My name's Isabella Dumont, I'm the SVP of Marketing Engagement at Cowbell Cyber.
I want to talk to you about something near and dear to my heart: product marketing. But what is product marketing? And is that really the best name for it?
I'm going to focusing discussion points, such as:
- Whether product marketing's really the right name
- Bridging the gap between product and customer
- How the SaaS boom has revolutionized product marketing
- Why product marketing should own a Go-to-Market strategy
- Core competencies of a strong product marketer
- Evaluating your work against your goals
But first, a bit about me and my background.
My background and mission
I've been in the Valley for about 25 years, and I have a wealth of hands-on experience in launching and scaling disruptive companies.
I started my career in pre-sales and customer success and rapidly moved into marketing by way of product marketing.
As a product marketer, I'm keen to make sure that all the great technologies our company develops are understood by our customers.
Most of the time, you feel that the customer only gets a sliver of the product’s full capabilities. That's what I'm passionate about - making sure that the customer understands all aspects of your product and maximizes their use of it.
I've put this mission into practice in large companies like Oracle, and in startups across a variety of segments.
So while a lot of what I’m going to share with you today will be especially relevant for enterprise software, it cuts across other markets as well.
Is 'product marketing' the right term?
I’ve often asked myself whether product marketing is the best name for our field. I wear so many different hats, that I start to wonder whether I'm still doing product marketing. I'm talking to reporters, spending my time with sales, and working on product demos – I’m not sure what team I’m not.
In truth, I don't have an answer to this question yet, but I can give you some clues on how to think about it.