Product Marketing and Analyst Relations

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Issue 14 July 4, 2023 Analyst Relations

Product Marketing and Analyst Relations

Learn how product marketing and analyst relations work together to shape market perception, strengthen positioning, and influence industry analysts. Featuring insights from former Forrester analyst and product marketing leader Robert Karel.

Have a product marketing story to share? Learn how to contribute here.

Insights

Both sides of the mirror: Product Marketing and Analyst Relations

Robert Karel has had the unique career experience of being an industry analyst at Forrester and a product marketing leader in various tech companies. In this article, he shares a snippet of what may happen in a vendor briefing call from both perspectives to help product marketers understand analyst relations.

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Featured Event

PMM Hive Talk with Bruno Aziza: The Story of A Turnaround

In 2020, Oracle Analytics leaped from niche player to visionary on the Gartner Magic Quadrant for Analytics and Business Intelligence Platforms. Bruno Aziza and Crispin Read discuss the story behind this turnaround: how Bruno’s team embraced the feedback of the community (customers, partners, and analysts) to reshape the direction of the Oracle Analytics strategy and its entire go-to-market.

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Featured Podcast Episodes

Don't Create a Category

In this episode, Crispin Read explained why you shouldn't attempt to create a new category if you are in an already established market. He describes how it happens, why it is a bad idea.

A Repeatable Process for Developing Product Messaging

In this episode, Louise Liu and SJ Petteruti, the Product Evangelist at Salsify, discuss product messaging. SJ shares a repeatable process he often uses for developing product messaging, and his thoughts on how to interact with analysts in a meaningful way.

Brand Marketing and Product Marketing

In this episode, Tanu Kaushik, global senior product marketing manager at Quantium, joins Louise Liu to share her brand marketing and product marketing experiences. She also discusses some great examples from Quickbooks and Hubspot of how brand marketing and product marketing support each other.

PMM Hive Talk

How to Differentiate in Competitive Markets

In this Klue webinar, Crispin Read, founder of PMM Hive and CEO of Product Marketing Edge, explains how product marketers can create stronger positioning through competitive differentiation using the Positioning for Advantage framework.

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