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A Product Marketer's Guide to an Audience-Centric Go-to-Market

Product marketers are charged with aligning product management, field marketing and sales teams on your product’s route to market, and thereafter, it’s sustained growth.

Are you focused on becoming more audience-centric as your company searches for ways to drive profitable growth? Then you'll want to join…

* Rowan Noronha, VP Product Marketing, Zix, and Founder, Product Marketing Community
* Beth Caplow, Research Director, Portfolio Marketing, SiriusDecisions
* Meg Murphy, CMO, IBM Systems
* and Fred Studer, CMO, FinancialForce

as they guide you through these audience-centric imperatives to go beyond personas:

* Defining Buying Groups to Accelerate Demand
* Customize Messaging to Drive Account-Based Marketing
* Developing Sales Personas for Better Knowledge Transfer
Recorded Feb 28 2019 63 mins
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Presented by
Beth Caplow, SiriusDecisions & Rowan Noronha, Product Marketing Community
Presentation preview: A Product Marketer's Guide to an Audience-Centric Go-to-Market

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  • Channel
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  • Scale Product Marketing through Sales Enablement Jan 22 2020 6:00 pm UTC 60 mins
    Jonathan Hinz, Seismic & Rowan Noronha, Zix Corp
    Whether you’re a one-person show, or have an enterprise-size team, scaling your product marketing efforts can be a challenge. You may face challenges in managing your duties across the market, in messaging, and enabling your sales team.

    There’s a better way! In this webinar with Jonathan Hinz, Senior Director of Product Marketing at Seismic and Rowan Noronha, VP of Product Marketing at Zix Corporation we’ll be covering how to:

    •Get comms, training, and content noticed
    •Align teams to reinforce messaging and materials
    •Scale enablement with content automation and analytics

    We can learn a lot from others who have gone through the pain of growth. What can you do over the next 30, 60, or 90 days?
  • Break the Rules of Boring Business Storytelling Recorded: Sep 18 2019 37 mins
    Kris Schulze, CMO, Product Marketing Community
    There are myths about business storytelling that absolutely need to be broken:

    Myth #1 - Business stories are boring.
    Myth #2 - Storytelling does not apply to my industry.
    Myth #3 - My business does not have "good" stories to tell.

    Break the rules of boring business storytelling and start telling stories your customers will love…and remember.

    Kris Schulze, CMO of the Product Marketing Community shares the 5 Es of exceptional stories to:

    • Foster customer loyalty
    • Generate trust and engagement
    • Enhance brand perception
  • The Launch "Linchpin" Recorded: Aug 1 2019 60 mins
    Dave Daniels, VP of Customer Success, Pragmatic & Rowan Noronha, VP Product Marketing, Zix
    You can do everything right as a product marketing leader to develop the right solution. But, the one thing connecting everything you do to a customer saying “yes” is your salespeople.

    The linchpin of every successful product launch is a combination of compelling messaging and remarkable messengers. You need to craft a story that resonates with your buyers and equips your sales team with the skills, content, and fluency needed to deliver it in customer conversations that win.

    Join Dave Daniels, VP of Customer Success at Pragmatic Institute, Tim Riesterer, Chief Strategy Officer at Corporate Visions, and Rowan Noronha, VP Product Marketing at Zix, to discover tested and proven approaches to:

    Sales Messaging – Tailored to the psychology behind acquiring new buyers and expanding existing customers.

    Content Assets – Differentiate your new solution story from everyone else while also driving greater purchase intention.

    Fluency Coaching – Ensures your salespeople have the skills and the demonstrated proficiency to deliver your new story.
  • Building a Content Architecture Model that Works Recorded: May 30 2019 63 mins
    Rebecca Kalogeris, VP Marketing, Pragmatic Institute & Rowan Noronha, VP Product Marketing, Zix
    No matter what kind of marketing you're doing, you need quality content to support it. Content provides answers to your customers' questions, and building a content architecture model can help you do that in an effective, efficient way that informs and ultimately drives the buyer journey.

    Join
    * Rebecca Kalogeris, VP Marketing, Pragmatic Institute
    * Matthew Woodget, Founder & CEO, Go Narrative
    * Adi Hariharan, Group Marketing Manager, Microsoft
    * and Rowan Noronha, VP Product Marketing, Zix, and Founder, Product Marketing Community

    as they dive into:

    * Understanding the steps to create an informed, data-driven content model
    * What to understand about your buyer personas to inform the content
    * How to create a content model that aligns to your product marketing priorities and is optimized for use by your marcom and agency partners
  • Use Buyer Enablement to Increase Sales Conversion Recorded: May 10 2019 64 mins
    Michele Buckley, Research Director, Gartner & Rowan Noronha, VP Product Marketing, Zix
    If it's easier to buy, it's easier to sell.

    Buyers reward companies that help them navigate the complex world of B2B digital buying.

    Join...

    * Michele Buckley, Research Director, Gartner
    * Tim Riesterer, Chief Strategy Officer, Corporate Visions
    * Fred Studer, CMO, FinancialForce
    * and Rowan Noronha, VP Product Marketing, Zix, and Founder, Product Marketing Community

    for this webinar to learn how marketing leaders can build buyer enablement, a type of content that offers prescriptive advice and practical support to help buyers complete critical buying tasks.
  • A Product Marketer's Guide to an Audience-Centric Go-to-Market Recorded: Feb 28 2019 63 mins
    Beth Caplow, SiriusDecisions & Rowan Noronha, Product Marketing Community
    Product marketers are charged with aligning product management, field marketing and sales teams on your product’s route to market, and thereafter, it’s sustained growth.

    Are you focused on becoming more audience-centric as your company searches for ways to drive profitable growth? Then you'll want to join…

    * Rowan Noronha, VP Product Marketing, Zix, and Founder, Product Marketing Community
    * Beth Caplow, Research Director, Portfolio Marketing, SiriusDecisions
    * Meg Murphy, CMO, IBM Systems
    * and Fred Studer, CMO, FinancialForce

    as they guide you through these audience-centric imperatives to go beyond personas:

    * Defining Buying Groups to Accelerate Demand
    * Customize Messaging to Drive Account-Based Marketing
    * Developing Sales Personas for Better Knowledge Transfer
  • (Product) Marketing for Growth: The Marketing Plan Recorded: Jan 31 2019 59 mins
    Pragmatic Marketing and Rowan Noronha, VP Product Marketing, Zix & Founder, Product Marketing Community
    You, Product Marketers, play a crucial role in generating revenue, and can play an equally important role in how revenues translate into profit.

    For Product Marketers tired of being viewed by some as a "cost", the challenge is to take more responsibility for the commercial results of the company. This may require you to behave as asset managers making investment and return decisions. In other words, behave as Architects of Growth.

    This webinar, featuring product marketing leaders:

    * Jane Bailey, VP Product Marketing, GE
    * Jenn Steele, CMO, Madison Logic
    * Mike Berger, VP Product Marketing, Gainsight
    * Sudeep Cherian, Head of Product Marketing, LinkedIn
    * Rowan Noronha, VP Product Marketing, Zix and Founder, Product Marketing Community

    focuses on the role of the product marketer and the necessary components of the marketing plan needed to identify and achieve growth.
product marketing
Disruption - the good kind - happens when you bring together the best and brightest among your peers, thought leaders, and product marketing gurus. This is where you'll find the "Holy crap, I didn't know that!" moments.

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  • Title: A Product Marketer's Guide to an Audience-Centric Go-to-Market
  • Live at: Feb 28 2019 6:00 pm
  • Presented by: Beth Caplow, SiriusDecisions & Rowan Noronha, Product Marketing Community
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