Category is important because it’s how our minds make buying decisions. First, you think “I need a new car,” then “I’ll get a sedan.” And only then would you think about which brand to buy. If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure they’re playing in the right category. And if the right category doesn’t exist, well—brave brands are designing their own. In this episode of The Marchitect, Udi and Sydney discuss how they approach categ...
Feb 11, 2022•38 min•Season 2Ep. 3
We’ve all been there. 2022 is a clean slate, product marketers. There’s no better time to step back and assess what you learned throughout the pandemic. There’s no better time to ensure you’re using your finite resources on the right priorities. Speaking of priorities … Rowan Noronha , Founder of the Product Marketing Community , kicked off season two of The Marchitect by chatting with Megan Heuer , VP of Strategic Initiatives at Winning By Design , and Amy Hayes , VP, Research Director, Portfol...
Jan 27, 2022•33 min•Season 2Ep. 2
If there’s one thing B2B content teams get a lot of that’s requests: “We need a one-sheeter on our new product feature!” “Our widget is live … let’s draft a press release!” “Can you help me write a blog about [my obscure hobby that I think is interesting but that our audience couldn’t care less about]?” Ah, the familiar scent of fielding content requests—while trying to make an impact on the metrics that matter (velocity, win rate, average deal size, etc.). The content conundrum is real: How do ...
Jan 27, 2022•34 min•Season 2Ep. 1
Most companies struggle with how to unite the business around a unified GTM strategy. In this episode, we welcome Jeff Otto, VP of Marketing at Marqeta. He's responsible for laying the foundations for their GTM approach. What sage advice did Jeff dole out? Let’s just say he’s taken a seemingly complex mythical beast (GTM) and tamed it with gold dust and gold bars. Listen for Jeff’s take on: How competitive strategies can help build the foundation of your positioning Why you should engage PMMs wh...
Dec 23, 2021•26 min•Season 1Ep. 10
In B2B, there’s lots of evidence that shows post-COVID buyers expect to do a lot on their own. This means marketing leaders need to build and structure their teams for self-serve. But what does that look like in practice? While many marketing leaders look at the world through a marketing lens, Jessica—who cut her teeth on strategy and operations—looks at it through a biz lens: “I’m always the person when starting to talk about marketing, ‘OK, market share, by market. Customer segmentation. Growt...
Dec 10, 2021•40 min•Season 1Ep. 9
Most companies just don’t get it. The most successful companies are built on strong go-to-market teams. It’s time to stop assuming it’s a marketing problem and get to the root: Your CEO owning go-to-market. And our guest today is courageous enough to walk us through it with insight from his new book. Rowan Noronha, VP Product Marketing and Founder at Product Marketing Community, Megan Heuer, VP Strategic Initiatives at Winning by Design, Sangram Vajre, Chief Evangelist at Terminus, discuss the q...
Dec 08, 2021•28 min•Season 1Ep. 8
The No. 1 reason sales reps miss quota is they can’t articulate value when speaking to buyers. In this episode, we discuss how product marketing can fuel more productive conversations. Sudeep explains the difference between sales enablement and revenue enablement. He also shares how LinkedIn obtains competitive intelligence—and how he analyzes the data to make sure the GTM team has the right insights.
Oct 21, 2021•33 min•Season 1Ep. 7
Employees want their work to have meaning. So how can you create opportunities for people to do meaningful work? How can you build a purpose-driven company to attract and retain top talent? Robert talks about what he and the Atlassian leadership team are doing to create opportunities for work to be meaningful—and the impact so far. In this session, we discussed: The importance of having a purpose-driven company How can you build a purpose-driven company to attract and retain top talent? How can ...
Sep 30, 2021•36 min•Season 1Ep. 6
In this episode of The Marchitect, Julien Sauvage (VP, Product Marketing @ Gong), one of the best Marchitects in the game, “stopped by'' the podcast recently and shared how he collaborates with his key “interlock” stakeholders to both create a unified story for the market and accelerate growth in the Revenue Intelligence category. In this session, we discussed: How Product Marketing is Driving Gong's Go-to-Market efforts How you as a Product Marketing Leader can align everyone to tell the same s...
Aug 31, 2021•35 min•Season 1Ep. 5
In this episode of The Marchitect, my guest co-host Jason Smith, CEO of KLUE, and I chat with Gong’s infamous CMO, Udi Ledergor, about how the world of buyers and sellers has changed. And not just during the pandemic, probably forever. Sales teams today more than ever need an intelligent path to revenue. That’s at the root of a recent conversation with two great product marketing minds as they navigate how the world has changed in the past 15 months and how product marketing and sales continue t...
Aug 12, 2021•31 min•Season 1Ep. 4
The tide has turned, b2b buyers and sellers interactions have changed. Carol, CMO, VMware, and Michael, CMO, Seismic share how their marketing teams are adapting to this new normal. In this session, we discussed: How to drive change management in your organization Navigating the challenges of the CMO role during these constantly evolving times What makes a product marketer a particularly good candidate for becoming a CMO How product marketers can be architects of growth for their company...
Jul 29, 2021•36 min•Season 1Ep. 3
What used to work had to be shifted, adjusted, and changed to fit the new landscape. What could possibly be next? Throw out your pre-covid blueprint. The Product Marketing Community brought together an all-star cast of inspiring thought leaders to take us in the right direction for 2021 and beyond. During this podcast, our Editor-in-Chief, Megan Heuer, talked to the CMOs of Gong, Drift, and Lessonly, and the Wanderlust Group about what it means to throw out what we once knew and adapt to b2b dec...
Jul 12, 2021•38 min•Season 1Ep. 2
The tide has turned! B2B buyers and sellers interactions have changed. Marketing is at the center of transformational change in nearly every B2B company. Customer expectations, spending, and behaviors are constantly shifting. And product marketing has emerged as a critical element behind the successful change. Each episode features in-depth advice from executives who will tell you how they built impactful teams, optimized go-to-market efforts, and enabled customer-facing teams to thrive. We high...
Jun 22, 2021•10 min•Season 1Ep. 1
