That’s a wrap on the PMM Summit in SF 👋
SO fun spending 2 days with so many incredible product marketers.
If you missed it, here’s a quick recap of my favourite takeaways:
1️⃣
Apparently there are 6 million marketers in the world and 116,000 (2%) are PMMs. Also, 1 in every 5 is a solo PMM 💪
2️⃣
How to write messaging for humans:
- Translate it - don’t use abstract language.
- Keep it real - Connect with their emotions and stand out.
- Loosen the tie - Say it like they would at a bbq.
3️⃣
Category design starts with marketing the problem. Winners are the ones that best market the problem and the solution. Also, a new category needs a NEW problem that has not yet been defined.
4️⃣
Buying is hard. That’s why 40% of deals end in no decision. Your pitch shouldn’t be a wind tunnel of features. Give buyers a unique market perspective and help them understand and navigate alternatives.
5️⃣
Nailing your positioning is equal parts art 🎨 and science 🔬 Sometimes you need to throw away the process.
6️⃣
What’s one simple way to separate sales-led from PLG? Monetization. With sales-led you are buying, then experiencing value. In PLG it’s the opposite.
7️⃣
65-70% of the buyer journey happens before talking to sales. Your website needs to be one of your best reps.
8️⃣
Look to build a shared understanding of what PMM and Sales Enablement care about, own, and where they overlap. Ex. Developing new messaging vs driving behaviour change across the sales team.
, and
9️⃣
What can giving walking tours teach us about selling?
- Know how they found you
- Hear where they’re coming from
- Clear expectations of what’s to come
🔟
Bees account for 80% of all global pollination. Why? Because they are uniquely capable of spotting pollen in a sea of flowers that look exactly the same. As PMMs, we need to act like bees. Spot overlaps between a customer's problem and our solution.
, and
1️⃣1️⃣
The "French Fry Theory" sums up why most marketers take on way to much — “You always have room for me one more fry. You can always do one more thing.”
1️⃣2️⃣
A simple framework for launch port-mortems — what should you START doing, CONTINUE doing, and STOP doing on future launches.
1️⃣3️⃣
Everyone is not your customer. When defining your ideal customer profile. GET SPECIFIC 🎯
1️⃣4️⃣
Like great products, great ideas don’t sell themselves. When selling ideas internally — know your audience, know what they care about, speak their language, and talk about the benefits and values it will have for them.
A huge thanks to the
for hosting this event and building such an amazing community of talented PMMS.
See you in December in Toronto!