[Book] Product Marketing: Mastering the art and science of PMM
Self-Publish Date: Aug 21, 2022
Hi Folks - Excited to share my next book: Product Marketing - Mastering the art and science of PMM.
First, I want to say a heartfelt thank you to you for being part of my life and tell you a little bit about why I wrote this book. My reflections and journey over the past 10 years in product marketing in the world of B2B SaaS.
To start off a big thank you to all the amazing folks in my life - my PMM mentees, teams and leaders, my family and my true friends and familia around the world.
Also a big thank you to the authors who inspired me and the communities that have been the bedrock for who I am.
When I look at product marketing - I see the pure joy that we share in being part of a product marketing team and community.
This book is dedicated to:
Product Marketers around the world
To my PMM mentees, teams and leaders
Imagine a world where we as product marketers are cheering each team and bringing the best in each of us. Our true self-worth as product marketing is yet to be unveiled, as the linchpin across product, sales and marketing.
When I ventured into product marketing 10 years ago, I found my passion across creativity and technology come to life. An engineer’s mind meets a creative heart and I knew this is right where I need to be.
Everyone comes into product marketing from different roles and that is the pure beauty of the PMM discipline. We bring diverse perspectives and challenge the status quo.
This intersection of Product and Marketing comes with its own struggles in educating teams across the organization to show our value and bring cross-functional alignment across product, sales and marketing.
Join me on a journey through the world of Product Marketing as we navigate the good, the bad and the ugly.
I truly believe that when done right, product marketing teams can truly make magic happen.
If you are wondering why should I read this book: (or why did I write this book)
As a PMM and product marketing leader, I have the privilege to see the PMM function evolve.
As a top 100 product marketing influencer, I am blessed to brainstorm with PMM mentees and leaders.
There are many books on Product and Marketing, but very few become a guiding light. I have read books on product, marketing, sales, leadership, habits, mindfulness and found my true north amidst them all.
In the past 10 years, I've learned a lot about the art and science of Product Marketing – from messaging and positioning, buyer persona, product launch to market intelligence, but the most important lesson is discipline and empathy.
It's the art of the craft. We keep refining our skills and put it to practice every day.Â
Having empathy for our customer, our team, and our stakeholders is the essence of Product Marketing.
In this book, I have three parts Inspire, Influence and Impact and share some of my learnings what is the essence of product marketing. Think about the secret recipe of product marketing from messaging and positioning, buyer persona, competitive intelligence, product launch — all of these things make us a true product marketer.
And to be a rockstar product marketer, there's one core skill that I am big advocate for - Empathy. When you have a curious mind, empathy and openness to new perspectives, you will work towards building that one team mentality, creating a unified narrative across the company and be winning together.
I have included lessons learned in stakeholder alignment all the way to the evolution from product marketing to portfolio messaging.
Messaging and positioning are at the core of reaching the right audience at the right time and in the right place. Storytelling reaches far and wide where features and functionality don’t. Every product marketing manager (PMM) is keen on telling the best award-winning story about their customers. You know the good and bad ones when you hear them.
Our generation grew up in the digital era, where marketing gimmicks are visible and transparent. Customers today are looking for authenticity, trust and credibility. As PMMs, it is our responsibility to manage perceptions and show the company’s value as trusted advisors.
In the world of software as a service (SaaS), customer lifetime value(CLTV) is critical for long-term success. We need to define the right metrics and OKRs to make sure we reach a win-win approach with people, technology and innovation in mind.
Thank you so much for being a part of my life and for joining this journey with me as we uncover the product marketing as the linchpin across product, sales and marketing.
Have a wonderful day!