You need to stay on top of evolving competitive offerings relative to your own differentiated advantages and your customers pain points.
You need consistent messaging across different channels, and stakeholder alignment.
You need to harmonize qualitative and quantiative research insights to power your product and messaging decisions.
None of this is easy.
Get better results by learning from these heavy-hitters.
Claire Suellentrop is a SaaS growth advisor & co-founder of Forget The Funnel: resources for early / growth-stage SaaS marketers and growth leads who believe that growth should be customer-led.
Daniel Murphy has led product marketing at Privy and Drift. He is also the creator of TheProductLaunchMasterclass.com, a comprehensive product launch training course for product marketers.
Jarod Greene is responsible for empowering Highspot’s go-to-market teams to command category leadership.
While Phil's experience lies in product marketing, Ihespecializes in consumer behavior, looking specifically at applying behavior science at each stage of the marketing funnel.
Rowan is most passionate about three things: his family, soccer, and b2b product marketing. For close to 20 years, he has created and executed product marketing strategies.
Tamara builds product marketing and growth teams that drive go-to-market strategy and revenue acceleration. She is an expert-in-residence at the Product Marketing Alliance, and is a Top 100 Product Marketing Influencer of 2020.
April is a globally recognized leader in positioning.
She advises companies on new product introduction and market positioning, go to market strategy and how that intersects with marketing, product, sales and customer success.
Marcus designs narratives, creates go-to-market strategy, and launches products at HubSpot. Prior to HubSpot he was at Google, bringing AdWords and YouTube products to market. He hosts a podcast for Product Marketers - The Product Marketing Experts, and is the author of Narrative Design for Business.
Louis fights marketing bullshit. He runs a popular marketing podcast, puts on workshops to help companies stand out, and consults on radical differentiation.
Just like everyone's definition of product positioning is a little different, everyone's approach to positioning varies too. I spent the last few months interviewing product marketing leaders from market leaders – like Spotify, Airtable, Shopify, Pluralsight and Atlassian – for a podcast mini-series. In this session I'll recap the seven lessons I learned.
New feature launches are a dynamite way to boost existing customers' engagement, increase new customer adoption rates, and attract new waves of signups...but getting a feature launch right requires proper planning, and high-impact messaging. In this session, you'll learn the most common reasons feature launches flop -- and you'll walk away with tools & worksheets to plan your next launch, map your messages, and ensure you've optimized for conversions ahead of launch day.
In a world of ongoing, continuous product development, the product marketer must keep pace to capitalize. Jarod will outline how to keep the same energy as your product management team so that all go-to-market teams can speak the product truth.
In this talk you’ll learn how to identify your company’s best customers, discover the value they seek and build a compelling go-to-market strategy that will help you attract, convert and retain them. Whether you’re looking for product market fit, competing in a saturated market, or defining a new category, customer segmentation will help you take a focused approach to driving sustainable growth.
B2B Product Launches Best Practices