Your very own biweekly dose of all things product marketing. Whether you want a glimpse into the life of other PMMs or you’re after a deep dive into something specific, this is the only place you need to be.
A PMM's guide to international launches | Olga Laul, Regional PMM at Google
In this episode of Product Marketing Live, host Mark Assini interviews Olga Laul, Regional Product Marketing Manager at Google. Join us as Olga draws on her experience leading regional and global product launches and shares advice for effectively launching products internationally.
Here are the key takeaways from Mark and Olga's discussion:
Staggering product launches by geography and time is recommended.Work closely with product teams to align on key market prioritization.Focus on priority products and markets to manage the broad scope.Local testing and validation is crucial to avoid launch mistakes.Ongoing education and training are vital in keeping up with emerging innovations.
Conversational marketing for personalized experiences | Joshua Diner, Group PMM at Infobip
In this episode of The Product Marketing Life podcast, host Mark Assini is joined by Joshua Diner, Group Product Marketing Manager at Infobip. They have an insightful conversation around conversational marketing and communication, and how it can be leveraged to provide highly personalized experiences.
Here are the key takeaways from Mark and Joshua's discussion:
Conversational communication blends chatbots, AI, and human interactions.Personalization is key for conversational marketing.Conversational communication can be applied across the entire customer journey.Cart abandonment is a prime use case for conversational communication. Personalization through conversational marketing can be a competitive advantage.
Managing the balancing act of pricing | Vaishnavi Ravi, Founder of Market Maven
This week on Product Marketing Life, Mark is joined by Vaishnavi Ravi, founder and consultant at Market Maven, to discuss her experiences of leading major pricing changes. In their discussion, Vaishnavi advises treating pricing as an iterative process, requiring continuous testing and learning. She also stresses the importance of deeply understanding your customers and audiences as being critical for positioning and strategic direction. Overall, the discussion provides an inside look at the considerations and cross-functional collaboration vital for a successful pricing change.
Key takeawaysPricing changes require balancing multiple factors like value delivered, customer impact, and business metrics. It's an iterative process of testing and learning.Research involves analysts, sales data, customer reactions, competitor pricing, and secondary research on pricing best practices.Important metrics to track include ARR, average revenue per user, deal sizes, customer acquisition costs, and churn.Change management is required to enable sales with the rationale and empathy for customers, staged rollout, and ongoing tracking of metrics and fine-tuning.Focus on truly understanding your customers and audiences will continue to be critical for product positioning and company direction.
The Dos and Don’ts of Competitive Enablement | Dejan Gajsek, Founder & CEO, Grow + Scale
This week on Product Marketing Life, Mark is joined by Dejan Gajsek, CEO and co-founder of Grow + Scale. Dejan shares his career journey, beginning with marketing roles at early-stage startups in Slovenia, before making the leap to found Grow + Scale – a competitive intelligence program provider for B2B and SaaS technology companies.
Dejan takes us through the "dos and don'ts" of setting up competitive enablement programs, advising product marketers to start small and focus on one or two key competitors. He recommends creating a handful of assets like battlecards, and suggests leading with an "atomic battlecard" that covers 80% of scenarios to avoid overwhelming sales with too much information.
If sales reps aren't using the new collateral, Dejan suggests diagnosing why by talking to them directly, getting leader endorsement, and highlighting successes from deals won using the assets. Looking ahead, he sees competitive intelligence remaining critical as competition increases. While AI is a hot topic, Dejan emphasizes preserving the human aspect of selling.
Key talking points
For product marketers starting a competitive enablement program, Dejan advises starting small – focusing on 1-2 key competitors, ideal users like younger sales reps, and a few priority assets like battlecards.He shares tips on battle card creation - start with an "atomic battlecard" covering 80% of scenarios. Don't overwhelm sales reps with too much info.If sales reps don't use new enablement collateral, diagnose why – talk to them, get leader endorsement, and highlight successes.Looking ahead, competitive intelligence will remain critical as competition increases. AI is hot but be sure to preserve the human aspect of selling.
Increasing revenue and retention with win-loss analysis | Ryan Cuellar, Chief Delivery Officer at Primary Intelligence
In this episode of Product Marketing Life, we're joined by Ryan Cuellar, Chief Delivery Officer at Primary Intelligence, where we discuss the ways in which win-loss analysis can be used to increase revenue and retention.
Win-loss analysis is key to any successful product marketing endeavor. It delves into essential factors like why customers make certain decisions, and hones in on four categorical areas: price, product, sales motion, and company. But here's the catch, it's not just a deep product review; it goes deeper by exploring decision-making processes and the human element behind them.
Key talking pointsFour categorial areas that interplay in the customer’s decision-making processes.Understanding stakeholders' metrics, especially sales, to produce actionable recommendations.Building a strong relationship within the sales team and why it’s crucial for a successful win-loss program.Metrics don't change on their own; they change with people.Overcoming sales objections and improving win rates.Demonstrating an understanding of buyers' unique needs.
ResourcesFollow Ryan on LinkedInJoin the conversation in the PMA Community Slack channelAccess our eBook and explore the world of win-loss programs
From aspiring F-18 pilot to high-flying PMM | Aubrey Chapnick, Senior Product Marketing Manager at Q4
In this episode, host Mark Assini is joined by Aubrey Chapnick, Senior Product Marketing Manager at Q4, a leading capital markets communications platform.
Aubrey’s path to PMM is highly unconventional. He initially wanted to join the military to become an F-18 fighter pilot but ended up going in a very different direction.
Aubrey has done a lot of different things in his career including sales, management consulting, investment banking, equity research, HR, product, strategy, writing for the Globe and Mail, personal finance websites and even working as a catering chef before landing in product marketing.
Today, Aubrey leads product marketing for Q4’s growth products and is obsessed with helping Investor Relations professionals win in capital markets.
During this chat, Aubrey dives into his path from no formal product marketing experience to Senior Product Marketing Manager in under a year.
He also shares how he used unconventional experiences to his advantage when transitioning careers and trying to grow rapidly.