Product marketing

I'm Andrew Keating, and I’m here to share my thoughts and ideas about industry marketing strategies. We'll explore how you can construct an industry-vertical go-to-market motion within your enterprise Software as a Service (SaaS) product marketing organization....

As a function, product marketing can sit between other departments involved in GTM and connect them. As with any function, you won’t get the most out of product marketing unless you can measure, track and build on it. That’s where product marketing metrics come in....

Hi, my name is Jony Tabuteau, Senior Product Marketing Manager for Xero. My team is essentially responsible for helping to accelerate Xero’s growth in North America, and that's what I'm excited to talk to you about today: the role that product marketing plays in growth....

Whether you’re working at a small startup or an accomplished organization, customers are the lifeblood of your business. Companies must measure the metrics surrounding customer churn, and solidify their all-important customer retention rates....

Trust is a central part of our Go-to-Market process. Building strong brands and products revolves around it. Without our customers' trust, our brands will fail. It’s down to us to be the trust engineers of the Go-to-Market process....

In a product-led Go-to-Market model, your product is doing the hard selling, not your sales team. Ever heard the expression show not tell? Normally we use it to talk about writing, but it’s a great way to understand the difference between sales-led and product-led GTM....

Georgia Diaconsescu, PMM at What3Words shares an actionable nine-step plan & learnings around enriching Personas with Jobs-To-Be-Done....

Product marketing metrics are crucial for companies and teams to measure their performance and progress towards their goals....

Ten steps you can use to keep ahead of your competition and bolster your competitive intelligence to strengthen your product marketing strategy....

When you think about Go-to-Market strategy, it's easy to think of it as linear. But in practice, GTM is a back-and-forth process. To get the right product, positioning, messaging, and pricing strategies for your next Go-to-Market cycle, you’ll need alignment between product and marketing....

Throughout this article, I'd like to provide you with some best practices and a process that you can adopt, adapt, and use in your own company the next time you're faced with the challenge of crafting positioning and messaging for the products that you sell....

The customer onboarding process is the post-conversion phase whereby companies divert their attention to ensuring they help their customers get the most value from their product....

It gets tough to explain product marketing. Is it in product management? Is it in marketing? But if there's one topic we all agree it belongs to, it's personas and segmentation....

Social media can be a fickle beast, especially if it’s not second nature to you and your team. But it can be a powerful tool for marketing your product launches....

Alignment isn’t going to be easy, and you won’t always get it right straight away, but the sooner you put measures in place to bring teams closer together, the sooner you’ll get there. And aligned teams are going to make for a much more successful business....