Have you ever had a product or product marketing deliverable fall flat when it came to the GA date? In this webinar hosted by Nisarg Desai, VP of Product Marketing Josh Fu covers best practices when it comes to truly understanding the needs of the customer from the Product Manager and Product Marketing Manager angles. We’ll also dive into how to translate that knowledge into connecting the technical weeds with compelling storytelling to accelerate your business.
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Show Notes:
- Advocating for yourself is a key product management superpower.
- A strong partnership between product management and product marketing is crucial for career growth.
- Product marketers can amplify the impact of products by ensuring they reach the right audience.
- Nisarg’s background is in building cybersecurity platforms and solving customer problems.
- Josh’s journey includes experience in threat intelligence, machine learning, and identity security.
- Collaboration between product management and product marketing should start early in the process.
- Understanding the underlying technology is important for product marketers, even if they are not as technical.
- Focusing on business outcomes, not just features, is key for effective product marketing.
- Platforms require a different approach compared to point products or feature-focused marketing.
- Differentiating a platform from competitors requires highlighting unique capabilities and value.
- AI can be a useful tool for product marketers, but maintaining credibility and originality is crucial.
- Breaking into product management or marketing does not require a direct path or domain expertise.
- Varied experiences and a growth mindset are valuable assets for these roles.
- Investing in self-improvement through certifications, writing, and speaking can demonstrate initiative.
- Targeting companies that value problem-solving skills over specific domain knowledge can be a good strategy.
- Bringing product marketers into the product development process early can lead to better alignment.
- Quantifying the value proposition in customer-centric terms is an effective approach.
- Establishing trust and credibility through educational content is important for product marketers.
- Collaboration and communication between product management and marketing teams is essential.
- Continuous learning and a willingness to adapt are key to success in these evolving fields.
About the speaker
Josh is currently the VP of Product Marketing at BeyondTrust with diverse experiences across the endpoint, cloud, identity, IT, and security spaces, where he has been mentored by some of the most well-respected leaders in our industry. His career encompasses channel, consulting, sales engineering, strategic alliances, competitive intelligence, and of course, product marketing. These have led to him speaking about threat intelligence and machine learning at multiple conferences worldwide.
About the host
Nisarg is currently the Director of Product at cloud security unicorn Lacework, and has a decade of experience in Product Management with the entirety of his focus on securing enterprises from cyberattacks. He has built both 0-1 and 1-100 products in cybersecurity. He is passionate about pushing forward the field of product management by helping a diverse field of entrants grow into successful PMs. He lives in Boston, MA.