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Product Marketing

Wynter Games 10 is bringing you product marketing wisdom from the best in business.

100% free. November 4, 2021.

Wynter Games is a monthly virtual event series about finding, understanding, and appealing to customers. Distilled wisdom from the top experts in short 20-min sessions.
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Product marketing is strategy

Product marketing as a function is still unfamiliar and confusing to many, and even some product marketers can't define it well.

The best way to think about it: product marketing is strategy.

It's basically the same thing. And we need to start explaining it that way.

Product marketers work to understand the market and what motivates customers. They choose the market segments to target. They determine what attributes the product needs to win against the competition. They design an effective go-to-market plan along with the required positioning and messaging.

That's essentially "where to play" and "how to win" - the pillar questions of strategy.

The classic business strategy focused on beating the enemy (competition) while marketing has always been about the customer. Too much of this, and you end up with sameness. Most customer insights are category-level insights, so everyone ends up solving the same problems quite the same way.

When competitors were added to the marketer's focus and customers to the strategist's focus, it has caused the jobs of marketers and strategists to converge.

Modern companies don't need both a marketing function and a strategy function. Product marketing is where marketing and strategy come together.

Hand-picked product marketing leaders to learn from

Michael Olson

Director of Product Marketing @ New Relic

Michael is responsible for go-to-market strategy for New Relic products. When he’s not working closely with the sales, marketing and product teams at New Relic, you can find Michael advising organizations about DevOps, continuous delivery and observability, and running around on the soccer field.

Bianca Buckridee

VP of Product Marketing @ iTradeNetwork

Bianca has truly had a non-linear career path from elementary education to Social Customer Service pioneer and now product marketing. From tech to supply chain, she finds the best stories to tell.

Yaagneshwaran Ganesh

Director of Marketing @ Avoma

​Yaagneshwaran (Yaag) is an award-winning marketer, a best-selling author, and a TEDx speaker. Yaag is the Director of Marketing at Avoma, and is among the top 100 global marketing technologists, and is recognized by The World Marketing Congress as one of the Marketing Mavericks.

Charlene Wang

VP & Head of Marketing @ Fin.com

Charlene is VP & Head of Marketing at Fin.com, where she leads marketing for the rapidly growing Work Insights Platform backed by Coatue, Accel, Kleiner Perkins, and First Round Capital. Formerly, she was Director of Product Marketing at Coupa Software. She has led go-to-market strategy and business operations for some of Coupa’s fastest growing businesses from pre-IPO through a 20x valuation growth.

Andrew Stinger

Marketing Lead @ Coda

Andrew supports an incredible team delivering on Coda's mission via Product Marketing, PR/Comms & Events, while taking over 100 feature improvements to market in 12 months. Privileged to work closely with Coda's Brand, Solutions, Partnerships, Product, Design, Engineering and Customers teams every day.

Clare Hegg

Director of Product Marketing @ Treez

Clare has over a decade of experience in product marketing, branding, product and corporate strategy, and sales enablement. She is compelled to keep moving forward, and am driven by impactful work, and build strong relationships across an organization and beyond.

Varun Choraria

Sr. Associate, Product Marketing @ Vymo

Varun is currently with Vymo as a product marketer. Previously, he's run his own creative agency catering to the enterprise market, worked as a marketing consultant with Series-A level startups. He's also the author of miracle-preneuring, a self-help book.

Peep Laja

CEO at Wynter, CXL

Peep is a former champion of experimentation and optimization turned business builder. Now he grows a portfolio of companies. Founder of CXL, Speero, and Wynter.

April Dunford

Positioning expert, author of "Obviously Awesome"

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 Andrews

Product Marketing at HubSpot

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 Grenier

Founder at EveryoneHatesMarketers

Louis fights marketing bullshit. He runs a popular marketing podcast, puts on workshops to help companies stand out, and consults on radical differentiation.

Natala Menezes

Global Head of Product Marketing @Grammarly
Natala is a product marketing executive with expertise in building enterprise-scale teams, ecosystem development, and end-to-end product experiences. Today, she leads the product marketing organization at Grammarly, the world’s best communication assistance platform. Previously, she held leadership roles at GOOG, MSFT, AMZN, SFDC, and a few startups (TeachStreet, Localytics, and AK, acquired by NSR).

Mandy Schafer

Enterprise Product Marketing Lead @Miro
Mandy is an experienced Product Marketing manager based out of Amsterdam, Netherlands. Her focus has been in collaboration technology, enterprise security, and Account Based marketing. Her experience ranges from high growth startups like Dropbox, Miro and Demandbase to early stage start ups, such as Chartio and Zinc, to large multi-national corporations including Oracle, Autodesk, IBM and Intel

Jenna Crane

Director of Product Marketing @Klaviyo
Jenna Crane is the Director of Product Marketing at Klaviyo. She has more than a decade of experience marketing B2B technology, at companies like Dropbox, Upwork, and Drift. She specializes in the hypergrowth stage — building world-class product marketing functions that help startups quickly and sustainably accelerate from early adopters to mainstream success.

Jason Oakley

Sr. Director, Product Marketing @ Klue
Jason Oakley is the Sr. Director, Product Marketing at Klue, where he leads go-to-market strategy, positioning, enablement, and pricing. Like many, his path to product marketing included roles in demand gen, sales, and customer success. He's launched new products, repositioned others, and helped build new market categories with multiple SaaS startups. He lives with his family in Collingwood, Ontario.

Christy Roach

Head of End-User Marketing @ Airtable
Christy Roach has over a decade of experience in B2B product marketing, with a specific emphasis on helping startups scale. She's currently Head of End-User Marketing at Airtable, overseeing core & growth product marketing, pricing and packaging, end-user enablement, and Community efforts. Before Airtable, she held product marketing roles at Envoy, Asana, Gusto, and Intuit.

Phill Agnew

Senior Product Marketer @ Hotjar
Phill is the senior product marketer at Hotjar, product marketing ambassador at the PMA, and host of Nudge, the only podcast dedicated to consumer psychology. He specializes in consumer behavior, looking specifically at applying behavior science at each stage of the marketing funnel.

Jodi Innerfield

Director of Product Marketing @ Salesforce
Jodi is a seasoned product marketer known for simplifying complex problems into compelling, impactful stories and initiatives. Her marketing career spans content strategy and development, new product launches, solutions marketing, messaging and positioning, as well as building and scaling teams of talented marketers.

Clare Hegg

Director of Product Marketing @ Treez
Clare has over a decade of experience in product marketing, branding, product and corporate strategy, and sales enablement. She is compelled to keep moving forward, and am driven by impactful work, and build strong relationships across an organization and beyond.

Varun Choraria

Sr. Associate, Product Marketing @ Vymo
Varun is currently with Vymo as a product marketer. Previously, he's run his own creative agency catering to the enterprise market, worked as a marketing consultant with Series-A level startups. He's also the author of miracle-preneuring, a self-help book.

Blanca Barthe

Product Marketing Specialist @ACI Worldwide
Blanca has been at ACI Worldwide for nearly three years, a global payment software company. She has a breadth of experience in payments product marketing and her current focus is on the banks and financial intermediaries segment of the business.

Andrew Stinger

Marketing Lead @ Coda
Andrew supports an incredible team delivering on Coda's mission via Product Marketing, PR/Comms & Events, while taking over 100 feature improvements to market in 12 months. Privileged to work closely with Coda's Brand, Solutions, Partnerships, Product, Design, Engineering and Customers teams every day.

Charlene Wang

VP & Head of Marketing @ Fin.com
Charlene is VP & Head of Marketing at Fin.com, where she leads marketing for the rapidly growing Work Insights Platform backed by Coatue, Accel, Kleiner Perkins, and First Round Capital. Formerly, she was Director of Product Marketing at Coupa Software. She has led go-to-market strategy and business operations for some of Coupa’s fastest growing businesses from pre-IPO through a 20x valuation growth.

Yaagneshwaran Ganesh

Director of Marketing @ Avoma
​Yaagneshwaran (Yaag) is an award-winning marketer, a best-selling author, and a TEDx speaker. Yaag is the Director of Marketing at Avoma, and is among the top 100 global marketing technologists, and is recognized by The World Marketing Congress as one of the Marketing Mavericks.

Bianca Buckridee

VP of Product Marketing @ iTradeNetwork
Bianca has truly had a non-linear career path from elementary education to Social Customer Service pioneer and now product marketing. From tech to supply chain, she finds the best stories to tell.

Michael Olson

Director of Product Marketing @ New Relic
Michael is responsible for go-to-market strategy for New Relic products. When he’s not working closely with the sales, marketing and product teams at New Relic, you can find Michael advising organizations about DevOps, continuous delivery and observability, and running around on the soccer field.

Hugo Macedo

Senior Director Product Marketing @PandaDoc
Hugo is passionate about People, the New, and the Change in between. For him, this means Marketing, Innovation, and Transformation. Over 20 years, he built a diverse experience across multinationals, consulting, and startups. Currently serves as Senior Director of Product Marketing at PandaDoc — a unicorn tech startup going after your paperwork.

Div Manickam

Mentor | Product Marketing Influencer
Div has led B2B SaaS initiatives in startups and Fortune 500 technology companies for 10+ years. With disciplined product marketing across the buyer journey and cross-functional relationships, she empowers mindful teams and foster a vulnerable culture where everyone's voice is heard.

Trevor Pyle

Director Product Marketing @Quantum Metric
Trevor leads the platform product marketing team at Quantum Metric. His team focuses on GTM product launch, pricing/packaging, competitive strategy, customer activation, and messaging/positioning. Trevor's satisfaction as a leader comes from the people he helps, the internal reliability he creates, and the business outcomes he drives.

JD Prater

Head of Marketing @Osmos
JD is currently the Head of Marketing of Osmos. He excels at taking products to market and developing narratives that resonate with audiences, grow revenue, and build a tribe. Before joining Osmos, he led marketing teams at AWS, Google Fiber, and Quora. You can find him hosting the Thrills and Chills product marketing podcast.

Anand Patel

Director of Product Marketing @Appcues
Anand is a product marketer that found himself in the role as a way to blend his product management and marketing experiences. Who knew he’d fall in love with it. Currently the Director of Product Marketing at Appcues (a tool that all PMMs should take advantage of *wink*) and previously led product marketing at TeamSnap and Paysafe.

Peep Laja

CEO at Wynter, CXL
Peep is a former champion of experimentation and optimization turned business builder. Now he grows a portfolio of companies. Founder of CXL, Speero, and Wynter.

Marcus Andrews

Director of Product Marketing @Pendo
Marcus Andrews is the Director of Product Marketing at Pendo.io where he leads a team of marketers that position products, create go-to-market strategy, and launch products. He is passionate about product marketing, his family, and basketball. He’s an active member of the larger product marketing community, a writer, speaker, and host of The Product Marketing Experts Podcast.

Agenda

10:00 am

CST

How to Use Conversation Intelligence for User Reach and Get Actionable Data for Product Teams

Yaagneshwaran Ganesh

Every product team wishes they are able to prioritize the right features for every sprint, so that their efforts lead to meaningful results. But how do you ensure that they are building the right features? Can we as product marketers help? Of course -- by making customer and prospect conversations the baseline intelligence across the organization. Through this session you will understand -- a) How to use conversation intelligence to get actionable data for product teams b) How to build asynchronous feedback loops instead of more meetings c) How to make customer intelligence collaborative cross-functionally for scalability.

10:30 am

CST

Metrics and Measurement and Product Marketing. Oh my!

Clare Hegg

Tracking metrics and KPIs in product marketing has always been a difficult task. Stakeholders come from all angles wanting you to measure what’s important to them, and sometimes you aren’t able to get the data you need in the first place. In this talk, Clare will walk through the steps to take, which metrics are important, the best tools to measure them, and how to get executive buy-in that you're working towards the right results for your company.

11:00 am

CST

MVM: Minimum Viable Message

Andrew Stinger

When your team ships at the start-up speed, how do you ensure you go to market with meaningful, empowering messaging that aligns with your brand values and drives user adoption? By adopting some simple strategies for crafting a Minimum Viable Message.

11:30 am

CST

Under The Hood: Setting Up A PMM Org From Scratch

Bianca Buckridee

Building a solid foundation for Product Marketing means a solid outcome for your business, whether it’s a startup or around for 20+ years. From ground zero to a fully formed strategy, learn what it takes to stand a PMM function up: from initial auditing of what’s needed to setting up a VSEM framework to actually executing. We’ll also talk about the fun stuff: decks, decks and more decks. Oh and personas, GTM strategies, value props and the true teamwork it takes to make the PMM function successful and scalable.

12:00 pm

CST

Category Creation: Getting to the Product Marketing Promised Land

Michael Olson

Every product marketer dreams of their thing generating immediate brand recall and becoming a guaranteed line item in every customer’s budget. But if you’re trying to build a new market or redefine an existing one, it’s not easy to get there. How do you get your customers to think about a problem in a new way, or to want to solve a problem they didn’t even know they had? This talk will outline the importance of category design in building a sustainable market for your products, and lay out some tips for defining your positioning and creating messaging that make you stand out.

12:30 pm

CST

Not Just Marketing, but Go-to-Market: How to Partner with Sales to Drive Revenue

Charlene Wang

A common conflict that product marketers face is the constant push and pull from a sales team that just doesn't seem to be on the same page. However, this is completely avoidable. Effective product marketers should be in complete lockstep with sales, but this needs to start with alignment from the beginning. This session goes over the common pitfalls of collaboration between marketing and sales, how organizations and incentives should be designed to drive common goals, and what individual product marketers should do to achieve greater success with their sales counterparts. After all, everyone ultimately wants to win more and win bigger together.

1:00 pm

CST

Product Marketing: Building a Cohesive Powerhouse for B2B Enterprise SaaS

Varun Choraria

101s are harder than we think. It’s not worth scaling if you don’t have a steady foundation to build upon. In this session, I’m going to deep-dive into some of the tactics we’ve employed to structure use-case verticalization, sales enablement and training, and working with marketing to drive top of the funnel.

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