This is Product Marketing Episode 54: Jon Itkin - Connecting Product Marketing and Brand Marketing
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Oct 9, 2024 Jon Itkin, Principal at In The Kitchen and a seasoned expert in product marketing, discusses the crucial connection between brand and product marketing in B2B tech. He emphasizes creating a unified narrative to enhance the customer journey. Jon breaks down the four C's: capabilities, credibility, convenience, and cost, highlighting their importance in crafting unique value propositions. He also addresses common misconceptions that hinder alignment efforts, forecasting that product marketers who embrace brand strategies will thrive and potentially rise to CMO roles.
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Brand and Product Marketing Disconnection
- Brand and product marketing are often disconnected in B2B tech, stemming from org chart structures of large companies like Google and Amazon.
- This separation doesn't align with how consumers experience content, as they perceive it as one seamless journey.
Common Goal of Brand and Product Marketing
- Brand and product marketing share a common goal: teaching the market about product uniqueness and value.
- They are two sides of the same coin, working towards a unified customer experience.
Steakhouse Analogy
- Jon Itkin uses the analogy of a steakhouse to explain brand marketing.
- The ambiance sets expectations of high quality and price, influencing perceived product value, even though it's not the product itself.
