Healthy Competition: Product Marketing | Competitive Intelligence | Strategy

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April Dunford is the world's leading expert on positioning for B2B tech companies and the author of 'Obviously Awesome' as well as the newly released 'Sales Pitch.' We focused on how competitive intel and positioning intersect in business: - bashing "approaches," not competitors - the importance of positioning your competitors - when to mention competitors (and when to leave them be) - why you shouldn't be scared of talking about competitors - why you need to know your differentiated value And lots more. Follow April: website | LinkedIn Check out her new book: Sales Pitch Continue the conversation with me: ⁠⁠⁠LinkedIn⁠⁠⁠  This episode is brought to you by the ⁠⁠⁠Healthy Competition⁠⁠⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

Emir Atli is the Co-Founder and Chief Revenue Officer at HockeyStack, a GTM analytics platform for B2B companies to analyze, forecast, and optimize their marketing. I joked with Emir that I feel like HockeyStack came out of nowhere but are now a constant presence in my LinkedIn feed. We dove into the reason for that, as well as Emir's thoughts on: what to do when competitors lie about your product the benefits of going through Y Combinator when to buy-out your prospect's contract with a competitor how they'll be using their recent seed funding why it's hard to start a martech business right now and lots more! Follow Emir: LinkedIn Check out HockeyStack: Website Continue the conversation with me: ⁠⁠⁠LinkedIn⁠⁠⁠ | ⁠⁠⁠TikTok⁠⁠⁠ | ⁠⁠⁠Twitter⁠⁠⁠ This episode is brought to you by the ⁠⁠⁠Healthy Competition⁠⁠⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

Jess Petrella is the Director of Product Marketing at Unbounce and the creator of multiple templates dedicated to helping Product Marketers succeed with AI. In this episode, we dove into: her favorite PMM workflows that incorporate AI her favorite AI tool among the many that she's tested mistakes she made during her AI research that you can avoid And lots more! Follow Jess: LinkedIn Check out her templates & courses: AI for Product Marketers, How to Use Notion AI for Product Marketing Continue the conversation with me: ⁠⁠LinkedIn⁠⁠ | ⁠⁠TikTok⁠⁠ | ⁠⁠Twitter⁠⁠ This episode is brought to you by the ⁠⁠Healthy Competition⁠⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

In this episode, I was joined by Jason Oakley and Tamara Grominsky. They're both career Product Marketers that have led a ton of great launches over the years for companies like Klue, Unbounce, and Kajabi. We're all working together on a course for Product Marketers called Ready for Launch - The PMM's Guide to Product Launches, so I thought it'd be fun to share insider stories on important launches we each led. We also talk about some other launches from companies that caught our eye and why we liked or disliked them. Want to master the art of product launches? Join our upcoming cohort before Oct. 31st here: https://maven.com/course-crew/readyforlaunch Follow Jason: LinkedIn | ProductivePMM Follow Tamara: LinkedIn | PMMCamp Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between 100+ Competitive Intel and Product Marketing pros every month. Join today!

Brooklin Nash is the Co-Founder of Beam Content, a content marketing agency that helps B2B SaaS companies create expert-driven content so that they can build trust with their buyers. Brooklin shared a great blog the other day that prompted me to reach out titled, "I gave a generative AI tool, a content farm, and a writer the same prompt. Here's what happened." It had me wondering how a content marketing agency deals with an external threat like ChatGPT and other generative AI-based SaaS companies. We touched on that topic, as well as: where generative AI is helpful for content, and where it's not (yet) how honing in on their target audience ensures that Beam sees more qualified, non-competitive conversations with prospects the decision-making process that led Brooklin to build an agency vs. remaining a freelancer and lots more! Follow Brooklin: LinkedIn Check out Beam: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

Evan Huck is the CEO & Co-Founder of UserEvidence, the customer voice platform that automates social proof for GTM teams, generating verified case studies, testimonials, and stats in minutes. I’ve been a fan of UserEvidence for a while, so it was great to sit down with Evan and hear about their growth and how they’re standing out in a sea of GTM tools. By the end of this episode, you’ll learn: How to effectively use customer stories to win deals The pros and cons of selling in a non-defined space Evan’s #1 tip for entrepreneurs that are building today and lots more! Follow Evan: LinkedIn  Check out UserEvidence: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

This session was recorded live in the Healthy Competition community (healthycompetition.co). If you're into this kind of content, we'd love to have you! Yi Lin Pei is a career coach for product marketing, marketing and no-code tech roles. And in this live session, we chatted about what folks can do to find their dream jobs. A few topics we discussed: How to negotiate compensation packages When you should upskill before you pivot to a different career Why you should think like a Product Marketer during your job search The method that maximizes her clients' chances of getting an interview And lots more! Follow Yi Lin: LinkedIn | Website Join her upcoming cohort: Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

This session was recorded live in the Healthy Competition community (healthycompetition.co). If you're into this kind of content, we'd love to have you! Jessica Davis is the Manager of Competitive Intelligence at HubSpot, and she shared a ton of great details about the program that her team has put together. how they got buy-in from their leadership team to invest in the CI team's headcount how they rolled out a brand new competitive intel program in 6 months that included 50+ new battlecards (and 90% engagement from the sales team) how often they update their competitive materials how HubSpot's competitive intel team is structured and the department they role up under And lots more. Follow Jessica: LinkedIn Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!

Harvey Lee is the VP of Product Marketing at the Product Marketing Alliance. He's also a musician and spent lots of time in the music industry. I'm a musician too, so we geeked out about all things rock n' roll—history, specific bands, moments in time—and tweezed out what we felt PMMs could learn from them. Here are some specific topics we covered: Why bands pivot and change their sound Why legacy bands endure The effects tech shifts in music and how success is measured Why good bands fail How to spot a rockstar at your company Here's part 2 of this episode: Podcast Follow Harvey: LinkedIn Learn more about Harvey's new book, 'Backstage Pass': Website Continue the conversation with me: ⁠LinkedIn⁠ | ⁠TikTok⁠ | ⁠Twitter⁠ This episode is brought to you by the ⁠Healthy Competition⁠ community. 1,000+ messages are exchanged between Competitive Intel and Product Marketing pros every month. Join today!