Sales Enablement vs. Product Marketing: Who Owns What
The difference between sales enablement and product marketing comes down to the question each team answers. Product marketing decides what your company says about the product: positioning, messaging, competitive claims, and the story behind each launch. Sales enablement decides how reps learn to say it and keeps them selling well over time, through onboarding, training, certification, coaching, and a content library they can search. The two teams share most launch assets, so ownership has to be settled asset by asset.
How to Gather Competitive Intelligence in B2B SaaS: Three Sources and a One-Week Plan
Competitive intelligence (CI) is the ongoing practice of collecting and analyzing information about your competitors so your team makes better positioning, pricing, product and sales decisions. To gather competitive intelligence in B2B SaaS, work from three sources: what competitors publish, what your reps hear on calls, and what buyers tell you about the decisions they made. Most teams collect plenty from the first source and almost nothing from the other two, which is where the intelligence that moves win rates usually sits.
The Four P’s of Marketing: What They Are and How to Apply Them
Success is having the right product, at the right price, in the right place, and at the right time. These four key elements are referred to as “The Four Ps of Marketing” and interact significantly with each other. Use them to help define a holistic marketing strategy.
How to Choose the Right Product Marketing Metrics: A Strategic Guide for PMMs and Leaders
Struggling to demonstrate product marketing impact? Learn which PMM metrics actually matter, how to choose them, and how to avoid vanity metrics with real examples from B2B SaaS companies.
How AI is Transforming Product Marketing
AI tools are changing product marketing by boosting efficiency, personalizing campaigns, and optimizing SEO. However, over-reliance on AI can lead to a lack of emotional depth and brand dilution. By using AI as a support tool and blending it with human creativity, marketers can create impactful campaigns while maintaining authenticity. Learn how to harness AI’s power effectively in your marketing strategy.
Empathy – the PMM superpower nobody talks about (but should)
Empathy is the PMM superpower nobody talks about—it drives smarter decisions, stronger teams, and deeper customer connections. Discover how it transforms product marketing success.
Launching Products That Win: Real-Life Strategies from Product Marketing Experts
Learn real-life strategies for successful product launches from 6 expert product marketers. From overcoming tough competition to crafting compelling product stories, these industry leaders share insights that can transform your next launch.
Winning go-to-market strategies
Alli McPhail discusses how to win with go-to-market strategies, sharing real-world examples that illustrate the power of aligning the product with the target audience's needs
AI Can Boost Your Product Marketing Skills - Here’s How
This blog post illustrates some ways that Product Marketers can use AI
The Art and Science of Product Marketing
This blog post will address some of the common functions of Product Marketing and take a look at whether they fall into the category of art or science.
How to define your target verticals for your horizontal SaaS product
This blog post contains some universal experiences that offer insight into how to successfully market a horizontal product in a world that seems to favor vertical SaaS.
Make a great first impression: A step-by-step guide for successful user onboarding
Customer onboarding is a critical part of your go-to-market strategy. This blog post includes all the best practices, how-tos, and steps to ensure your customer onboarding—a key part of your GTM—is successful.
Knowing Your Audience as a Product Marketer - Taylor’s Version
Taylor Swift has a massive audience and unparalleled expertise in audience engagement. She is an example for marketers across industries, so we’re going to dive into what product marketers can learn from Taylor’s recent playbook.
How to build a strong relationship with Product as a PMM
One of the most important relationships a product marketer has is with product management. As we navigate the responsibilities of influencing and shaping the product's path to market, it becomes crucial for us PMMs to proactively foster and strengthen our collaboration with the product team.
How Product Marketers Can Break into DevOps
I’ve been a product marketer in DevOps for almost a year. These are the exact steps I’d take to understand the field and the target audience, if I had to start all over again as a PMM in DevOps.
The PMM’s guide to customer conversations
Customer conversations are something all PMMs should be having and they’re the fastest way to create more effective marketing.
7 Must-Have Assets for Your Competitive Intel Program
Andy developed these competitive resources, check them out and start working on any that your competitive intelligence program is missing. Once you're done, you’ll have an arsenal of assets to educate prospects in just about any buying stage or situation.
Research or restart: How customer research can prevent costly mistakes and restarts
At Olivine, we’ve witnessed our fair share of bad business decisions based on assumptions. I polled our team for their most compelling anecdotes and present 3 cases where research could have prevented major mistakes and 3 cases where research really paid off.
What if you missed out on product positioning at the early stage of your startup?
Founders often prioritize working on the technical part of the product over product positioning & marketing, leading to irrelevant messaging and narrative.
The Psychology of building influence in your product marketing role
In this blog post, we’re going to take a look at how to gain, hold, and wield influence as a Product Marketer through the lens of a few of its “real-life” psychological elements.