands and reach their full potential. Thank you to our sponsor Product Marketing Alliance for partnering with us for season 2 of the podcast. You can use the code newtopmm for 10% off PMA's Core Certification course. Follow Maya on LinkedIn. Connect with Maggie on LinkedIn.
“The messaging framework always starts with understanding: Who is it that we're targeting? What is it that they care about? What are the key messages that are going to resonate with that audience?” - Priya Gill In this week's episode Mary and Priya are doing a deep dive on messaging. Join the conversation as they discuss Priya's transition into product marketing, how she's learned to be more strategic vs. tactical, and the core areas to focus on when creating impactful messaging. Priya also shares about the P.I.E model - no, not the tasty dessert, but performance, image, and execution. Tune in to hear more of her expertise and how to uplevel your messaging framework.Check out Priya's AMAs on Sharebird.Connect with Priya on LinkedIn.Questions covered in this interview: What is your overall process when developing a messaging platform from scratch? What are the biggest obstacles you typically encounter in implementing new messages for a product or service? We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product? (i.e. SurveyMonkey to Momentive rebrand) How do you measure the impact of product marketing in your company?
Podcast titles. Sometimes you want to go high brow, others you just want to rock a Drake pun. Amanda Groves the Senior Director of Product Marketing at Crossbeam joins me to talk Champagne, her favorite Product Marketing tools, and the future of email as a communication medium. She tells us why Notion, Loom, and Full Story are her favorite tools, and while we are talking about drinking champagne, how she uses Crossbeam in her day-to-day. The first episode in a few months but it's a cracker. Don't miss it. Check it out. The Product Marketing AI podcast is on a mission to make the lives of Product Marketers easier. Sponsored by Gym-To-Market. The number 1 gym-obsessed apparel brand for marketers. Coming soon on Shopify. Follow Amanda Groves: Twitter | LinkedIn Follow Sean Broderick: Twitter | LinkedIn
În această ediție „Mai Departe”, Artur Gurău discută cu Nicoleta Colomeeț, specialistă în Product Marketing, Product Design și User Experience, despre Guvernarea Electronică din Moldova și problemele ei, soluții pentru îmbunătățirea activității statului, platforma Lemne.md și discuțiile din jurul ei și metode prin care țara noastră poate deveni un exemplu de urmat.
In this episode, we talk to 8-figure seller Benjamin Webber about his unique product marketing strategies and his best tips on how to build the best E-commerce team.
Sumair Dutta is the Vice President, Product Marketing at ServiceMax. He is an experienced product marketer and industry analyst. Sumair has deep familiarity with field service, workforce management, and frontline worker needs. Sumair joins the host Eugene Signorini to talk about the changing role of frontline workers. Takeaways The biggest problem facing the frontline workforce today is the disruption that new technology has brought. While some jobs can be automated frontline workers can be interacting with customers and spend less time on unnecessary paperwork. A true test of automation is to see if it still works after taking some fields away from it, rather than just adding more work to it and hoping that it works out well. The technicians and those on the frontline are the ones who represent your company to your customers, so you want to make sure they are fully capable and able to do any work they need to do in the field. The people who take on the role of a field service technician or someone else working the frontlines are people who want to help solve problems that customers are having a get over any potential hurdles. The work that frontline employees are doing is becoming more complex, requiring multiple steps for a single task to be completed. Organizations are going to want to tap more into the customer success part of the frontline workforce. Companies will be able to use that as a source of revenue and lead generation for themselves. It's important to understand the needs of technicians and frontline workers and see where any of the pain points are and try to solve that for them. Quote of the show: 12:22 “The folks who take on these jobs are inherently folks who want to solve problems.” Links: LinkedIn: https://www.linkedin.com/in/sumairdutta/ Company Website: https://www.servicemax.com/ Ways to Tune In: Amazon Music - https://music.amazon.com/podcasts/2f4ecd92-6468-4769-b0bf-254e236510b7/FRONTLINE-INNOVATORS Apple Podcast - https://podcasts.apple.com/us/podcast/frontline-innovators/id1572329402 Spotify - https://open.spotify.com/show/29m3wnK8pbFjdSvJ9wjmyS Stitcher - https://www.stitcher.com/show/frontline-innovators Google Play - https://podcasts.google.com/feed/aHR0cHM6Ly93d3cuZnJvbnRsaW5laW5ub3ZhdG9ycy5jb20vZmVlZC54bWw YouTube - https://youtu.be/f-swOhgPqcg Frontline Innovators is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Companies manage, empower and streamline with multiple systems, solutions, and platforms. But with all these separate entities are we getting the most value out of them? Semarchy, a leader in the data integration and master data management markets, enables organizations to rapidly generate business value from their data. Steven Lin joins us to discuss his role as product marketing manager and what it entails at Semarchy. Focused on combining the customer voice with the voices of the internal teams, Steven is working to ensure that they relay the same message and value proposition. With relevant copy, a messaging framework, and a cohesive marketing strategy the team enhances the customer buying journey.
In this edition of SMBCP, Host Karl catches up with Jadon and Erin of Bitdefender on the latest of Modern Security Operations. Learn the differences between EDR, XDR, and MDR as we delve into why detection and response services are necassary for your business. Erin has been in the technology industry for over a decade, beginning in Public and Analyst Relations before transitioning to her true passion, product marketing. As Senior Manager, Product Marketing at Bitdefender, Erin focuses on all things Managed Detection & Response (MDR) and is responsible for developing messaging, positioning, and go-to-market strategies that reflect the voice of the customer and convey the true value-props of managed cybersecurity services. Before joining Bitdefender, Erin was a product marketer at Expel, focusing on MDR, threat hunting, and partner integrations. Jadon is a product manager who specializes in bringing new technologies to market, including a SOAR platform at Rapid7 and a Cloud Attack Surface Management Product at Censys. He recently created Rapid7's Active Response capability for their MDR service, ensuring expeditious remediation in the case of an incident. As a Senior Director of Product Management at Bitdefender, Jadon is the product leader of the MDR service. Jadon is a Las Vegas native whose true joys in life are chicken wings, mezcal, and watching reality TV. Bitdefender is a cybersecurity leader delivering best-in-class threat prevention, detection, and response solutions worldwide. Guardian over millions of consumer, business, and government environments, Bitdefender is one of the industry's most trusted experts for eliminating threats, protecting privacy and data, and enabling cyber resilience. With deep investments in research and development, Bitdefender Labs discovers over 400 new threats each minute and validates around 40 billion daily threat queries. The company has pioneered breakthrough innovations in antimalware, IoT security, behavioral analytics, and artificial intelligence, and its technology is licensed by more than 150 of the world's most recognized technology brands. Launched in 2001, Bitdefender has customers in 170+ countries with offices around the world. For more information, visit https://www.bitdefender.com Resources and Links: https://www.bitdefender.com/content/dam/bitdefender/business/products/managed-detection-and-response/Bitdefender-GravityZone-MDR-Datasheet-en.pdf https://www.bitdefender.com/business/enterprise-products/managed-detection-response-service.html Sponsor Memo: Cisco Did you know Cisco helps Managed Services Providers directly? Know about the Cisco Partner Program? Focused on helping partners combine managed services expertise and service creation with innovative Cisco technology and proven go-to-market resources, there's a program option for you. With provider pricing, MDF, and marketing resources coupled with Cisco's leading technologies inculding Meraki, Duo, and Umbrella, learn more with the link right in the show notes. https://lnkd.in/gsydMya
Kristina Jaramillo recently asked on LinkedIn - what role aligns the closest to ABM: demand generation, field marketing or product marketing. She asked this question because Nick Bennett at Alyce mentioned that field marketing should be focused on the middle and bottom of the funnel. They capture the demand that the demand generation team created. As ABM should be about accelerating higher-value deals to revenue -- and not sourcing the pipeline, he feels that ABM and field marketing are similar in many ways. At Personal ABM we agree that ABM aligns more with field marketing than demand gen. But we are on the fence when it comes to whose closer aligned with ABM: product marketing or field marketing. Product marketers are the connector of the business and they are able to help GTM teams nurture from a sales, marketing, customer success and product perspective. In this podcast Kristina Jaramillo, Eric Gruber and Christine Friscic (Peak Community member and product marketing leader at Gainsight) discuss:1. A brief description of what Gainsight's ABM program looks like and how their team is structured. 2. The role product marketing should play in ABM and why product marketing should be driving ABM vs. demand gen. 3. What is the account-based enablement that should be provided so sales and marketing teams drive stage progression vs. just sourcing the pipeline?
Zero-click content is a big jump from what many content marketers are comfortable with. Not only because it's so different, but because it's hard to measure. However, in this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata is joined by SparkToro's VP of Marketing, Amanda Natividad, to talk about why it's a valuable addition to your marketing strategy. Listen to find out: The definition of zero-click content Why and how you should get started with zero-click content Ways that you can measure its success For more information and insights on zero-click marketing from Mark and Amanda, tune into the full episode. 0:00 – 1:14 – Introduction 1:14 – 3:00 – What is SparkToro? 3:00 – 6:43 – How Mark and Amanda got in touch 6:43 – 10:14 – Amanda explains zero-click content 10:14 – 15:22 – Amanda on audience personas and how they link to zero-click content 15:22 – 17:22 – How to measure zero-click content 17:22 – 21:15 – How to be comfortable giving away your punchline 21:15 – 23:52 – How Metadata measures zero-click content 23:52 – 26:23 – People follow people vs brands 26:23 – 29:58 – SEO at SparkToro 29:58 – 32:02 – Targeting account-based marketing platforms 32:02 – 35:22 – Amanda's zero-click content framework 35:22 – 38:37 – Things to avoid when creating zero-click content 38:37 – 40:15 – Outro
“Cultivating strong relationships and not being afraid to ask for help has been important in terms of growing my career.” - Victoria ChinIn this week's episode Mary sits down with Victoria Chin, who leads Product Marketing at Asana, to discuss product launches. They discuss common mistakes to avoid, making decisions around channels and metrics, and how product strategy paves the way for great launches.Check out Victoria's AMAs on Sharebird.Connect with Victoria on LinkedIn.Questions covered in this interview: What is the common mistake you see companies make with product launches? How do you make decisions around channels to use for new product launches? What product launch metrics should B2B SaaS product marketers be accountable for? I know another area you're passionate about is product strategy and customer focus. Can you talk about how that's done at Asana, and how it feeds into the launches?
MORE FROM MAZE Maze helps you create truly customer-centric products by empowering your entire product team to collect actionable insights anytime, anywhere.Learn more at maze.co GUEST BACKGROUND Bozena is the VP of Marketing at Maze and previously led Product Marketing at Typeform and TravelPerk. She enjoys the ups and downs of working at a high-growth startup — from building strategy and collaborating cross-functionally to scaling a fully remote team. She's currently based in Barcelona but considers herself a world nomad. MAIN INSIGHT Building an advisory council no matter what level you're in can help you mitigate your blindspots, be confident in decision-making, and fast-track your learnings. KEY TAKEAWAYS An advisor can help you identify if your strategy is working and if you need to tweak your strategy Advisors will not tell you the exact answer but they will give you another point of view and another lens so you can come up with a conclusion Advisors affect your decision-making, tactics, prioritization, strategy and team growth Find the right advisors that fit your culture PRACTICAL STEPS Identify the challenges you're facing Go to your networks, such as your investors or other executives to find advisors Qualify the advisor to ensure it's the right fit Prepare a list of questions and documents before jumping into the meeting Filter all the guidance and advise as you see fit for your company TIPS FOR SUCCESS Do a self-assessment to identify where you lack experience and areas you're truly confident to make decisions before getting an advisor Seek conversation with people in your field and learn from their approach, experience and previous results
We're excited to announce our very first webinar! It's with herbalist and herbal product marketing expert Asa Waldstein! LEARN MORE AND REGISTER HERE If you own an herbal products company of any sort, this webinar is not to be missed! It'll be on October 12, 2022 at 4PM MST Thanks to Asa for sharing his deep knowledge and keeping us safe! And thanks to y'all for listening.
Dan Wolff, Director of Product Marketing for BigFix, joins us to describe his journey from a role as a mechanical engineer, developing computing hardware to his role with BigFix, the value of BigFix in an organization, the intersection between IT Operations and Security, and why he'd rather be backpacking rather than doing tech things when not focused on BigFix. BigFix Community ResourcesBigFix Website Building Long Term Success with BigFix BigFix LinkedIn BigFix Forum
Today's guest is Jeff Schmitz, Chief Human Resources & Marketing Manager at Zebra Technologies in Chicago, IL. Founded in 1969, Zebra empowers the front line of business in retail/ecommerce, manufacturing, transportation and logistics, healthcare, public sector and other industries to achieve a performance edge. With more than 10,000 partners across 100 countries, they provide better visibility through industry-tailored, end-to-end solutions that intelligently connect people, assets and data to help their customers make business-critical decisions. Jeff is a senior executive with demonstrated ability to lead teams to new levels of success in highly competitive environments. He has 25+ years of hands-on global experience in Executive Management, General Management, Product Management, Product Marketing, Research and Development, Operations, Business Development, Marketing and Sales. In his current role, Jeff is responsible to lead Zebra's Human Resources team to create, sustain and nurture a dynamic community of builders, doers and problem solvers. In the episode, Jeff will talk about: The great work they are doing to Zebra Technologies, Their focus within retail software, robotics and machine vision, Acquisitions that have played a vital role in their success, & Why Zebra Technologies is a great place to work
How do you turn consumer-centric vision into impact? And more importantly, how do you build a consumer-centric culture for the whole organization, especially when you're working with limited resources? The right priorities, an open mind, a clear road map, and an appreciation for nuance can go a long way. In this episode of The Consumer Insights Podcast, Thor is joined by Ashley Hopkins, Head of Brand Strategy and Product Marketing at Wayfair.
In this episode of Product Marketing Life, host Mark Assini is joined by Shirin Shahin, Product Marketing Leader and Consultant.The pair discuss the emergence of product marketing within the consultant space, where and when product marketing consultants tend to offer the most value to clients, and the unique challenges that come with running your own consulting practice. Looking for a consultant of your own? Check out PMA Consult. While you're at it, why not become a PMA Pro Member?
Mark Nix, the Head of Product Marketing and Strategic Solutions at Nextworld joins Enterprise Radio. Nextworld offers a modern ERP and enterprise no-code platform that delivers the agility, speed, and intelligence required to modernize business processes. The post EDGE to ENTERPRISE: The new approach to going digital appeared first on Enterprise Podcast Network - EPN.
In this episode of Revenue Rehab, Brandi Starr is joined by Angus Robertson. Angus is a fractional CMO with Chief Outsiders and co-chair of the Comp TIA business applications and advisory council. Chief Outsiders consists of more than 100 fractional CMOs, who help companies grow through best-in class marketing strategy and execution. Previously, Angus was CRO at a business continuity firm Axcient where he managed sales, marketing and partner success. Angus was also EVP of Marketing at Conversant acquired by OneTrust, CMO at insightsoftware and VP of Product Marketing at public telecoms company Spirent. On the couch, Angus and Brandi will discuss the pros and cons of the Fractional CMO role, as well as delving into some deciding factors when making the move. Links: Get in touch with Angus Robertson on LinkedIn Learn more about Chief Outsiders Subscribe, listen, and rate/review Revenue Rehab Podcast on Apple Podcasts, Spotify, Google Podcasts , Amazon Music, or iHeart Radio and find more episodes on our website RevenueRehab.live
In 2016, Datadog was in the top ten of Deloitte's Fast 500 List which ranks the fastest-growing companies in North America. The cloud monitoring and analytics platform exploded onto the market and has continued to make its presence known. Aygun Suleymanova joined the team in January 2022 as the VP of Product Marketing to expand on that growth. She's been flexing her expertise in product marketing for over a decade for various companies including five years at Salesforce. In this episode, she shares some of her significant strategies and the stack she uses to make it happen. One of the things we'll learn about is her focus on the percentage of penetration. This is a huge part of product marketing. Not only do you want to put forward a convincing product, but you also need the customers to love it and utilize as many bells and whistles as possible. That's what's going to drive expansions and renewals. She'll also tell us about the tools she's using to make meetings more efficient, and about how she utilizes a product wiki.Join us every week as we journey to the bleeding edge of the modern tech stack. You'll hear from real experts on how to nail your strategy, build a revenue machine and take your sales to the next level. Links: Battlecards in 60 Seconds by Crayon Competitive Intelligence
How rewarding is it to modernize, automate and streamline traditional markets; giving them the power to digitally transform? Poka is a web and mobile app that helps manufacturers drive performance by empowering workers to learn, solve problems, and share knowledge in real-time on the factory floor. Poka is an innovative leader in the space and Director of Product Marketing, Vaishnavi Ravi helps us understand why. As the director of product marketing, she delves into the digital journey of their prospects and what it takes to serve distinct personas in their purchase journey.
Driving Inbound SAOsWe got to chat with the brilliant MJ Peters (VP of Marketing at CoLab), to hear about the 3 main levers she pulls to drive inbound SAOs. Namely: Eyeballs Messaging First Sales Call We'll go through a summary of each of these levers below, and pull out some insights on how she's using them to grow CoLab's SAOs and revenue.How They Improved ItLever 1: EyeballsMJ works to get as many of the right eyes as possible to look at the brand and messaging. This means creating content for 2 categories: Demand capture (e.g. SEO & paid search) Demand creation (e.g. paid ads on social) For demand capture content, she makes sure Product Marketing and Demand Gen work in sync, so the messaging is consistent. The ad should offer a hook or summary, but the site should expound upon it.When she's running social ads, she's looking at engagement & CTR as a leading metric of how it's performing. As it runs, she'll look at profiles of who comments or likes, and adjust the audience over time to make sure it's reaching only the most relevant job titles. For demand capture content (typically paid search or SEO), there's less flexibility over the messaging, because the prospect is looking for a specific thing.So her goal is to respond from a positioning perspective to meet prospects where they're already at.Lever 2: Messaging on the websiteOnce she gets eyeballs on the website, she makes sure what they're reading resonates with them and leads them to convert. At this point, she's used content on outside platforms to catch prospects with a hook and generate demand to learn more. And now that those prospects are on the website, she has a better opportunity to elaborate on the key value points she shared off-platform.To help her craft the best messaging, MJ has 1:1 calls with customers and listens to sales recordings on Gong. First, she identifies the use case they came to CoLab for. Then she sifts through dozens of pains/talking points and distills the top 3 or 4 that come up the most. These will become the 3-4 talking points on that specific use case page.For example, one use case may be using CoLab to lower costs, by designing costs out of their products. So MJ will identify the top 3-4 pain talking points around that, and use them on that use case page.Ultimately, this allows her to have the best chance at saying things that resonate with customers and drive the highest conversion. And as we mentioned earlier, she carefully maps this messaging in the “get eyeballs” stage, so demand gen is more effective and the prospect experiences more consistency.Lever 3: The first sales callOn the first call, MJ makes sure what the prospect hears, lines up with the marketing messaging they saw.In other words:Find the promised value that drove the prospect. Then give them a taste of that value, right away, in the first call.To help her do this, MJ uses different demo booking forms on each use case page. So when a prospect books a demo, she can dig into the CRM to let the rep know what use case the prospect is interested in, and what pages they visited.Consider the traditional experience:The prospect reads a use case page about how your product will help them reduce time and save money. They come excited to learn how you'll help them do that. But on the first call, they get peppered with 25 discovery questions.This is a poor, unhelpful experience.Instead, marketing can dig into the deal in HubSpot and see that the Contact booked a demo on your Solutions page around “saving time”. They can relay that context to the rep, so the rep highlights exactly how the product saves time.By being involved in the first call, MJ's team is better aligned with sales and delivers a more relevant experience for the customer. She feels many companies invest heavily in the first 2 levers, but ignore this one, which results in a leaking funnel at this stage.ResultsMJ only recently started the role, and has spent most of the time heavily investing in refining their messaging on all these levers. But it's already starting to pay off.In all her time in marketing, she's never seen messaging have as big of an impact as it has at CoLab. She's also seen the quality of SQLs and SAOs in the pipeline become much higher, specifically in terms of firmographic fit and qualitative motivation for reaching out.
“Do not be shy about being curious - if something is not obvious, ask the question.” - Leah BriteIn this week's episode Mary sits down with Leah Brite, who leads PMM at Gusto. Tune in to hear Leah's perspective on being a woman in the tech industry, how she organizes her team based on the audiences they serve, and the importance of bringing your whole self to work and embracing the broad experience and unique perspectives that each team member and customer brings to the table. In addition to a reminder that kindness matters, this episode is loaded with goodies on how to filter your work to reflect what impacts topline KPI's, sneaky competitive tips and tricks, and how to manage stakeholders using data to your advantage.Check out Leah's AMAs on Sharebird.Connect with Leah on LinkedIn.Questions covered in this interview: What is an important KPI that you see PMM teams completely missing? How do you break down responsibilities and KPI's for product launches between demand gen and product marketing? How do you perform extensive competitive product research? I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips? What marketing tools (e.g. personas, buyer journeys, sales playbooks, etc) have you found most effective in getting stakeholders aligned on marketing strategy? Do you have any advice for navigating multiple stakeholders with conflicting feedback when creating sales enablement? How does your product marketing team usually work with your product team?
What's really happening in the B2B marketing world right now? We pull back the cover in this episode of Demand Gen U, featuring Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, with a brand new job title – Head of Product Innovation at Metadata. Silvio and Mark chat about what's changing in the B2B marketing space, the challenges of promoting free trials, what type of content goes viral, and design tips for ads. Find out: How to measure marketing success in the B2B world Why many brands take the wrong approach with their content Why authentic content is king right now For more insights into how the B2B marketing world is changing, tune in to the full episode. 0:00 – 0:38 Intro 0:38 – 5:09 Silvio reveals his new role at Metadata 5:09 – 8:06 Why brands are moving towards awareness-based advertising 8:06 – 12:33 The biggest mistake brands make when shifting to awareness-based advertising 12:33 – 16:35 How to measure the impact of awareness-based advertising 16:35 – 21:09 Why it's so hard to drive free trials 21:10 – 28:13 Should you use incentivized demos? 28:13 – 35:47 Why authentic advertising is king 35:47 – 38:04 Silvio's design tips for social media advertising 38:05 – 41:57 Why Metadata decided to launch a demand gen community 41:57 – 43:04 Outro
This week in the Marketing Studio, Ian Truscott and regular guest rockstar strategy advisor Jeff Clark, former Research Director at SiriusDecisions/Forrester inspired by an article from the Forrester blog, discuss four tips on how product marketing can get off the marketing hamster wheel and focus on growth. Ian then goes backstage with Seth Goldstein, the founder and Principal Creative Director at Goldstein Media, a full-service digital marketing agency located just north of Philadelphia in historic Doylestown, PA. As you'll hear, recovering journalist Seth specialises in helping start-ups and biotechnology/life science companies get found online using digital marketing strategies. Seth is the host of two podcasts, Entrepreneur's Enigma and Digital Marketing Dive, and for almost a decade has published the popular Marketing Junto newsletter. Finally, we are transported away to the Rockstar virtual bar to join Robert Rose, Chief Trouble Maker at The Content Advisory. Over a cocktail, Ian and Robert chat about change in organizations and how teams should try something new. If you have any thoughts or suggestions on the topics we discuss, please let us know. Enjoy! The people: Ian Truscott on LinkedIn and Twitter Jeff Clark on LinkedIn and Twitter Seth Goldstein on LinkedIn and Twitter Robert Rose on Twitter and LinkedIn Mentioned in this week's episode: Four Tips On Finding — And Spearheading — New Strategies For Growth - Beth Caplow, VP, Principal Analyst, Forrester Seth's company: Goldstein Media Seth's podcasts: Entrepreneur's Enigma and Digital Marketing Dive Marketing Junto newsletter Robert's The Content Advisory Blog Robert's latest project: Experience Advisors Rockstar CMO: Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all show notes: Rockstar CMO FM Rockstar CMO Advisors Track List: Piano Music is by Johnny Easton, shared under a creative commons license We'll be right back by Stienski & Mass Media – on YouTube Solsbury Hill by Peter Gabriel – on Spotify Learn more about your ad choices. Visit megaphone.fm/adchoices
In this podcast episode, Colin Breakwell from HCL Technologies joins Angela Harvey from SAP to discuss how HCL utilized SAP Mobile Cards to capture real-time data from shop workers and simplify the user experience. The pair touch on real-time data collection and how this on-the-go solution allows for HCL to minimize delays, subsequently increasing efficiency and improving the quality of data. At the core of all of this is the SAP BTP. Layering above the SAP BTP keeps the core clean and ensures efficiency so that HCL can rapidly deliver innovation to customers. Speakers: Angela Harvey - VP, Product Marketing & Solution Management, SAP Process Automation, SAP Colin Breakwell Associate Vice President, Global SAP Product Development Lead, HCL Link to the iMRO page on the HCL website: https://bit.ly/3AC9udi Link to the iMRO/iSAM apps on the SAP store: https://bit.ly/3A64FaA
In this episode of Into the Fray, host Erik Mansur, VP of Product Marketing at Crayon is joined by Ryan Law, VP of Content at Animalz.Today's guest doesn't do product marketing for a living. He's not an expert in win/loss analysis, and competitive intelligence isn't something that he lists as a skill on his LinkedIn profile.Ryan's literally an authority on all things content marketing, and in this episode he discusses the other side of the competitive intelligence transaction - how he receives and internalizes great insights about rival solutions, and the ways that he uses that data to his advantage.
What do Coldplay, Jason Momoa, and the 2022 Stanley Cup champions, the Colorado Avalanche, have in common? They all partner with Ball Corporation to build a better future. Our guest today is Jawad Bisbis, the Vice President of Marketing at Ball Corporation. Tune in to hear Jawad's thoughts on marketing for positive environmental change.Tune in to learn:How Jawad sees the role of the marketer (9:30) How to build good marketing team culture (23:00)Personalizing the product and connecting customers to the brand (30:00)Jawad's advice for marketers (52:10)Mentions:“Party Like Jason Momoa With the Ball Aluminum Cup™!” Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments
Madhup Mishra of Hitachi Vantara speaks about his roles and responsibilities as the company's Head of Product Marketing for its data platform Lumada. MongoDB Principal Developer Advocate and host, Mike Lynn and Madhup talk about how Hitachi Vantara is utilizing MongoDB in their data management efforts, as well as what it takes of the team responsible for keeping that software updated internally.Conversation highlights: [02:59] Madhup Mishra and Hitachi Vantara[04:07] What Madhup is up to at MongoDB World 2022[05:18] Hitachi Vantara's background and Madhup's focus in product marketing and data management[06:58] Lumada Data Ops[07:53] Providing consulting services to large-scale enterprises[09:04] MongoDB's integration with Lumada Data Ops many different layers[11:16] Positive business outcomes for customers[13:38] 50% of the time is data manipulation[14:23] Get in touch with Madhup
“It's not only about what you can get out of the experience but how can you help mentor or coach along the way” - Alina FuAlina Fu, a boomerang product marketing leader at Microsoft, shares advice on kicking off your career and what you should be thinking about, as well as discusses her recent AMA on Stakeholder Management. Her and Mary's conversation is centered around tools to drive alignment cross-functionally on a global team in a remote working environment and the necessary check-points for gathering feedback as you're preparing for a launch. They also define customer and product evangelism.Check out Alina's AMAs on Sharebird.Connect with Alina on LinkedIn.Questions covered in this interview: What are some tried and true strategies to drive alignment cross-functionally for a remote team? What is the best cadence for gathering stakeholder feedback in preparation for a launch? How do you build better relationships with product management? I feel like this is the most complicated relationship out of all cross-functional partners. How do you constantly stay aligned? Questions on customer and product evangelism: How do you define both, how are they different? What are the best ways to build a plan around these? Has there been anything you tried that didn't work?
Sahand Dilmaghani founded Terra Kaffe, an innovative at-home espresso-brewing machine that seeks to upend the environmentally disastrous use of 'pods.' Inspired by European coffee culture and the Bauhaus design movement the TK-01 machine is a beautiful piece of design simplicity and Sahand and I dive deep into the topic of sustainability, the perhaps misunderstood 'Made in China' brand, rituals associated with coffee, pinning down a target audience while offering a table stakes item like a coffee machine, and how to set off to build a lifestyle brand.An absolutely delightful conversation; so pour yourself a cup, and enjoy Sahand's insights into building a brand from scratch.
Historically, have some companies underestimated the importance of product marketing for their bottom line? Lubor Ptacek, Vice President of Product Marketing at the fleet management and software development company Motive, shares why he believes modern metrics are finally shining a light on the true “value” of the product marketing department. Tune in to learn from Lubor about the versatile communication skills that every product marketing leader should have.Tune in to learn:About Motive and Lubor's role at the company (4:10) About Motive's major rebrand (7:15) What marketing trends Lubor is following (28:45) What metrics Motive takes into account (40:00)Mentions:“Subscription Fatigue and the Need for Meta-Subscriptions” (Lubor on Tech blog post by Lubor Ptacek)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments
“Show up, be awesome, and speak in the language of your customers” - Natala MenezesNatala Menezes, an inspiring product marketing leader at Grammarly, shares her insights on the steps to develop and execute a successful product launch, red flags to watch out for along the way, and how PMMs can be more involved in the product life cycle. Tune in to hear Natala and Mary discuss how to manage the partnership with the product team as well as add value and support. Check out Natala's AMAs on Sharebird.Connect with Natala on LinkedIn.Questions covered in this interview: What is your process for developing buyer personas for a new product launch? What are the foundational steps to develop a repeatable and scalable launch discipline? In your experience, what are some of the common product launch challenges or red flags that you see? How Product marketers can be more involved in the product development lifecycle? As a product marketer, how do you manage product teams that are poor at scoping releases? Especially as they apply to changing release dates and minor updates. How to add value to a product team that isn't used to working with a PMM? In what ways do you see (or recommend) product marketers build trust with their XFN partners? How do you more effectively influence product roadmap priorities and timeline?