The Marchitect

If there’s one thing your content team wants you to know it’s that they do a heck of a lot more than just writing blog posts. Content marketers are strategists to their core. They architect a playground of content for today’s self-serve buying teams to navigate—carefully balancing the need to drive prospects through the funnel while creating brand content that engages and delights. In this episode...

Building a product is one thing. But building a robust go-to-market strategy for that product is a whole new ball game.  There’s so much confusion around what go-to-market is, who owns it, and where to start when it comes to developing a successful GTM strategy.  In this episode of The Marchitect, Rowan Noronha, Founder of the Product Marketing Community and Jake Brereton, Co-Founder & C...

43% of B2B buyers would prefer a rep-free buying experience.  Today’s self-serve buyers prefer to get their info from trusted influencers in their communities—like their peers, research analysts, and industry thought leaders.  So, what’s a sales rep or marketer to do?  Earn the advocacy of your customers and the trust of your buyers.  How do you do that? By developing a GT...

If there’s one thing April Dunford wants you to know about positioning, it’s that positioning is not the same thing as messaging. And while we’re on the topic, please stop calling it brand positioning. “My personal pet peeve is when people talk about brand positioning, which really bugs me because I think there’s positioning and there’s branding, but those things are actually really distinct.” In...

Pricing is the top profit lever at companies. Pricing can boost profits way more than increasing sales or cutting costs can. But most companies leave money on the table because they don’t charge the right price.  Why is pricing underdeveloped in most companies? And how can companies do better? In this episode of The Marchitect, pricing gurus Mark and Kyle explain which function should own pri...

Category is important because it’s how our minds make buying decisions. First, you think “I need a new car,” then “I’ll get a sedan.” And only then would you think about which brand to buy.  If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure they’re playing in the right category. And if the right category doesn’t exist, well—brave brands...

We’ve all been there.  2022 is a clean slate, product marketers. There’s no better time to step back and assess what you learned throughout the pandemic.  There’s no better time to ensure you’re using your finite resources on the right priorities. Speaking of priorities …  Rowan Noronha , Founder of the Product Marketing Community , kicked off season two of The Marchitect by chattin...

If there’s one thing B2B content teams get a lot of that’s requests: “We need a one-sheeter on our new product feature!” “Our widget is live … let’s draft a press release!” “Can you help me write a blog about [my obscure hobby that I think is interesting but that our audience couldn’t care less about]?” Ah, the familiar scent of fielding content requests—while trying to make an impact on the metri...

Most companies struggle with how to unite the business around a unified GTM strategy. In this episode, we welcome Jeff Otto, VP of Marketing at Marqeta. He's responsible for laying the foundations for their GTM approach. What sage advice did Jeff dole out? Let’s just say he’s taken a seemingly complex mythical beast (GTM) and tamed it with gold dust and gold bars. Listen for Jeff’s take on: How co...

In B2B, there’s lots of evidence that shows post-COVID buyers expect to do a lot on their own. This means marketing leaders need to build and structure their teams for self-serve. But what does that look like in practice? While many marketing leaders look at the world through a marketing lens, Jessica—who cut her teeth on strategy and operations—looks at it through a biz lens: “I’m always the pers...

Most companies just don’t get it. The most successful companies are built on strong go-to-market teams. It’s time to stop assuming it’s a marketing problem and get to the root: Your CEO owning go-to-market. And our guest today is courageous enough to walk us through it with insight from his new book. Rowan Noronha, VP Product Marketing and Founder at Product Marketing Community, Megan Heuer,...

The No. 1 reason sales reps miss quota is they can’t articulate value when speaking to buyers. In this episode, we discuss how product marketing can fuel more productive conversations. Sudeep explains the difference between sales enablement and revenue enablement. He also shares how LinkedIn obtains competitive intelligence—and how he analyzes the data to make sure the GTM team has the right insig...

Employees want their work to have meaning. So how can you create opportunities for people to do meaningful work? How can you build a purpose-driven company to attract and retain top talent? Robert talks about what he and the Atlassian leadership team are doing to create opportunities for work to be meaningful—and the impact so far.  In this session, we discussed: The importance of having a pu...

In this episode of The Marchitect, Julien Sauvage (VP, Product Marketing @ Gong), one of the best Marchitects in the game, “stopped by'' the podcast recently and shared how he collaborates with his key “interlock” stakeholders to both create a unified story for the market and accelerate growth in the Revenue Intelligence category. In this session, we discussed: How Product Marketing is Driving Gon...

In this episode of The Marchitect, my guest co-host Jason Smith, CEO of KLUE, and I chat with Gong’s infamous CMO, Udi Ledergor, about how the world of buyers and sellers has changed. And not just during the pandemic, probably forever. Sales teams today more than ever need an intelligent path to revenue. That’s at the root of a recent conversation with two great product marketing minds as they nav...

The tide has turned, b2b buyers and sellers interactions have changed. Carol, CMO, VMware, and Michael, CMO, Seismic share how their marketing teams are adapting to this new normal. In this session, we discussed: How to drive change management in your organization Navigating the challenges of the CMO role during these constantly evolving times What makes a product marketer a particularly good cand...

What used to work had to be shifted, adjusted, and changed to fit the new landscape. What could possibly be next? Throw out your pre-covid blueprint. The Product Marketing Community brought together an all-star cast of inspiring thought leaders to take us in the right direction for 2021 and beyond. During this podcast, our Editor-in-Chief, Megan Heuer, talked to the CMOs of Gong, Drift, and Lesson...

The tide has turned! B2B buyers and sellers interactions have changed. Marketing is at the center of transformational change in nearly every B2B company. Customer expectations, spending, and behaviors are constantly shifting. And  product marketing  has emerged as a critical element behind the successful change. Each episode features in-depth advice from executives who will tell you how...