Next Level Product Marketing

Video Transcript

Recording of Steve Keifer

“One of the most undervalued functions that a lot of technology companies is the product marketing team. And that’s unfortunate because I would argue that given the right level of talent and strategic focus, no organization can have a bigger impact on the growth of a company than product marketing.”

Field Deployed

“The best product marketers aren’t sitting behind a desk at headquarters writing positioning statements. They’re out in the field with the sales team telling the story.

When the client says, you can only bring 4 or 5 people to the big meeting, the product marketing manager makes the cut because no one else can differentiate the product better. No one else can speak to the different buyer personas sitting around the table, but the value your solution is going to bring to their department than the product marketing manager.”

Immersed in Analytics

“The best product marketers are also analytical. They’re studying the pipeline. They’re looking in every new big deal that’s coming, and they’re talking to the solution engineer. They’re reading the gong transcripts, trying to understand the buyer psychology, looking for new use cases, looking for that whitespace in the market that no one’s discovered.

Imagine if you could grow your TAM by 10, 15, 20% without investing another dollar in R&D just by taking the product capabilities that you already have and selling them into new parts of the market that no one else is.”

Thought Leadership

“The best product marketers are thought leaders as well. They build their own personal brands. They’re speaking at conferences. They’re getting interviewed on a podcast, they’re publishing Substack newsletters, and they know how to draw a massive crowd because they can talk about more than just your company and your product.

They can talk about what’s going on in the market and the broader industry trends. They can talk about how things like AI, blockchain, and robotics are going to revolutionize your space over the next 5 to 10 years.

If you want to reach hundreds of thousands or millions of people in your target audience, there’s no more cost-effective way to do it than thought leadership.

It’s far less expensive than big-budget advertising and trade show sponsorships.”