Healthy Competition: Product Marketing | Competitive Intelligence | Strategy

This is "the PLG episode" and I was joined by two powerhouse PMMs to guide me through it. Madison Leonard is a PLG Product Marketer & advisor to early & late-stage startups and Anthony Pierri is a Co-Founder at Fletch PMM, a Product Marketing advisory for early stage B2B SaaS startups. We talked through common PLG misconceptions, how to structure a PMM team and your website's...

May Habib is the Co-Founder and CEO of Writer, a generative AI platform that keeps content consistent and on-brand. We dove into May's background in natural language processing, spotting the opportunity for an application like Writer, navigating the AI hype cycle, what they're doing to stand out, and why doubling down on marketing teams helps them grow faster. Follow May: LinkedIn Check ou...

I'm hearing a lot of "do more with less" lately. And although many of us might wish we had more resources like a dedicated Competitive Intelligence tool (e.g. Klue, Crayon, Kompyte, CompeteIQ, etc.), it's sadly not something that we can always get buy-in on. So in this session, we were joined by four Product Marketing and Competitive/Market Intelligence pros to walk us through ho...

Devon is the Founder & Managing Partner at Fluvio, a consultancy that helps software and technology businesses find product-market fit, establish go-to-market strategies, and deliver high-impact marketing campaigns. He shared how he transitioned from a full-time Product Marketing career to building his business, how he got his first clients (and how you can get yours), the difference between c...

Christopher Lochhead is the co-author of a number of what I would consider some of the best business books out there, most notably Play Bigger, Niche Down, and my personal favorites the Category Design Toolkit and a Marketer’s Guide to Category Design. He’s one third of the Category Pirates, a writing band that share category creation and category design principles, frameworks, and case studies. A...

Camille Trent is the Director of Content & Community at PeerSignal, a free resource that aggregates data, examples, and research. Unlike the sea of opinion-based GTM advice flooding your feed, PeerSignal delivers data-backed research and carefully curated SaaS market data. In our chat, Camille shared how she's scaling PeerSignal, how she structures her research, what the mechanics look like be...

Howard Lerman was the Co-Founder and CEO of Yext for 16 years. Now he's building Roam, an All-In-One Cloud HQ for distributed companies. We dug into lessons he learned at Yext, all-in-one vs. specialty products, his strategy for winning with Roam, TikTok's value for B2B companies, and a lot more.  Follow Howard: LinkedIn , Twitter Check out Roam: Website Continue the conversation with me: Lin...

Jason is the Sr. Director of Product Marketing at Klue, an AI-powered Competitive Enablement platform that helps product marketers collect, curate, and deliver competitor insights to revenue teams. This conversation was recorded live in the Healthy Competition community, and we discussed how Klue is building the Competitive Enablement category, Product Marketing best practices, and his new templat...

Blake Bartlett is a partner at OpenView, an expansion-stage venture firm that helps build software companies into market leaders. He's been with OpenView since 2013 and coined the term "Product-Led Growth" (PLG) in 2016. Some of my favorite content on LinkedIn comes from Blake's show, PLG123. In our conversation, we dove into all things (you guessed it) PLG, why that strategy isn't a differentiato...

The economy's in the toilet. Layoffs are happening left and right. It's probably a smart idea for Product Marketers to diversify their income. So in this episode, Raechel Lambert joined us to explore all things freelancing. After personally figuring out what works and what doesn't as a PMM freelancer, she built a business helping other folks explore and take advantage of the opportunity. It's call...

Really stoked to get this interview out. If you listen to this podcast, you probably already know who Dave is. But just in case, here's some background. Dave was the 8th employee at Drift, eventually became their VP of Marketing, helped them create the Conversational Marketing category, left to join Privy as the CMO, helped them get acquired by Attentive, and now runs a fantastic community for B2B...

Dan Hamilton, VP of Competitive Intelligence at Salesforce, joined a live Q&A with the Healthy Competition community. He's spent 8 years at Salesforce working on CI, and he filled us in on how to progress in your career, the qualities of a good Competitive Intel practitioner, tactical plays he's working on to make his program more efficient, and more. Follow Dan: LinkedIn Continue the conversa...

In this live session, I was joined by Federico Jorge (Founder of Stack Against) and JJ Haglund (former Adobe and Amplitude) to talk all things relating to SEO and Competitive Intel. We dove into the different types of competitive content that Google ranks, the strategies you should consider, how JJ attributes the majority of his side hustle business to SEO, and Federico's new free resource, the Co...

Patrick Campbell is the Founder & CEO of ProfitWell (recently acquired for $200M by Paddle), a software that improves your retention and monetization automatically through subscription intelligence. In our conversation, Patrick touches on his background in the NSA and how it inspired him to build profiles on competitors, what his profiles consist of, and how he uses them (including a fun story...

Will Aitken is the Head of Sales Content at Sales Feed, the media company arm within Vidyard. I'm in love with Sales Feed's videos, and Will is a hilarious and thoughtful guy. It's clear that his videos are resonating too—Sales Feed has 80k followers on TikTok, significantly more than traditional B2B SaaS companies. He explains how the team got started, the mistakes he's learned from, what Sales F...

If you want to make an impact on your org, you need to get as close to revenue as possible. With that in mind, we're diving deep into how Competitive Intel and Product Marketers can partner with sales to win more competitive deals with: Clara Smyth: Senior Product Marketing Manager at Slack Pat Wall: Head of Competitive Intelligence at Imperva Brandon Bedford: Competitive Enablement Manager at Klu...

Emma Stratton is the founder of Punchy, a consulting and training firm that helps B2B tech companies tell stories that stick, stand out in the crowd, and sell more. In our conversation, we talked about how she got her consulting business started, her favorite messaging frameworks, and how she evaluates competitive landscapes to help her clients differentiate.  Follow Emma: LinkedIn Check out...

Damon Chen is a solopreneur and indie hacker currently building Testimonial.to, the easiest way for businesses and solopreneurs to collect and display testimonials. In our conversation, we talked about how and why Damen ditched his cushy 9-5 job for the startup founder life, how he started gaining traction, and what he'll need to do to go from $300k ARR to $1M. Follow Damon: Twitter Check out Test...

Max Altschuler founded Sales Hacker which was acquired by Outreach in 2018. Now, Max is going all in on GTMfund which is an early-stage fund focused on B2B SaaS startups with product-market fit that are ready for hyper-growth. In our conversation, we talk about the similarities and differences between Sales Hacker and GTMfund, how investors should assess startups' competitive landscape before depl...

Chris Orlob helped scale Gong from $200k to $200M+. Now, he's creating online courses that help SaaS sellers and leaders. One of those courses is called Rig the Game—it gives sellers advanced strategies to win an unfair share of competitive deals. He gives us a sneak peek of a couple of tactics from the course, why he transitioned from Sales to Product Marketing and then BACK to Sales, and a lot m...

If you only listen to one podcast episode about Competitive Intelligence—make it this one. We dive deep into starting and scaling a Competitive Intel program with: Tracy Berry: Director of Competitive Intelligence & Communication at Freshworks Mitesh Shah: Sr. Director of Competitive & Technical Marketing at Zscaler Paul Osmond: Sr. Director of Market & Competitive Intelligence at 6sen...

Ben Wunderman is the CEO and Co-Founder of Packsmith, a company that's building the future of distributed, decarbonized fulfillment and delivery for a $7.2T global e-commerce market. In this episode, we chat about Ben's experience building and leading Competitive Intel programs for early-Lyft and Postmates, the difference between B2B and B2C Competitive Intel, and how he's bringing distributed ful...

Brendan Hufford is the Founder of Growth Sprints, an SEO agency that helps SaaS companies increase revenue from Google through short, focused marketing sprints. In this episode, we chat about Brendan's journey from school teacher, to agency employee, to in-house marketer, to agency owner, and how he's positioned his agency to stand out amongst a sea of competitors. Follow Brendan: LinkedIn | Twitt...

Joel Primack is a Social & Community Specialist at Lattice, a people success platform that empowers leaders to build engaged, high-performing teams & winning cultures. He's also the host of the Community Led Growth Show—a podcast that features community builders, marketers, and growth leaders who create and scale successful communities. In this episode, we talk about when you should think...

Adrienne is the Founder and Principal Researcher of Best Buyer Persona, an organization that helps companies discover who their best customers are, how they behave, and why they behave that way. In this episode, we chat about everything that's wrong with the makeup of traditional buyer personas, how she approaches building them with clients, and why it's important to identify anti-personas in addi...