by Justin Topliff | Nov 17, 2017 | Blog
After last year’s smash hit, I’m excited to announce that dates have been announced for Accelerate 2018! Accelerate is VTS’ annual user conference and so much more– it’s commercial real estate’s innovation conference. Attendees can...
by Justin Topliff | Nov 15, 2017 | Blog
I wasn’t sure what to expect when I sent Monday’s email delaying the Summit. If I’m honest, I was bracing for backlash…though I think that’s a default state for we product marketers every time we hit the ‘send’ button. To my...
by Justin Topliff | Nov 13, 2017 | Blog
Today, due to a litany of personal and professional challenges, I had to delay the Product Marketing Summit by 30 days. Getting the first Summit off the ground has been a haul, though I and our community (700 strong!) strongly believe in the vision. These emails are...
by Justin Topliff | Nov 8, 2017 | Blog
I was taking another look at VTS’ 4Q17 product roadmap today and it (along with having to check some salespeople making promises that were a little too confident) sent me down memory lane today. This is our fourth incarnation of a true, external product roadmap...
by Justin Topliff | Nov 2, 2017 | Blog
One of the things I’ve found the most challenge and love in during my time at VTS is that we’re powering a technological transformation. Commercial real estate is the third largest asset class in the world and also the most archaic. Many of our clients had...
by Justin Topliff | Oct 31, 2017 | Blog
Like I’ve written about before, holidays present some interesting opportunities for marketing. The best thing brands can do during the holidays is make their prospects & customers FEEL something. Everyday, prospects & customers are getting inundated with...
by Justin Topliff | Oct 20, 2017 | Blog
As I helped build out the Diversity Committee at VTS, one of our initiatives was creating awareness around different aspects of diversity & inclusion. We accomplished this by setting a ‘diversity calendar’ with monthly themes. October is Domestic...
by Justin Topliff | Oct 5, 2017 | Blog
Product roadmaps are a frequent requests Product Marketing receives from Sales. Long buying cycles common with strategic products often mean buyers need to know what’s ahead so they can make confident purchasing decisions. The key for us was setting expectations...
by Justin Topliff | Sep 27, 2017 | Blog
WEEKLY PRODUCT MARKETING READS September 27, 2017 Coffee with a PMM #15 – Cam Davies, Senior Manager of Product Marketing @ OTTO Motors This media sales leader traded in his suit for a more fulfilling career in product marketing. Hear how Cam’s first-hand...
by Justin Topliff | Sep 19, 2017 | Blog
WEEKLY PRODUCT MARKETING READS September 19, 2017 Coffee with a PMM #14 – Josh Zywien, Director of Product Marketing @ SmashFly Josh found himself in product marketing after several journalism and media jobs. “It’s not a product marketers job to simply...
by Justin Topliff | Sep 14, 2017 | Blog
Our inboxes are cluttered with them. Most of us hate them. Some of we marketers, even though we know it’s cruel, hi8t the ‘spam’ button in an attempt to blacklist their email servers. But sometimes, oh so rarely, I’m impressed by a cold sales...
by Justin Topliff | Sep 12, 2017 | Blog
September 12, 2017 Product Marketing – Inside Juicero’s Demise, From Prized Startup to Fire Sale The shuttering of the much-ridiculed Silicon Valley startup was the culmination of unsustainable costs, slow sales, poor media relations and a bungled product...
by Justin Topliff | Sep 5, 2017 | Blog
September 5, 2017 Coffee with a Product Marketer #13 — Darren McPhee, Director of Product Marketing @ BlueCat Networks This product marketer took a journey through the product management org before reuniting with his first love, marketing. Grab a cup with...
by Justin Topliff | Aug 22, 2017 | Blog
August 22, 2017 Coffee with a Product Marketer #11 – Jeff Schaffzin, Principal and Managing Director @ Genysys Group Briefing industry analysts, training Sales and ‘product marketing’ vs. ‘growth marketing’ & ‘marketing...
by Justin Topliff | Aug 8, 2017 | Blog
Today I’m excited to announce that VTS’ new Site Plan went live! This launch is the result of about 3 months of work between my Product Marketing team & the Product Management team. Check out the video below and navigate to my professional gallery to...
by Justin Topliff | Aug 7, 2017 | Blog
August 8, 2017 Coffee with a Product Marketer #9 – Jessica Bohm, Product Marketing Manager @ SimilarWeb Jessica Bohm on how a diverse career makes you a stronger product marketer, content feedback loops and tracking adoption. Product Marketing – How...
by Justin Topliff | Aug 3, 2017 | Blog
Every month or so, we like to spotlight a department or team here at VTS. In addition to having a little fun, it’s great for our recruiting efforts. Meet our Design Team! They are responsible for: Elevating the user experience through design –...
by Justin Topliff | Aug 1, 2017 | Blog
August 1, 2017 Coffee with a Product Marketer #8 – Rahim Kaba, Director of Product Marketing @ eSignLive Competing in the same space as DocuSign & Adobe is no easy feat. Hear how Rahim fishes for competitive intel, masters the buyer’s journey and...
by Justin Topliff | Jul 25, 2017 | Blog
July 25, 2017 Coffee with a Product Marketer #7 – Michael Manning, Product Marketing Manager @ Neudesic Hear how Michael realigned a product toward a particular vertical (which included a complete rebranding and repositioning), which led to about a 70% increase...
by Justin Topliff | Jul 21, 2017 | Blog
Every month or so, we like to spotlight a department or team here at VTS. In addition to having a little fun, it’s great for our recruiting efforts. Meet our Product Team! They are responsible for: Managing the product development process, from ideation...
by Justin Topliff | Jul 19, 2017 | Blog
July 19, 2017 Coffee with a Product Marketer #6 – Amanda Goetz, Director of Product Marketing @ The Knot (XO Group) Amanda grew up on a farm in central Illinois and came to New York to work on “the internet.” She got her ‘MBA equivalent’...
by Justin Topliff | Jul 10, 2017 | Blog
July 10, 2017 Coffee with a Product Marketer #5 – Tim Johnson, Product Marketing & Sales Enablement Expert Tim was a high performing sales rep (180% to quota) before transitioning to product marketing. Hear how he successfully turned around a product...
by Justin Topliff | Jul 7, 2017 | Blog
As with just about every quarter at VTS, this one was one for the books. Product Marketing hit our stride after I was (finally) able to hire another product marketer. It was exciting for me to further scale the product marketing function this quarter. Here’s...
by Justin Topliff | Jul 5, 2017 | Blog
July 5, 2017 Coffee with a Product Marketer #4 – Derek Pando, Product Marketer @ Zoom From his first days at Salesforce to launching Sales Navigator at LinkedIn, Derek loves product marketing because he’s able to be creative, strategic and play an...
by Justin Topliff | Jun 30, 2017 | Blog
Every month or so, we like to spotlight a department or team here at VTS. In addition to having a little fun, it’s great for our recruiting efforts. Meet our Engineering Team! They are responsible for: Building out our platform with new products and...
by Justin Topliff | Jun 27, 2017 | Blog
June 26, 2017 Coffee with a Product Marketer #3 — Erin Hinson, Director of Product Marketing @Pluralsight Last week, we rebooted our popular “Coffee with a Product Marketer” series. After a stint at a market research firm, Erin found her way to Infusionsoft as...
by Justin Topliff | Jun 15, 2017 | Blog
It’s here. The end of the quarter. What else is here? The extra shot in your morning latte. The last minute emails. The unsettling realizations that you weren’t as ahead of your OKRs as you thought you were. Guilt or anger aimed at yourself or others for not planning...
by Justin Topliff | Jun 13, 2017 | Blog
There’s so much I can say about this keynote, I’m unsure where to begin. Suffice to say, product keynotes get we product marketers really excited. In fact, when I attend conferences, I get more excited for the product keynote than the opening one. Like I talk about in...
by Justin Topliff | Jun 9, 2017 | Blog
Those of you who have put on user conferences in the past know how awesome it feels to land the opening keynote. All of the anticipation and some of the anxiety finally melts away as you settle into the rhythm of the conference. Hear CEO Nick Romito open our first...
by Justin Topliff | May 24, 2017 | Blog
This article was originally published by Pragmatic Marketing, Inc. (Pragmatic Marketer Magazine, Volume 14, Issue 2, May 2017) — The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products...
by Justin Topliff | May 22, 2017 | Blog
I wanted to share the letter I sent to the hundreds of subscribers to my side project, The Product Marketing Summit. For those who haven’t been around long enough, or forgot, the Summit was a dream that began almost two years ago. Between the idea itself and...
by Justin Topliff | May 3, 2017 | Blog
Every month or so, we like to spotlight a department or team here at VTS. In addition to having a little fun, it’s great for our recruiting efforts. Meet our star recruiter, Tyler, on the People Team! The People Team at VTS is focused on: Creating a world class...
by Justin Topliff | Apr 17, 2017 | Blog
As I detailed in my interview with the Onward Nation Podcast, my 3 biggest strategies for ongoing career success are: Learn from the mistakes of others Sometimes, you just have to take a deep breath, say “f*ck it” and jump Send the elevator back down when you’ve seen...
by Justin Topliff | Mar 15, 2017 | Blog
Product launches are definitely one of the sexier aspects of being a product marketer. And nothing feels better than nailing your big day after months of exhausting planning, coordination and work. One of the questions I get asked most frequently is “how do you plan...
by Justin Topliff | Mar 13, 2017 | Blog
As a product marketer, it’s hopefully no secret that it’s our responsibility to decide how we talk about our product. While we may not control every piece of marketing communication or sales scripts, it’s our responsibility to equip customer-facing teams with the...
by Justin Topliff | Mar 9, 2017 | Blog
Like I wrote about before, the beginning of 2017 was a critical time for VTS to show product momentum. As a newly-merged company with half our customer base eventually transitioning onto a new platform, we wanted to show them and the market that we not only had things...
by Justin Topliff | Feb 16, 2017 | Blog
Similar to there being a right and a wrong way to do end-of-year product marketing, there’s a right and a wrong way to do holiday marketing. As a marketer, I keep an eye on my inbox during the holidays in anticipation of varied approaches. Over the years, I’ve seen...
by Justin Topliff | Feb 8, 2017 | Blog
After VTS & Hightower merged in late 2016, it was critical that we instilled confidence in customers & the market. Not all customers are happy when companies merge, especially when there are product changes. In fact, customer churn risk was high. Even though...
by Justin Topliff | Feb 7, 2017 | Blog
Welcome to our second episode of Teardown Tuesday! Some of you may have noticed that Slack announced their enterprise product, Grid, a week or two ago. Let’s see how their announcement page stacked up. PS – I noticed the screenshots are appearing fuzzy on...
by Justin Topliff | Jan 31, 2017 | Blog
Welcome to my new series of product marketing teardowns! Every Tuesday, I’ll be cross-examining other companies’ product marketing to help you learn what ‘great’ product marketing looks like and how NOT to do product marketing. As I like to...
by Justin Topliff | Jan 27, 2017 | Blog
Like I’ve blogged about before, a lot of people have difficulty understanding what product marketing is and how it should fit into their organization. This problem is pronounced for product marketers who find themselves starting the function at their company...
by Justin Topliff | Jan 16, 2017 | Blog
Why Mailchimp’s ‘year in review’ pissed me off and how Blue Apron’s blew it out of the water We product marketers all know that the end of the year is flush with product marketing opportunities. Roll up emails for product momentum, speaking to...
by Justin Topliff | Dec 22, 2016 | Blog
My, my, what a year it has been! From moving to New York to start the product marketing function at VTS, to merging with our #1 competitor, here’s VTS’ 2016...
by Justin Topliff | Aug 16, 2016 | Blog
A deciding factor in me joining VTS was the people. It’s also the reason why venture capital firms like OpenView, Insight Venture Partners and Blackstone invested in us. Have a look and meet some of the awesome team I work with everyday to transform the...
by Justin Topliff | Jun 23, 2016 | Blog
After working at Infusionsoft, I realized the vital role that culture plays in a company’s success. Whenever I’m evaluating a company for my next move, culture is one of my top considerations. As you can see, we have a pretty awesome culture at VTS. From...
by Justin Topliff | Mar 26, 2016 | Blog
Infusionsoft’s ICON is the annual user conference for Infusionsoft users. It gives attendees sessions by business owners who have been in their shoes, business expertise from influential badass keynote speakers and more access to solutions, partners and options to...
by Justin Topliff | Mar 25, 2016 | Blog
Infusionsoft’s ICON is the annual user conference for Infusionsoft users. It gives attendees sessions by business owners who have been in their shoes, business expertise from influential badass keynote speakers and more access to solutions, partners and options to...
by Justin Topliff | Mar 17, 2016 | Blog
PHX Startup Week is a FREE five-day event celebration for the local startup ecosystem, and anyone else interested in entrepreneurship. It’s sponsored by Chase for Business ® and now in its third year. The event is held at six different Valley locations across three...
by Justin Topliff | Feb 24, 2016 | Blog
Efficiency in creating marketing from existing customers and customer behavior around trusting peers makes this the most valuable and under-utilized marketing strategy for small business. What is the most under-utilized and effective marketing strategy for small...
by Justin Topliff | Feb 4, 2016 | Blog
In its most basic form, a membership site is a website that’s protected from the general public and only accessible to subscribed members. Membership sites generally require payment to either gain or retain access to content, but not always. Membership sites are a...
by Justin Topliff | Jan 5, 2016 | Blog
With 2015 behind us, I was conflicted on what kind of post to write to wrap up the year for product marketing. Do I… Send one of those cliche “Happy Holidays” emails that (perhaps I’m speaking for myself here) drive people nuts and cause them to hit “delete” buttons...
by Justin Topliff | Dec 29, 2015 | Blog
Let’s face it. We marketers are stressed. And you know what? That’s okay. Too often, we try to sugar coat it, take it on the chin, work through it, whatever. No. Sometimes it’s alright to embrace the suck. Sometimes it’s okay to admit to ourselves that we may be the...
by Justin Topliff | Dec 19, 2015 | Blog
This month, I had the honor of traveling to Dublin, Ireland for WebSummit 2015 and representing Infusionsoft. I had the chance to tell speak about marketing automation and how Infusionsoft was changing the world for small business in front of 45,000 people. View the...
by Justin Topliff | Dec 7, 2015 | Blog
When we hear “lead generation,” our minds default to “content” and “sales funnels.” But have you thought about how your product could be attracting more leads (or may be losing them)? Small business owners tend to overlook their product in regards to lead generation...
by Justin Topliff | Dec 4, 2015 | Blog
This article was originally published by Pragmatic Marketing, Inc. (Pragmatic Marketing Magazine, Volume 12, Issue 4, Fall 2015) — You’re not communicating if you’re marketing to someone you don’t know. And in today’s marketing world, it’s easy to get caught up in...
by Justin Topliff | Oct 25, 2015 | Blog
The Legislative Information and Communications Staff Section (LINCS)provides legislative communicators with a network of more than 400 professionals from around the country with whom to share ideas, war stories and experiences. The group gathers twice a year, once at...
by Justin Topliff | Aug 31, 2015 | Blog
Check out my podcast on Onward Nation, where I discuss my top learnings from Infusionsoft and founding the Product Marketing Summit. Show Notes Justin Topliff is a Product Marketing Manager at Infusionsoft, one of Arizona’s top tech startup success stories. He is...
by Justin Topliff | Aug 28, 2015 | Blog
In the second installment of “Coffee with a PMM,” I interview Colm Lennon, founder of Haka Products. Before Haka, Lennon was a divisional CIO at Honeywell. Lennon got into product marketing after inheriting a division at Honeywell that had become...
by Justin Topliff | Aug 27, 2015 | Blog
When I explain what product marketing is, I always separate it into three different tiers. The first tier is entirely research. Research on: market landscape, industry, competition, customers…you name it, we do it as product marketers. But sometimes, we get so bogged...
by Justin Topliff | Aug 11, 2015 | Blog
This morning, I was a guest on Stephen Woessner’s Onward Nation podcast. For those who haven’t subscribed, it’s a pretty solid podcast targeted towards small business owners. Topics center around actionable advice on how top business owners think,...
by Justin Topliff | Aug 11, 2015 | Blog
I’m creating a new series as part of the Product Marketing Summit called “Coffee with a PMM,” where I sit down for coffee every week with a product marketer. The goal? To see what lessons I can learn about life and career as a product marketer. Hear...
by Justin Topliff | Jul 23, 2015 | Blog
If you haven’t heard, the Product Marketing Summit is officially off to the races! This endeavor of mine was something I’ve been dreaming up over the past couple months. It all sparked from me realizing that there isn’t enough knowledge or community...
by Justin Topliff | Jul 14, 2015 | Blog
An article I read this morning from Matthew DeBord about Tesla reignited some cylinders (pun intended…wait, electric motors don’t have cylinders) of thought. In his article, DeBord (like may of us) tries to reconcile the ebbs and flows of Tesla’s...
by Justin Topliff | Jul 7, 2015 | Blog
Tech companies, specifically those in growth mode, have a really bad habit of chasing top-line metrics. More revenue! More users! More, more, more! “But what about our bottom line?” “Doesn’t matter! Just keep getting more users!” It...
by Justin Topliff | Jul 2, 2015 | Blog
One of my favorite things about being a product marketer in SaaS is educating others on the power of Infusionsoft. My friends Cameron and Josh over at Technology Advice gave me the opportunity to explain how Infusionsoft is the leading sales and marketing software for...
by Justin Topliff | Jul 1, 2015 | Blog
When I tell people I am a product marketer, one of 3 things happens: They say, “Oh, you’re in sales!” They pretend to know what product marketing is They get a puzzled look on their face and ask me, “What is that?” So, it occurred to me...
by Justin Topliff | Jun 29, 2015 | Blog
For those who don’t know, I’ve been rolling out Infusionsoft Payments over the past month. This is a project I’m especially proud of given our velocity to market. This integrated solution was ideated, scoped, built and launched in under 5...
by Justin Topliff | Jun 24, 2015 | Blog
Probably not what you wanted to hear. But like I mentioned in my first post, I’m genuine, and good marketers don’t sugar-coat things. Good marketers also don’t become better marketers without acknowledging reality. Once you acknowledge reality, you...
by Justin Topliff | Jun 23, 2015 | Blog
I thought of this blog post because of two things I’m working on right now: Preparing to redo the CustomerHub website (Hasn’t been touched since my last split test, where I removed an outdated customer feature slider with no CTA’s and replaced it...
by Justin Topliff | Jun 21, 2015 | Blog
I’ve been thinking about what to write for the past week and still have writer’s block. Maybe I’m anxious, I thought to myself. Ah! I know what will help. A glass of wine! All the best bloggers I know (the entertaining ones, at least) write over...
by Justin Topliff | Mar 14, 2015 | Blog
If you ever send email to Canadian citizens, you should know about Canada’s Anti-Spam Legislation. CASL, which went into effect in 2014, makes it crucial to obtain explicit consent for email marketing. The law affects any person and business sending email to...
by Justin Topliff | Nov 25, 2014 | Blog
Infusionsoft’s PartnerCon is the annual user conference for Infusionsoft Partners. It’s designed to help Infusionsoft reseller partners up-level their ability to generate leads, convert prospects, and retain your margins in an ever changing market. This year, we...
by Justin Topliff | May 7, 2010 | Blog
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