From good to great in product marketing

Finding the rhythm in PMM

I had the opportunity to be part of the PMM Trailblazers event on December 6th and participated in a panel on product marketing - How to juggle all the hats of a product marketer.

[Book] Product Marketing: Mastering the art and science of PMM

Question 1: Can you share examples of successful cross-functional collaboration while managing different aspects of product marketing?

Div: As a product marketing leader you have an opportunity to influence teams to come together whether you're working on a product launch or a GTM. In my current new role, I am working on a product launch and connecting the dots between the product, sales, and marketing teams. I'm creating a voice of the customer and taking a pulse on the market trends and the competition. Cross collaboration is the only way we can succeed.

Question 2: What tools or tips do you find most helpful in streamlining your workflow as a product marketer?

Div: I'm a big fan of Asana because it streamlines the accountability and transparency needed in a product launch. It's best to bring people into the process early on so they have vested interest and voice their concerns and feedback.

Understand how your priorities map to the bigger business goals and OKRs. Alignment is key.

Question 3: Managing time efficiently is crucial. Can you share any time management tips or techniques that have worked well for you as a product marketer?

Div: we all have the same amount of time and what you do with it is what makes us move from a good to great product marketer. I'm process driven and how I distribute my time on my calendar is key to achieve what we need to do as a product marketer.

I am mindful about my calendar and have made sure in my new role to give the time I need for my breaks. I was really good at giving away my lunch breaks and now I have an hour blocked off to make sure that I take the time to eat mindfully.

Be careful which work meetings you get added to and really ask the question - do I need to be in the call for 30 minutes or can I get this information in any other way.

Question 4: In a globalized market, how do you approach localization to ensure your product marketing is effective across different regions?

Div: I love connecting with my teams around the world to help bring the localization aspects of the product launch and go to market. What works in the NA/US may not work in EMEA or APAC. Taking the time to listen and understand with the regional needs will amplify our efforts and provide the right business outcomes.

Question 5: How do you handle unexpected challenges or setbacks in product marketing, and what lessons have you learned from overcoming them?

Staying true to our values and core beliefs is how we can approach any challenge or setback. And trust me there will be many challenges as we embark on our product marketing journey. When you're putting out fires day in and day out - it can lead to burnout very quickly.

I experienced it the hard way and I encourage everyone to voice their concerns before it's too late. I realize the only environment that I thrive in is a supportive one, not a toxic one. Our voice matters.

Voice of the customer - VoC

With PMA India, I enjoyed our conversations on the voice of the customer.

PMA India - Voice of the customer

PMA India - Voice of the customer

A few highlights from the webinar:
When we think about voice of the customer and what it looks like, I am looking at three aspects.

• Customer differentiation: Doesn't matter what company we are in, whether we are B2B or B2C, everybody asks this million dollar question.

  Why would a customer buy from us versus the competition or do nothing at all?

  • Know who your customer is - start from the market and create your persona and ICP. Look at the buyer and customer journey from buyer persona to user persona as a team in B2B.

  • What would the customer want today versus five years from now?
    

• Messaging and positioning: Create customer advocates, and we can only do that when we really understand what their pain points are and our product or solution or platform resonates with them.
  

• Competitive or Coopetitive market landscape: There are many alternatives out there from direct and indirect competition to workarounds and hacks. Until this is an urgent problem that needs to be solved right now, there is limbo.

Super grateful to continue to be a PMM guiding light for 5 years and to be included in the Product Marketing Alliance - 2023 Top 100 PMM Influencers.

Product Marketing Alliance - 2023 Top 100 PMM Influencers.

Here are the responses and excited to continue the journey with PMA.

Your prediction for product marketing in 2024?

Product marketing is in a continuous evolution where how and why we do product marketing has shifted. It's no more just about the content or a campaign. It's much more strategic to actually think about go to market and how to launch products and solutions to new personas and target segments.

Why is product marketing important?

Product marketing is the linchpin, that is bringing alignment and cross-functional collaboration across product, sales and marketing. We are the voice of the customer and the voice of the market. Understanding our customer pain points, having a pulse on the competition, riding the way for the market trends is what positions as well within an organization. Now how and why we do what we do and when and where we can show our value changes the game.

What advice would you give to someone looking to level-up in product marketing?

It's an exciting place to be able to bring product marketing value to meet the business needs. Being able to adapt with the shifts in the industry, business, and teams is a skill to be learnt. It's an amazing journey to be on to ride the wave and to crash with the waves. Embrace the fun and enjoy the ride.