P506 - Good to Great Product Marketing: The Four Essentials That Get You There, with Martina Lauchengco, Partner at Costanoa Ventures and Silicon Valley Product Group
Manage episode 278517096 series 129382
Martina Lauchengco is a Partner at venture capital firm Costanoa Ventures, and also a Partner at Silicon Valley Product Group, where she leads on product marketing — a critical function for any high growth SaaS business which she discusses here with Stephen Millard and Paul Papadimitriou.
- Product marketing is all about strategy, delivering what the company needs to connect their product with their market.
- 2021 is the year to double down on positioning.
- Listen to your customers and how they talk about you. Learn from what they say and keep your messaging simple using plain language
Product marketing is a critical function for any high growth SaaS business and not only is this one of the hardest jobs to recruit for, it's also one of the hardest jobs to do really well. Product marketing is central to translating customer insight into messaging that resonates with customers, accelerates the sales cycle and lays the foundation for evangelism.
Martina Lauchengco is a Partner at venture capital firm Costanoa Ventures, and also a Partner at Silicon Valley Product Group, where she leads on product marketing. She has spent over 25 years as a marketing executive building, branding and launching market-defining software at Microsoft, Netscape, Loudcloud and more. She has served on 12 startup boards and also lectures on marketing and product management at UC Berkeley.
Read more: https://notion.vc/resources/good-to-great-product-marketing/