A Product Marketing Tech Stack for B2B SaaS

I’ve always been a proponent of organizing Product Marketing using the Product/Market Fit framework – thinking about marketing as a set of inside-out components, as well outside-in components. And each component has its own set of technologies, as well as a set of outcome-based goals/metrics.

 

I’ve expanded on this model using a few different approaches and ultimately found it useful to organize marketing technologies as well.  Note: The products I list are only ones I’ve had direct and/or indirect work with – this is by no means a scientifically or statistically-derived list. What’s most useful (IMHO) is how to think about categorizing tools, and how those categories map onto PMM functions and organizations....

Complete Article Published on LinkedIn

5 Missteps New CMOs Should Avoid at Early-Stage B2B Companies

You’ve just landed a marketing leadership role at a Series-A or -B tech company – offering a SaaS product in the B2B space. 

During the interview process you’re told how great the product is, how unique it is in the market, how it blows-away the competition, and how it fills an un-yet met need. But, if you believe it all, be prepared to fail.  

I have to openly admit to having made just about all of the missteps below at some point in my career. So, I’m sharing these personal observations from 20+ years of leading marketing, product marketing, and product management teams in a number of small (and large) Enterprise B2B software/SaaS companies.  Think of this as a Getting-Started Playbook as an early-stage hire... or for that matter, as any type of marketing leadership hire.....

Full Article Published on LinkedIn

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