Mastering Product Marketing: Insights from VP Dan Sloshberg

Product marketing is the art of creating engaging narratives, grasping customer needs, syncing with business objectives, and encouraging collaboration across marketing. All while delivering impact on product development, and sales — ensuring a dynamic response to a market that’s constantly evolving at a rapid pace. Dan Sloshberg, the Vice President of Product and Customer Marketing at Exclaimer, brings years of experience to the table.

Today, Exclaimer stands as a testament to the power of effective product marketing leadership, with Dan at the forefront of driving innovation and delivering value that resonates deeply with customers. Diving into the topic of Product Marketing, Dan shares invaluable insights into this vital domain, encompassing its core principles, integration within organisations, collaboration with sales teams, future prospects, and the leadership required for success. As tech leaders, embracing these insights can help your venture thrive in the competitive tech ecosystem, delivering value that resonates.

Elevating Product Marketing: Dan’s Journey at Exclaimer

Dan’s journey at Exclaimer has been marked by continuous growth and transformation. He recognised the potential to take the company’s product marketing efforts to new heights. “When I joined Exclaimer, my goal was clear – to lead and elevate the product marketing function within the company. I understood the importance of crafting compelling narratives that help educate and align product capabilities with customer needs.” As Dan puts it, “It’s the art of selling value, not just a product.” In essence, product marketing serves as the storyteller, bridging the gap between innovative tech products and the desires of customers. It goes beyond simply listing features; it’s about targeted communication that emotionally engages customers by addressing their specific pain points and aspirations.

The Collaborative Dance: Product Marketing and Sales Collaboration

The intricate relationship between product marketing and sales teams resembles a well-choreographed dance, with product marketing providing the script and sales executing the steps. Dan explains, “While product marketing should not operate within the sales domain, it should enable sales efforts. Collaboration ensures products meet customer needs, and sales possess the knowledge to effectively communicate value.” This synergy empowers sales teams with the insights, narratives, and tools to communicate more persuasively and drive up win rates.

The Power of Leadership: Empowering and Nurturing Product Marketing Teams

When it comes to product marketing, there are two essential types of leaders: top executives and product leaders. They both have vital roles in supporting their teams and ensuring the success of product marketing efforts. For product leaders such as Dan, their responsibility is to empower their teams by understanding the importance of product marketing and establishing clear goals. They should also promote a culture of ongoing learning and development within their teams. On the flip side, top executives over the overarching support and vision necessary for the prosperity of product marketing. They need to not only recognise the value of this function but also provide clear guidance, allowing the team to navigate the constantly evolving market landscape and meet the evolving needs of customers. Effective collaboration between leaders at both levels is essential to achieve product success and meet objectives.

The Future of Product Marketing

For the future of product marketing in the tech industry, Dan foresees the spotlight on increased personalisation. Today’s customers, whether in B2B or B2C, are demanding and expecting more personalised buying and product experiences. Product marketing plays a pivotal role in ensuring that a company truly understands its buyer, user, and influencer audiences. This understanding leads to the development of tailored messaging, content, and tools that empower sales and marketing teams to communicate effectively. To truly meet the customer in the market, Dan suggests that personalisation must start at the very earliest stages in the product development process. Product marketing embedded within product management and development teams will help companies deliver products that truly meet the customer’s need, with better usage rates and retention levels.

The Unique Career Path of Product Marketers

The journey of a product marketer is distinct and influential within the tech industry. A career in product marketing involves steering the strategic direction of products and ensuring that customer needs are met with precision. The expertise gained in this role is foundational for those aiming for top marketing roles, such as Chief Marketing Officer (CMO). Their expertise in understanding the market, knowing their customers intimately, and executing go-to-market strategies is indispensable. This blend of skills empowers them to connect groundbreaking technology with the marketplace effectively. On this career path, there isn’t a one-size-fits-all progression, but the experience is rich and fulfilling for those who are dedicated. To thrive, product marketers must dedicate themselves to continuous growth and demonstrate flexibility to keep pace. The ability to quickly adapt and apply new strategies is essential for success in this role.

Key Insights

• Crafting Connections: The essence of product marketing is in the art of storytelling that truly resonates with the wider audience. It’s about forging connections with customers by engaging with their specific challenges, rather than merely listing product features.
• Collaborative Integration: Effective product marketing requires teamwork that goes beyond departmental boundaries, uniting product, marketing, and sales with the common goal of focusing on the customer’s needs.
• Dual Leadership: Leadership within product marketing plays a dual role: it involves nurturing the team with clear objectives and a supportive environment, while executive leaders must advocate for the function’s importance, steering with vision and agility to stay in tune with the market’s dynamics.
• Anticipating Trends: As product marketing looks to the future, a more personalised approach is paramount in meeting customer expectations. Foreseeing and comprehending these evolving preferences are crucial for devising marketing strategies that are both individualised and effective.
• Career Path for Product Marketers: Product marketers don’t follow a set path but carve their own route towards leadership roles like CMO, a journey marked by constant learning and swift adaptation to the ever-changing tech environment.

Product Marketing Recruitment Support

Whether you’re in the midst of hiring or just getting started, let’s talk. We have the experience, network, and proven track record to locate accomplished marketers that your marketing team needs to thrive and grow.

Alan Fecamp 
Director – Marketing & Customer Success
alan.fecamp@zerenglobal.com

Eugene Scollan
Senior Consultant
eugene.scollan@zerenglobal.com