Ashley Herbert Popa’s Post

It's time to put some respect on the product marketing scene in DC 😤 I've definitely said, "NOTHING is going on in the district" more times than I can count when it comes to meetups and events for marketers. Well, Product Marketing Alliance just proved me very wrong. They brought together a fantastic group of local PMMs, and we dove deep into all the things. Here are my top takeaways: 1. Truth hurts: if your story isn't repeatable, it's forgettable. Sales, CS, and Marketing can tell it—but can your champion? Can their teammate? If not, say hello to stalled deals and painful consensus-building. 2. Bffr about your buyer's appetite for change. Buyers don't wake up excited to change vendors. They need a reason to feel safe making a switch. If you don't address their hesitations and build confidence, you're just adding noise to their decision fatigue....especially when it comes to new/emerging tech (looking at you, AI). 3. Demand gen isn't the only function that needs to track growth. Leaky funnel? Slowed velocity? White space in your industry? Stop asking Demand Gen for the numbers and start understanding the numbers...and making recommendations based on them so product marketing can make a big data-driven impact. 4. Reminder: Don't be a collateral factory or a doormat. Before creating anything, ask: What am I trying to achieve? And so what? Keep your work strategic, not just busy work. Shoutout to PMA and Elena Simou for proving that DC's product marketing scene is very much alive.

In product marketing, it's easy to be lost in👇 The checklist stuff such as: product launches, driving adoption, blah blah 🤯 But we often forget that: ❌ It isn't just about marketing ✅ It's about building genuine value and trust. Let's remind ourselves to.. Ditch the fluff 🎯 Quit the me-me focus 🎯 💥 And become the undisputed expert for your buyer needs. But how to do that? 📈 Become the go-to source for your ideal customer. But how? 🤔 👉 Dive deep into their world. 👉 Understand their challenges better than they do themselves. 👉 Listen to sales calls, customer success calls. 👉 Keep tabs on the questions your customer support gets. Every minute you spend on anything else is a minute wasted. 🎯 That's the way to dominate your niche. 🎉 Become the expert. Watch trust levels and deals soar.

An excellent explanation of the difference if you're wondering! - Product marketing brings customers through the door. - Customer marketing turns them into champions.

Your go-to-market (GTM) needs to match the product you have. That’s why Product Go-To-Market Fit is so important (PGTMF). Often more important than Product Market Fit (PMF). #productmarketing

Dharmesh Shah said it best: "Tools are bought. Transformations are SOLD." Don't take a complex product that requires customer behavior change and try to sell it in a touchless way. Your go-to-market (GTM) needs to match the product you have. That's why Product Go-To-Market Fit is so important (PGTMF). Often more important than Product Market Fit (PMF). — Yes, what you're thinking is 100% true. Product Marketing is: → 50% understanding long acronyms → 50% saying "No. I won't make your deck pretty" IYKYK ;) -- 👋 Follow Product Marketing Alliance for more. Repost ♻️ to share!

🚀 7 Killer Product Marketing Strategies to Skyrocket Your Sales Ready to take your product to the next level? Here are 7 must-follow tips to dominate the market and make your brand unforgettable: 1️⃣ Know Your Audience Inside-Out 👥: Dive deep into their pain points, preferences, and behaviors. The better you know them, the stronger your message. 2️⃣ Craft a Unique Value Proposition 💎: Highlight what makes your product a must-have. Why should they choose YOU? 3️⃣ Leverage Multi-Channel Marketing 🌐: From social media ads to email campaigns, ensure your product is visible everywhere your audience is. 4️⃣ Harness the Power of Storytelling 📖: People connect with emotions. Share the why behind your product and create a narrative they’ll love. 5️⃣ Focus on Benefits, Not Features ✅: Showcase how your product solves problems or improves lives rather than listing technical details. 6️⃣ Engage with Feedback & Evolve 🔄: Listen to customer reviews and adjust your strategies to meet their needs better. 7️⃣ Experiment with Pricing & Offers 💰: Test discounts, bundles, or limited-time offers to boost conversions and attract new buyers. 🔥 Remember, product marketing isn’t a sprint, it’s a marathon. Stay consistent, keep optimizing, and watch your growth soar. Which strategy resonates with you the most? #MarketingTips #ProductMarketing #DigitalStrategy #GrowYourBusiness

The 80/20 rule is dead 🧟♂️ Just wrapped up another breakthrough case study at Whales Marketing, and the results are mind-blowing: The 80/20 rule is dead → We found that 60% of growth comes from the overlooked 40% of customers → Traditional metrics miss 45% of conversion opportunities → The real magic happens in micro-moments Case study snapshot: - 156% increase in customer lifetime value - 34% reduction in acquisition costs - 89% improvement in retention rates The secret? Looking where others aren’t. https://lnkd.in/eMtZ3Wdq Time to rethink everything you know about growth?

Avoiding the Pitfalls: Key Mistakes in Product Marketing and How to Sidestep Them 1️⃣ Skipping Market Research: Market research is like the GPS for your product’s journey—without it, you’re lost. It’s crucial to know your audience’s needs, preferences, and pain points. This knowledge guides your strategy, so don’t cut corners here. 2️⃣ Lack of Clear Positioning: If you can’t clearly articulate what makes your product unique, your marketing efforts might feel scattered. Spend some time crafting a solid positioning statement that highlights your product’s strengths and how it solves your customers’ problems. This clarity will help you stand out in a crowded market. 3️⃣ Neglecting A/B Testing: A/B testing might seem tedious, but it’s the key to understanding what works and what doesn’t. It’s like fine-tuning your strategy to hit the sweet spot with your audience. Small tweaks can lead to big wins. 4️⃣ Overcomplicating Messaging: Using jargon or complicated language can really confuse potential customers. Keep your messaging straightforward and focus on the benefits your product offers. Remember, clarity is key! 5️⃣ Ignoring Post-Launch Engagement: Launching is just the beginning. Ignoring what customers have to say after they start using your product means you’re missing out on valuable insights. Keep the conversation going, listen to their feedback, and use it to refine and grow. What mistakes have you encountered in product marketing? Share in the comments! 🗒️ #ProductMarketing #MarketingStrategy #GoToMarket #CustomerExperience #MarketingMistakes #MarketResearch #ProductLaunch

I ❤️ product marketing, but Maya Sasson Tovim of Walnut didn't have to twist my arm to get me to talk about one of the worst things about it: The prevalent – but woefully misguided! – idea that product marketing is essentially a collateral factory. 🙄 You know, the place where slides go to become pretty  [ᶜᵒᵘᵍʰ] ⁿᵒᵗ ᵃ ᵈᵉˢⁱᵍⁿᵉʳ [ᶜᵒᵘᵍʰ] 🙄 The place where the We Really Need Another One-Pager Brigade marches off to when (you guessed it) they really need another one-pager  [ᵖˢˢᵗ ᵘᵐᵐ ʸᵒᵘ ᵐⁱᵍʰᵗ ⁿᵒᵗ ᵃᶜᵗᵘᵃˡˡʸ ⁿᵉᵉᵈ ᵗʰᵃᵗ] ⛔ Product marketing is NOT a collateral factory. Product marketing is the conductor 🎶🎵 orchestrating the continuous feedback cycle between the product and the market: 🎻 Get market insights on the industry, customers & competitors 🎙️ Share the relevant insights with company leadership, product, sales, marketing & customer success 🎷 Send the new or revised messaging and product features back out to the market for feedback 🎻 Do it all over again (it's a continuous feedback cycle, remember?) (🙏 to Yi Lin Pei for the conductor metaphor, which makes a nice alternative to quarterback 🏈 for those of us who are less sportsball-inclined) #B2B #B2Bmarketing #productmarketing #NOTaCollateralFactory ➕Dubious bonus that you'll just have to watch👓 the video to get: The kinda mortifying, kinda hilarious story of my really awkward Zoom call

In the product space, its become evident to me that nothing is cast on stone. While am working on Lattice's multi-product as a strategy deep dive, am also reminded of Keith Rudin. Having worked across Google, Facebook, Salesforce and the major tech giants out here, Keith shared his home-grown ARIA Framework to building features. One key nugget that sticks out for me, and I quote: ' you can drive significantly more growth by focusing on getting users to engage more with your existing key features and user flows' This led to the development of the framework and its initials mean the following: A - analyse all the main features driving growth. R -reduce the friction associated with using the features I - Introduce, more like reintroduce the features to create more awareness and encourage usage. A - Assist users in making most of the features. p.s: Get proven product marketing