November 16, 2020

A short excerpt of insights from the Product Marketing Community Advisory members from VMware, Aventi Group, LoopVOC, and Logisense on the importance of targeting in product marketing.

Video Transcript

Speakers: Thomas Dong, Advisor, LogiSense. Sridhar Ramanathan, Co-founder and Managing Director, Aventi Group. Lauren Culbertson, Cofounder & CEO, Loop VOC. Muneyb Minhazuddin, VP Solutions and Product Marketing, VMware

Thomas Dong: As product marketers. Our job is understand the customer, so go to market strategy should begin with a strong foundation of persona based marketing.

Lauren Culbertson: Product marketing leaders are the glue between almost every function at a company.

Sridhar Ramanathan: When we think of competition. I have three buckets I think about. One is the do-nothing scenario where the customer has inertia and doesn't want to buy necessarily. Number two is a flanking strategy against your competitor, and number three is a frontal attack.

Muneyb Minhazuddin: Do I create the push or do you wanna have a pull of your solutions? And when you actually do the right kind of product market fit and become that voice for the drive when the products are actually coming out, you can drive to a pull market, which actually will, absorb and pull your solutions that you're driving to the markets.

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