In this episode, Anita Raj, Vice President of Product Marketing at ThroughPut, discusses the role of product marketing in roadmap, the why and how of influencing product roadmap. She also shares her thoughts on how to communicate your product roadmap.
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Episode 1: Marketing in Hot and Cold Markets
Dave Kellogg and Crispin Read discuss the differences in marketing approaches for hot markets vs. cold markets. How do you know if you are in a hot market? They talk more about how to know what kind of market you are in and how to approach positioning, messaging and branding in these very different scenarios.
Episode 2: Product Marketing Career Roadmap
John Kreisa, Chief Marketing Officer at Docker, and Crispin Read, founder of PMM Hive discuss careers in Product Marketing Management. They talk about how to get started in product marketing, what it takes to excel as a PMM, and how product marketers can advance into other roles such as product or marketing leadership.
Episode 3: The Story of a Turnaround
Bruno Aziza and Crispin Read discuss the story behind the turnaround of Oracle Gartner Magic Quadrant: 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. Bruno shared his thoughts on what makes a great Product Manager, how product management is evolving, and the future of product-led business.
Episode 4: What Is a Product?
In this episode, Crispin Read explores the most fundamental question in product marketing – what is a product? He describes how product proliferation happens, why it is damaging and how to prevent it. To learn more, please check out article “What is a product?“.
Episode 5: 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. To learn more, please check out article”Don’t create a category“.
Episode 9: How to Build a Successful Second Product
In this episode, Crispin Read, founder of Product Marketing Hive talks about the second product problem. He shares his thoughts on why people fail to create a successful second product. Crispin also explains the core elements of creating second product success. Please check out the article The Second Product Problem: And how to create a successful second product for more in-depth insights.
Episode 12: How Can Product Marketing Effectively Impact B2B Buyer's Journey
In this episode, Crispin Read discusses B2B buyer’s journey, and shares his thoughts on how to effectively make an impact on buyer’s journey through product marketing. He also lists some of the common mistakes for marketers to avoid to not take a toll on buyer’s journey.
Episode 6: The Empathy Edge
In this episode, Maria Ross – branding expert and author of The Empathy Edge – and Crispin Read discuss empathy and how to harness the value of compassion as an engine for business success. What does it mean for a brand to be empathetic, and how do you build an authentic, empathetic brand? And for product marketers, what does empathy look like in product and services marketing and messaging?
Episode 7: People Hire Your Product to Get a Job Done
Since Clayton Christensen popularized Jobs to be Done in Harvard Business Review the approach has gained an enthusiastic following. This PMM Hive Talk about JTBD will be an exploratory conversation with an experienced practitioner and member of the PMM Hive community, Georgia Diaconescu.
Episode 8: Go to Team Before Go to Market
In this episode, Anita Raj, Vice President of Product Marketing at ThroughPut and Crispin Read discuss product marketing and the product launch process. Anita shares her thoughts on the ambiguity of the product marketing function and how to translate that into personal growth and career success. She outlines the key steps to a successful product launch, how to manage a series of launches of different shapes and sizes and what a successful launch looks like.
Episode 17: Anita Raj - How to Influence and Communicate Your Product Roadmap
In this episode, Anita Raj discusses the role of product marketing in roadmap, the why and how of influencing product roadmap. She also shares her thoughts on how to communicate your product roadmap.
Episode 10: Brian Martell - Building a Base of Influence for Product Marketing
In this episode, Brian Martell, VP of Product Marketing at Cube talks about product marketing and the classic “product marketing conundrum”. He shares his thoughts on how to maximize the impact of product marketing by building a base of influence. Please check out the article How to Build a Base of Influence for Product Marketing for more in-depth tips. You can download editable presentation slides to help you introducing product marketing to your own organization.
Episode 11: Product Marketing vs. Product Management
In this episode, Camil Lafreniere, senior product manager from Newforma discusses product management, and shares his opinions on the relationships between product marketing and product management based on his own experiences. All rights reserved.
Episode 13: Achieving a Successful Product Launch
In this episode, John Zilch, a longtime product leader and co-founder of LaunchDay, discusses how to achieve a successful product launch and how to overcome some common challenges when launching a product bases on his own experiences. He also shares his thoughts on product releases and product launches.
Episode 14: Agile Marketing
In this episode, Kelly Drozd, product marketing manager at Atlassian, shares her thoughts on Agile Marketing and some practical advice on how to get started on adopting Agile Marketing based on her experience. You can find the book Kelly recommends, Death of a Marketer by Andrea Fryrear, on the PMM Hive Reading List.
Episode 15: B2B SaaS Product Pricing and Packaging Strategy
In this episode, Laura Smous, senior director of product marketing, shares her thoughts on B2B SaaS product pricing and packaging strategy. We also discuss the advantages and disadvantages of the tiered pricing plans, how to communicate the pricing changes. Laura shares some practical advice on how to DIY pricing and packaging for start-ups.
Episode 16: Axel Kirstetter - Evolving From Single Product to Multi Products
In this episode, Axel Kirstetter, VP of Product Marketing at Datasite, shares his experience on evolving from single product to multi products. He also shares the challenges and some critical considerations with fellow product marketers from go to market perspective.