Quick lil announcement
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Mar 10, 2024•3 min
Healthy Competition: Product Marketing | Competitive Intelligence | Strategy
Andy McCotter-Bicknell
This show has one simple goal: help you stand out and win in B2B tech. So in each episode, we interview founders, investors, and industry leaders to walk us through their businesses, differentiators, and how they stay on top of their markets + competitors.
www.healthycompetition.co
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Episodes
April Dunford: Nailing Competitive Positioning
April Dunford is the world's leading expert on positioning for B2B tech companies and the author of 'Obviously Awesome' as well as the newly released 'Sales Pitch.' We focused on how competitive intel and positioning intersect in business: - bashing "approaches," not competitors - the importance of positioning your competitors - when to mention competitors (and when to leave them be) - why you shouldn't be scared of talking about competitors - why you need to know your differentiated value And l...
Dec 18, 2023•36 min
Lessons From Scaling a YC-Backed Startup w/ Emir Atli (Co-Founder & Chief Revenue Officer @ HockeyStack)
Emir Atli is the Co-Founder and Chief Revenue Officer at HockeyStack, a GTM analytics platform for B2B companies to analyze, forecast, and optimize their marketing. I joked with Emir that I feel like HockeyStack came out of nowhere but are now a constant presence in my LinkedIn feed. We dove into the reason for that, as well as Emir's thoughts on: what to do when competitors lie about your product the benefits of going through Y Combinator when to buy-out your prospect's contract with a competit...
Nov 21, 2023•24 min
Getting Ahead as a Product Marketer With AI w/ Jess Petrella (Director of PMM @ Unbounce)
Jess Petrella is the Director of Product Marketing at Unbounce and the creator of multiple templates dedicated to helping Product Marketers succeed with AI. In this episode, we dove into: her favorite PMM workflows that incorporate AI her favorite AI tool among the many that she's tested mistakes she made during her AI research that you can avoid And lots more! Follow Jess: LinkedIn Check out her templates & courses: AI for Product Marketers , How to Use Notion AI for Product Marketing Conti...
Nov 08, 2023•30 min
Behind the Curtain: Mastering the Art of Big Product Launches w/ Jason Oakley and Tamara Grominsky
In this episode, I was joined by Jason Oakley and Tamara Grominsky. They're both career Product Marketers that have led a ton of great launches over the years for companies like Klue, Unbounce, and Kajabi. We're all working together on a course for Product Marketers called Ready for Launch - The PMM's Guide to Product Launches , so I thought it'd be fun to share insider stories on important launches we each led. We also talk about some other launches from companies that caught our eye and why we...
Oct 19, 2023•55 min
Building a Content Marketing Agency & Managing External Threats w/ Brooklin Nash (Co-Founder of Beam Content)
Brooklin Nash is the Co-Founder of Beam Content, a content marketing agency that helps B2B SaaS companies create expert-driven content so that they can build trust with their buyers. Brooklin shared a great blog the other day that prompted me to reach out titled, "I gave a generative AI tool, a content farm, and a writer the same prompt. Here's what happened." It had me wondering how a content marketing agency deals with an external threat like ChatGPT and other generative AI-based SaaS companie...
Sep 19, 2023•18 min
Evidence-Based Marketing as a Competitive Advantage w/ Evan Huck (Co-Founder & CEO of UserEvidence)
Evan Huck is the CEO & Co-Founder of UserEvidence, the customer voice platform that automates social proof for GTM teams, generating verified case studies, testimonials, and stats in minutes. I’ve been a fan of UserEvidence for a while, so it was great to sit down with Evan and hear about their growth and how they’re standing out in a sea of GTM tools. By the end of this episode, you’ll learn: How to effectively use customer stories to win deals The pros and cons of selling in a non-defined ...
Sep 04, 2023•31 min
Finding Your Dream Job in Product Marketing or Competitive Intelligence w/ Yi Lin Pei
This session was recorded live in the Healthy Competition community (healthycompetition.co). If you're into this kind of content, we'd love to have you! Yi Lin Pei is a career coach for product marketing, marketing and no-code tech roles. And in this live session, we chatted about what folks can do to find their dream jobs. A few topics we discussed: How to negotiate compensation packages When you should upskill before you pivot to a different career Why you should think like a Product Marketer ...
Aug 26, 2023•40 min
How HubSpot Does Competitive Intelligence w/ Jessica Davis (Manager of CI @ HubSpot)
This session was recorded live in the Healthy Competition community (healthycompetition.co). If you're into this kind of content, we'd love to have you! Jessica Davis is the Manager of Competitive Intelligence at HubSpot, and she shared a ton of great details about the program that her team has put together. how they got buy-in from their leadership team to invest in the CI team's headcount how they rolled out a brand new competitive intel program in 6 months that included 50+ new battlecards (a...
Aug 21, 2023•41 min
Part 1: What Product Marketers Can Learn From Rockstars w/ Harvey Lee (VP of PMM at the Product Marketing Alliance)
Harvey Lee is the VP of Product Marketing at the Product Marketing Alliance. He's also a musician and spent lots of time in the music industry. I'm a musician too, so we geeked out about all things rock n' roll—history, specific bands, moments in time—and tweezed out what we felt PMMs could learn from them. Here are some specific topics we covered: Why bands pivot and change their sound Why legacy bands endure The effects tech shifts in music and how success is measured Why good bands fail How t...
Aug 11, 2023•46 min
Part 2: What Product Marketers Can Learn From Rockstars w/ Harvey Lee (VP of PMM at the Product Marketing Alliance)
Harvey Lee is the VP of Product Marketing at the Product Marketing Alliance. He's also a musician and spent lots of time in the music industry. I'm a musician too, so we geeked out about all things rock n' roll—history, specific bands, moments in time—and tweezed out what we felt PMMs could learn from them. Here are some specific topics we covered: Why bands pivot and change their sound Why legacy bands endure The effects tech shifts in music and how success is measured Why good bands fail How t...
Aug 11, 2023•1 hr 7 min
Behind the Scenes of a Viral Guerrilla Marketing Campaign w/ Eldad Postan-Koren (Co-Founder & CEO of WINN.AI)
Eldad is the Co-Founder & CEO of WINN.AI, a real-time AI assistant that helps sales teams save time on busywork and win more deals. I learned about WINN.AI through a viral guerilla marketing campaign—they coordinated with 100+ sales influencers to record and post videos smashing their keyboards. It completely took over my LinkedIn feed, and I had to learn more. In this interview, we chatted about: Eldad's background in the Israeli Defense Forces How he researched the AI-assistant competitive...
Aug 05, 2023•26 min
Building a GTM Operating System w/ Derek Osgood (Founder & CEO of Ignition)
Derek Osgood is the Founder & CEO of Ignition, a collaborative hub to plan, execute, and measure go-to-market launches. He worked as a Product Marketer across multiple industries, such as gaming, banking, and SaaS, and now he's building the platform he wished he always had. In this interview, we talked about: what it was like being a PMM for Playstation his journey of going from PMM to founder opportunities and challenges of selling to Product Marketers Ignition's GTM strategy of niching dow...
Jul 28, 2023•32 min
Competitive Intel lessons from Oracle, AWS, and Databricks w/ Mayur Palta
Mayur Palta has led Competitive Intel at some of the world's most valuable companies. And he just published a book with the lessons he learned along the way. In this episode we dive into: what CEOs don't understand about Competitive Intel memorable competitive campaigns between Oracle, AWS, and Salesforce how to build your "compete" muscle with the Outcompete Operating System the ethics of working for companies that are competing with your prior employer And lots more. Make sure you grab a copy ...
Jul 18, 2023•28 min
The Burnout Episode w/ Ranee Soundara
Ranee is a Product Marketing leader with 17+ years experience developing marketing and product strategy for global brands and VC-backed tech startups. In this episode, we discuss burnout. Specifically: why it plagues Product Marketers how to detect if you're burnt out (vs. just having a bad day / week) what to do when you feel it creeping into your life the ideal future of Product Marketing And lots more. Follow Ranee: LinkedIn Continue the conversation with me: LinkedIn | TikTok | Twitter...
Jul 10, 2023•40 min
Becoming a PMM Creator w/ Tamara Grominsky (VP Product Marketing at Kajabi)
Tamara is the VP Product Marketing at Kajabi, an all-in-one platform that helps creators and entrepreneurs package their knowledge into profitable online courses, coaching programs, membership sites, and more. Tamara is also a creator herself, writing a newsletter and moderating a community both called PMM Office Hours. Here's what we chatted about: Her journey from Product Marketing to Chief Strategy Officer and then back to Product Marketing How she got her role at Kajabi when they weren't ini...
Jun 30, 2023•41 min
Pivoting From Government to Corporate Competitive Intel w/ Sam Rinaldo (CI at Lucid) & Tracy Berry (CI at Freshworks)
This episode was recorded live in the Healthy Competition community with Sam Rinaldo, Competitive Intel at Lucid, and Tracy Berry, Competitive Intel at Freshworks. Both Sam and Tracy spent a portion of their careers in the government intel space before pivoting to the corporate side. After listening through, you'll learn: how their backgrounds gave them a leg up when they transitioned to the tech space similarities and differences between their current workflows compared to when they worked for ...
Jun 26, 2023•38 min
Anand Sanwal: What Software Buyers REALLY Think About Their Vendors
Anand Sanwal is the Co-Founder & CEO of CB Insights, a tech marketplace platform that enables organizations to make buying decisions quickly and with confidence. We covered lots of ground in this episode—there should be something in here for just about anyone: lessons from growing the CB Insights newsletter to nearly a million subscribers "human-in-the-loop" as a differentiator, and whether or not AI poses a risk to this CB Insights's new product, Yardstiq, and how it delivers quant & qu...
Jun 18, 2023•36 min
Bobby Pinero: Building a Business Alternative to Excel
Bobby Pinero is the CEO & Co-Founder of Equals, the only spreadsheet with built-in connections to any database, versioning, and collaboration. I've joked that every company's biggest competitor is Excel, so it was fun to learn how Bobby and the team at Equals are actually positioning against it. There's a lot to learn from this interview: identifying best fit early adopters for your product how Equals is growing by acknowledging legacy spreadsheet strengths the approach to sub-category creat...
Jun 11, 2023•30 min
Anthony Kennada: Owned Audience as a Competitive Moat
Anthony Kennada is the Co-Founder & CEO at AudiencePlus, the first owned media software for marketers, enabling companies to build, engage, and monetize an owned audience. In this episode, you'll learn how some of the most successful companies today own their audiences vs. rent them on social media platforms or paid ads. As well as: the community-to-media flywheel how Anthony helped create the Customer Success category at Gainsight the first steps you can take to begin building a media arm (...
Jun 03, 2023•26 min
The Win-Loss Episode with Ryan Sorley
Ryan Sorley is the Founder of DoubleCheck Research, a win-loss analysis provider that was recently acquired by Klue. We talked about all things (you guessed it) win-loss and broke down everything you need to build a successful program. Some other topics we touched on: behind Ryan's decision to grow DoubleCheck and eventually join Klue vs. staying small and going the solopreneur route what surprised Ryan since joining a Saas-based business a surprising tip to get more responses from your win/loss...
May 22, 2023•44 min
Product Marketing President's Club w/ Mayur Palta from Databricks & Tirrah Switzer from Community Brands
President's Club isn't just for Sales anymore! In this live session from the Healthy Competition community, I spoke with Mayur Palta, Competitive Intel Lead from Databricks, and Tirrah Switzer, Sr. Director of PMM at Community Brands—both recently made President's Club at their companies. We discussed their company's requirements for making President's Club, the projects they worked on to achieve President's Club, advice to help you get CI & PMM eligible for President's Club at your company,...
May 09, 2023•36 min
The Secrets to Succeeding With 3rd-Party Analyst Firms w/ Jarod Greene
Jarod Greene is the VP of Product & Customer Marketing at Highspot. Prior to becoming a PMM, he worked as a Research Director at Gartner. Analyst Relations has always been a big question mark for me (and a lot of PMMs that I know), so we made sure to cover how to build a successful AR program and what to do if you aren't ranked highly on a grid or magic quadrant. If you were handed AR as a PMM, this episode is for you. Follow Jarod: LinkedIn Check out Highspot: Website Continue the conversat...
May 03, 2023•42 min
Juan Mendoza: Building A Newsletter-Based Media Company
Juan Mendoza is the CEO & Editor of The Martech Weekly, a curated newsletter of everything that happens in marketing and technology. In this episode, he shared his backstory of starting a weekly newsletter, the power of social media, what he thinks about imposter syndrome, and why he's glad he didn't start a Substack. Follow Juan: LinkedIn Subscribe to The Martech Weekly: Website Continue the conversation with me: LinkedIn | TikTok | Twitter This episode is brought to you by the Healthy Comp...
Apr 24, 2023•44 min
PLG Product Marketing Masterclass w/ Madison Leonard & Anthony Pierri
This is "the PLG episode" and I was joined by two powerhouse PMMs to guide me through it. Madison Leonard is a PLG Product Marketer & advisor to early & late-stage startups and Anthony Pierri is a Co-Founder at Fletch PMM, a Product Marketing advisory for early stage B2B SaaS startups. We talked through common PLG misconceptions, how to structure a PMM team and your website's homepage to support PLG, how PLG differs from sales-led, and much more. Continue the conversation with me: Linked...
Apr 17, 2023•42 min
May Habib: How To Win In the Generative AI Space
May Habib is the Co-Founder and CEO of Writer, a generative AI platform that keeps content consistent and on-brand. We dove into May's background in natural language processing, spotting the opportunity for an application like Writer, navigating the AI hype cycle, what they're doing to stand out, and why doubling down on marketing teams helps them grow faster. Follow May: LinkedIn Check out Writer: Website , LinkedIn Continue the conversation with me: LinkedIn | TikTok | Twitter This episode is ...
Apr 06, 2023•27 min
Running a Competitive Intelligence Program Without a Competitive Intelligence Platform
I'm hearing a lot of "do more with less" lately. And although many of us might wish we had more resources like a dedicated Competitive Intelligence tool (e.g. Klue, Crayon, Kompyte, CompeteIQ, etc.), it's sadly not something that we can always get buy-in on. So in this session, we were joined by four Product Marketing and Competitive/Market Intelligence pros to walk us through how they run their programs without a CI platform. Zaven Gabriel , Product Marketing @ Locus Robotics Christine Moore , ...
Apr 01, 2023•34 min
Devon O'Rourke: Building a Product Marketing Consultancy
Devon is the Founder & Managing Partner at Fluvio, a consultancy that helps software and technology businesses find product-market fit, establish go-to-market strategies, and deliver high-impact marketing campaigns. He shared how he transitioned from a full-time Product Marketing career to building his business, how he got his first clients (and how you can get yours), the difference between consulting and freelancing, and more. Follow Devon: LinkedIn Check out Fluvio: Website Listen to his ...
Mar 28, 2023•36 min
Christopher Lochhead: the Godfather of Category Design
Christopher Lochhead is the co-author of a number of what I would consider some of the best business books out there, most notably Play Bigger, Niche Down, and my personal favorites the Category Design Toolkit and a Marketer’s Guide to Category Design. He’s one third of the Category Pirates, a writing band that share category creation and category design principles, frameworks, and case studies. And he’s also an advisor to dozens of startups, and is a 3x former public company CMO. In this episod...
Mar 21, 2023•49 min
Camille Trent: Tracking the Latest Tech Trends
Camille Trent is the Director of Content & Community at PeerSignal, a free resource that aggregates data, examples, and research. Unlike the sea of opinion-based GTM advice flooding your feed, PeerSignal delivers data-backed research and carefully curated SaaS market data. In our chat, Camille shared how she's scaling PeerSignal, how she structures her research, what the mechanics look like behind a successful media company, and a lot more. Follow Camille: LinkedIn , Twitter Check out PeerSi...
Mar 11, 2023•33 min
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