PMM Summit Toronto was a BLAST!
Here are some of the insights you missed 👇
"You release products. You launch information." 🤯
PMM leaders → Have a strong POV re: the definition of product marketing, the value of your product, and what success looks like.
Stop assuming you know why you win/lose deals. Win-Loss is your chance to spearhead a critical initiative that gets you a seat at the table.
3 reasons sales reps don’t use your CI content: 1) it’s hard to access, 2) they don’t trust it, 3) you have no influence over their behaviour.
In your next customer interview, ask about their network. “Who is influencing you and your decisions? What other companies do you admire? Who do you trust for recos and advice?"
Transitioning to PLG is an org-wide change that affects everyone’s job description. The mindset shift is a big challenge, but critical to make it successful.
Moiz M., Seher Samnani, Cris Thome, Pradeep Chandra
Product marketing is a lonely role. We can all benefit from connecting with other like-minded PMMs for a much-needed venting and therapy session.
In order to build influence, you must build relationships. Don’t make your interactions with coworkers transactional. Get to know people and what motivates them.
GTM strategy starts with a comprehensive understanding of the problem, customer needs, market segmentation, and competition.
When selling your roadmap → the farther out it is, the less detail your give. Keep it customer-centric (”this is your roadmap”) and help customers understand and appreciate the process.
Whatever team you sit in, focus on being the center of gravity regarding your product, customer, and market. Every other team will seek you out and want to work with you.
Always revisit things. Your market, competitor, customer, "the game" will change and evolve over time. There is always a chance to spot new opportunities.
Insight gathering shouldn’t just be the job of a PMM. Create a culture of uncovering insights across your organization.
A bed is a bed is a bed. Look for things you can control that are very hard to copy. Turn your customer experience into a differentiating feature.
Buyers want us to speak their language (and I don’t mean English, Spanish, French, etc). Instead, think Demographics, Geographics, Technographics, Use Case, and Role.
To make your message stick, make it Personal, Contrastable, Tangible, Memorable, Visual, and Emotional.
Visualize the Voyage. Show customers the journey your product will take them on to solve their problem.
Big thanks to Product Marketing Alliance and the amazing PMMs that made this event possible 🙏