The Product Marketing Alliance’s State of Product Marketing Report for 2020 shows that only 5% of product marketers feel like their role is fully understood, meaning quantifiable metrics are desperately needed to maintain credibility and leadership buy-in. So as you begin to determine how you could quantify product marketing at your organization, let’s first consider what’s possible from a metrics perspective.
If you are in technology, you have likely heard of Product-Led Growth or PLG. While this is a new trend in tech, the concept behind PLG is simple and has been around for a long time. Many roles benefit from PLG, but product marketers gain a unique advantage. Why? Because PLG is a gold mine of customer information.
On this episode of Embracing Erosion, Devon chats with Emma Stratton, the Founder of Punchy, a consulting and training firm that helps B2B tech companies with messaging. They discuss why you should create and invest in a brand, how to break through your mental ceiling, how to write more clearly and with impact using SMIT (you’ll learn what this means), why it is better to operate off of faith not fear, and much more. Enjoy!
On this episode of Embracing Erosion, Devon chats with Derek Osgood, the Co-Founder and CEO of Ignition, the collaborative GTM platform. They discuss how to build a sustainable GTM model, why there aren't many tools and software products built for product marketers, how GPT-3 will be incorporated into B2B software products, how to make bold decisions, why setting a company and/or product vision is critical, and much more. Enjoy!
On this episode of Embracing Erosion, Devon chats with Jason Oakley, the Senior Director of Product Marketing at Klue. This episode is built for those that love product marketing; they discuss category-building techniques, content strategy and what has made Jason a must-follow on LinkedIn, segmentation strategies and how they can apply to product packaging, and much more. Enjoy!
On this episode of Embracing Erosion, Devon chats with James McGinniss, the CEO and Co-Founder of David Energy, a new type of energy provider. They discuss how the energy grid is dramatically changing and is quickly becoming decentralized (you’ll hear that James relates this to the early days of the internet), how you can hire for customer empathy, the challenges of marketing toward "blue collar millionaires", why B2C represents a massive opportunity in the energy space, and why now may be the time to go against the herd and invest in growth. Enjoy!
On this episode of Embracing Erosion, Devon chats with product marketing leader, Bryan Dsouza. They discuss the importance of establishing and documenting principles, the nuances of product marketing in B2B vs B2B2C, how acquiring talent has changed since COVID, what characteristics make for a great product marketer, and more.
There’s been much said about how to build a go-to-market plan (just do a quick Google Search). But where we at Fluvio think most companies fail resides in their macro-level ability to sustain successful product and feature launches over time.
Over the course of several years and dozens of engagements, we have mapped out what we believe to be the most effective, repeatable go-to-market process that any company can and should adopt – the Fluvio GTM Model.
When we sit down to write product messaging, we are naturally focused on how to address customer pain points and lure customers with meaningful phrases that speak to our value proposition. Many times, we forget that once customers are sold into a product, they still need our help to be ushered along. Messaging along the usage journey is equally as important as prospecting messaging - it helps optimize a customer experience and ultimately results in retention, and higher LTV, ie: more profitable customers than those you’ve just acquired (bingo!). And yet, so little of our time is spent on in-product copy, and oftentimes usage copy is not very well thought through.
