Members-only Membership content Why establishing your product hierarchy is critical to defining a value prop Jameelah Calhoun explains the importance of product hierarchies in product marketing and how to identify and establish them in your organization....
Members-only Product management What are product principles? And how can you build them? This article is going to focus primarily on the importance of principles in product design and how you can locate and implement them in your organization....
Members-only Membership content How to scale your customer advocacy program Jon Ashley, Head of Customer Advocacy at Sage, describes the key benefits of a customer advocacy program and how to implement it....
Members-only Membership content Product marketer- service provider or master of the universe? Raman Sharma, VP of Product Marketing at DigitalOcean, discusses the various roles for product marketers: when it's appropriate to be a leader, and when you should adopt a support role....
Members-only Recruitment Challenges in marketing recruitment & how to overcome them Jennifer Bunting, Head of Product Marketing at LinkedIn, outlines the challenges and essential criteria for recruiting product marketers....
Members-only Product Launch Category creation in product marketing Christine Tran describes the successes and challenges encountered by her organization as they launched a new software category....
Members-only Product Marketing Strategy The science of product marketing In this article, Anaud Ganpaul explores the science of product marketing, including the structure, technologies used, and ways to communicate results....
Members-only Membership content A/B testing: your ticket to defining high intent customers for funnel acceleration My name's Stephanie Menz and I'm on the customer marketing team at Toast. In this article, I'll be talking about using A/B testing to help define your target audience....
Members-only Customer Marketing Can you be customer-obsessed at a product first organization? It’s the old adage of business: never neglect your customer; it’s a one-way, non-stop route to oblivion. Tamara Niesen, Head of Product Marketing at Shopify Plus, spilled the beans on how to become customer- obsessed at a product-first organization...
Members-only Sales Enablement Product marketing playbook for sales enablement In this article, I’ll cover the must-have product marketing playbook for sales enablement, reflecting on my two-plus decades of experience in sales enablement, product management, and product marketing....
Members-only Your Insider Membership plan Today marks the release of our freemium membership plan. Inside, you’ll find templates, frameworks, exclusive content, OnDemand presentations, and reports from the likes of Adobe, Google, IBM, LinkedIn, and Amazon......
Members-only Product marketing at category-leading companies I’ve been in marketing at organizations across a lot of different stages, most recently with category-creating and category-leading Peloton. I’ll talk about what it means to be a PMM in this environment, and share key experiences, tips, and examples for how to nail the product marketing role....
Members-only Why product marketing deserves a seat at the strategy table My name's Lori Stout and in this article, I want to talk about my experience as a product marketer over the years and why I believe it is well past time for us to take our seat at the strategy table as product marketers....
Members-only Product Marketing Strategy An inside look at Uber's product marketing strategy In this article I’ll discuss how product marketers can distill customer data into actionable insights, giving you three separate examples of three different ways product marketing can have a pivotal role in an organization....
Members-only Membership content How IBM placed customer-centricity at the center of sales enablement In this article, cover IBM's guiding principles, our strategy, how important the role of the manager is in executing this strategy, and how we are evolving when it comes to skills and learning. I’ll finish by touching on the digital experience and power of gamification....
