product marketing

“Hire and build the right team around product marketing and make sure it's a separate team. It's not marketing. It's not communications. It's not engineering. It's not project management. It's something else.”

“I think that great marketing of PLG products is not actually about product marketing. It's about the actual product itself.”

“The role of product marketing I think actually becomes much more important as you're thinking about moving up market versus the product marketing itself is most important when you're sort of just thinking about the PLG channel.”

“I think product marketing today is really, really shit. It's bland. It doesn't make you feel anything.”

“I think the best companies that have the best story don't start with product marketing. They start with the problem that their customer has.”

“If you're running a better mousetrap business, You have to be obsessed with differentiation and emotion. I think that's where brand marketing is way more important than product marketing.”

“You asked me a year ago, who would be the first hire at a marketing organization? That would be product marketing. My mind changed. My answer today is demand generation. And that can accelerate, that can make a huge impact on the business early on.”

“I define product marketing as this closing this delta between the perceived value a customer has of the product and the actual value that you've delivered them.”

“Salespeople, as good as they are, is capturing and understanding the data. That doesn't mean they're necessarily great at creating content. So what you want them to do is capture all of the information, feed it back into product marketing and let product marke…”

“First and foremost, the marketing has to be the product itself. Like when people are like, how did you launch your book? I'm like, is your book done? They're like, yeah, my book's done. I'm like, it's too late for us to have a conversation. Like the marketing …”