Membership content

In this article, I’ll discuss outbound product marketing and explain what it involves and how it’s different from the traditional PMM role. I’ll explain how the outbound PMM function at Workday is organized and what’s within our remit, and examples of what we’ve done to elevate the function....

In this article, I’ll share the story of Culture Trip’s Cultural Mindset study, and how Mars and Venus, or market insights and data science can not only research but collaborate to help organizations target and communicate with customers in a way that helps them be understood....

In this article, I’ll discuss product marketing in the industry that started it all - the domains industry. I’ll delve into why product marketing in this industry comes with its challenges thanks to two main characteristics it possesses....

A statistic highlighted by recent research shows 80% of CEOs don’t trust the efforts of their marketing team, meaning as product marketers, we’re not getting the recognition we need. Why is this? I'll share lessons I've learned with the aim of helping you become an ROI marketer....

Alain Mowad, Director of Product Marketing at Talkdesk talks about creating effective marketing demo presentations and shares five common mistakes and how to fix them....

I want to share five steps with you that can help propel product marketing into a strategic function within your organization. My name's Parag Pathak and I'm the Team Lead at IBM Security. This article is going to be focused on what you can do on a daily basis to be more strategic at your workplace....

In this article, Arik Abel shares seven human-centered design techniques that are proven to propel your customer experience (CX) to whole new heights....

There are unique challenges for product marketers in legal technology, and in this article, I want to share the lessons I’ve learned at Everlaw for marketing to busy professionals....

As humans, we believe in principles. Accounting, development, manufacturing, and many more have generally accepted principles, so why don’t we in marketing center on principles too?...

It’s easy to talk about things that go well, but what about the things that aren’t successful? I’m going to share the story of the time we at Sprout Social realized not going to market with our product was the best decision, and I’ll explain the four important lessons learned through that journey....

In this article, I want to talk about the role of feedback and how PMMs can leverage it to create more effective messaging. At SurveyMonkey, we recently overhauled our entire messaging, and I want to share the seven-step journey we went on and the key learnings we took away....

In this article, I’m going to focus on how you launch a new product within an existing culture. I want to share my experiences launching a new product within a billion-dollar company and take you through the nine key lessons learned along the way....

If you’re working at a small company or a large one and you’re pivoting to offer a new product or change the emphasis and how you’re messaging your company and what you do, I hope you can use this article as a launchpad and example to get you started....

In this article, I’ll talk about why communications are the link, the three key areas of focus when connecting to the C-suite, and show examples of how you can adapt and adjust to become a translator for the C-suite....

Successful product marketing is not a one-man-band, it takes a team, and following many interviews over many months I came up with five product marketing personas, which if assembled can create an unstoppable PMM force and award-winning go-to-market team within an org....