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Why is Go-to-Market so Hard?
Product Marketing Community’s Founder Rowan Noronha sat down with Terminus co-founder, Peak Community host, and my good friend, Sangram Vajre on his new book launch where he shares a framework that’ll help you become a better go-to-market leader in today’s Modern Selling environment.
Rowan Noronha
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GTM Strategy
Article
How to Create a Unique Value Proposition in a Crowded Market
Struggling to create a truly unique value proposition that sets you apart from your competition? You’re not alone. In fact, 88 percent of marketers and sellers we surveyed aren’t confident their buyers understand what makes their solution unique or valuable.
Leslie Talbot
Positioning
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GTM Strategy
Article
If Every Product Marketing Team is Different, Are Some Better than Others?
I heard someone last week say “Product marketing organizations are like ice cream varieties. Each company has a different flavor.” It was witty, but also resonant.
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Build
Article
How Launching a B2B Product is like Conducting an Orchestra with Gong, Salesforce & Klue
B2B product marketers are the conductors of their companies' orchestra. We unify product, marketing, sales, and customer success to produce a harmonic story for our target audience.
Rowan Noronha
Product Launch
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Orchestrate
Article
How to crush your first 30–60 days as a (Product) Marketing Leader
Transitioning into a new leadership role—be it as a coach, president, ship’s captain, or as a marketing leader—is more often than not a make it or break it moment. Your first 30-60 days sets the stage for how those ranking under and above you view your leadership. It’s where you start steering the organization to a great—or disappointing—future.
Rowan Noronha
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Build
Article
Marketing is Moving Further Down the Sales Funnel
If you’re a marketer, you’re responsible for more of the buying journey than ever before. This is a big shift from your traditional role, which was creating awareness and running campaigns at the top of the funnel. Those campaigns generated interest, but at some point, there was always that handoff to Sales, who would ultimately guide the buyer toward a decision.
Positioning
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GTM Strategy
Article
Product Marketing: Measuring The Outcomes That Matter
In today’s digital world, marketing has become much more of a science than an art. In the past, marketers often threw various tactics towards the wall in hopes that one would stick. But today, marketers can measure the performance of campaigns far better than ever. This is all because of marketing analytics which allows you to measure every single aspect of your marketing.
Build
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Build
Article
Decoding the Best Practices of Visionaries
It has never been more important to crack the code for effective sales enablement. That’s because B2B buyer preferences and behaviors have fundamentally changed.
Positioning
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GTM Strategy
Article
How to Integrate Revenue Intel into your Competitive Program
There’s a stat that you’ve probably heard at any tech conference you’ve ever attended. The idea is that by the time a buyer finally requests a demo or reaches out to a sales rep, they’re already 80% through their evaluation. It’s meant to imply that our prospects are more informed than ever.
Vincent Lo
Competitive Intelligence
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GTM Strategy
Article
Positioning Your Product? Avoid the Parity Trap!
In a recent B2B industry survey, 88 percent of companies said that their competitors’ solutions offer similar capabilities as they do. It’s no secret that in well-defined categories, many companies can solve the same problems with similar capabilities and pricing. The problem is, most marketers (88 percent) aren’t confident that buyers understand what makes their solution unique and different.
Leslie Talbot
Positioning
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GTM Strategy
Article
Competitors Are Stealing Your Customers: Why Customer Success should be a competitive enablement priority
Competitive intelligence isn’t just meant for one team at one point in time – it’s meant for the entire organization. In fact, results from the 2021 Competitive Enablement Report indicate that there are some big misalignments. This article is part of the Klue series, where they share findings from the data in the 2021 Competitive Enablement Report. They spoke with 500+ CI pros, PMMs, execs, and sales leaders.
Vincent Lo
Competitive Intelligence
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GTM Strategy
Article
How to Stand Out When You’re Looking to Take a Step Up to a C-level Role
When it comes to advice on how to get your next big job, and present yourself in a way that gets recruiter and executive attention, who is the best person to ask? A superstar executive recruiter Kate Bullis, co-founder and managing partner at SEBA International.
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Build
Article
Your Single Source of Narrative Truth
In his presentation at our 2020 summit, Andy Raskin, who works with CEOs on their companies strategic narratives, finds his Facebook of narrative truth.
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GTM Strategy
Article
Building trust through storytelling
The buyer is always the hero.
Michael Londgren
Messaging & Positioning
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GTM Strategy
Article
Understanding Buyers by Asking the Right Questions
Understanding the buyer is one of the most important aspects of product marketing. It’s foundational. Everything we do as Product Marketers builds on this understanding.
Mike Berger
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GTM Strategy
Article
Unite Marketing Orchestration and Sales Enablement
Uniting marketing orchestration and sales enablement helps brands deliver exceptional buyer experiences.
Michael Londgren
Sales Enablement
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GTM Strategy
Article
Make it Easy for Buyers to Choose Your Product
More than ever, your prospects and customers rely on digital content to learn, form opinions, and decide whether your solution will help them meet their business goals. But if the goal is to create content that persuades buyers to choose your solution, why doesn’t most content drive decisions the way it should?
Leslie Talbot
Sales Enablement
Messaging and Positioning
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GTM Strategy
Article
Why Customer Retention Needs to be a Priority in your Competitive Enablement Program
Competitive intelligence isn’t just meant for one team at one point in time – it’s meant for the entire organization. In fact, results from the 2021 Competitive Enablement Report indicate that there are some big misalignments on WHAT competitive teams should prioritize and WHO they should support.
Vincent Lo
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Build
Article
Finding the ideal Product Marketer (Is It Better To Hire Experienced or Groom Someone Into The Role?)
Priya Doty, VP of Product Marketing for IBM Brands such as IBM Z & LinuxONE discusses, how do you find the ideal product marketer? (Is it better to hire experienced or groom someone into the role?) How should a product marketer be measured? (Are there actual metrics?) Once in the role, how does a product marketer distinguish themselves from product management? (What’s the value of this role, vs classic PM or classic Comms/DG marketing)
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Build
Master Class Video
Measuring & Optimizing the Product Marketing Performance
Todd Berkowitz from Gartner does a deep dive into three core questions in measuring and optimizing Product Marketing's performance. 1. How should you define the role and responsibility of product marketing? 2. What metrics should you use to evaluate and optimize product marketing's performance? 3. Beyond new logo acquisition, how do you measure product marketing's contribution to customer renewal and expansion.
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Build
Fostering Innovation & Culture: What Product Marketers Can Do
We often hear about the importance of innovation and culture to organizational health. But what impact do these intangibles have on the product marketing function, and what impact does product marketing have on organizational innovation and culture?
Megan Heuer
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Build
Article
(Product) Marketing's Role in Your Customer's Success: An interview with Chris Koehler, CMO Box
We recently had Meghan Keaney Anderson, Former VP of Marketing at Hubspot, interview Chris Koehler, CMO of BOX, a cloud content management company. At BOX, Chris led record-breaking revenue targets. Before BOX, he made his mark at Adobe by reshaping their customer success function before heading go-to-market and product marketing for Adobe Creative Cloud for Enterprise.
Rowan Noronha
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GTM Strategy
Article
The 3 Cs to Building a Great Sales Enablement Program
Let’s face it — the perfect sales enablement program is a challenge to build from the ground up. It’s difficult to know where to start, and it’s just as tough to figure out what your team really needs to be successful. There seems to be an endless amount of options and paths that have plenty of advantages and disadvantages. So, what’s a sales enablement leader to do?
Michael Londgren
Sales Enablement
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GTM Strategy
Article
Positioning Gainsight: A Startup’s Journey to Unicorn Status
Join the Product Marketing Community in this exclusive webinar as we dive into the cross-section of the minds that built a product marketing-driven organization journeys through the different growth stages and what it took to position Gainsight to unicorn status.
Rowan Noronha
Planning
Messaging and Positioning
Sales Enablement
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GTM Strategy
Article
The Role of Product Marketing in the Customer Success Economy
The Product Marketing Community’s Megan Heuer sat down with Nick Mehta (CEO of Gainsight) and Stephanie Robotham (CMO of Gainsight) and discussed how to embrace the three levels of customer success at your organization.
Rowan Noronha
Sales Enablement
Customer Segmentation
Messaging and Positioning
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GTM Strategy
Article
(Product) Marketing's Role in Your Customer’s Success with the CMO of Box
The Product Marketing Community’s Meghan Keaney Anderson sat down with Box's CMO Chris Koehler to discuss why customers’ success with your product is key to increasing revenue.
Rowan Noronha
Sales Enablement
Messaging and Positioning
Planning
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GTM Strategy
Article
Win the Moment with Just-in-Time, Situational Messages and Content
How do you respond to conditions your marketing plan didn't anticipate? Industry changes, global events, and competitive moves materialize without warning and evolve quickly. Your response needs to be equally fast and flexible so you can adapt and stay ahead.
Leslie Talbot
Messaging and Positioning
Customer Segmentation
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GTM Strategy
Article
Three Reasons Your Competitive Enablement Program Isn't Maximizing Its Value To The Business
In order to build a competitive enablement program in the new year that wins, it requires enabling the entire organization with competitive insights. But what do all of these stakeholders really want?
Vincent Lo
Competitive Intelligence
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GTM Strategy
Article
"Reason Code" Utopia.... Does it Exist?
With 2020 behind us, you're ready for a fresh start! Your company has to make up a bit of lost ground from 2020 and increasing its win rate is a top priority for your executive team.
Ryan Sorley
Win Loss
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GTM Strategy
Article
Product Marketing’s New Role In Delivering Frictionless Customer Experience
Rowan Noronha & Meghan Heuer sat down with Meagen Eisenberg, CMO, TripActions to discuss: Product Marketing’s New Role In Delivering Frictionless Customer Experience
Meagan Eisenberg
Buyer Persona
Customer Segmentation
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GTM Strategy
Article
Why Alignment is a CPO’s Secret Advantage in any Market & How You Can Create It
The Product Marketing Community’s Megan Heuer sat down with Legendary SaaS product leader Cheryl Chavez, formerly martech innoovation leaders at Engagio and Marketo, on how to make the most of a market and industry that is ready for change.
Cheryl Chavez
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GTM Strategy
Article
A CMO's Perspective: Adapting to New Buying Realities
When March 2020 hit us like a freight train, we never could have anticipated that we'd be preparing for one of the most challenging years of our lives. 2020 taught us the importance of agility, both in our teams and across our organizations.
Meghan Keaney Anderson
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GTM Strategy
Article
How Consultative Strategies in Enablement Creates a Multiplier Effect
Rowan Noronha had the opportunity to sit down virtually with Whitney Sieck, Senior Director of Enablement at Outreach, and discuss her recent presentation about Consultative Enablement.
Rowan Noronha
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GTM Strategy
Article
Uniting Technology and Human Connection to Power Sales in 2021
The Product Marketing Community’s Rowan Noronha sat down with Seismic CMO Michael Londgren and VP, Product Marketing Jam Khan to talk about how technology like interactive content can help you resonate with buyers in a personalized way amidst the “new normal.”
Michael Londgren
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GTM Strategy
Article
The Role of the Intelligence Strategist in Product Dev, Marketing, & GTM
Competitive Intelligence (CI) is one of the most critical methodologies we need to understand our markets fully. Traditionally, CI has been conducted by collecting, analyzing, and sharing single intelligence pieces from a single point in time.
Rowan Noronha
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GTM Strategy
Article
The Importance of Interlocking PM and Sales Enablement
Sheevaun Thatcher, Global Sales Enablement Lead at RingCentral discusses the importance of interlocking product marketing and sales enablement in support of your GTM strategy.
Rowan Noronha
Read More
GTM Strategy
Master Class
Four Trends That Are Forever Changing Marketing and Enablement
If you’ve been a marketer for even a short time, you know better than anyone that your job has changed in the last few years.
Leslie Talbot
Read More
GTM Strategy
Article
5 key areas for product marketers to prioritize their efforts.
Responding to COVID19: A Playbook for Portfolio Marketing & 5 Key Areas for Product Marketers to Prioritize their Efforts.
Katie Fabiszak
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GTM Strategy
Article
Top Findings from the 2021 Competitive Enablement Report
Klue’s VP of Product Marketing, Vincent Lo, sat down with different leaders to dive into their experiences with competitive intelligence. This is a portion of Vincent’s discussion with Rob Begg, VP of Product Marketing at Salesforce.
Vincent Lo
Competitive Intelligence
Sales Enablement
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GTM Strategy
Article
Product Marketers: Throw Away the 2020 Blueprint! Thought Leader Perspective
This year has undoubtedly been a unique one, as we have faced some of the most transformative and challenging adjustments to what we thought was our norm. As we understand how the entire world has evolved, we must also change our annual planning approach
Rowan Noronha
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GTM Strategy
Article
Crayon's Product Marketing Spotlight Series: Rowan Noronha
Crayon's Product Marketing Spotlight is an interview series where we chat with product marketers to get a glimpse into their careers and gain unique insight into product marketing strategy.
Rowan Noronha
Competitive Intelligence
Sales Enablement
Messaging and Positioning
Pricing and Packaging
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Orchestrate
Article
Embracing Change: How Businesses Thrive in Disruptive Times
Companies are facing unprecedented disruption. Not only have the lines between personal and professional lives blurred as employees have shifted to remote work environments, but there are now challenges affecting every aspect of their business.
Michael Londgren
Sales Enablement
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GTM Strategy
Article
The Show Must Go On For Portfolio Marketers In 2021
Market and buyer insights are critical in volatile times. Everyone who interacts with buyers directly or indirectly requires enablement. Portfolio marketing must develop leadership behaviors to help the organization stay audience-centric for 2021.
Katie Fabiszak
Sales Enablement
Buyer Persona
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Build
Article
How to Build a Competitive Intelligence Framework in 90 Days
Klue’s VP of Product Marketing, Vincent Lo, spoke to Tracy Berry about how she built out a competitive intelligence program at Service Max.
Vincent Lo
Competitive Intelligence
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Target
Article
How to Leverage Your Brand to Grow Your Business in 2021
Product Marketing Community’s Rowan Noronha sat down with David Kincaid, Founder of Level5 Strategy, to hear how companies can harness the power of their brands to transform their businesses and drive growth and why strong brands have never been more valuable.
Rowan Noronha
Planning
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GTM Strategy
Article
How to Create a Consistently Effective Marketing Message
An effective marketing message should do more than make a good first impression. To influence buying decisions, your message needs to make a lasting impression.
Leslie Talbot
Messaging and Positioning
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GTM Strategy
Article
How HubSpot's VP of Marketing Approaches Annual Planning
Meghan Keaney Anderson from HubSpot discusses 2021 planning as she explores where the best place to begin, how to set targets, and how best to define your resource and strategies for those targets.
Meghan Keaney Anderson
Planning
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Build
Master Class
The 2021 Pivot: Driving Customer Engagement in the New Normal
The Product Marketing Community’s Megan Heuer sat down with Gong’s CMO, Udi Ledergor on driving customer engagement in the new normal as we pivot for 2021 planning and reflect back at all of the learnings
Udi Ledergor
Sales Enablement
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GTM Strategy
Article
Taking a Customer Centric Approach to Marketing
The Product Marketing Community’s Megan Heuer sat down with Coupa CMO Chandar Pattabhiram to discuss ways marketers can adjust their approach to traditional marketing to focus on serving the needs of their customers for 2021 and beyond.
Chandar Pattabhiram
Customer Segmentation
Messaging and Positioning
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Build
Article
How to Find New Points of Amplification in Your Product Launch
Most product marketers know the standard playbook of launches: Events, email, social, teaser pages, and so forth. Following the same playbook will quickly lead to stale launch days. It's time to look for new ways to amplify your product launches.
Meghan Keaney Anderson
Messaging and Positioning
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Orchestrate
Article
Planning a Launch: Communicate Globally, Execute Locally
Planning and executing any product launch is daunting, but planning and executing a global product launch increases the size and scope by an order of magnitude.
Rowan Noronha
Messaging and Positioning
Buyer Persona
Read More
Orchestrate
Article
What is Product-Led Growth & Why Is It Taking Off?
Product-Led Growth is a go-to-market strategy that relies on using your product as the main vehicle to acquire, activate, and retain customers. Learn how learning companies are leveraging this approach to help enable growth.
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Product Led Growth
Master Class
Accelerate Growth with Product Qualified Leads (PQLs)
With a product-led G2M strategy, the product leader has more influence and responsibility as the experience the prospective customer has with the product will determine if they choose to buy or not.
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Product Led Growth
Article
What Are the Biggest Problems in Pricing and Packaging?
In this master class video, Mark Stiving from Pricing Impacts highlights key challenges he's identified over his extensive career in pricing enterprise software.
Pricing and Packaging
Read More
GTM Strategy
Master Class
How are PMMs evolving how they leverage customer/market insights?
In this master class video, Lauren Culbertson from LoopVOC highlights how PMM leaders are looking to their customers and key market insights to better inform their GTM strategies and more.
Messaging and Positioning
Customer Segmentation
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GTM Strategy
Master Class
What's the Difference Between Positioning, Branding, or Storytelling?
In this master class video, April Dunford from Ambient Strategy discusses the differences between positioning and messaging, branding, and storytelling.
April Dunford
Messaging and Positioning
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GTM Strategy
Master Class
What is Product Market Fit, and How Do You Assess Whether You Have It?
In this master class video, Janice Le from Helpshift discusses what does it product-market fit mean and how do you assess whether you have it?
Messaging and Positioning
Read More
GTM Strategy
Master Class
What is Targeting? Is it the Same as "Firmographics"?
In this master class video, Sridhar from Aventi Group discusses "firmographics" and how do they differ when you're identifying a target market.
Sridhar Ramanathan
Customer Segmentation
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Target
Master Class
How Can You Leverage a Win/Loss intelligence to Inform Your Strategy?
In this master class video, Ryan Sorley from DoubleCheck Research highlights how PMM leaders can leverage win/loss intelligence to inform your overall product marketing strategy.
Ryan Sorley
Win Loss
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Target
Master Class
How to Build a Software Company in the End User Era
I don’t know your company’s story, but I’m guessing this is how it happened: Jane heard about this tool called Slack from a friend, so she signed up and started using it with her team. Pretty soon the whole company was on Slack.
Blake Barlett
Read More
Product Led Growth
Article
How Tech Uses CX Metrics to Find Bottlenecks to Product Led Growth
“Today, software just shows up in the workplace unannounced. End users are finding products on their own and telling their bosses which ones to buy. And it’s all happening at lightning speed.”
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Product Led Growth
Article
A Free Tool to Help You Assess Product Launch Risk in Advance
David Daniels from BranKraft introduces a simple tool to help you articulate that uncomfortable feeling you have about the progress of product launch planning, while ensuring the right level of risk is managed and mitgated.
Read More
Orchestrate
Article
How to Make Pricing A Customer Storytelling Tool
Figuring out how to price and package a new product – or improve that of a current product – can be one of the biggest, most complex and most business-critical challenges marketers have to tackle today. But – when done right – pricing and packaging can have a dramatic impact on a company’s growth.  
Kyle Poyar
Pricing and Packaging
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GTM Strategy
Article
Now’s the Time to Revisit Your Pricing
In a matter of weeks, we’ve begun to realize the magnitude not just of the COVID energized by the opportunity to turn disruption into opportunity and come out of this crisis even stronger than before.
Kyle Poyar
Pricing and Packaging
Read More
GTM Strategy
Article
Product Marketing for Growth
Product Marketing is a strategic function in the marketing ecosystem. It is intentionally positioned upstream next to the CMO/marketing leadership.  
Rowan Noronha
Buyer Persona
Messaging and Positioning
Read More
Build
Article
4 Essential Templates for Building & Scaling Product Marketing
Product marketing is a critical strategic function. It centers around a keen understanding of the product’s target audiences, strategically positioning and messaging your offerings to boost demand.
Buyer Persona
Competitive Intelligence
Messaging and Positioning
Read More
Build
Article
Product Marketer, Destroyer of Fences
Strong fences may make for good neighbors if you’re in the business of pastoral farming, but in developing technology products, they are ruinous.  
Rowan Noronha
Sales Enablement
Buyer Persona
Messaging and Positioning
Read More
Build
Article
Product Marketing vs Product Management: What’s the Difference?
Product Management and Product Marketing, the differences, the similarities, and the inevitable conflict between these two archetypal roles have been documented since time immemorial.
Rowan Noronha
Sales Enablement
Messaging and Positioning
Read More
Build
Article
Marketing Through an Information Apocalypse
Buyers aren’t having trouble buying because your team isn’t marketing hard enough. They’re having trouble because they’re passing through a hailstorm of messages. They are getting so much content from so many companies on so many channels that it makes it exceedingly difficult to hear, well, anything.
Rowan Noronha
Buyer Persona
Messaging and Positioning
Read More
GTM Strategy
Article