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- The one word most miss in "product marketing".
The one word most miss in "product marketing".
Knowing it will bestow Big10 influence.
Eric Holland
June 21, 2024
“And then, they asked me if I was on the Marketing team.”
What’s the difference between product marketing and regular marketing?
To me, that answer is easy.
A regular marketer doesn’t influence the product.
Welcome to the next episode of Dying 4 Influence. The weekly newsletter for misunderstood B2B product marketers.
Know how the best PMMs operate in B2B. Get a dose of knowledge to stand tall in a sea of unseasoned marketing.
If you’re a new skellie, you can sign up here and join the misfits.
🦄 Product Marketers are hybrid creatures.
One of my favorite mythical creatures is a griffin. It’s basically a lion with eagle wings…really BIG eagle wings.
Such a beautiful specimen to behold.
A Griffin.
Oh shit…wrong griffin. Let’s try again.
The griffin.
Pretty bad-ass, right?
Now I know what you’re thinking. “Is Eric really going to compare Product Marketing to a lion-eagle hybrid?
You bet I am, so strap in.
Mythological history lesson: A griffin is a single being that combines the best parts of the lion and the eagle. The lion’s body is the foundation, whereas the eagle’s wings allow it to soar.
Like the lion, a sturdy product strategy means the core features and value proposition are solid.
The eagle is more akin to GTM strategy, giving you reach and market penetration.
When you bring them both together, your product is strong and you’re ready to fly high. Just like this.
Becky Trevino knows how important it is to live in both the Product and GTM worlds. In fact, her entire team is structured around this.
Product and Product Marketing. Living under one roof and thriving because of it.
You see, Becky’s working relationship with Product has been pretty simple: become their best friend.
She digs into why her sales teams are winning or losing, finds out what they’re begging for, and becomes the voice of GTM — so the Product Manager doesn’t have to.
That’s one reason she’s the Chief Product Officer at Flexera… while I’m making DALL-E art for a rebellious podcast.
The 2nd photo also depicts your CEO cramming “AI” on the company homepage.
Be like Becky.
And one day, you may just become one of the most influential people in your entire organization.
🎙Featured Episode:
How to put the 'Product' in Product Marketing w/ Becky Trevino
“It’s just my husband yelling about the roadmap again.”
No one has the title of Sales Waterboy—well…no one else but Zach. Most of us go by Product Marketing something-or-other. But how do you grow your influence so that you’re the GTM expert for the Product team?
Becky Trevino is currently the Chief Product Officer at Flexera. Former EVP at Snow Software, Becky knows a thing or two about aligning with the product team. She has played a pivotal role in bringing Product Management and Product Marketing within the same department.
Becky graduated from the University of Michigan and has a unique work-life balance. Her husband is a product manager, so you can only imagine what it must be like at the dinner table. She is a perfect candidate to ask our favorite question: Are product marketers actually marketers?
In this 41 minutes convo, we get her take on that and:
〽 What department does product marketing belong in?
〽 What you can do to become PM’s best friend
〽 4 superpowers of Product Marketing and the one Becky can't do without
〽 What’s key to great storytelling?
〽 Ever wondered what it's like to live with a Product Manager?
〽 Should you sell what's on the truck or share the roadmap?
👏 Started from the bottom, now we’re here
Hit reply to this email and let us know who you want to see on season 3.
📢 Share the Word
How many of your fellow Product Marketers need to read this? Drop them this newsletter so we can all enjoy the memes.
That’s all we’ve got for this week. It’s your turn to tell us what you think with this one-question poll below.
See you next Friday,
Eric, Gab, and Zach
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