Jonathan Maimon’s Post

We missed the chance to screenshot this, but our "indie" PMM podcast took the #1 spot in the marketing category in Israel! As well as other notable rankings in fierce categories alongside real heavy and established hitters. Not that even knew these charts existed before setting on the path to create the podcast extension of our Hebrew speaking #productmarketing community, but it was a classic case of "if you build it they will come". And we did, and they did, and we're truly humbled. We're 5 episodes in and the season is far from over, link in the first comment. Topaz Eitan Oryan Aviner Yair Ronen PMMiya Podcast Efrat Shalem 🎗 Ohad Frankfurt David Balsam Lilach Dahan Tal Mishaly

There's one area I certainly didn't expect to gain this much hands-on experience in over the last 2 years, and that's #CreatorMarketing (I'm purposefully avoiding the "I" word...) and specifically pertaining to marketing SaaS platforms. This will probably be the first in a series of indefinite length about why I'm truly rooting for creator marketing to succeed as a sustainable, predictable and measurable channel. So stick around, and if you're trying to work creators into your #SaaSMarketing blend and feeling stuck - HMU. An outsider might view the work of online creators as gimmicky, pandering, opportunistic or even distasteful. But if you approach it with the right frame of thought - and with the right brief - it can unlock something you didn't even know was missing from your marketing: context. Every #productmarketer out here knows the pain of compressing value propositions, product benefits, differentiators and customer persona into one piece of marketing collateral. There's something about partnering with someone who exemplifies your persona, is articulate and crafty in creating the content itself, and has an audience that is primed receptive to being sold on your product. The #creatoreconomy might be broken (or even dead altogether according to some) but I believe, as is the case with new and unstandardized media, that this is due to poor advertiser behavior and expectations. Below is one of the better experiences I had on this very platform, my dude Andrew Bolis.

No one told me that the most challenging part of recording the PMMiya Podcast is playing back the episodes before publishing them, hearing every imperfection, "umms" and dull moments. I am happy to say that thanks to the phenomenal guest that is Tal Mishaly, I hardly noticed any of them, and was genuinely drawn into the episode as if this was my first time playing it. It addresses one of the most painful of pain points a #PMM encounters as part of their professional growth - how to attach success metrics to their work, so that they can demonstrate their business impact to the organization (and to themselves) I think we actually managed to answer that question in the course of 40 minutes, so make sure you work this episode into your next morning commute 🚄 As always, thankful for my partners in crime Topaz Eitan Oryan Aviner Yair Ronen #productmarketing #businesskpis #podcasts #metrics #funneloptimization #data #marketing #growth #b2b #b2c

בראשית ברא את הסיילס-לד ואת כפתור ה Schedule a Demo, ולא הגיע אף ליד. ביום השני ברא את הפרודקט-לד וכפתור ה Start free trial, והלקוחות לא הפכו למשלמים. ואז אמר - רגע, למה לא גם וגם? גישת ה PLS - product led sales הולכת וצוברת תאוצה, כדרך אפקטיבית לענות ללקוחות אנטרפרייז על הצורך לגעת במוצר בידיים, וגם ״לדבר עם מישהו״ בסוף שיתפור חבילה ותמחור. בפרק החדש של פודקסט הפמ״מיה, טופז ישבה עם אוהד פרנקפורט, שמוביל את המוצר בחברת Boards, על הגישה שלהם להובלת מכירות על ידי המוצר, מדידה, סקורינג ועוד המון נושאים שיעשירו לכם את הדרך שבה אתם מסתכלים על הכוח המכירתי של המוצר שלכם! לינק בתגובה הראשונה. Topaz Eitan Ohad Frankfurt Oryan Aviner Yair Ronen

השקנו את הפודקסט שלנו - לינק בתגובה הראשונה - על פרודקט מרקטינג בדיוק כמו שהיינו משיקים מוצר - עם תוכנית GTM סדורה, KPIs, קהלי יעד, מסג׳ינג, תוכן וכמובן דאטה. היה חשוב לנו לדעת שאנחנו בכיוון הנכון, שקלענו למאפייני הפרסונה, שאנחנו מצליחים לייצר discoverability & awareness. כל הבאזז ורדס שהן הלחם והחמאה של כל PMM. כי אנחנו מאמינים שאם כבר אנחנו מדברים כל כך הרבה על התחום, we should practice what we preach. שני נתונים שמראים ששלושת הפרקים הראשונים קלעו למטרה, או לפחות נותנים סיגנל חיובי: פיזור שווה בין הפרקים - מאז שהפודקסט הושק, כל אחד משלושת פרקי הבכורה קיבל מספר דומה מאוד של האזנות. בהערכה גסה, רוב אלו שהאזינו לפרק אחד, האזינו לשלושתם.  ריטנשן - משך ההאזנה הממוצע לפרק (וגם החציוני למען האמת) הוא 93%! מה זה אומר? הנחת היסוד שיש צורך בפודקסט כזה בעברית נכונה, מה שעשינו עד כה נותן ערך, ואנחנו צריכים להמשיך לדחוף את הפורמט הזה. בדרך אנחנו לומדים בעצמנו המון על התחום, פוגשים אנשים מרתקים ומקצועיים ברמות מטורפות, ומנסים להבין מה לעזאזל זה אומר להפיק פודקסט. תודה על הזכות, ותודה לשותפים Topaz Eitan Oryan Aviner Yair Ronen

In a different universe, I would totally be a The Hebrew University of Jerusalem alum. In this one, at least, they ask me to come and drop some radical honesty on unsuspecting BA students. Barely made it halfway through my deck, but I think I scared most of them away from a career in marketing. Thanks for having me!

Indeed, messaging is crucial to #productmarketing, but how do we ensure it's actually utilized? On the way to customers, salespeople, and marketing materials, the most relevant address for messaging is the employees themselves. As Lilach Dahan mentions in Episode 2 of our PMMiya Podcast dedicated to #messaging, it needs to seep down from the top. (Link to episode in the first comment) "Once the #pmm team aligns on the new 'messaging roof,' we start 'trickling it down' everywhere. Starting from a roadmap session by the VP of Product (whose presentation my team approves and writes the speaker notes for) to pitch decks, sales materials, and campaigns—all receive the messaging roof with clear instructions, and of course, everything created and written as a result undergoes our meticulous review." I think that often due to circumstances, department structures, and the nature of the PMM role, the messaging development process is ultimately reduced to essentially writing a brief. It quickly becomes clear that outside the narrow prism of any given campaign, product organizations, support, sales, and management tend to speak in ways that are convenient for them, not necessarily aligned with what the research and data show. The main takeaway from my session with Lilach? Successful messaging is: 1. Defensible with data and research, not just feelings and aesthetics. 2. Thoroughly chewed over and atomically deconstructed, so it can be elegantly tailored to different mediums, permeating the entire organization from the top. 3. Tightly connected to the product, with the product team involved in its formulation. 4. Using the language and vocabulary of the customers, helping them see themselves in the messages and the solution description. What's your approach to crafting messaging? What does the process look like in your team? Do you have any champion tips to share? As always, S/O to my amazing podcasting partners Oryan Aviner Topaz Eitan Yair Ronen. Brand new episodes coming very soon!

## Episode 2 of our (Hebrew) #PMMiyaPodcast. Really excited for this one, for obvious reasons and for even more obvious reasons ❤️ Links in the comments ## It's easy to take for granted that at the end of the day, the main aspect of our job as #ProductMarketingManager is to effectively communicate what the product does (features), the benefits of using it, and how it addresses specific customer pain points. This focus on #messaging and #positioning is what 92% of respondents in a Product Marketing Alliance survey identified as a significant part of their role. Essentially, it's about crafting the words, expressions, problems, and solutions that position our product on "the right shelf" where it has the best chance to stand out and be chosen. Messaging and positioning are certainly not new concepts in the world of marketing and sales, and their precursors can still be found in supermarket aisles, retail stores, and car dealerships. When dealing with digital products that cannot be touched, tasted, or sat in, this task becomes particularly challenging, especially when the market is saturated with competing products, and differentiation through unique messaging is crucial. To give you a professional, practical, and experienced perspective on how to approach messaging for a wide range of products, from enterprise to small businesses, in an environment where differentiation is challenging and success is highly valuable, I've invited Lilach Dahan, Senior Director of Product Marketing at Kaltura. And in case some of you aren't aware, perhaps it's also time for a disclosure—Lilach and I are married, so you can imagine how our evening conversations on the couch might sound... Thanks as always to my beautiful partners in crime on creating this podcast Topaz Eitan Oryan Aviner Yair Ronen

## WE MADE A PMM PODCAST IN HEBREW! 😎 Links in the comments ## One of the few reasons I still maintain an active Facebook profile is because of the PMMiya community. Founded nearly five years ago as a way to preserve our old team's camaraderie, this group has evolved into a force to be reckoned with, with over 5500 members and counting. Through it, many have taken their first steps in the field, entire teams have been established from the ground up, and thousands of discussions have broadened and deepened the responsibilities of a role that has become an integral part of our identity — product marketing. A role that serves as a crossroads between classic marketing, user-centered product development, business, branding, content and more. Today, we are launching a podcast that is a direct continuation of this group, providing another avenue for talents waiting on the sidelines to enter the field. This podcast is our attempt to convey why we so love and invest our days, nights, and weekends volunteering in this community. It covers core topics relevant to everyone with diverse perspectives and a wide spectrum of subjects, in-depth conversations with people we respect and admire, and the desire to create high-quality, valuable content — in Hebrew — for anyone looking to grow as product marketers. (And as a personal bonus for me—I've finally been able to publicize the odd brand of professional pillow talk that Lilach Dahan and I have for episode 2) As always, none of this would have been possible without the capabilities and knowledge of my partners Oryan Aviner and Topaz Eitan, but the real hero here is the guy on the left, Yair Ronen. It's his initiative, skills, and sensitivity to nuances, that made this podcast publicly available and hasn't remained "something we always wanted to do but never quite managed to get around to."