OnBase: Smashing Sales and Marketing Misalignments

Ep 40 | B2B Product Marketing Trends with Sophie Asher, Senior Product Marketing Manager at Twilio

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Sophie Asher,  International Product Marketing Manager at Twilio breakdowns key Product Marketing and Go-to Market trends in B2B with us in this conversation.

 

About Sophie:

Sophie is an enterprise go-to-market specialist and product strategy leader with proven expertise in creating effective enterprise positioning.

About Twilio:

Twilio is a cloud communication platform that helps build SMS, Voice & Messaging applications on an API built for global scale.

Top ten takeaways from the episode:

  1. “In Product Marketing today, there are a couple of different broad trends today. But the focus is increasingly shifting on being more customer-centric when driving decisions.”
  2. “I think one of the key sources of data is always around the key customer base – what trends you see in terms of HOW customers use your product, what kind of buyers they are, what industry they belong to – that helps to be a starting point when testing various hypothesis down the road.”
  3. “Interactions with your customers and keeping a tab on how they are interacting with you across your channels is always crucial.”
  4. “The role of Product Marketing Managers could increasingly evolve to becoming more involved in overall business strategy with a focus on creating better use cases and product integrations.”
  5. “Some of the biggest challenges in Product Marketing is differentiating your product in a crowded space. Particularly getting customers to believe they need your product over others.”
  6. “Product Marketers who have a broad cross-functional experience will be able to bring in better expertise with the changing dynamics.”
  7. “Tying back some of the technical benefits of a product to the customer’s benefit besides focusing on how different it is crucial to creating that valuable engagement.”
  8. “I think its important to think not only about the immediate users of your product but to also talk about the impact it can have.”
  9. “Becoming a trusted thought partner for your customer is important to ensure a good flow of communication.”
  10. “Always focus in providing content that is valuable and not always promotional.” 

    11. About the podcast

    Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.

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