The Content Cocktail Hour Secrets to Effective Product Marketing and Sales Alignment with Justin Dorfman, AssetMule
"Product marketing involves early engagement to understand the customer's needs and priorities, build features that resonate, and ensure effective messaging and positioning for a successful launch and sales," says Justin Dorfman of AssetMule.
In this episode of The Content Cocktail Hour, Justin Dorfman, founder and CEO of AssetMule, joins us. With over 15 years in the SaaS world, Justin's unique journey from sales to product marketing to founding his own company offers a wealth of knowledge. We'll explore his innovative approach to sales and marketing alignment, the crucial role of product marketing, and his journey to solving key pain points in sales collateral through AssetMule.
In this episode, you’ll learn:
- The importance of sales and marketing alignment
- Perspectives on where product marketing should sit within an organization and the rare involvement of product marketing in company processes
- Definition and importance of buyer enablement and comparison between B2C and B2B buying processes
Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Justin on LinkedIn: https://www.linkedin.com/in/justindorfman87
Check out AssetMule: https://www.assetmule.ai/
Timestamps
00:00 Experienced SaaS professional turned founder discusses product marketing
06:22 Focusing on product marketers for empowerment
07:02 Strategic product marketing adding value in sales
12:34 Early companies relying on product marketing for sales enablement
13:47 Sales enablement, training teams, and organizing and evaluating content
18:13 B2B and B2C shopping behavior similarities
24:02 Starting a company without needing an idea.