Go-to-Market

Mary Sheehan, Senior Product Marketing Manager at Adobe, lifted the lid on the approaches companies adopt when launching a new product, whether they’re big or small....

Establishing a link between marketing, sales, and the product team is hard enough. But for the work you do in that regard to really pay off in the long term, you need to keep those connections current over long periods of time....

Whether you’re bringing a brand new product to market or tweaking something you’ve already got validating assumptions early, iteratively, and accurately can make or break your success....

It’s no secret product marketers arguably engage with most departments daily, and that contact can be tough to keep on top of. Here are 24 of the best collaboration tools for PMMs....

Content is king, blah blah blah. I honestly feel that content is half of the equation when it comes to product marketing. How you promote your written pieces play a huge role in getting traffic to your website and reaching your audience. But that’s a story for a different day....

“At its core, your brand promise should define your entire business and touch every aspect of your company.”...

Whether you’re managing one product or five, knowing what’s on the horizon the next day, week, month and quarter is critical in ensuring everyone - both in and out of your direct team - is aligned with your goals and aware of their responsibilities....

Whatever your product, whatever your industry, whatever your market, every business’ end goal is inevitably sales. As a product marketer though, there are only so many places you can be and things you can do at once, which is why a solid sales enablement tool is integral....

What if product management and product marketing were more knowledgeable on the market collectively than all other disciplines combined? What would change? Here’s a small sampling....

Product Marketing starts with understanding customer needs from the inception of the product to sale and renewal. Product marketers act as the voice of the customer while working with product management and engineering to create a feedback loop....

I was curious to learn how other product marketing leaders had dealt with this challenge in their careers. I spoke with Locke Truong,Head of Global Product Marketing at Ingram Micro Cloud, to understand his experience; excerpts of my conversation with him are below....

Quickly attained, vanity growth is not sustainable. A tree doesn't grow branches without first forming a trunk (I made this phrase up but it feels right). So where do you start?...

How Starbucks Nailed Product Marketing with the “Reserve Roastery”...

Esther Porte, Product Marketing Manager at Uber shares her involvement in launching new business lines in growing markets, promoting shiny new JUMP eBikes and most importantly, helping make the customer feel like a 'superhero' on their daily commute....