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Does your company really understand the role of product marketing?
Let's try to find the answer to some of the biggest questions around the topic including:
- When should you invest in product marketing?
- How does the role evolve as your company scales?
- And what separates great product marketers from the rest?
Join us for the latest episode of Grow with the Flow, Clément Dumont and Joliene van Grieken sits down with Ashley Herbert Popa, a searial head of Product Marketing for some companies Sendclound, Tellent and Virtuagym.
Within the episode we covered various topics including:
✅ The real role of product marketing in B2B SaaS
✅ Kickstarting the product marketing function (even as an early-stage company)
✅ Gathering customer insights & competitive intelligence effectively
✅ Balancing between strategy & execution as a product marketer
and most importantly, answering if the product marketing be its own function!
If you want to sharpen your go-to-market strategy and build a product marketing function that truly drives impact, this episode is for you!
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Useful links:
Connect with Ashley on LinkedIn / https://www.linkedin.com/in/ashley-herbert-popa-561b6930/
Check out Sendcloud https://www.sendcloud.com/
Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate
Check our exclusive community for B2B Marketing leaders https://www.thegrowthsyndicate.com/community
Episode Highlights:
1:07 – Ashley’s story: From the US to Europe & into product marketing
6:47 – What is product marketing, really?
7:48 – The role of product marketing in B2B SaaS
9:50 – How to build a product marketing function from scratch
11:52– Setting boundaries as a product marketer
14:22– Gathering customer insights to influence product & GTM
17:27– Competitive intelligence: How great product marketers do it
20:27 – The role of product marketing in early-stage vs. late-stage companies
23:22– Delivering value as a product marketer in early-stage B2B SaaS
28:45 – Should product marketing be a standalone function or part of GTM?
33:10 – Fixed Q&A: Hard lessons, best practices & hot takes
45:45 – Why product marketing & demand gen don’t always mix
52:07– Rapid-fire: Product marketing trends, biggest mistakes & the future