Pipeline Visionaries
189 episodes - English - Latest episode: 4 days ago -CMOs and demand gen leaders dive head-first into their strategies and tactics for building a demand gen machine.
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Episodes
Bringing Value at Every Stage of the Customer’s Journey
April 23, 2024 12:00 - 31 minutes - 29 MBThis episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud. In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage of the customer journey and meeting customers where they are. Key Takeaways: It’s important...
The Future of Gifting is AI Enhanced
April 16, 2024 12:00 - 39 minutes - 36.2 MBThis episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey. Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. Key Takeaways: Gifting allows companies to engage with their customers in creative ways throu...
Defining the Enemy When Rebranding
April 09, 2024 12:00 - 39 minutes - 36.2 MBThis episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions. In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative. Key Takeaways: To maxi...
Brand as the Hub of Your Go-To-Market Approach
April 02, 2024 12:00 - 48 minutes - 44 MBThis episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being. In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He also talks about how he structures his team with the brand at the center to avoid silos and stren...
The Customer Journey Isn’t a Funnel - It’s a Spiral
March 26, 2024 12:00 - 41 minutes - 38.2 MBThis episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data. In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction. Key Takeaways: The traditional funnel may not be the best way to think about the customer journey; it is more...
The Venn Diagram of Content Marketing
March 19, 2024 12:00 - 55 minutes - 50.7 MBThis episode features an interview with Gerardo A Dada, CMO at Catchpoint, a company that increases retailers' internet resilience by catching issues in the internet stack before they impact business. In this episode, Gerardo discusses his ungated content strategy and the venn diagram of content marketing. He also shares his thoughts on sticking to your ICP and his strategy to only go after high intent marketing leads. Key Takeaways: When thinking about your content marketing, you should ...
Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items
March 12, 2024 12:00 - 27 minutes - 25.3 MBEvery week on Pipeline Visionaries, we sit down with amazing marketing leaders to uncover the pipeline strategies that have been fundamental to their success. In each episode, we ask these guests which three areas of investment are most important to their marketing strategies. Tune into this special series to hear the budget items our CMO guests can’t live without! Find parts one, two, three, four, five, six, seven, eight and nine Episode Timestamps: *(01:37): Grant Johnson, CMO at Billtr...
Brand as a Competitive Advantage
March 05, 2024 13:00 - 35 minutes - 32.1 MBThis episode features an interview with Mark Viden, SVP of Brand at CommonSpirit Health, a non-profit that operates 140 hospitals and more than 2,200 care centers serving sites across 24 states. In this episode, Mark discusses building an emotional connection with the consumer, using your brand promise as an operating principle and his focus on sharing the amazing stories in the healthcare industry. Key Takeaways: When brand promises are guiding principles for company operations, it crea...
Strengthening Your Sales Relationship
February 27, 2024 13:00 - 35 minutes - 32.6 MBThis episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts. In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel. Key Takeaways: ...
Using Incentives to Drive Impact
February 20, 2024 13:00 - 35 minutes - 32.2 MBThis episode features an interview with Dana Barrett, VP of Marketing at Tremendous, a company that offers a simple way to send rewards and payouts around the world. In this episode, Dana discusses the ways that incentivizing your ideal customer provides impact across use cases, whether you are looking to build pipeline, drive sales, get participants in studies, etc. She also talks about carefully identifying your target persona and focusing on a small number of priorities. Key Takeaways: ...
Accountability in Experimentation
February 13, 2024 13:00 - 39 minutes - 35.9 MBThis episode features an interview with Riikka Söderlund, CMO at Katana Cloud Inventory, a company that provides SMBs with easy-to-use inventory management software, to get them the real-time data that they need. In this episode, Riika discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”. Key Takeaways: Experiments should improve results and should fit within goals. Including experiments in your overal...
Be the Easiest Company to Buy From
February 06, 2024 13:00 - 43 minutes - 39.4 MBThis episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster. In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time. Key Takeaways: Buyers have a hard job and marketers need to prioritize making their company easy to buy from. Product marketing ...
Investing in Community and Relationships
January 30, 2024 13:00 - 38 minutes - 34.9 MBThis episode features an interview with Celia Fleischaker, CMO at isolved, a trusted HCM leader that provides software and services to meet the needs of HR professionals. Through their partner network, they reach more than 5 million employees and 145,000 employers across all 50 states. In this episode, Celia shares with us how they are investing in and amplifying their engaged community as well as how their focus on relationships and primary research supports their marketing efforts. Key ...
Being the “Voice of” and “Voice to” the Market
January 23, 2024 13:00 - 41 minutes - 37.6 MBThis episode features an interview with Kimberly Storin, Chief Marketing and Communications Officer at Zayo Group, a leading telecommunications company with a network that stretches over 16.8 million fiber miles and spans 141,000 route miles across North America and Europe. In this episode, Kimberly shares with us how she built an end-to-end marketing organization within Zayo and demonstrated the value of the marketing function, diving into expanding their buying committee and creating a...
Using Neuroscience to Understand Your Customer
January 16, 2024 13:00 - 44 minutes - 41.1 MBThis episode features an interview with Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., a leader of integrated residential real estate services, whose portfolio includes some of the most recognized brands in real estate. In this episode, Esther-Mireya discusses how marketers should consider themselves “business psychologists” and shares how she is incorporating neuroscience research when creating customer personas. Key Takeaways: Buying decisions for customers often have more to ...
Creating Demand Starts with a Story
January 09, 2024 13:00 - 36 minutes - 33.6 MBThis episode features an interview with Ben Slater, SVP of Marketing at Beamery, a Talent Lifecycle Management platform that empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill, and redeploy their workforce. In this episode, Ben encourages companies to think about the future of their workforce, shares why internal marketing efforts are often overlooked but shouldn’t be, and why leadership should have their ha...
What Makes a Great Marketer? Right Thing, Right Place, Right Time
January 02, 2024 13:00 - 35 minutes - 32.2 MBThis episode features an interview with Brad Rinklin, CMO at Infoblox, a Computer and Network Security company that unites networking and security to deliver unmatched performance and protection for a world that never stops. In this episode, Brad shares with us how Infoblox is expanding its buyer persona reach, what a modern marketing team looks like, and the importance of adapting to whatever your data tells you. Brad also talks about what makes a great marketer better than the average ma...
Mixing Up Traditional Marketing Models for Next-Gen Buyers
December 19, 2023 13:00 - 44 minutes - 41.2 MBThis episode features an interview with Stephanie McCarty, CMO at Taylor Morrison, the 5th largest homebuilder in the U.S. made up of the nation's leading homebuilders and developers. In this episode, Stephanie shares with us why your website should be a selling tool not a seduction tool, how the role of sales is changing, and the unique ways Taylor Morrison has created partnerships to boost brand awareness and demand. Stephanie also talks about how companies should be approaching the next...
Mobilizing Your Customer Base to Drive Sales
December 12, 2023 13:00 - 39 minutes - 36 MBThis episode features an interview with Jordan Schenck, Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date. In this episode, Jordan shares with us how to push through the zeitgeist around what you do to change consumer perception, and she talks about some unique strategies for mobilizing your fan base to boost sales and brand awareness even without Coca-Cola dollars. Key Takeawa...
How to Run a ‘Pipe Council’: Approach Pipeline as a Team Sport
December 05, 2023 13:00 - 40 minutes - 37.1 MBThis episode features an interview with Ed McDonnell, CRO at Asana, a software company that helps teams orchestrate their work, from small projects to strategic initiatives. In this episode, Ed shares with us Asana’s vision for tackling work automation, insight into their Work Innovation Lab, and why attribution for attribution's sake is meaningless. Ed also talks about the importance of treating pipeline like a team sport and how to effectively run a “Pipe Council”. Key Takeaways: Get f...
Unlocking Greater Marketing Potential: Operationalizing Your ICP
November 28, 2023 13:00 - 44 minutes - 40.5 MBThis episode features an interview with Justin Anovick, Former CPO/CMO at Syndigo. In this episode, Justin gives us a masterclass in operationalizing ICPs (Ideal Customer Profiles) by providing us with tangible strategies for defining ICPs, tips for how to approach fringe use cases, and the reason why it’s so important to have alignment with the executive level. Key Takeaways: How to define your ICP: 1. Accounts 2. Size 3. Region 4. Market Alignment with the executive team is essential...
Goodbye Traditional Outbound, Hello Hyper-Personalized Content
November 21, 2023 13:00 - 45 minutes - 41.7 MBThis episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes. In this episode, Sarah educates us on what her team calls the Relationship Demand Gen Chain, how to foster a meaningful customer community, and how ruthless prioritization is a super power. Sarah also shares with us why she believes traditional outbound is fading away and that now, marketing is all ...
Creating the Ultimate Unified Digital Experience for Customers
November 14, 2023 13:00 - 56 minutes - 51.5 MBThis episode features an interview with Jacqueline Woods, CMO at Teradata, the connected multi-cloud data platform for enterprise analytics, solving data challenges from start to scale. In this episode, Jacqueline talks about the new age of personalization, why AI should not be held accountable, and reminds us that data in technology is only as good as the data put into it. Jacqueline also shares how data is like water and paints a picture of her vision for a unified, frictionless customer ...
The End of Marketing Stagnation: Simple Content and a Strong Brand Strategy
November 07, 2023 13:00 - 42 minutes - 38.9 MBThis episode features an interview with Jessica Shapiro, CMO at LiveRamp, the data collaboration platform for the world’s most innovative companies. In this episode, Jessica shares with us how brand and demand go hand in hand, why everything you do should be measured, and the importance of avoiding building up silos within your marketing team. Jessica also talks about how she and her team are combating stagnation through producing simple content and fostering a strong brand strategy. Key ...
Scaling Success: Breaking Down Organizational Silos
October 31, 2023 12:00 - 45 minutes - 41.7 MBThis episode features an interview with Andy Nester, CMO at Firstup, the world’s first intelligent communication platform. In this episode, Andy gives us the scoop on why Firstup is the best in the business at delivering information to individual workers, how he and his team help large organizations personalize experiences for their workers, and his approach to in-depth problem solving for customers. Andy also shares about his work breaking down organizational silos and how that helps scale...
The Modern CMO: A Cornerstone of Services and Success
October 24, 2023 12:00 - 40 minutes - 36.8 MBThis episode features an interview with Jenny Victor, CMO at Epicor, a company focused on solutions that help their customers with big-picture inventory management, forecasting, and timely delivery. In this episode, Jenny shares with us how compelling content should be at the center of all that you do, how consumability is key when reaching prospective customers, and the unique strategies Epicor is employing to stand out in a crowded marketing landscape. Jenny also shares a new vision for w...
How Your Narrative Fuels Brand and Demand
October 17, 2023 12:00 - 41 minutes - 38.2 MBThis episode features an interview with Gabie Boko, CMO at NetApp, a hybrid cloud data services and data management company, offering cloud data services for management of applications and data both online and physically. In this episode, Gabie shares with us why you can’t have brand without demand, her desire for partnerships vs handoffs, and the beauty of marketing agility. Gabie also helps us unpack why running a brand of commas isn’t the goal, but rather how companies can work toward st...
The CRO to CMO Advantage: Reimagining Go to Market
October 10, 2023 12:00 - 42 minutes - 39.1 MBThis episode features an interview with Orlando Baeza, CRO & CMO at Flock Freight, fixing freight’s biggest weakness by offering a smarter alternative — shared truckload — that moves goods more reliably and with fewer emissions. In this episode, Orlando shares with us his tips for innovating decades old marketing strategies, the benefit of working under dynamic leadership, and why you should always keep your prospects laughing and learning. Orlando also talks about his journey of becoming t...
The AI Conversation: What Marketers Should Be Thinking About
October 03, 2023 12:20 - 30 minutes - 27.5 MBThis episode features an interview with Andrea Tarrell, CEO of Sercante, making marketing and sales teams wildly successful on the Salesforce platform. In this episode, Andrea shares what organizations should be thinking about in their marketing when it comes to AI, how companies have overused marketing automation, and why the focus of AI should be on process, content, and technology. Key Takeaways: The role of Generative AI: process, content, and technology. AI isn’t going to solve all o...
Reduce Revenue Leak with Purpose-Driven Marketing
October 03, 2023 12:15 - 48 minutes - 44.3 MBThis episode features an interview with Kyle Coleman, CMO at Clari & Devin Reed, Head of Content at Clari. Clari’s Revenue Platform improves efficiency, predictability, and growth across the entire revenue process. In this episode, Kyle and Devin give us the inside scoop on how to reduce revenue leak with purpose-driven Marketing, share their thoughts on operational thought leadership, and how revenue is not just an event it’s an outcome. Key Takeaways: Revenue is not just an event, it’s...
Mastering Event Engagement Through Customer Stories
October 03, 2023 12:10 - 50 minutes - 46.4 MBThis episode features an interview with Karin Flores, VP of Strategic Events at Okta, a software development company enabling organizations to securely connect the right people to the right technologies at the right time. In this episode, Karin talks about how Okta is augmenting its portfolio to meet the needs of their customers, how customer stories are always the greatest asset in any marketing campaign, and what it means for brand personas to be more connected than ever before. Key Take...
The Future of Pipeline Generation
October 03, 2023 12:05 - 39 minutes - 36.6 MBThis episode features an interview with Sarah McConnell, VP of Demand Generation at Qualified, the pipeline generation platform for revenue teams that use Salesforce. In this episode, Sarah shares the benefits she’s seen of nesting owned events into broader marketing goals, hiring varied skill sets in house as an invaluable ROI, and how everything you do should be about pipeline. Sarah also talks about pipeline as a personalized journey for prospects and the opportunity in giving potential ...
Championing Owned Media Experiences for Brands
October 03, 2023 12:00 - 51 minutes - 47.4 MBThis episode features an interview with Anthony Kennada, Co-Founder & CEO at AudiencePlus. In this episode, Anthony shares the many benefits of companies distributing content on their own domains, the idea of a more efficient content feedback loop, and how owned media is the way forward. Key Takeaways: The old marketing playbook no longer works. Marketers need to be asking: How can we tell more and better stories about our brand and our customers? How can we entertain and educate our prosp...
Crafting Brand Intent for Greater Customer Impact
September 26, 2023 12:00 - 54 minutes - 50.2 MBThis episode features an interview with Rachel Konrad, Chief Brand Officer at The Production Board, a holding company established to solve the most fundamental problems that affect our planet, by reimagining global systems of production across food, agriculture, biomanufacturing, human health and the broader life sciences. In this episode, Rachel shares with us her take on conventional marketing, why the most disruptive companies are the ones who think from a tech and marketing perspective,...
Enabling Your Marketing Team to Be Bold
September 19, 2023 12:00 - 41 minutes - 37.7 MBThis episode features an interview with Analisa Dominic, CMO at Opengear, a company that delivers secure, resilient access and automation to critical IT infrastructure, even when the network is down. In this episode, Analisa shares with us how marketing and sales work as one team at Opengear, the importance of getting clear on your buying persona before setting strategy, and why she put Darth Vader in a photo booth. Analisa also shares her experience being a disruptor in the marketing spac...
The Benefits of Refreshing Brand for Demand
September 12, 2023 12:00 - 37 minutes - 34.6 MBThis episode features an interview with TJ Waldorf, CMO at 1WorldSync, the leader in Product Content Orchestration. In this episode, TJ shares the true value in customer case studies and what that can do for the sales team, why brand and demand aren’t mutually exclusive, and the importance of understanding what your business is trying to accomplish. TJ also talks about why alignment across teams is critical to marketing success. Key Takeaways: Brands should refresh and reposition to be s...
Leaning into the Art of Continuous Product Design
September 05, 2023 12:00 - 36 minutes - 33.6 MBThis episode features an interview with Efrat Ravid, CMO at Quantum Metric, a pioneer in Continuous Product Design, helping business and technology teams align faster on customer needs and prioritize the opportunities that will drive the most value. In this episode, Efrat takes us on a deep dive into Quantum Metric’s continuous product design approach, the endless benefits of hearing directly from your customers, and the importance of data accessibility across entire teams. Efrat also shar...
Creating Content That Meets Your Customers Where They Are
August 29, 2023 12:00 - 37 minutes - 34.4 MBThis episode features an interview with Juliette Kopecky, CMO at Link Squares, the company behind the AI-powered contract management platform of choice for legal teams aiming to move their business forward faster. In this episode, Juliette shares with us her strategies for defining and creating good content and how to meet customers where they are, her focus on creating stronger customer connections, and the importance of bringing varied skill sets in house in order to match the change of p...
Scrappy, Out of Home Marketing Strategies for CMOs
August 22, 2023 12:00 - 37 minutes - 34 MBThis episode features an interview with Shafqat Islam, CMO at Optimizely, a leading digital experience platform (DXP) that equips teams with the tools and insights they need to create and optimize in new ways. In this episode, Shafqat shares his core company beliefs around marketing, the journey of cutting Optimizely’s budget to zero and starting over, and how he and his team are getting scrappy and going back to the drawing board to start afresh with their marketing strategies. Shafqat als...
Investing in Brand Awareness for Long-term Business Evolution and Growth
August 15, 2023 12:00 - 36 minutes - 33.2 MBThis episode features an interview with Todd Wells, CMO at Acumatica, a leading innovator in cloud ERP. In this episode, Todd provides insights into the marketing team’s responsibilities within Acumatica, how people want to be sold to, and what major sports sponsorships have done for brand awareness and helping his team break through to new audiences. Todd dives deep into his vision and work in brand awareness for Acumatica and how those efforts directly work with and alongside demand gene...
Generating Pipeline Through Authentic Partner Relationships
August 08, 2023 12:00 - 44 minutes - 40.8 MBThis episode features an interview with Christopher Willis, CMO and self-proclaimed Chief Pipeline Officer at Acrolinx, an AI platform that uses a unique linguistic analytics engine to “read” content and provide immediate guidance to improve it, transforming how the world’s biggest brands create high-performing content. In this episode, Christopher shares about why he and his team are focused on 1 to 1 equals 3 partner relationships and what that’s meant for the business, building trust bet...
Unleashing the Power of a Video First Marketing Strategy
August 01, 2023 12:00 - 45 minutes - 42 MBIn this episode, Theo shares Brightcove’s holistic go to market strategy, how and why to create a Netflix style experience, and the importance of collecting and harnessing the power of first-party data when it comes to video content. Theo also talks about how thinking and acting like a media company is the way forward for all marketers. Key Takeaways: Different personas need to be sold to differently. Be sure all messaging directly reflects the needs of a particular persona and that it’s n...
Systematically Approaching Your Win-Loss Strategy
July 25, 2023 12:00 - 38 minutes - 35.2 MBIn this episode, Spencer Dent, Founder of Clozd, provides insights for running effective win-loss programs that help companies see the bigger picture when it comes to product marketing and roadmapping. Spencer also shares Clozd’s three tiered approach to the buyer’s journey, the importance of getting feedback directly from clients, good or brutal, and how to make sure companies are visible to the right people at the right time. Key Takeaways: Continued education for the customer is paramou...
Embracing an Outside-In Marketing Perspective
July 18, 2023 12:00 - 49 minutes - 45.4 MBEpisode Summary: In this episode, Johann shares how he and his team are approaching spend management in a holistic way, the beauty of championing your clients, and how all marketing comes down to adding value. Johann also talks about strategies for shifting budget spend to incorporate additional high-converting formats and channels and the importance of focusing on strong content and adding value outside of demand gen interactions. Key Takeaways: Incorporating customer success into the bu...
Leveraging Connections and Emotion for Marketing Campaign Success
July 11, 2023 12:00 - 33 minutes - 30.8 MBIn this episode, Thomas Gröhl, VP of Marketing at DocuWare, shares the three methods DocuWare focuses on for marketing campaigns, why engagement is key to everything they do, and how DocuWare is leveraging a more emotional approach to connect with their customers. He also provides insights into how marketing can have a better relationship with sales, the importance of keeping buyers in mind when creating campaigns, and how to be a trusted advisor. Key Takeaways Providing value in a digita...
Staying on Top of Industry Dynamics Through Innovation & Efficiency
July 05, 2023 12:00 - 51 minutes - 47.4 MBThis episode features an interview with Stevie Case, CRO at Vanta. Vanta is the leading trust management platform that helps simplify and centralize security for organizations of all sizes. At Vanta, Stevie oversees and helps expand Vanta’s go-to-market team to support the company’s rapid growth. She brings over 15 years of sales and business experience, most recently serving as Vice President of Mid-Market Sales at Twilio, a market-leading cloud communications platform.You might also know S...
Harnessing the Power of First-Party Data
June 27, 2023 12:00 - 39 minutes - 36.2 MBThis episode features an interview with Megan McDonagh, CMO at Amperity. Amperity is a customer data platform company that helps B2C brands unify and stitch together their fist party customer data for effectiveness and efficiency in order to help companies attain and acquire customers. Megan is a seasoned marketing executive with over two decades of experience leading marketing teams in the high tech space. In this episode, Megan dives deep into the world of first-party data. What it is, h...
The Evolutionary Marketing Advantage
June 20, 2023 12:00 - 27 minutes - 25 MBThis episode features an interview with Carmen Williams, Co-CMO and Head of Product Marketing at Zuper. Zuper builds digital solutions to help businesses provide exceptional customer experience. Their mission is to create the world’s most comprehensive tool for field workforce management. Carmen is an evolutionary marketing executive, with experience accelerating innovation and growth for fast-growing companies. She is skilled at driving marketing strategy and plans for fast-growing organiza...
The Power of Segmentation and Experimentation in Saturated Markets
June 13, 2023 14:14 - 29 minutes - 27.1 MBMartha Aviles, formerly VP of Marketing at Talroo, shares how the company leverages dynamic market segmentation to meet customers precisely where they are in their buying journey. In this episode, Martha gives insight into Talroo's innovative demand generation strategies and describes why they are founded on a test-and-learn approach. Key Takeaways Growth lies in the ability to connect with customers on their own terms, espeically in a market defined by segmentation and intense competition...
Utilizing Data Insights for Product Marketing Success
June 06, 2023 12:00 - 32 minutes - 30.1 MBPriya Gill, VP of Product Marketing, shares how Momentive.ai utilizes data-driven insights to captivate its target audience amidst a sea of competitors. Plus, Priya dives deep into her relationship-building strategies with cross-functional teams in order to ensure ongoing success for product marketing. Key Takeaways: For any product marketer, market insights, customer insights, and competitive insights are indispensable tactics that cannot be overlooked. In order to achieve product marke...