Industry Leadership 

Both exist to differentiate. Brand positioning speaks to your buyers as heroes on a journey with your tool as their guide to meeting their aspirational and individual needs. Product positioning convinces your buyers of functional and business needs, the urgency of those needs, and that they should pay you fill them.

 

I've led both brand and product marketing teams who have developed these frameworks in tandem, and it's a low-key superpower. 

Strong community is the "walk" behind your brand "talk." Establish give-gets with your community for growth at each stage: 

AWARENESS:

• Give: Thought leadership content, industry best practices and standards

• Get: More qualified, pre-educated leads

CONSIDERATION & SALE:

• Give: Reference customers to speak with prospects for social proofing

• Get: Buying insights and commercial requirements

POST-SALE & ADOPTION:

• Give: A shared space for tips, tricks, knowledge sharing, product feedback

• Get: Adoption, design and utilization insights

ADVOCACY:

• Give: Awards, insider insights, advisory boards. user conferences

• Get: CLTV increase!

B2B buyers are humans, too. Messaging that speaks to their inspirational and individual needs is how you'll differentiate against other tools talking only about functional benefits. Efficiency and revenue are old news in B2B, your messaging must go beyond.

 

This 3+ hour course teaches product and brand marketers how to prepare for messaging development, host a messaging sprint, ensure relevancy, enable teams with messaging and evolve it over time. It's helped develop thousands of PMMs across the world. 

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"This is probably the most pivotal piece of knowledge in my career so far. I'm already applying the knowledge, insights, and templates Maya shared and I love it! I don't just feel empowered. I feel powerful!” —PMM Mihail Savov, 2023 

More and more commercial executives are coming from a product marketing background these days. Why? Our POVs are shaped at the intersection of major business dynamics, through which we've learned the science of growth. 

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If you're a PMM looking to level up, or an executive considering hiring a PMM into a leadership role, here's the unique soft skillset that sets us up for success:

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• We apply a problem-solving approach to new domains and tactics that we must learn as we level up.

• We deploy a growth mindset by valuing failure and exercising curiosity

• We lead through others with our influence (even without direct authority)

• We lean into trust, healthy conflict and accountability 

• We are the master translators of value and clarity across audience, org level, goal... you name it. 

Pricing & packaging is the Thelma & Louise of strategic product marketing work. Like the unexpected hit that redefined cinema, we often underestimate the power of pricing & packaging.

 

In fact, according to ProfitWell, companies spend less than ten hours per year on pricing and packaging, yet this lever has about 8X the impact of new customer acquisition. Even when orgs do focus on it, the path of least resistance is pricing. Less traveled is the path of packaging.

 

Join this session to learn how to transform your range of offerings—from products to communities to content—into packages that customers understand and need.

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September 4 & 5, 2024

Marriott Marquis San Francisco