Tzeno Galchev’s Post

Product marketers are the strategic wranglers: → Making sure product is building what the market actually wants → Keeping engineering in the loop on customer needs → Ensuring sales has the perfect pitch #productmarketing

THERE’S NO SUCH THING AS ONE-SIZE-FITS-ALL IN B2B - continued. Following on from yesterday, how does this influence marketing strategies: 1. CREATING THE RIGHT MESSAGING ARCHITECTURE. Although a large B2B organisation may serve up hundreds of messages to different stakeholders, there needs to be an overarching idea that holds them all together. This is sometimes called the Organising Idea (and is quite often used as a tagline). The Organising Idea is a concept that is used by the likes of IBM (Let’s build a smarter planet). Slack (Where work happens) and Monday.com (One platform, better teamwork). Every message sits under this overarching theme which gives the brand consistency and helps reinforce the company’s purpose. 2. CREATING A CONTENT MARKETING STRATEGY. Different audiences have different needs. A CEO wants to know the key challenges his business is facing and how your product will help solve them. A CTO wants to know the specifications of your product. They want to see case studies. And they want to know how seamlessly your product integrates into the existing IT infrastructure. The CFO wants to know the cost of your product and the cost-efficiencies it can bring. The CHRO wants to know how your product will make work life easier for employees. Your content strategy needs to be a matrix of target audience and target needs. 3. CHOOSING THE RIGHT MARKETING CHANNELS. Not one single channel will deliver the results you’re looking for. Instead, a balanced channel mix will help you better achieve your objectives. Every channel has its strengths and weaknesses. LinkedIn gives a breadth of B2B audiences, but the click-through rates are pretty low. Industry-specific publications can deliver higher-quality leads, but the size of the audience might be small. Influencer marketing is on the rise and can be effective, but many influencers are more interested in building their brand, not yours. Ultimately, finding the right channels for your business should be based on a test-and-learn approach. 4. ANALYSING DATA AND MEASURING ROI. Tracking the right metrics will help you assess the success of your B2B marketing efforts. They will also let you know when to switch tactics when one part of your campaign isn’t working as well as it should be. Today, you can track the effectiveness throughout the marketing funnel. You can track brand awareness at the top of the funnel and leads, along with conversions, at the bottom of the funnel. Mastering marketing metrics is essential in today’s world, where speed and agility help you make important decisions in real time. The 4 key pillars are not rocket science, but when applied smartly to your business, they can provide rocket fuel.

Product, people, and process will help you become a better PMM in 2024. Product Continuously learn about the products you market (if possible, try them yourself). ➡ Product managers highlight product features and why they are important. ➡ Customers share what outcomes products and their features produce. ➡ Competitor research can highlight product benefits that weren’t initially obvious. People Effective product marketing involves identifying, understanding, and working with a variety of people. ➡ Your ideal customer. ➡ Who prospects interact with at your company throughout the customer journey. ➡ Which co-workers you need to engage with to complete your job. Process Ensure you have a solid understanding of your customer journey. This knowledge will help you: ➡ Offer insight into existing processes. ➡ Reveal if certain processes need to be tweaked. ➡ Decide if new process should be created. Your end goal is to ensure you have a seamless customer journey.

If you're not dedicating at least half of your time to following, then you're not truly fulfilling the role of a product manager. 1️⃣ Engaging with customers 🫱🏻🫲🏾 2️⃣ Staying updated on market research 📑 3️⃣ Communicating with sales or customer success teams 👩🏼💼🧑🏻💼👩🏽🔧👨🏻⚕️ 4️⃣ Convincing marketing to drive adoption of your product 👩🏻🎤🧑🏽🎤 It's a tough truth to swallow, but that's the reality of it. #productmanagement

🚀 Thriving Through Turbulence: Navigating Sudden Demand Surges 🚀 🌟 Sudden Demand Surge Series | Part 1/10 | Every Thursday Hello LinkedIn community, I'm excited to kick off a new series where we delve into critical scenarios that every product marketing manager could face during their journey. Join me every Thursday as we break down these situations and share actionable insights to navigate them successfully. Part 1: Ensuring Seamless Customer Experience during High Demand Periods 🔑 Job to be Done: As a product marketing manager, your foremost task during a sudden demand surge is to ensure a flawless customer experience, even in the face of unprecedented demand. 💡 Actions: 🏆 Collaboration is the heartbeat of success. Here's how you can tackle this challenge: 🏆 Operations Synergy: Partner closely with your operations team. Optimize order processing systems to handle the surge efficiently, ensuring timely deliveries and satisfied customers. 🏆 Customer-Centric Communication: Transparency is key. Clearly communicate potential delays, set realistic expectations, and provide updates at every stage of the customer journey. Empower Support Teams: Work hand-in-hand with customer support. Equip them with the information they need to address inquiries promptly and provide exceptional service. 💬 Discussion: Have you experienced a sudden demand surge? How did you ensure your customers had a seamless experience? Share your insights and join the conversation! Stay tuned for next Thursday's post, where we'll explore another vital element in navigating the dynamic landscape of product marketing. Remember, in the world of rapid growth and innovation, challenges are opportunities in disguise. Let's embrace them together! 🚀 #product #productmarketing #productmanagement #marketing #marketingstrategy #customerexperience

As a Business Operations Program Manager, we know what the current market solutions lack when it comes to what we need to have to be successful. The matter of the fact is - ❌ Your reps are struggling to find sales content ❌ Enablement & Marketing face challenges with unused content & limited visibility into adoption ❌ The current market solutions are polarized How do we close this gap and enable impact on closing deals? Meet Spekit 🐙’s next-gen sales content experience. 🤩 Integrated throughout the entire sales rep journey to automatically surface the right content, at the right time. Curious to learn how? Chat with us today at https://lnkd.in/gT9mNUjW #contentmanagement #CMS #reinforcedlearning #SpekitSmartSend #SmartSend #ForTheReps

Learn about Digitalzone's strategic move to appoint Sonjoy Ganguly as Chief Product Officer and Thomas Koletas as Chief Revenue Officer to...

A quiz for Product Managers: Identify the ONLY Activities from the below that is done by a PRODUCT MANAGER. May be, share your answer and the reason in the comments: 1 understanding of the customer's needs, preferences, and behaviours 2 Aligning the product to the customer's needs, preferences, and behaviours 3 Ensuring the that the Customer Journey is executed with alignment to customer's needs, preferences, and behaviours 4 to attract and retain customers at every stage of the buyer’s journey 5 define the advertising campaigns and the media channels needed 6 to ensure customer retention, keep existing buyers happy, and attract new customers to supplement your inbound figures 7 generated interest and a lead 8 engaging the leads generated 9 how the lead can be passed from one stage of the customer journey to the next 10 Lead Nurturing 11 Lead conversion to paid customers. Become the product manager that you always aspired to be. Let's be at it! Being at it, we always WIN! #GutsGo

We're just weeks away from the last quarter of 2024. If I were leading a product marketing team here are the things I'd prioritize right now. 👇 Q4 is notoriously a tricky time. It's simultaneously the last push to meet your annual goals, but it's also hard to close deals with holidays and vacations coming fast and furious. ⚡ Use the next week or so to look at your positioning. Is it up to date? Is it clear? Are you capturing the top competitive alternatives? Do you know the top 3-4 things that make your product stand out in the market? ⚡From there, spend the week after that re-assessing your messaging. This isn't the time for big sweeping changes, so find one problem area in the customer lifecycle and focus there. For instance: you might focus your efforts on SDR playbooks, you could choose a few high-impact pieces of content, or you could work on something that helps expand existing accounts. ⚡While you're doing the above two, I would also spend some time chatting with your stakeholders across the business. What are they most concerned about going into this quarter? What happened last Q4 that we want to avoid/recreate/etc.? What's coming from a product perspective? ⚡ Now you're ready to tackle Q4. You've got a good idea of how to get your messaging right, you have a few high-value things you can do, and you are connected to your stakeholders. That a recipe for Q4 success! What are you working on right now to crush Q4? #productmarketing #contentmarketing

If you are a CMO, Head of Sales, or COO, Please share your thoughts HERE. So many wonderful, funny, and true comments here! We had the same problem until we started looking at the data: 1 - Salespeople don't actually know why people buy or don't buy, they "think they know" but they don't.. just interview the last 3 closed deals and the last 3 lost deals and your salespeople will score 1 in 6. 2 - Marketing knows nothing about negotiation and nuanced conversations. 3 - Ops teams love wasting their time on non-value-add activities and can't seem to understand that "perfection" is the enemy of good, and good is best. Imagine if your ops team was allowed to "perfect" the horse-drawn plow.. they would still be working on it! 😂 AI can bridge this gap and help each dept eliminate its inefficiencies and engage other dept with the things that matter. Every one of these depts could become 100X more effective with AI in their corner, implemented with a secure, custom/tailored built solution.