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Go-to-Market · October 18, 2024

Renewal and Expansion Messaging: How to Sell to Existing Customers

Selling to existing customers requires different messaging than new logos. Here's how to message for renewals and upsells.

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Product Marketing Operations · October 18, 2024

PMM Team Structure: Generalists vs. Specialists and When to Choose Each

Should PMMs own products end-to-end or specialize by function? The answer depends on your product, market, and team size.

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Product Adoption & Onboarding · October 18, 2024

Health Scoring for Adoption: Building Predictive Models That Identify At-Risk Customers Early

Design customer health scores that accurately predict churn risk based on product usage patterns, enabling proactive intervention before customers...

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Competitive Intelligence · October 18, 2024

Building Defensive Strategies When You're Being Outspent 10:1

Our competitor spent $10M on marketing while we had $1M. We couldn't outspend them, so we had to out-position them. Here's what actually worked.

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RevOps & PMM Alignment · October 17, 2024

How Revenue Data Completely Changed Our Messaging

I built messaging based on customer interviews and personas. Then I looked at actual revenue data and realized we'd been messaging to the wrong buyers...

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Industry Marketing · October 16, 2024

Creator Economy Tools: Influencer Marketing as GTM

Traditional B2B marketing doesn't work for creator tools. Here's how we built a GTM strategy where creators themselves became our sales channel.

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Executive Communication · October 15, 2024

Strategic Communication Tactics: Navigating Complex Organizational Dynamics as Product Marketing Leader

Master communication strategies that build cross-functional alignment, navigate organizational politics, and position product marketing as essential...

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Product Marketing Operations · October 15, 2024

RevOps and PMM Collaboration: How to Actually Work Together Without Turf Wars

RevOps and PMM should be natural allies. Instead, they fight over data ownership and attribution. Here's how to build a partnership that drives...

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Buyers Guides · October 15, 2024

Project Management for PMM: Generic Tools vs. PMM-Specific

I evaluated 8 project management tools for PMM work. Then I realized PMM doesn't need project management—we need launch and campaign coordination.

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Product Marketing Operations · October 15, 2024

Building governance for competitive intel and messaging

Without governance, our messaging became inconsistent and competitive intel sat unused. Here's the framework that brought order without bureaucracy.

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Platform & Ecosystem Marketing · October 14, 2024

Platform Governance Frameworks: Setting and Enforcing Ecosystem Rules

Platform ecosystems fail without governance. Here's how Shopify, Salesforce, and Apple balance ecosystem growth with quality control through effective...

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Demand Generation · October 14, 2024

Customer Onboarding Campaigns: How to Drive Activation and Reduce Churn in First 30 Days

Most customers never activate. Here's the email campaign framework that gets new users to value fast.

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