The Marchitect

di The Compete Network by Klue

Marketing Carriere

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S2 Episode 3: The King, Queen and Ace of Category Design & Storytelling (Gong, Zoom & Corporate Visions)

Category is important because it’s how our minds make buying decisions. First, you think “I need a new car,” then “I’ll get a sedan.” And only then would you think about which brand to buy.  If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure they’re playing in the right category. And if the right category doesn’t exist, well—brave brands are designing their own.  In this episode of The Marchitect, Udi and Sydney discuss how they approach category creation and rebranding. 

S2 Episode 2: Five Priorities for Product Marketers in 2022

We’ve all been there.  2022 is a clean slate, product marketers. There’s no better time to step back and assess what you learned throughout the pandemic.  There’s no better time to ensure you’re using your finite resources on the right priorities. Speaking of priorities …  Rowan Noronha, Founder of the Product Marketing Community, kicked off season two of The Marchitect by chatting with Megan Heuer, VP of Strategic Initiatives at Winning By Design, and Amy Hayes, VP, Research Director, Portfolio Marketing at Forrester.  Together, they identified five key priorities for product marketers in 2022.

S2 Episode 1: Three Ways to Create Compelling B2B Content

If there’s one thing B2B content teams get a lot of that’s requests: “We need a one-sheeter on our new product feature!” “Our widget is live … let’s draft a press release!” “Can you help me write a blog about [my obscure hobby that I think is interesting but that our audience couldn’t care less about]?” Ah, the familiar scent of fielding content requests—while trying to make an impact on the metrics that matter (velocity, win rate, average deal size, etc.).  The content conundrum is real:  How do we differentiate our messaging? How do we change up content format for a better buyer experience? How do we use content throughout the buyer’s journey to enable the revenue team and create engaged buyers? On the latest episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community, and Adam McQueen Content Marketing Manager at Klue, chatted with three content pros:  Eddie Shleyner, Founder of VeryGoodCopy, Erin Balsa, Chief Picky Editor at Erin Balsa Content Marketing, and Camille Trent, Head Content Droid at Dooly.  Each shared their top tips for creating compelling B2B content in 2022. 

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Episode 10: Taming the Complex Mythical Beast (GTM) (Marqeta & Showpad)

Most companies struggle with how to unite the business around a unified GTM strategy. In this episode, we welcome Jeff Otto, VP of Marketing at Marqeta. He's responsible for laying the foundations for their GTM approach. What sage advice did Jeff dole out? Let’s just say he’s taken a seemingly complex mythical beast (GTM) and tamed it with gold dust and gold bars. Listen for Jeff’s take on: How competitive strategies can help build the foundation of your positioning Why you should engage PMMs when new products are developed How to execute a successful GTM on a global scale How to find your marketing moment trifecta.

Episode 9: Different Than the Average Marketing Bear (Indeed & SEBA)

In B2B, there’s lots of evidence that shows post-COVID buyers expect to do a lot on their own. This means marketing leaders need to build and structure their teams for self-serve. But what does that look like in practice? While many marketing leaders look at the world through a marketing lens, Jessica—who cut her teeth on strategy and operations—looks at it through a biz lens: “I’m always the person when starting to talk about marketing, ‘OK, market share, by market. Customer segmentation. Growth rates. Competitive advantage. What do we know about our products and services and consumer proclivities that will allow us to invest to win?’” And win is exactly what Jessica and her team at Indeed are doing—even in the middle of this new hybrid buying world and The Great Resignation. Learn HOW she’s driving success.

Episode 8: You Don’t Have a Marketing Problem, You Have a Go-To-Market Problem (Winning by Design & Terminus)

Most companies just don’t get it. The most successful companies are built on strong go-to-market teams. It’s time to stop assuming it’s a marketing problem and get to the root: Your CEO owning go-to-market. And our guest today is courageous enough to walk us through it with insight from his new book. Rowan Noronha, VP Product Marketing and Founder at Product Marketing Community, Megan Heuer, VP Strategic Initiatives at Winning by Design, Sangram Vajre, Chief Evangelist at Terminus, discuss the questions and stages every company should be aware of in regards to their go-to-market strategy. What we discussed: Understanding why great companies fail MOVE framework and its 4 questions knowing who owns go-to-market

Episode 7: Revenue Enablement Fuel (Linkedin & Klue)

The No. 1 reason sales reps miss quota is they can’t articulate value when speaking to buyers. In this episode, we discuss how product marketing can fuel more productive conversations. Sudeep explains the difference between sales enablement and revenue enablement. He also shares how LinkedIn obtains competitive intelligence—and how he analyzes the data to make sure the GTM team has the right insights.

Episode 6: Building with Purpose (Atlassian & SEBA)

Employees want their work to have meaning. So how can you create opportunities for people to do meaningful work? How can you build a purpose-driven company to attract and retain top talent? Robert talks about what he and the Atlassian leadership team are doing to create opportunities for work to be meaningful—and the impact so far.  In this session, we discussed: The importance of having a purpose-driven company How can you build a purpose-driven company to attract and retain top talent? How can you create opportunities for people to do meaningful work?

Episode 5: Accelerating Growth with Enablement & Storytelling (Seismic & Gong)

In this episode of The Marchitect, Julien Sauvage (VP, Product Marketing @ Gong), one of the best Marchitects in the game, “stopped by'' the podcast recently and shared how he collaborates with his key “interlock” stakeholders to both create a unified story for the market and accelerate growth in the Revenue Intelligence category. In this session, we discussed: How Product Marketing is Driving Gong's Go-to-Market efforts How you as a Product Marketing Leader can align everyone to tell the same stories The importance of Storytelling and how you can differentiate your product in the market Opportunities where Product Marketing Leaders can enable the Revenue Engine

Episode 4: The Intelligent Path to Revenue (Gong & Klue)

In this episode of The Marchitect, my guest co-host Jason Smith, CEO of KLUE, and I chat with Gong’s infamous CMO, Udi Ledergor, about how the world of buyers and sellers has changed. And not just during the pandemic, probably forever. Sales teams today more than ever need an intelligent path to revenue. That’s at the root of a recent conversation with two great product marketing minds as they navigate how the world has changed in the past 15 months and how product marketing and sales continue to evolve. In this session, we discussed: Gong's approach to accelerating customer growth Who are your key stakeholders when it comes to (product) marketing The importance of interlocking sales and (product) marketing How to enable sales success through collaboration

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