Membership content

It’s the old adage of business: never neglect your customer; it’s a one-way, non-stop route to oblivion. Tamara Niesen, Head of Product Marketing at Shopify Plus, spilled the beans on how to become customer- obsessed at a product-first organization...

In this article, I’ll cover the must-have product marketing playbook for sales enablement, reflecting on my two-plus decades of experience in sales enablement, product management, and product marketing....

I’ve noticed there’s a lot of waste in product marketing when looking at the org through a lean manufacturing lens. In this article, I’ll discuss 8 forms of waste in manufacturing, types of waste in PMM, tools to gain efficiency, and what structured problem-solving looks like....

Today marks the release of our freemium membership plan. Inside, you’ll find templates, frameworks, exclusive content, OnDemand presentations, and reports from the likes of Adobe, Google, IBM, LinkedIn, and Amazon......

I’ve been in marketing at organizations across a lot of different stages, most recently with category-creating and category-leading Peloton. I’ll talk about what it means to be a PMM in this environment, and share key experiences, tips, and examples for how to nail the product marketing role....

My name's Lori Stout and in this article, I want to talk about my experience as a product marketer over the years and why I believe it is well past time for us to take our seat at the strategy table as product marketers....

In this article I’ll discuss how product marketers can distill customer data into actionable insights, giving you three separate examples of three different ways product marketing can have a pivotal role in an organization....

In this article, cover IBM's guiding principles, our strategy, how important the role of the manager is in executing this strategy, and how we are evolving when it comes to skills and learning. I’ll finish by touching on the digital experience and power of gamification....

In this article, I’ll discuss outbound product marketing and explain what it involves and how it’s different from the traditional PMM role. I’ll explain how the outbound PMM function at Workday is organized and what’s within our remit, and examples of what we’ve done to elevate the function....

In this article, I’ll share the story of Culture Trip’s Cultural Mindset study, and how Mars and Venus, or market insights and data science can not only research but collaborate to help organizations target and communicate with customers in a way that helps them be understood....

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

In this article, I’ll discuss product marketing in the industry that started it all - the domains industry. I’ll delve into why product marketing in this industry comes with its challenges thanks to two main characteristics it possesses....

A statistic highlighted by recent research shows 80% of CEOs don’t trust the efforts of their marketing team, meaning as product marketers, we’re not getting the recognition we need. Why is this? I'll share lessons I've learned with the aim of helping you become an ROI marketer....

Alain Mowad, Director of Product Marketing at Talkdesk talks about creating effective marketing demo presentations and shares five common mistakes and how to fix them....

I want to share five steps with you that can help propel product marketing into a strategic function within your organization. My name's Parag Pathak and I'm the Team Lead at IBM Security. This article is going to be focused on what you can do on a daily basis to be more strategic at your workplace....