Product Marketers, unite!
Be connected, equipped and caffeinated
In a word...
Disruption–the good kind-happens when you fill a room with the best and the brightest among your peers, thought leaders, and product marketing gurus. That’s the inspiration behind Product Marketing Community San Francisco–created by product marketers for product marketers. With the theme “Architects of Growth”, it’s a day packed with insights, networking, and “Holy crap, I didn’t know that!” moments.
As if networking wasn't enough....
Seriously? As if the networking isn’t enough, we’ve got three top-drawer keynote speakers bringing the disruptive. Workshops, insights, and meet-the-expert sessions will plunge elbow-deep into:
- Defining buyers and their purchase process
- Go-to-market planning and execution
- Launches and campaigns
And food, my friend. Mmmmmm. Food.
Try this test
Take a peek in the mirror—we can wait. Are you seeing a Product Marketer, Product Manager, Field Marketer, Content Marketer, Analyst, Coordinator or Product Engineer? Then yes, you’ll want to be here. This day is about ideas and best practices that can help turn products and plans into revenue.
Est. New Products/Year
Est. Failure Rate
Conferences like this one
The best thinking comes in 3’s
B2B CMO Round table – Registration & Breakfast
B2B CMO Round table registrations open at 7:30 AM with Continental Breakfast and Coffee.Product Marketing Community
Invite Only: B2B CMO Round table – Unlocking Growth Through Purpose
Digital technology has changed how we consume and market forever in three significant ways: For CMO’s, navigating the tsunami of information is causing them to over-think decisions and be less confident in their choice. For customers, as the boundaries between online and offline blur they are expecting brands to be smarter and more customized. And for marketers, with the end of offline vs. online, what is known about engaging consumers within a predictable path to purchase becomes obsolete. For brands looking to grow they must be more transparent and authentic; but where do they start? Dawn Whiteman, B2B veteran and Head of Strategy at Interbrand Canada, will lead a CMO panel discussion about how a brand’s purpose – WHY an organization exists beyond making a profit – is now more than ever critical to ensuring relevancy in the new digital world. Panelists will share how senior B2B leaders can deliver on a purpose that creates an emotional connection, drives purchase, and fosters loyalty – in real time. Facilitator: • Dawn Whiteman (Interbrand) Panelist: • Cindy Cruzado (Pragmatic Marketing Inc.) • Jeff Lash (SiriusDecisions) • Kaiwan Suntok (IBM) • Lisa Kemerer (Motum B2B)Dawn Whiteman, Head of Strategy
General Registrations Open & Continental Breakfast
General registrations open at 8:15 am with Continental Breakfast and Coffee.Product Marketing Community
Welcome to the Product Marketing Community Conference
KEYNOTE: The Big Myths of Launch and Scale.
The story goes: you build a product, follow your launch checklist and then boom! The users, revenue and praise starts flowing in. But we all know that’s a myth. In fact, it’s a collection of four big myths. Join Pragmatic Marketing instructor Cindy Cruzado as she identifies those myths and explains how to avoid them to ensure a successful product launch. With more than 25 years of product and go-to-market experience in the high-tech software industry, Cindy has extensive experience leading teams through successful launch and scale projects in both startup and enterprise environments. Her specialty is building market-focused product teams who deliver delightful customer experiences that drive brand preference.Cindy Cruzado, Instructor, Pragmatic Marketing
Insights, Applied with… Shopify. Your job isn’t done with the launch!
Chris from Shopify shares there trials and best practices for understanding the market, aligning internally, and launching.Chris Long, Product Growth Lead, Shopify
Spotlight on Launch with... Vidyard. The secret recipe for a killer product launch.
You're a product marketer, which means you've got a launch coming up. You'll need to educate your company on the product, build powerful sales tools, create a ton of excitement in the space AND drive rapid adoption with both new and existing customers. Sounds easy right? In this talk I'll share with you some tips and tricks for creating a killer product launch - regardless of the size of your company or budget.Jesse Ariss, Product Marketing, Vidyard
Audience Q & A with Pragmatic Marketing, Shopify & Vidyard.
Audience Q&A Session with Pragmatic & Shopify Facilitator: Steve Johnson Panelist: • Cindy Cruzado (Pragmatic Marketing Inc.) • Chris Long (Shopify) • Jesse Ariss (Vidyard)Steve Johnson
Networking session with coffeeProduct Marketing Community
Insights, Applied with… OpenText. Marketing Governance: Product Marketing’s Leadership Role in Driving Alignment and Focus
With different objectives and perspectives – it’s easy for sales, marketing and product management to get out of sync. Product Marketing is uniquely positioned to be the anchor that brings alignment, clarity and focus. Learn how OpenText implemented a governance structure that has resulted in improvements to messaging, marketing execution and revenue. Take away simple tips for instituting better stakeholder input which leads to focused execution and much-improved field buy-in.Fred Sass, Senior Director, Product Marketing
KEYNOTE: Go-to-Market Architecture: From Product-Centric to Audience-Centric
B-to-b organizations often use an internal organization chart or product portfolio hierarchy to inform their go-to-market strategies, which results in a fuzzy or confused vision of the buyer audience. SiriusDecisions into the priorities of b-to-b CMOs indicates that shifting their marketing approach from product-centric to audience centric is one of their top priorities. Product marketing leaders are able to orchestrate the design of a go-to-market architecture that aligns the offering portfolio to buyer audience segments. In this session, we will share a framework and process for how product marketing can lead the effort to aligning go-to-market strategy across product, marketing and sales based on a clear view of the buyer audience.Jeff Lash, VP & Group Director, Go-to-Market
Insights, Applied with… IBM. How will Artificial Intelligence improve the work of marketers.
Cognitive computing will help to solve many of the problems marketers face today. IBM Watson collects and harmonizes thousands of data points about a neighborhood – including data from traffic, social media, local news and weather sources. Organizations can now act on insights in real-time to improve the customer experience. Join Jay Badiani as he discusses how Watson applies deep learning algorithms to produce a curated, timely and hyper-local image of a targeted area which can be used to adjust store mix, sales promotion and stock alerts at the neighborhood level.Jay Badiani, Marketing Leader, IBM
Spotlight on Sales Enablement... Docsend. Beyond Buzz Words: How to align your sales and marketing teams for success.
We hear a lot about “alignment” in business, yet one of the biggest misalignment persists in many businesses today: That’s the misalignment between sales and marketing that results in inefficiency that slow your growth. In this talk, I’ll cover the cause of the rift, how much it costs you, and what you can do about it as a product marketer.Russ Heddleston, CEO, DocSend
AUDIENCE Q & A with OpenText, SiriusDecisions, DocSend & IBM
Audience Q&A Session with SiriusDecisions and IBM moderated by Steven Johnson Facilitator: Steve Johnson Panelist: • Fred Sass (OpenText) • Jeff Lash (SiriusDecisions) • Russ Huddleston (DocSend) • Jay Badiani (IBM)Steve Johnson
Hot Gourmet Italian Lunch with Cocktails!
Napoleon said ‘Product Marketers travel on their stomachs.’ (We paraphrase.) We’ve got quite the surprise in store for you!Product Marketing Community
Spotlight on Positioning and Messaging with... April Dunford. Using Context to Transform your Products from What? To Wow!
We operate in crowded noisy markets where customers are bombarded with thousands of marketing messages a day. How do you ensure your messaging rises above the clamor of information coming from your long list of competitors? In this session, I'm going to show you why context is the key to developing breakthrough thinking that paves the way for breakthrough products to succeed in the market.April Dunford, Rocket Launch Marketing
KEYNOTE: Deploying Disrupted Content
B2B buyer research tells us that most content doesn’t change customer behavior. But the same research also shows that teaching a customer something new about their own business can prompt more rapid sales engagement. While the development of such insight often requires building new marketing muscles, marketers can’t lose sight of how to smartly deploy this content. Michael McCune from the Marketing Leadership Council at CEB (now Gartner) will share their framework for deploying disruptive messaging and the routing of related leads.Michael McCune, Senior Executive Advisor, Marketing Leadership Council
Spotlight on Content Marketing with... motum B2B. The highs and lows of launching a global content marketing strategy
As a product marketer, developing a sound strategy for execution is the easy part. Hear about how the world's largest chemical company, BASF, worked with a small agency out of Toronto to launch a global content marketing strategy, and learn from the highs and lows of this journey, and how you can apply these implementation methods to your go-to-market best practices.Christina Dong, VP of Client Services, motum b2b
Spotlight on Market & Competitive Intell... Eigenworks. Retention is the New Sales: How Product Marketing Can Help Customer Success Drive Retention and Upsell.
In this talk, you will learn the primary types of churn Alan Armstrong has identified after 10 years of experience conducting thousands of buyer interviews. Learn not only what these types of churn look like but also how to avoid them. Using Buyer as HeroTM methodology, and with the Buyer Profile and Dialogue Map tools equipped, Product Marketing and Customer Success together can more effectively drive retention and upsell.Alan Armstrong, CEO, Eigenworks
AUDIENCE Q & A with Eigenworks, motum B2B, Rocket Launch Marketing & CEB, Now Gartner.
Audience Q&A Session with with Eigenworks, motum B2B, Rocket Launch Marketing & CEB, Now Gartner Facilitator: Steve Johnson Panelist: • April Dunford (Rocket Launch Marketing) • Michael McCune (CEB, Now Gartner • Christina Dong (motum B2B) • Alan Armstrong (Eigenworks)Steve Johnson
Recap. Prizes. Networking. Cocktails!
As if networking wasn't enough...we end the day with prizes, food and complimentary cocktails!Rowan Noronha, Founder Product Marketing Community
Conference starts in…
Meet our partners
Inspiration. Insights. Food.
Join the Community
The Julia Morgan Ballroom
- 465 California St, San Francisco, CA 94104
- (416) 999 - 5413
- 8:30 AM to 4:30 PM