If you’re a digital marketer, you know that one of the most effective ways to sell a product or service is by showing and not just telling. Potential customers don’t always want to read about how amazing your product is; sometimes, they need to see some product visuals before they are convinced.   According to Wyzowl, 82% of people were compelled to purchase a product or service simply by watching a video. See? The numbers speak for themselves. Image via Wyzowl Are you thinking of how to make your product videos engaging enough? This guide will teach you 3 proven strategies to keep ..read more

This article is based on Jessica Armstrong’s talk, ‘Orchestrating a B2B post-sale journey’, at the Product Marketing Trailblazers virtual event.  As a PMA member, you can enjoy the complete recording here. For more exclusive content, head over to your membership dashboard.  I'm really excited to talk about orchestrating the post-sale journey in the B2B space. But first, let me introduce myself: my name's Jess, and I'm a Senior Lifecycle Customer Marketer at Gong.  At Gong, we've had a lot of experience navigating customer onboarding and the post-sale space – making sure we deli ..read more

In this episode of Product Marketing Maestros, guest Iryna Wager, Product Marketing Manager at WhatsApp discusses her strategy for transitioning from a traditional industry to big tech - in her case, WhatsApp.  She emphasizes the importance of demonstrating a fit between the individual and the company, understanding industry-specific frameworks, being humble, and showcasing transferable experiences.  Key takeaways: Prepare for big tech interviews even more intensely than needed, learning common frameworks used Identify transferable experiences from previous roles and build mini-ca ..read more

This article is based on David Copeland’s brilliant talk, ‘Maximizing revenue through digital commerce insights’, given at the Product Marketing Festival.  More into watching than reading? Enjoy the complete recording here.  There's no doubt that the way people shop has changed. Personally, I'm shopping online more than ever before, as evidenced by the stack of packages on my doorstep. This gives us as product marketers a tremendous opportunity to take advantage of a goldmine of digital insights – and that’s what we’re going to explore today. We’ll dive into the challenges of c ..read more

From customer advisory boards and personas, to customer segmentation, there are a whole bunch of tricks you need to master to stand out in the increasingly competitive PMM crowd and fulfill your potential. The good news? There’s a raft of product marketing courses out there designed to help you do just that. While we’re not brazen enough to say “we’re the best on the market”, we’ll be diplomatic and say, “we’re in the top one”. ? As the old adage goes: “you never stop learning”, and these words ring true in the world of product marketing. Whether you’re in the early stages of your PMM career ..read more

Brand messaging. It’s the one facet that you can get either right, wrong, or somewhere in between.  (And, I am here to make sure that you land the latter.) As the VP of Strategy and Marketing Services at Elevation Marketing, you can say that I've been around the block and seen a thing or two.  From watching marketers succeed at branding to watching them maybe… not so much, I know exactly what it takes to ace the branding game.  That’s why I wanted to take a second to go over some of our agency’s B2B branding best practices and the essential components it takes to elevate your b ..read more

Product marketers require various types of data to comprehend the market, customer needs, and the effectiveness of their solution. Each of these categories has multiple key performance indicators (KPIs) within them. For instance, metrics such as feature adoption rate, user journey paths, and churn rates indicate how good the product is. All of these numbers are tracked by different tools that various team members manage within the product marketing team. For example, a content writer can use Google Analytics to track website traffic and how long visitors stay on the site. A salesperson can us ..read more

This article is based on Maureen West’s talk at the Product Marketing Summit in Chicago. As a PMA member, you can enjoy the complete recording here. For more exclusive content, head over to your membership dashboard.  Hey there! I'm Maureen West, Director of Product Marketing at Cytel.  Today, I’m going to share how you can create a competitive intelligence (CI) program and apply the knowledge you gather to make better, more informed decisions that’ll drive business growth.  We’ll dig into each of the four key steps involved in building a CI program: Get executive buy-in Devel ..read more

In this episode of Product Marketing Life, host Collin Mayjack and guest Anthony Pierri, Co-Founder of FletchPMM, talk about throwing out your product vision, finding clear homepage messaging, and what product marketers can learn from the Baja Men. Key takeaways Anthony's career journey up to this point. The issue with SaaS CMOs and Founders when it comes to product marketing. Discussing the problem with advice like “don’t talk about features” and “customers don’t care about features, they care about benefits.” How product marketers can maintain homepage messaging clarity as they begin to m ..read more

There are millions of conversations happening each and every day among the 4.9 billion people using social media. The average person (hello, that’s me!) spends about 145 minutes on social media every day. And an astounding 90% of users follow at least one brand on social media.  These numbers illustrate a powerful shift in buyer behavior towards a more digitized relationship with brands, and indicate the importance of brand’s social media presence to establish brand awareness, capture demand, and maintain loyalty.  It’s a fair assumption that a number of these people are engaged in ..read more