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6 min read

Product Marketing Pulse


It's Rich here. Welcome to your monthly dose of product marketing insights - May has been packed full of them...

We launched the landmark Product Marketing Festival, built shiny new features in our membership plans, plus we've started work on the report of all reports - the State of Product Marketing 2021.

Our copywriter Steph is rolling her sleeves up, ready to bring you an unprecedented write-up. But first, she needs you to submit your responses. 😏

Oh, and you might have noticed. PMM Pulse looks a little different this month.

Any strong opinions? We'd love to hear 'em - just hit reply.

- Rich, CEO & Founder @ Product Marketing Alliance

How to drive company strategy with product marketing

How to drive company strategy with product marketing

As marketers, we spend a lot of time driving product launches and building marketing & integrated campaign plans. But without a guiding strategy, we may be running fast but not getting anywhere.

In this article, I’ll discuss how to drive company strategy, by explaining how PMM teams can help set key initiatives, get involved in the build, buy, partner decisions, and leverage pricing and packaging levers to drive growth and profitability.

Enhance your strategy

How are you going to level up the impact of your product marketing efforts this year? Download Crayon’s 2021 Product Marketing Strategy Kit to put together winning strategies for your marketing, product, and sales teams.

This Kit includes the 2021 PMM Planning Guide, a 25+ page guide to effective competitive intelligence, a Product Launch Checklist, and more.

Check it out

How to price a product and introduce discounts

How to price a product and introduce discounts

We’ve said it before, and we’ll say it again: pulling an idea from your mind and popping your product on the shelf isn’t a doddle - far from it.

Having conducted competitor intel, and successfully built a business case, you’ve got the thumbs up from stakeholders.

But before you can sit back and give your team a whopping high-five, it’s time to address perhaps the most important stage of the whole process: deciding on your pricing strategy.

Refine your pricing

PMA member spotlight

PMA member spotlight: Silvia Kiely Frucci

In our latest PMA Member Spotlight, we chat to the wonderful Silvia Kiely Frucci, Senior Product Marketing Manager at Castor to talk about all things PMM and what she loves most about being a PMA member.

We get her unique definition of product marketing, steal her top tips on how to make an impression in the first few weeks of a new role, and her first-hand advice on how to climb the ladder to PMM seniority.

Discover more

PMA membership: free preview

As a part of the PMM Pulse family, you've been pre-approved for a free preview of our membership plans.

Now all that's left to do is just sign into your freemium dashboard.

Take me there

Already a member? Keep scrollin' to check out what's new in your full PMA membership plan. 👇

PMA Membership Plan

New in the PMA Membership Plan

Exclusive features

  • Product Marketing Learning Paths
    There’s a 7-week sales enablement program ready and waiting right now, with GTM, messaging, and more soon to come
Product marketing learning paths | Product Marketing Alliance
Continue your professional development with weekly learning programs.
  • Product Marketing Toolkits
    AKA everything you need for your next big project, all in one place.
Product marketing toolkits | Product Marketing Alliance
Everything you need to gear up for your next big project.

Specialist content from...

  • Holly Watson, Senior Product Marketing Manager at Amazon Web Services: A go-to-market for all
  • Natalia Godyla, Founder & CEO at Rebel Data: Woman in the middle: the people aspects of product marketing
  • Pragya Tyagi, Senior Product Marketing Manager at Booking. com: How product marketing can drive change in the face of disruption

Templates library

This month, we added two more templates to our collection of resources, exclusive to PMA members:

Not a PMA member yet? Take a look at the wide selection of awesome features that could be landing in your lap.

Your next role?

  • Product Evangelist | Traceable AI | Remote
    This is an exciting and dynamic startup role where you will be working as a team to tell the story how Traceable AI helps customers control their application and API security posture.
  • Product Marketing Manager | Firemon | Remote (US)
    Manage content strategy and execution along with other initiatives to promote and sell the FireMon suite of products to a global audience of new prospects and existing customers as well as to internal sales and partner audiences.
  • Senior Product Marketing Manager | Sourcepoint | New York
    Support Sourcepoint's growth as they work to advance data ethics and enable privacy compliance for the digital marketing ecosystem. This new, high-impact position will allow you to help build the foundation of Sourcepoint's PMM function as they expand globally, partnering with the world's largest brands to enable their privacy compliance initiatives.
  • Director of Product Marketing | Earth Networks | Remote (US)
    AEM, Earth Networks’ parent company, is looking for a highly motivated, results-oriented Director of Product Marketing to drive the success of a global suite of enterprise weather and environmental products within the AEM portfolio of companies.

Wanna get your job listing featured? Contact pedro@pmmalliance.com

Plus, feel free to post open PMM positions on the PMA website, and get 30,000 unique views each month. It won't cost you a dime.

Companies listing roles include: Optimizely, Intercom, SAP, Atlassian, Facebook.

Visit our jobs board


Have you checked out PMM Hired (AKA: your lifelong career companion?)

Jam-packed with interview questions, expert career advice & mock interviews, this resource hub has got everything you need. 👇

PMM Hired | Product Marketing Alliance
Everything you need to forge a successful career in product marketing.

Get Product Marketing Certified

Get Product Marketing Certified

Raise your product marketing game with our suite of certifications.

Product Marketing Certified: Core

  • With 11 modules, 68 chapters & 87 exam questions, our official PMMC® certification is everything you need to take your product - and career - to the next level.

Product Marketing Core: Teams

  • Teams like Adobe, Zendesk and UiPath have already chosen PMA to get certified. Yours could be next.

Product Marketing Certified: Masters

  • From personas to narrative design to segmentation to CABs to pricing - and more. Our Masters certification series covers it all and are delivered by true experts in the field, naturally.

Product Marketing Certified: Leadership

  • This course covers all the key aspects of effective leadership within the PMM space. If you’ve recently been promoted to a leadership role or you’re hoping to establish yourself as a leader soon, this course will be invaluable to you.

Partner with us

Community partnerships | Product Marketing Alliance
From budding businesses to established enterprises, our Community Partnerships options offer tailored packages to suit all needs and budgets and help you propel your product to the peak of its powers.
Calling all sponsors or partners
If you want to build your brand and be seen by 1,000s of PMMs who need what you have to offer, our sponsorship solutions are where you want to be.

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Written by:

Richard King

Richard King

Founder, Product Marketing Alliance

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Product Marketing Pulse