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...
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