{"id":26352,"date":"2021-09-01T16:18:13","date_gmt":"2021-09-01T15:18:13","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=26352"},"modified":"2023-12-01T22:20:25","modified_gmt":"2023-12-01T22:20:25","slug":"product-marketing-at-intercom","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/product-marketing-at-intercom\/","title":{"rendered":"Keeping the market in mind: What makes product marketing successful at Intercom?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">At Intercom, we believe the best products are built with the <\/span><a href=\"https:\/\/www.intercom.com\/blog\/how-product-marketing-helps-build-product\/\"><span style=\"font-weight: 400;\">market in mind<\/span><\/a><span style=\"font-weight: 400;\">. That\u2019s why some of Intercom\u2019s first marketing hires were product marketers and why we\u2019ve had a \u201cseat at the table\u201d from the early days of the company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This isn\u2019t always the case across the industry. Product marketing looks different in every company, but one common trend is that many product marketing managers (PMMs) feel undervalued. In fact, <\/span><a href=\"https:\/\/productmarketingalliance.com\/state-of-product-marketing-2021-sneak-peek\/\"><span style=\"font-weight: 400;\">only 4% of PMMs<\/span><\/a><span style=\"font-weight: 400;\"> think other teams in their company fully understand what they do.\u00a0<\/span><\/p>\n<blockquote class=\"pullquote-style-one\"><p><span style=\"font-weight: 400;\">\u201c<\/span>More and more, I see startups hiring PMMs as their first marketer<span style=\"font-weight: 400;\">\u201d<\/span><\/p><\/blockquote>\n<p>Luckily, we\u2019re seeing some shifts in the industry. More and more, I see startups hiring PMMs as their first marketer \u2013 understanding the value they bring when it comes to nailing your positioning and product-market fit from the start.<\/p>\n<p><span style=\"font-weight: 400;\">When I joined Intercom five years ago, I was thrilled with how closely <a href=\"https:\/\/www.intercom.com\/blog\/how-product-marketing-helps-build-product\/\">PMM partnered<\/a> with the product and sales teams. As Intercom has grown and evolved over the years, so has the way we work \u2013 under the leadership of <a href=\"https:\/\/www.intercom.com\/blog\/author\/ali-biggsintercom-io\/\">Ali Biggs<\/a> and alongside colleagues like <a href=\"https:\/\/www.intercom.com\/blog\/author\/cisotelo\/\">Christine Sotelo<\/a>, we have carefully expanded the size of the team and our remit. But we\u2019ve always maintained, and even improved, those close partnerships.<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/meet-the-team-intercoms-pmms-discuss-our-approach-to-product-marketing\/\"><em>Hear more from Ali and Christine on our product marketing-themed episode of the Inside Intercom podcast.<\/em><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This means better outcomes for everyone: from the teams we work with to, more importantly, our customers. Now, as Intercom turns 10 years old, we\u2019re sharing four learnings we\u2019ve found to be key to a successful (and happy!) product marketing team.<\/span><\/p>\n<h2 id=\"1-involve-pmm-in-the-entire-product-process-or-its-not-all-about-launches\"><span style=\"font-weight: 400;\">1. Involve PMM in the entire product process (or: it\u2019s not all about launches)<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Product marketing is often thought of as the \u201c<a href=\"https:\/\/www.intercom.com\/blog\/mastering-a-product-launch-across-multiple-teams\/\">product launch<\/a>\u201d department because that\u2019s often our most visible function. But while launches are a lot of fun, there\u2019s so much more to product marketing at Intercom.\u00a0<\/span><\/p>\n<blockquote class=\"pullquote-style-two\"><p>\u201cIt\u2019s up to us to know everything about our customers \u2013 who they are, where they hang out, and what pain points we can solve for them\u201d<\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Our team\u2019s mission is to bring the voice of the market to life within the company, and the voice of the product to life externally, so that customers can find, adopt and get value from our products. It\u2019s up to us to know everything about our customers \u2013 who they are, what they do, and what pain points we can solve for them. Our approach is typically what\u2019s known as \u201cfull-stack\u201d product marketing, which essentially means we\u2019re involved from the very start of product development, all the way to launch and beyond. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This covers four general areas.<\/span><\/p>\n<ul>\n<li><strong>Customer and marketing insight: <\/strong><span style=\"font-weight: 400;\">Know our customers, competition, and market inside out and represent the voice of the market internally<\/span><\/li>\n<li><strong>Product strategy: <\/strong><span style=\"font-weight: 400;\">Partner closely with product to influence the product strategy and roadmap, closing gaps and capitalizing on opportunities. <\/span><\/li>\n<li><strong>Positioning and messaging:<\/strong> <span style=\"font-weight: 400;\">Develop effective positioning and messaging that resonates with and converts Intercom\u2019s target customer segments.<\/span><\/li>\n<li><strong>Go-to-market strategy: <\/strong><span style=\"font-weight: 400;\">Define strategy for marketing new and existing products, collaborating with sales and marketing to execute.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We partner closely with the product team to influence our product strategy and roadmap based on customer and market insights. From there, PMM helps prioritize features, inputs on scope, works with other marketing teams to <a href=\"https:\/\/www.intercom.com\/blog\/how-to-evolve-product-launches-as-you-grow\/\">launch those features to the market<\/a>, and then drives their uptake through sales and marketing enablement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our customer and market insights inform what we build to ensure we\u2019re telling a cohesive story that resonates with our customers, as well as influencing feature adoption and uptake well beyond launch. Ultimately, it helps us to deliver better products and marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It can be a challenge not to spend all your time on launches \u2013 especially at a product-focused company like Intercom <\/span><span style=\"font-weight: 400;\">with an R&amp;D team that <a href=\"https:\/\/www.intercom.com\/blog\/shipping-is-your-companys-heartbeat\/\">ships fast and often<\/a><\/span><span style=\"font-weight: 400;\">. But as Intercom has grown, we\u2019ve evolved our team to maintain a balance between launch work and non-launch activities like go-to-market (GTM) strategies, deep positioning work, and customer advisory boards.\u00a0<\/span><\/p>\n<blockquote class=\"pullquote-style-one\"><p><span style=\"font-weight: 400;\">\u201c<\/span>It\u2019s important to us that our PMMs have the time and resources to dive into impactful, strategic work that affects our team and product roadmap, as well as our overall marketing strategy<span style=\"font-weight: 400;\">\u201d<\/span><\/p><\/blockquote>\n<p>This makes our roles more satisfying. I love the excitement of a big launch, but most PMMs don\u2019t want to spend all their time doing one type of work. It\u2019s important to us that our PMMs have the time and resources to dive into impactful, strategic work that affects our team and <a href=\"https:\/\/www.intercom.com\/blog\/why-sales-and-marketing-are-the-key-to-your-roadmap-success\/\">product roadmap<\/a>, as well as our overall marketing strategy.<\/p>\n<h2 id=\"2-relationships-are-key\"><span style=\"font-weight: 400;\">2. Relationships are key<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s a little clich\u00e9d, but relationships really are the foundation of good product marketing. Our <a href=\"https:\/\/www.intercom.com\/blog\/the-importance-of-an-effective-product-marketing-strategy\/\">involvement in every stage of the product process<\/a> means cross-team relationships are crucial.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our PMM team structure largely mirrors that of our Product Management team. Each PMM is focused on a specific part or segment of our product, and partners with two or three Product Managers (PMs) who work in that area. This enables close inter-team relationships between <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/intercom-on-product-meet-your-marketer\/\">product marketing and product management<\/a>, and allows PMMs to build deep domain knowledge in their specific area.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The result is a knowledgeable team of autonomous experts who are always willing to help each other, or others in the company, with their experience and insight.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We also work very closely with our GTM teams. We coordinate with the wider marketing team to ensure our narratives and messaging are consistent across marketing activities and campaigns, and with the sales team to provide the resources and information they need to offer the best service to Intercom\u2019s customers. We\u2019ve stepped up that relationship in recent years with the creation of a dedicated sales enablement function to meet the needs of the team more quickly and effectively.\u00a0<\/span><\/p>\n<h2 id=\"3-nurture-your-team\"><span style=\"font-weight: 400;\">3. Nurture your team<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Every Intercom marketer you talk to will applaud the same thing: the expertise of their colleagues. We\u2019ve been lucky to build a team of dedicated, experienced, and ambitious marketers who are keen to help out wherever they\u2019re needed. There\u2019s a diverse range of experiences and perspectives across the team, and I learn so much everyday. We meet regularly as a team \u2013 both for meetings and for virtual happy hours where we play games or just chat.\u00a0<\/span><\/p>\n<blockquote class=\"pullquote-style-two\">\n<blockquote class=\"pullquote-style-two\"><p>\u201cProviding clear paths for career progression is something that\u2019s always top of mind\u201d<\/p><\/blockquote>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">Ali Biggs, our Senior Director of Product Marketing, reflects, \u201cI feel incredibly lucky in that when I stepped into this role, I inherited a team of incredibly smart, hardworking, empathetic, and often very funny individuals&#8230; They&#8217;ve been doing this for a long time, and I feel like I&#8217;m constantly learning from both my leaders and my individual contributors. That&#8217;s my favorite thing about leading this team.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We want to nurture that talent and ambition, so providing clear paths for career progression is something that\u2019s always top of mind. Many ambitious marketers find that their only chance to move ahead in their company is to move into management. At Intercom, we strive to create opportunities for those who want to manage <\/span><i><span style=\"font-weight: 400;\">and<\/span><\/i><span style=\"font-weight: 400;\"> those who want to stay on an IC track and work towards a Principal role.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As Ali says, \u201cYou always want to be thinking about what this person&#8217;s progression path looks like both here at Intercom, and longer-term as well. We&#8217;re constantly thinking about those growth paths, talking about them as a leadership team, and making sure that folks feel good about where they&#8217;re heading with us.\u201d<\/span><\/p>\n<h2 id=\"4-evolution-is-essential\"><span style=\"font-weight: 400;\">4. Evolution is essential<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Intercom is growing fast. As we\u2019ve <a href=\"https:\/\/www.intercom.com\/blog\/how-to-expand-your-addressable-market\/\">scaled and matured<\/a>, our customer segmentation has become more sophisticated and our audience has evolved. From targeting larger businesses to expanding into vertical-specific marketing, we\u2019ve had to consistently develop our messaging as well as change how we go to market; everything from the channels we use, to how we tier launches, to the stories we tell our audiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the R&amp;D and marketing teams have grown, PMM\u2019s role in activities like product launches has changed.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Christine Sotelo, our Group Product Marketing Manager, reflects, \u201cA few years ago, it felt like Product Marketing wasn&#8217;t just putting together the launches, but also writing the blog posts and sending out the emails. Now, we&#8217;re lucky to have a pretty robust marketing team that thinks about launches as they ladder up to our higher-level narrative, and how they expand into our integrated marketing campaigns. Working with marketing now is about enabling them with the positioning, messaging, and some of that go-to-market strategy, and letting the owners of those channels and functions really work their magic as they&#8217;re the experts.\u201d<\/span><\/p>\n<blockquote class=\"pullquote-style-one\"><p>\u201cOur marketing has had to become more nuanced, targeted, and imaginative as we speak to people across different segments, audiences, and verticals\u201d<\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">This means more time to focus on strategic work, and more opportunities to try new things. Overall, our marketing has had to become more nuanced, targeted, and imaginative as we speak to people across different segments, audiences, and verticals. It\u2019s been so exciting to see our messaging evolve from its early form and branch out into more comprehensive and curated solutions tailored to each of our customers. As a marketer, it\u2019s been an incredible journey \u2013 and there are lots more opportunities to come.\u00a0\u00a0<\/span><\/p>\n<h2 id=\"does-this-sound-exciting\">Does this sound exciting?<\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re an ambitious product marketer and like the sound of PMM at Intercom, we want to hear from you! Our team is growing and we\u2019re hiring PMMs at all levels in San Francisco &#8211; <\/span><a href=\"https:\/\/www.intercom.com\/blog\/careers\/san-francisco\"><span style=\"font-weight: 400;\">take a look at our open roles here<\/span><\/a><span style=\"font-weight: 400;\">. Have questions? <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jasminejaume\/\"><span style=\"font-weight: 400;\">Feel free to message me<\/span><span style=\"font-weight: 400;\">.<\/span><\/a><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>What does product marketing at Intercom look like? We\u2019re sharing four learnings that are key to a successful (and happy!) PM team.<\/p>\n","protected":false},"author":217,"featured_media":26355,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[115,336,146],"coauthors":[480],"class_list":["post-26352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-company-culture","tag-product-marketing","tag-recruitment"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Keeping the market in mind: Product marketing at Intercom<\/title>\n<meta name=\"description\" content=\"What does product marketing at Intercom look like? We\u2019re sharing four learnings that are key to a successful (and happy!) 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