Product marketing
Table of contents
Team vision and principles
- We have a collaborative, efficient, and repeatable motion for bringing new features and products to market.
- We are a strategic partner for Product, Sales, and Marketing. We do our best work when we’re brought in early.
- We communicate the value of our products and focus on both the “what” and the “why.”
- We align our team goals with the broader company goals and our work contributes to both revenue and adoption.
- We are advocates for our customers. We launch products and make decisions with our customers in mind.
What we do
Tactically, here are the activities Product Marketing will drive and contribute to. This list is not exhaustive and is flexible—there will certainly be times when other teams drive these initiatives.
| Drive | Contribute |
|---|---|
| GTM launches/New Product Introduction (NPI) | Product roadmap |
| Product messaging and positioning | Company messaging and positioning |
| Pricing and packaging (this is shared with Ops and Product) | Sales collateral (pitch deck, outbound messaging) and sales enablement |
| Customer advocacy and marketing | Community and developer education |
| Analyst relations | PR |
| Use cases | Buyer personas (drive for new products) |
| Partner marketing | Demand generation efforts, content marketing, brand design |
Working with other teams
| Team | Where PMM can add value | How we collaborate |
|---|---|---|
| Product/Engineering | Product roadmap planning and prioritization, bringing new products to market, pricing and packaging, naming, conducting primary and secondary research, product copy, collaborating on content (blog posts, webinars, etc.) | PMM will be better able to support feature/product launches and influence the product roadmap with early involvement. |
| Sales/CE | Messaging and positioning, use cases and value drivers, buyer personas, creating external collateral (pitch decks, one sheeters, case studies), product training, competitive intelligence, synthesizing and sharing customer feedback | PMM primarily focuses on “one:many” communication, whereas Sales/CE primarily focus on “one:one” communication. There may be times that PMM is brought in to support a strategic customer or prospect, but the team is not big enough to support every deal. |
| Marketing | Messaging and positioning, buyer personas, content development and review, subject matter expertise, marketing campaigns and programs | Given that many members of the marketing team are relatively new, we’ll figure this out together as we work on key initiatives that span across the entire marketing org. |
Meet the team
- Andy Schumeister, Director of Product Marketing
- Alex Isken, Product Marketing Manager
- Victoria Yunger, Product Marketing Lead, Enterprise
- Lindsay Murphy, Customer Marketing Lead
- Lori Colston, Product Marketing Lead
To learn more about the team, check out our individual READMEs
Product launch templates and resources
- Product marketing brief: Messaging and positioning doc for new products/features.
- Naming guide: Best practices/process for naming new products/features.
- Marketing launch tiers: Guidance for establishing the launch tier for new products/features.
Resources
- Approved assets: GIFs, videos, and images that are externally shareable
- GTM Hub (go-to-market resources)
- Product marketing hierarchy
- Product marketing roadmap
- Batch Changes positioning
- Release post process
- Customer marketing
- Product Marketing & Product Manager collaboration