Latest research on the State of Product Marketing highlights the defining skills of great Product Marketers: Strong communication Collaboration Creativity and problem solving Strategic planning and business skills Empathy and ability to connect with customers Research and analytical skills Content creation and copywriting Above all other skills, strong communication was ranked as the most important […]

95% of Product Marketers reported that one of the biggest challenges they face is a lack of understanding of the role. The more conversations we have with Product Marketers, the more we understand how ill-defined the role really is across B2B SaaS organizations.  This lack of clarity is a roadblock to product marketers doing their […]

The practice of Customer-Led Growth has been gaining momentum recently, with businesses working to create an organization-wide understanding of where, when, and how to deliver value to customers.  But what is Customer-Led Growth and how can organizations achieve this? Forget the Funnel defines Customer-Led Growth as a strategic approach that leverages customer insights to qualify […]

Marketers have a habit of losing touch with customers. In an effort to drive demand and build pipeline, marketers tend to place their bets on new business rather than existing customers. According to Jeanne Hopkins, CRO of SquadLocker, this means that we’re often leaving money on the table. [Watch the full interview with Jeanne here] […]

Only 15% of marketing organizations are considered high-performing. This means that 85% of marketing organizations are still struggling to get it right.  But what is a high-performing marketing organization? And what is it that the other 85% can do to catch up? Mathew Sweezey, Director of Market Strategy at Salesforce, has been leading research to […]

Building relationships, driving engagement, delivering value, securing customer retention. These are all critical focuses for B2B SaaS companies, especially now. These activities are brand-defining. Customer Marketing plays an essential role in defining and executing on these strategies. Understanding this, we hosted an interview with Kevin Lau, Global Head of Customer Advocacy Digital Experience at Adobe, […]

There’s a problem. We’re all aware of it. We’ve worked for years to overcome it. Despite our best efforts to address it head on, we often find ourselves in the same place, with the same issues, looking for better solutions. The misalignment between Sales and Marketing isn’t just a cultural problem, it’s a revenue problem. Both functions […]