Aatir Abdul Rauf

🌷May 2024 PMM Hive Digest: Product Marketing Collaboration🌷 Product marketing is a dynamic and collaborative field that thrives on the synergy between various teams within an organization. In this issue of our monthly newsletter, we will focus on the interactions between product marketing and other functions. We will share resources and tips from industry experts to help you navigate the complexities. Take advantage of our articles and templates to unlock the full potential of product marketing! * Link in the comment #productmarketing #newsletter #pmm #b2bmarketers

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Product marketing carries a huge burden: understanding customers, market, and product, then connecting them all. On top of it, you try to influence areas that you don’t fully own. This gets even tougher when you're a solo PMM or an understaffed team. Add perfectionism/impostor syndrome, and we can picture this: ❌Efforts are scattered everywhere, meaningful progress nowhere. ❌Pulled in every direction until you can't handle any. ❌THE INEVITABLE BURNOUT So how do you fix that? Here's what I learned: ✔️Ignore the "ideal" PMM environment and candidate that I and others preach about. That's a best-case scenario/perfect world. It'll only kill you. Define what PMM means for your company (now) and focus on that. ✔️Utilize internal resources to help you attain your goals. Can't speak to X customers? Befriend customer-facing teams as a first step to learn more. Don't have time for discovery or can't be trusted yet? Ask for their findings. Add value by summarizing or building on top of it. ✔️Focus on what moves the lever/needle for your company this quarter. Ignore everything else. Sequence your projects and focus areas. ✔️Admit and accept that you can't know everything. With this, you can manage the complexities of product marketing without the crushing burden or inevitable burnout. If you're struggling with similar issues as a founder or PMM leader, don't hesitate to reach out. What's your experience with product marketing challenges? I'd love to hear your thoughts. #productmarketing #growth

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4 sources of data that product marketers shouldn’t overlook. Taken from the recent Product Marketing Alliance blog with Praveen Krishnamurthy. Understanding customers is at the core of what product marketers (PMMs) do. It's foundational to their work in developing a product's positioning and messaging. While PMMs often turn to familiar sources of data to understand users, a wealth of valuable information resides in the company's internal systems and across the internet. Let’s look at four such sources that PMMs shouldn’t overlook: 1️⃣ Sales demos Usually, sales demos help you showcase product features to potential customers and generate leads. But they are often much more than that. As a product marketer, you can learn first-hand how prospective customers react to a specific feature or what intrigues them the most about the product. You can leverage sales demos to your benefit through: → Feature interest heatmap → Use case discovery → Competitive intelligence → Implementation 2️⃣ Customer support interactions Customer support interactions offer a wealth of insights as they reflect what customers feel and think, helping you unearth needs, preferences and pain-points. You can leverage them to not just refine your messaging strategies but also to influence the product roadmap. How to use customer support interactions to improve your customer experience: → Assessing the learning curve → Feedback on new features → Implementation 3️⃣ Reviews on independent websites Besides letting you know what they think about your product through their interactions with customer support, users also turn to review websites on the internet to let others know exactly how they feel about your product. These reviews can be very informative. The other important thing to do here is to also analyze reviews users might have left for your competing products. How can you use reviews on independent websites to help your product marketing efforts? → Competitive analysis → Identifying gaps and benchmarking → Implementation 4️⃣ Online forum discussions Online forums offer a rich source of insights for PMMs. Professionals, enthusiasts, casual users and prospects can often be found engaging on forums, discussing products that cater to them. Here’s how you can use online forum discussions for your benefit as a product marketer: → Identifying unmet needs → Discovering usage scenarios → Implementation ___ PMMs can take advantage of a number of avenues to be better informed about their products, users and competitors. Utilizing the above-mentioned ways will help you unlock new insights and drive real competitive advantage. ___ The full article with more information on all of the above I’ll leave in the comments.

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Product Marketing Managers listen up! 📣 What channels are you following to read the latest case studies, industry news and product marketing updates? We've listed 10 of our favorite blogs and newsletters that help you cut through the noise and stay up to date on everything product marketing related. Check it out. 👇

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Want to take your Marketo campaigns to the next level? 🚀 This article dives into 8 steps to maximize campaign relevancy with Marketo Engage, from segmentation and dynamic content to automation and social media integration. By personalizing your campaigns, you can drive better engagement and results. Link to article: https://lnkd.in/gFUAiWsa #marketo #marketing #campaignrelevancy

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"Content Mapping for Customer Journeys" | Aligning content with each stage of a buying journey can lead a shopper to a purchase. Armando Roggio explains the tactic in this (very) helpful piece. https://pec-ly.com/?6syL #ecommerce

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Have you been wondering how to safely integrate AI into your work? This is the perfect starting point ⬇️ With ChatGPT-4o's enhanced language understanding and advanced data analytics features: We can use it to perform a (risk-free) comprehensive sentiment analysis on our Marketo emails. This will give us valuable insights into what's resonating with our audience - and what isn't. Leading to more engaging content that ultimately improves open rates, click-through rates, and conversions. Lucas Gonçalves Machado (Director of AI & Automation) has designed a step-by-step guide on how to extract your email data from Marketo and perform a sentiment analysis with ChatGPT. Learn all about it here: https://lnkd.in/gwQyAaqp

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🚀 Product Launch Strategy: Tailoring Efforts to Maximize Impact 🚀 As a product marketer, one of the most critical aspects of our role is executing successful product launches. A well-crafted launch strategy isn't one-size-fits-all; it requires careful alignment with the product's goals and market objectives. I recently came across a fantastic framework from Gartner that breaks down product launch activities into tiers, each with specific goals and corresponding marketing efforts. Here’s a summary: 👉 Tier 1: New Offering Objective: Market Creation Activities: Comprehensive GTM efforts to introduce the new product, including robust awareness campaigns, targeted demand generation, and thorough sales enablement. Campaign Strategy: A dedicated campaign focused on building brand recognition and attracting early adopters. 👉 Tier 2: Add-On Objective: Expand Share of Wallet Activities: Integrate the add-on into existing marketing efforts and campaigns, aligning with current customer communications and organizing targeted events. Campaign Strategy: Seamlessly blend the add-on with ongoing marketing campaigns to enhance customer value. 👉 Tier 3: Version Release and Enhancements Objective: Market Expansion/Retention Activities: Highlight new features to the existing customer base through updated sales materials and targeted promotions. Campaign Strategy: Incorporate enhancements into current campaigns to encourage continued use and upgrades. 👉 Tier 4: Corrective or Compliance Objective: Retention Activities: Communicate necessary updates to the sales team and affected customers, focusing on maintaining satisfaction. Campaign Strategy: No large-scale campaign; prioritize clear communication and customer support. 🎯 The key takeaway is that the intensity and nature of your marketing efforts should be directly aligned with the type of product launch. Whether it's launching a brand-new product or rolling out a compliance update, tailoring your approach ensures you're effectively meeting your product and market goals. 💬 How do you approach product launches? I’d love to hear your thoughts and experiences in the comments! #ProductMarketing #GoToMarket #ProductLaunch #Strategy Product Marketing Alliance Mike Hamilton, J.D.

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From Top to Bottom, How to Optimize Each Stage of the Conversion Funnel.... #seo #conversionfunnel #clickfunnels #funnelmarketing #nirvanacanada #digitalmarketing #marketingfunnel

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Best Practices For Data Hygiene in HubSpot https://hubs.ly/Q02M9x-p0

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🚀 𝗡𝗲𝘄 𝗠𝗰𝗞𝗶𝗻𝘀𝗲𝘆 𝗥𝗲𝗽𝗼𝗿𝘁: 𝗧𝗵𝗲 𝗚𝗿𝗼𝘄𝗶𝗻𝗴 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝗰𝗲 𝗼𝗳 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗮𝗻𝗮𝗴𝗲𝗿𝘀 𝗶𝗻 𝗦𝗼𝗳𝘁𝘄𝗮𝗿𝗲 🚀 The "build it, and they will come" mentality is outdated. As products become more sophisticated and customers more discerning, the path to market acceptance has become increasingly complex. This is where the Product Marketing Manager (PMM) role becomes critical. 🛠️ 𝗪𝗵𝘆 𝗣𝗠𝗠𝘀 𝗠𝗮𝘁𝘁𝗲𝗿: Product Marketing Managers (PMMs) play an essential role in the commercialization journey, providing vital orchestration and expertise at every stage. They bridge the gap between product development and go-to-market teams, ensuring alignment and driving successful product launches. 📈 𝗧𝗵𝗲 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗖𝗮𝘀𝗲: McKinsey's research reveals a strong correlation between a formalized PMM function and company growth. Companies in the highest revenue growth quartile have a PMM function, exhibiting a 25-30% higher ratio of PMMs to product managers (PMs). Specifically, these top-performing companies have a ratio of 𝗣𝗠𝗠𝘀 𝘁𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗺𝗮𝗻𝗮𝗴𝗲𝗿𝘀 (𝗣𝗠𝘀), 𝗮𝘃𝗲𝗿𝗮𝗴𝗶𝗻𝗴 𝗮𝗽𝗽𝗿𝗼𝘅𝗶𝗺𝗮𝘁𝗲𝗹𝘆 𝗼𝗻𝗲 𝗣𝗠𝗠 𝗳𝗼𝗿 𝗲𝘃𝗲𝗿𝘆 𝟭.𝟲 𝗣𝗠𝘀​. 🔍 𝗞𝗲𝘆 𝗙𝗮𝗰𝘁𝗼𝗿𝘀: 𝗧𝗶𝗺𝗶𝗻𝗴: Pre-launch efforts are crucial as companies must demonstrate market success quickly. 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗠𝗮𝗸𝗲𝗿𝘀: Engaging a broader range of stakeholders in the buying process. 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝗣𝗿𝗼𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: Meeting customer expectations for greater customization requires specialist knowledge. 🏆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗩𝗮𝗹𝘂𝗲: Leading companies in the software industry, such as IBM, Meta, Niantic, and Snowflake, are not just leveraging PMMs, they are strategically deploying them to drive growth and market success. As investors shift focus from 'growth at all costs' to sustainable margins and cash flow, PMMs' strategic role is becoming even more vital, highlighting their value in the industry. What do you think? #ProductMarketing #Software #Growth #PMM #Tech #Innovation #MarketStrategy

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Ever feel like your Marketo instance is moving at a snail’s pace? You’re not alone. We’ve all seen those sluggish campaign queues and the CRM sync that takes forever. If your instance feels like it's dragging, you might be staring down some serious tech debt. We’ve been there, and we’ve got the playbook authored by Michelle Wilfong-Oliphant, Etumos Senior Marketing Operations Consultant. Check out The Guide to Managing Marketo Tech Debt and get your instance back in the fast lane. Learn how to: 🚀 Get those campaigns queues moving again with proven strategies to reduce delays 🧹 Clear out the clutter in your smart lists and segmentations ⚙️ Learn why good governance isn’t just nice to have—it’s a game changer Ready to take control? Download The Guide to Managing Marketo Tech Debt and start fine-tuning your instance for optimal performance today. 🔗 https://lnkd.in/efPvphQb #Marketo #MOPs #TechDebt #MarketingAutomation #MarTechTalk #OpsProblems #MarketingOps

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👉 Interested in transitioning your career from Product Marketing to VP of Marketing? In part 2 of our series, we provide best practices and expert tips to ensure your VP of Marketing resume hits the right notes for hiring managers and recruiters. 🌟 Discover how to unlock your potential: https://lnkd.in/eQCzRraS #Marketing #PMM #VPofMarketing #CareerGrowth #ResumeTips #MarketingHQ

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When developing a robust product strategy, the Product Manager should be able to define and answer 5 key questions: - Vision: How will we motivate the team? - Goals and objectives: How will we know what to do? - Product roadmap: How will we know where we are going? - Key metrics: How will we know we are on the right track? - Who is on the team: How will we execute successfully? It really is that simple sometimes. Define these 5 areas, and success becomes more a matter of habit and commitment, and less a matter of luck #productmanagement #productstrategy #KPIs #ProductVision #Roadmap

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There are several different ways that Adobe Marketo connects to third party applications. But what's the most efficient way to connect your instance to the software you want to use? Whether you're receiving 50 or 5,000 leads a day from another application makes a real difference in the connection you set up and the experience for your audience and your team. In this article Michael Tucker outlines how to set up a LaunchPoint connection. What are the order of operations? How do you use this connection within your Marketo instance? Oh, and once your connection is set up, how do you monitor it to ensure that it's working properly and not causing problems with your leads in Marketo? #MarketingAutomation #MarketoMinutes #DigitalMarketing

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Why does Product Strategy and Product Roadmap get interchanged by some? They are distinct tools needed to support the team... Teams and products will have differing levels of success based on how they approach both. 🔹 PRODUCT STRATEGY Think of it as the North Star guiding your journey. ➔ Long-term goals. Years ahead. Think big! ➔ Big picture stuff: goals, target audience, and what makes your product special. ➔ The "what" and "why" of the product's future journey. 🔹 PRODUCT ROADMAP Your detailed action plan, charting the course. There is not always going to be a direct shot path…and sometimes that path has roadblocks or changes along the way. ➔ Focuses on short to medium-term goals. ➔ Aligns teams on core problem to solve. ➔ Lays out potential solutions, enhancements, and milestones. ➔ Answers the "how" and "when” of reaching your goals. The strategy sets your destination; the roadmap charts the way there. Your roadmap turns your vision and strategy into a reality over time. Ready to turn your vision into actionable steps? Let's build roadmaps that lead to success! How do you align your strategy and roadmap? Share your thoughts below!

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