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Product marketing questions week #49

Trending Questions | Product Marketing

Hot on the heels of the launch of our Talent Program, last week, we continued to provide PMMs with platforms to refine their practice with the PMM Tech stack, 200+ tools, tried, tested, and personally recommended by PMAers for your perusing pleasure.

In addition to recommending tools and marketing products, PMMs in our Slack community have been contributing their valuable insights and questions all week.

Here are just a select few of the topics covered.

Q: I’m looking to make a great demo script that our salespeople can use to showcase the value of our software. Does anyone have any tips or resources for making the best possible demo script for salespeople?

A: “I have had to make demo scripts for my sales reps, but found that scripts are too constricting for their personal touches. I modified my plan by providing them with cheat sheets with key phrases to hit, products to feature, and the order of the demo flow. Additionally, I have a recorded demo for them to watch and learn from. I also have them do a re-certification on their performance of the demo twice a year. It’s a really great learning exercise for everyone.”

Melanie Grefsheim, Product Marketing Manager + PMA Ambassador

“I was a sales engineer before becoming a PMM. So yes, I love taking demos and enjoy writing demo scripts to share it with our sales folks. Here are some best practices to keep in mind:

  • Begin with an agenda, let the prospect know what they're going to see during the demo. Start the demo with a story and tie this story with the goal the prospect wants to achieve - that's your hook to keep them interested.
  • Make sure the demo is 'conversational' and not a 'feature walkthrough.'
  • Always ask the prospect 'why' something is important to them before you handle an objection. It's to make sure your answer is relevant to what they're expecting and is not a scripted response.
  • Last but not least, when you give an example of how a feature works, let your prospect be the main character in the story. Instead of saying, "Let's say, there's a person who has a problem with ____," say, "Assume you're facing a problem with ___."  This way, you'll have their unfazed attention - personalization is everything.”

Akkshaya Varkhedi, Product Marketing Manager at Freshworks

Q: I'm about to present a proposal for the adoption of Sales Enablement in my organization (B2B SaaS) and looking for some key pointers on "How Product Marketing can help the Sales team close more deals through Sales Enablement?" Until now every collateral the Sales team has used was prepared by the SDR team with little to no involvement of the Product team. I'm also looking at HighSpot to help with this. Is that a good idea?

A: “I'm not exactly sure how your PMM team is structured but some pointers that I think you can highlight:  With the involvement of the PMM team, the sales team will receive training, coaching and content advice that will help them become stronger product advocates and thought leaders.

“Sales will also receive stronger guidance on objection handling against the competition with research reports, whitepapers, and battle cards. This will help them to have more valuable conversations in each stage of the sales process.

“End to end customer journey - content like thought leadership pieces, case studies, and marketing campaigns will help qualify MQLs to SQLs & make this conversion from lead to customer possible.”

Jui Tamhane, Product Marketer at Google

“Sales should be experts on sales methodology, their territory, and their opportunities while product marketing are experts on the market (including industry trends, competitor, pain) buyer and messaging. If you come to the session with PMK's perspective, it helps them to be more efficient in applying what they do best - selling.”

Louise Dunne, B2B SaaS Product Marketing Manager & Enablement professional

Q: What are the major roles of a Product Marketer?

A: “In a few words: buyer positioning and messaging. The biggest mistake, if you’re in a B2B market, is overlooking the distinction between buyer and user. The PM focuses on the user, the PMM focuses on the buyer. If your company is resourced enough to have you as a PMM and someone else as a PM, then your sales would likely benefit from understanding and refining the messaging to buyers (not users/end customers).

“Not sure what kind of e-comm service you provide, but if it’s something like Shopify for example, then the PMM’s goal is to get as many small businesses on the platform (and touting merchant-specific features like reporting) and the PM’s goal is to make sure the actual shoppers have a positive online shopping & checkout experience so that the marketed ROI in your messaging delivers true.”

Jenkin Lee, Chief Product Officer at Baze

Q: Do any PMMs have insights, visuals, or explainers that showcase how product marketers work with partner marketing?

A: “As you define the target market, you'll figure out who the target partners/collaborators are. Sync with the partner marketing managers and business development managers to figure out who will own which relationship. You will likely manage some of the relationships such as key influencers, while someone else will manage key channels (e.g., whoever owns the relationship with Walmart). Sync up every couple of weeks as you flush out the execution calendar then hold the partner managers responsible for meeting the calendar deadlines they've already committed to. You have to own the marketing calendar, but get their input and buy-in.”

Dekker Fraser, Product Marketing Consultant

Q: Does anyone have experience naming a product? Can you suggest any frameworks for approaching this? And did you test the name with customers?

A: “When I’m thinking about a name, I usually want it to be these things: Descriptive, short and memorable, connect with a consumer’s emotions, fit the portfolio, produce similar search results in the app store (or in the same field) and have high keyword value.

“A colleague of mine built me a spreadsheet that combines words plus keyword scores to spit out suggested combinations. From this, I’ll narrow down the list, then check 15-20 options with a website like namecheck.com. Then I’ll run a quick test to make sure no-one has taken out a trademark on it. Bit of a lengthy process, but it should spit out around 3-5 decent options.”

Emma Bullen, Product Marketing Manager, Hyper Hippo Entertainment

We also test with customers and sales reps before we finalize any names. Sometimes it’s a survey and sometimes we just call some friendly’s to get a gut check- or more typically both.”

Kelly Esten, Lead Product Marketing at Toast

Written by:

Emma Bilardi

Emma Bilardi

Emma is a Manchester-based freelance writer. She's been writing for as long as she can remember, and in the last few years predominantly about product design.

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Product marketing questions week #49