Here’s the recording - https://chameleon.wistia.com/medias/2zozl86jgx
Last week I was a panelist with Peep Laja, Rachel Lambert, and Pulkit Agrawal on a webinar talking about current trends in Product Marketing.
How has the job of a product marketer changed recently?
Rachel:
Product marketing is no longer just reactive — we made a product, now launch it!
It’s becoming more proactive.
People are starting to see pmm as the glue that sits in-between product, sales, and marketing.
And starting to focus more on the full funnel.
Less feature announcements and sales pitch decks, and more shaping a product narrative.
When a pmm can get involved early with product to shape how a new feature can support our strategic narrative.
The pmm role should be factoring into product roadmapping and decision making
Pulkit:
Not just about bringing product to market, but bringing market back into product.
Peep:
Move past being a deck monkey
Become more strategic by getting closer to strategy, which means determining where do we play, which market segments, and how/why we will win?
Positioning, messaging, more strategic questions that typically a CEO has handled.
As PMM starts to take more of it on it becomes more strategically important
Product marketing also doesn’t own any metrics
Jason:
How do you set priorities?
- Charter document
How do you set metrics?
- Influenced revenue via deal support
- Klue’s impact analysis
- Sales confidence
Peep:
Your website is at the center of. how your generate revenue
If pmm owns the copy, owns the webist, then its going to own a big part of the pipeline
You first need to decide on the size of the co-created pie
Your conversion rate is 80% based on words, messaging, which if product marketing creates, you can take credit for.
Pulkit:
As you make your way into the product with user onboarding, it should be influenced by product marketing more than anything else.
As folks go into your product they haven’t made a decision their still evaluating the product
It’s almost like a new phase in the buyer journey
And often a lot of the strategic messaging on the website has vanished
There’s nothing about value, case studies, credibility, testimonials — its all about how you take actions
Ask the question is a user stuck because they don’t understand how to do something? Or are they demotivated and they see the time investment as too high because they don’t see the value.
It’s not just about how easy something is to do, its about how motivated you are to do it. So it’s not just about showing people how easy it is to use something itn your product, it’s about driving up their motivation and that’s really where product marketing can get more involved.
So, how can product marketing own the copy on the website but also the in-app product experiences.
How many apps have we signed up for and they forgotten about?
Here’s the recording - https://chameleon.wistia.com/medias/2zozl86jgx