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 Boston–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.
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General Registrations Open & Continental Breakfast
General registrations open at 8:30 am with Continental Breakfast and Coffee.Product Marketing Community
Unleash Possible: Practical Steps to Becoming an Architect of Growth
Product marketing is an often-unheralded role that should be renamed "Architects of Growth.” It’s also the role that interfaces with more functions and has a more diverse list of things to do than any other marketing function, which can be overwhelming. It’s time to Unleash Possible and learn from author, Samantha Stone, about practical steps to earning credibility with sales and developing content that drives revenue!Samantha Stone, The Marketing Advisory Group
KEYNOTE: Pragmatic Marketing - The Cup Holder Conundrum, Speaking the Language of Your Buyer
Product marketing teams are generating more content - more communications - than ever. Yet we often miss the mark when it comes to really engaging buyers. Why? Diane Pierson, marketing strategy expert and instructor at Pragmatic Marketing, will outline not only why this happens, but how to fix it. This topic will include learnings from your peers on creating an effective Buyer Persona, documenting the Buyer Experience and bringing both to life within your organization, and in your marketing efforts.Diane Pierson, Pragmatic Instructor
Insights. Applied. Imprivata
More details to come... 10:20-10:40 -- Spotlight speaker – Bertrand Hazard, VP Marketing, TrustRadius Want the Brutal Truth, Not Slick Messaging • Here is the sad truth for all of us who have spent countless hours crafting product messaging and creating one-pagers: today's B2B buyer is less reliant on, and less trusting of, vendor-produced materials. Instead buyers want to hear from their peers and current customers. • In this session, TrustRadius VP Marketing, Bertrand Hazard, will present the key finding from their latest annual study into how technology buyers research products, where vendors are falling short, and what vendors can do to have greater impact on purchasing decisions • Most importantly he will share what these key findings mean for us product marketers. • 10:45-11:00 -- MC Q&A with 3 speakers above (audience provides questions/ insights right from the kick-off via ThoughtExchange app)Christy Murfitt, VP, Marketing, Imprivata
Spotlight. Buyers Want the Brutal Truth, Not Slick Messaging
Here is the sad truth for all of us who have spent countless hours crafting product messaging and creating one-pagers: today's B2B buyer is less reliant on, and less trusting of, vendor-produced materials. Instead buyers want to hear from their peers and current customers. • In this session, TrustRadius VP Marketing, Bertrand Hazard, will present the key finding from their latest annual study into how technology buyers research products, where vendors are falling short, and what vendors can do to have greater impact on purchasing decisions • Most importantly he will share what these key findings mean for us product marketers.Bertrand Hazard, VP Marketing, TrustRadius
Q & A Session with Pragmatic Marketing, Imprivata & TrustRadius
Audience led engagement session based on provided questions via ThoughtExchange appMC, Pragmatic Marketing, Imprivata & TrustRadius
Networking session with coffeeProduct Marketing Community
KEYNOTE: SiriusDecisions – Taking a Strategic Approach to Launch for Better Business Results
Even the best designed offerings don’t market and sell themselves. To ensure new offerings get off to the right start and are commercially successful over time, portfolio marketers must have a well-crafted launch plan that provides the right context and direction for marketing, sales, product and even executive teams. • An effective launch plan ties launch activities to measurable goals oriented around external and internal audiences – ensuring that overall business objectives are achieved. • This presentation will demonstrate how to develop a strategic plan to get the desired results you're looking for from your launchBeth Caplow, Research Director, SiriusDecisions
Inside. Applied. FUZE - Curing Launch-time Blues with Tiers rather than Tears.
“Hey Marketing, my product just went code-complete, isn’t that great? You can go ahead and launch it now!”. We’ve all been there before - blindsided by unexpected product releases resulting in rushed enablement, impossible deadlines, and mismatched expectations. Learn how Fuze managed a dozen product launches in a single year by initiating clear SLA’s, multiple launch tiers, and a unique role within the team.Robert Bois, Sr. Director, FUZE
Spotlight. Aptrinsic - Become the catalyst for product launch success
As product and growth marketers, we’re on the line to successfully bring our products to market. The daunting reality is that most products launched today result in marginal success. What are we missing? What steps can we take to launch our products and achieve success? Join Travis Kaufman, VP Product Growth @ Aptrinsic as he discusses key activities you can incorporate today to make your next product launch a successTravis Kaufman, VP Growth, Aptrinsic
Q & A Session with SiriusDecisions, FUZE & Aptrinsic
Audience led engagement session based on provided questions via ThoughtExchange appMC, SiriusDecisions, FUZE & Aptrinsic
Hot Gourmet 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
KEYNOTE: Gartner - Win by Helping Sales to Understand and Embrace the Customer’s Situation
Creating great products and services is not nearly as hard as bringing them to market successfully. • This presentation explores the dynamics of how enterprises approach technology purchase decisions and what influences them the most. Use this knowledge to train your marketing, sales and partner teams to adapt their approach and frame the opportunity within the context of the customer’s situationMichael Maziarka, Research Director, Gartner
Spotlight. Baron Strategic Partners - My Neighbor’s Dog Can Teach Us About Sales Enablement
One of the biggest challenges for Product teams is to provide the right combination of sales tools and support programs for Sales teams. Sales teams frequently complain that their sales tools are off the mark and their product training doesn't provide any real competitive edge. This does not have to be the case. • My neighbor’s dog, Cody, is friendly, full of energy and a ton of fun. Cody also has instinctive behaviors that, it turns out, are highly suited for the B2B sales process -- and have been used effectively to initiate several B2B enterprise sales. • During this session, we will walk through a typical B2B sales engagement and apply highly-useful lessons learned directly from Cody. Some of the topics we will cover include: • Choosing the right markets • Generating awareness • Establishing rapport • Building credibility and trust before you pitch your product • Aligning your sales tools with your customers buying process • Planting curiosity hooksNeil Baron, Managing Director, Baron Strategic Partners
Inside. Applied. Bedrock Data - The Key to Sales Enablement – Customer Interviews, Here’s How
Make an impact with sales enablement – and really help both your salespeople and your prospects. Zak will share his approach for executing & packaging customer interviews effectively and at scale.Zak Pines, VP, Marketing, Bedrock Data
Q & A Session with SiriusDecisions, FUZE & Aptrinsic
Audience led engagement session based on provided questions via ThoughtExchange appMC, Gartner, Baron Strategic Partners & Bedrock Data
ThoughtExchange presents... Interactive round table discussions of the most pressing PMC topics, as selected by you!
We are happy to announce that we are partnering with Thoughtexchange to try something new during this year’s event. In an effort to make your time with us as valuable as it can be, we are committing to set aside thirty minutes for you to share with and learn from your peers on the topics that are most important to you right now in your professional lives. • In the days before the event look for an invitation to share your thoughts and rate the thoughts of others to help us identify the topics that will be most valuable for this part of the day. We look forward to it!Rowan Noronha, Founder, Product Marketing Community & Thoughtexchange
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
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