The Marchitect

In this episode of The Marchitect, we dive into the art and science of tech messaging with two industry powerhouses: Emma Stratton and Devin Reed.Emma, on the brink of launching her new book on crafting simple yet impactful tech messaging, shares her insights on how to win hearts, minds, and markets with clear communication. Devin, a maestro in creating memorable content that drives growth, discusses his journey in building brand loyalty and pipeline at Gong and Clari.

Anthony Pierri and Rob Kaminski are the people you want building your homepage. They don’t mess around when it comes to positioning and messaging in product marketing and it’s why they’re on The Marchitect for this unmissable episode.Unfortunately, there’s no place where companies lose their positioning and messaging more than their homepage. We’re here to fix that.Credits:The Compete Network by Klue is your home for the best content, events, and resources on competing. From building your first battlecards to enabling thousands of reps to product marketing at a Fortune 500, the Compete Network brings together the biggest names in the competitive enablement and competitive intelligence community.Guests: Sangram Vajre, Trinity Nguyen and Yi Lin PeiProducer: Grayson OttenbreitEditor: Stephen DespinsTimestamps:TIMESTAMPS:(00:00:19) Introduction(00:04:44) What is positioning?(00:06:20) The difference between positioning, messaging, and copywriting(00:10:17) How to segment your audience(00:18:20) Positioning based on category maturity(00:28:55) Positioning multiple products(00:37:54) Homepage best practices(00:46:26) Tearing down a real Homepage(00:50:48) Audience Questions(00:55:23) Key Takeaways

When was the last time your marketing team talked to an actual customer? It’s time to change that. And Kevin ‘KD’ Dorsey is here to tell you why.With over a decade of experience in sales and marketing, current SVP of Sales & Marketing at Bench Consulting, KD is well-versed in how to elevate your sales and marketing alignment. From driving urgency to strengthening your sales and marketing alignment, KD has tips, practical advice, and real-life stories to share. You won’t want to miss this one.In this episode, you’ll learn:Why you can never know too much about your customersHow to multithread your sales process and speak to each person on the buying committeeAnd understand the connection between urgency and conversion.Jump into the conversation:[02:40] Why you MUST understand your customer[05:40] KD’s 6 must-ask questions[09:40] Optimizing conversion with ‘want’[12:09] What is multithreading?[24:30] The friend zone of salesConnect with KD: https://www.linkedin.com/in/kddorsey3/Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/Product Marketing Community: https://www.productmarketingcommunity.co/Presented by Pavillion https://www.joinpavilion.com/Powered by Casted https://www.casted.us/Produced by Share Your Genius https://www.shareyourgenius.com/

“Product marketing needs to captain your product launch.”A bold statement. And one that our host, Rowan Noronha, and our guests, Jason Oakley and Yi Lin Pei stand behind wholeheartedly.There are so many misunderstandings when it comes to the product marketing team’s execution—from their role in early development to planning and executing a release versus a launch. And without a successful product marketing launch, your business’ growth can’t create its maximum impact.Jason Oakley, founder of Productive PMM, and Yi Lin Pei, Career Coach and founder of TechGrowthCoach, are both seasoned product marketers who share their own personal experiences and journeys in the field of product marketing, as well as their passion for driving diversity and growth within the industry. Jason and Yi Lin share their frameworks and step-by-step instructions to help product marketers get the most impact from a product launch.

Does your product marketing lead with value? And how is that hurting your brand?Imagine if you led with capability. Enter Robert Kaminski and Anthony Pierri, Partners at Fletch PMM, who specialize in positioning and website messaging for early-stage startups.They sit down with our host, Rowan Noronha, to delve into the importance of building a bridge between your product and potential customers. They share their experiences building trust and credibility through genuine interest and expertise by walking through their proprietary messaging and positioning strategy. (This is free stuff, folks!)Positioning and messaging are key elements of product marketing, and Robert and Anthony provide valuable tips on approaching them effectively. Whether you're a seed or Series A company with multiple target segments or a mature market with fierce competition, they've got messaging and positioning tips to apply today.In this episode, you’ll learn:Positioning isn’t just one document—it matures and expands as your company does.Why shared language is critical to building, growing, and assessing your product marketing strategy and execution.Leading with capability instead of value is more impactful when marketing your early-stage startup products.Jump into the conversation:(4:35-5:01) The importance of positioning during company growth(8:45-11:00) Shared language in product marketing(15:57-16:30) Messaging strategy for early-stage startupsJoin us as we explore the eight elements of messaging and positioning strategy, and learn how to use different types of anchors to attract customers. From problem-solving to showcasing unique features and promising significant benefits, Robert and Anthony will guide you in creating compelling content.Resources:Check out their slides here: https://listen.casted.us/public/74/The-Marchitect-95ffab0b/164d988d/share/ba8485d3Fletch PMM: https://www.fletchpmm.com/Connect with Robert: https://www.linkedin.com/in/heyrobk/Connect with Anthony: https://www.linkedin.com/in/anthonypierri/Connect with Rowan: https://www.linkedin.com/in/rowan-noronha/Product Marketing Community: https://www.productmarketingcommunity.co/Presented by Pavillion https://www.joinpavilion.com/Powered by Casted https://www.casted.us/Produced by Share Your Genius https://www.shareyourgenius.com/

Did you know that PMMs and Content Marketers across organizations miss out on one integral element in their revenue pipelines? A sit down with their sales team!Often perceived as “no strings attached,” the ideal relationship between pmm-content-sales should look like a marriage to accelerate your revenue goals.How do sales, especially those on the front lines like SDRs/ BDRs, view, and leverage product marketing & content? Can product marketing & content marketing help sales exchange our value for our customer’s money efficiently?Listen to Rowan Noronha, Founder of the Product Marketing Community, and guest host Ashley Faus, Director of Integrated PMM, Atlassian, who are joined by Morgan Ingram, Founder & Chief Edutainment Officer, Ascension Media Productions, and Devin Reed, Director of Content & Thought Leadership, Clari exploring how content and community solutions and strategies emerge from a deeper understanding of sales and revenue.Listen to Ashley, Morgan, Devin and Rowan as they discuss what content marketing and sales need from product marketing in order for their companies to Exchange Value for Money… efficiently.

In this episode, we sit with two Go-To-Market experts: Sangram Vajre, GTM Partners & Karen Steele, CMO of Sendoso to better understand what separates winning companies from less successful ones.If your team is struggling with your GTM strategy and motions, we'll give you the things you need to conquer your Go-to-Market! More precisely, how to design a high-performing go-to-market team and how to take a disciplined approach to define the GTM process to set you up for success. 

When product marketing and content marketing are aligned, it makes a difference. Yet so many product marketing leaders make the mistake of overlooking this essential interlock. Content marketing is a key player for any revenue-generating team. As Devin Reed, Director of Content & Thought Leadership at Clari, says: It’s the role of content marketing “to change the way that people think”. In this episode, you’ll hear from 3 interlocking marketing leaders at Revenue Platform provider Clari to understand how they’re working together to create a leading and lasting category: Kyle Coleman, SVP of Marketing, Julien Sauvage, VP of Corporate & Product Marketing, and Devin Reed, Director of Content & Thought Leadership.You’ll learn how and why they maintain a strong collaboration between content and product marketing, what metrics they use to define success, and how they’re working together to position Clari to W.I.N.

Product marketing and sales enablement go together like peanut butter and jelly. Why? Because they both know a LOT about their customers. And can use this knowledge to help sellers adopt a modern, consultative approach that’s all about helping their customers buy. But like any relationship, both parties need to put in the work to make it work. In this episode of the Marchitect, we chat all things product marketing and sales enablement with 3 execs who play a crucial role in orchestrating winning GTM strategies: Mark Kilens, CMO at Airmeet, Ronell Hugh, SVP, Product Marketing & Strategy | Digital XM at Qualtrics, and Sheevaun Thatcher, VP Global Sales and Success Enablement at Slack.You’ll learn their tips for building and maintaining a strong partnership between product marketing and enablement, what metrics they use to define success, and how they’re positioning their organizations to W.I.N.

We’ve all heard the term “go-to-market”. But do we really know what it means? And, more importantly, do we know what it takes to do it right? Go-to-market strategy will make or break your business. Apologies for the dramatics, but it’s gotta be said. You can have the best product in the world, but you won’t see a dollar of revenue until you build a solid go-to-market strategy for it. Then, it’s time for product marketing to step in for the W.I.N. In this special episode of the Marchitect recorded at Clozd’s WIN LOSS WEEK, we talk all things winning—how to win and how to win MORE. You’ll hear from go-to-market experts Sangram Vajre, best-selling author of MOVE and co-founder of Terminus and Peak Community, Amanda Malko, CMO at G2, and Kyle Lacy, Former SVP Marketing at Seismic.Sangram, Amanda, and Kyle give us their take on GTM strategy (with key tips for success) and walk us through how they work with product marketing to position to W.I.N. 

It’s the role of product marketers to act as architects of growth (or “Marchitects”, as we like to call them around here) and help their companies position to W.I.N. (Who.Impact.Narrative)Product marketing leaders need to pin down:WHO you are going to win with (from “anyone who fogs glass” to a drilled-down ICP) and WHO you are going to win against IMPACT your product provides to your customer (and how you’re going to prove it to them) NARRATIVE you need to craft to convey your value (in a way your customers are actually going to understand) In this episode of the Marchitect, Trenton Romph, Head of Marketing at Clozd and I chatted with two legendary marketing leaders who gave us the lowdown on how they position their companies to W.I.N.In this episode, you’ll learn from Ruth Zive, CMO at Ada and Tyler Lessard, VP Marketing at Vidyard. 

Product marketers have a lot of decisions to make when it comes to positioning. Do you lean in on creating a sense of urgency for the buyer? (“Your business will fail without our product’s help!”) Or tell them they’re doing great so far, but can scale faster and easier with your product in place? And those types of decisions are just the tip of the iceberg.To position products to W.i.N., product marketers need to nail down:WHO you are going to win with and who you are going to win against IMPACT your product provides the buyer and end-user (who are not always the same person)NARRATIVE you need to craft to convey your valueIn this episode of The Marchitect, Leslie Talbot, SVP of Marketing at Corporate Visions and I chatted with three brilliant marketing executives who gave us the lowdown on how they position their companies to W.i.N. In this episode, you’ll learn from: Keri Brooke, CMO at Enverus, Heidi Bullock, CMO at Tealium, and Sydney Sloan, former CMO at Salesloft and current market strategy advisor.