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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.

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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.

Product Marketing in the B2B context is such a critical role, yet very rarely do you find a forum that provides the level of practical insights like the Product Marketing Community. The inaugural Toronto conference was just what I needed to get up to speed on industry best practices and to network with like-minded product marketers! If you want to be an Architect of Growth, attend Boston June 09!
Mei BurginCloud Marketing Leader, North America IBM
If you’re passionate about elevating your Product Marketing role so as to influence revenue growth, customers retention and awareness, join our friends at the Product Marketing Community June 9 in Boston. If it’s anything like their conference in San Francisco, You’re in for a treat.
Rebecca KalogerisVice President, Marketing, Pragmatic Marketing Inc.
In the world of B2B marketing, there is perhaps no more strategic, but less understood role than of Product Marketing. I’m very excited to join the Product Marketing Community to better articulate the mission and role of this critical function.
Jim WilliamsVice President, Marketing, Influitive

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Conferences like this one

Keynote speakers

The best thinking comes in 3’s

Steve Gaylor

Pragmatic Instructor

From the razor-sharp minds of Pragmatic Marketing you’ll hear a fresh set of reasons why successful product marketing begins way back at the blueprint stage. Hear real-life case studies, and pick up new techniques for creating adaptive go-to-market strategies.

    Jeff Lash

    VP & Group Director, Go-to-Market

    You might think it’s easier to broker Middle East peace then to get your Product Marketing and Product Management teams to work in harmony. SiriusDecisions provides tips and best practices from for helping these key players work together for maximum effect.

    Michael McCune

    Senior Executive Advisor

    So you’ve got a premium product, and you’ve cultivated key contacts – but still the prospect says ‘no thanks’. CEB will explain why this happens more than you might think, as they share strategies for winning over that elusive ‘challenger’ customer.


    Exclusive Executive Session: Invite Only.

    Product Marketing Community
    8:00 - 9:30 AM
    Product Marketing Executive Think Tank: How to Turn Your Teams into Growth Accelerators

    Exclusive Executive Session: Invite Only.

    Baron Strategic Partners, Product Marketing Community

    Registrations open at 8:30 am with Continental Breakfast and Coffee.

    Product Marketing Community

    "Forget the product. Start with the go-to-market strategy." Steve Jobs Too many companies think of marketing as what happens at the end of development. But the idea of "build the right product and it will sell itself" is simply not true. Successful companies have marketing - true Product Marketing - integrated into their processes from the start. Join Pragmatic Marketing Inc to discuss the expanding role of Product Marketing within today's leading technology companies. Discover how Product Marketing differs from traditional marketing communications. Steve will share real-life case studies to illustrate the importance of involving Product Marketing before the product is built and creating strategic go-to-market plans from the start. Finally, Steve addresses how the integrated role of Product Marketing requires agility, iteration and collaboration to be successful, especially as the pace of change quickens in the markets we serve. Other insights you will receive include: Understanding what Product Marketing is and why it is important Knowing when and how to begin go-to-market planning Implementing specific techniques for creating adaptive go-to-market strategies


    Do you know your customers as well as you think you do? Are you aligned across your Product, Marketing and Sales functions to speak to buyer needs and how your organization is uniquely positioned to solve those challenges for your clients?
    Experian Data Quality asked ourselves those hard questions, and found that we didn't exactly like the answers. So we set out on the journey to better understand our clients' realities, in order to serve them better and generate more revenue.
    In this session, I'll tell you how we approached our retail vertical in a new way, describe the steps we took to ensure internal alignment, discuss the results we've seen to date, explain our lessons learned and provide tips for how you can assess whether this type of effort would benefit your organization.

    Sarah Herlihy, Director Product Marketing, Experian Data Quality

    The relationship between Product Marketing and Product Management can sometimes be strained, contentious or non-existent. There is often confusion or conflict about roles and responsibilities and highly-charged opinions about how the functions should work together. However, in high performing organizations, there is close collaboration between Product Marketing and Product Management. This presentation explores the best practices for both functions, including roles and responsibilities, activities to promote interlock and the evolution of each role. Learn answer to questions including: · What are the fundamental similarities -- and key differences -- between the two roles? · What activities and responsibilities are shared between product marketing and product management and how can those responsibilities best be shared? · How do best-in-class organizations structure the two functions to work effectively and interlock throughout the innovation and go-to-market process?

    Jeff Lash, VP & Group Director, Go-To-Market, SiriusDecisions

    Product marketers are always looking for new ways to help explain how their products solve buyer problems. It is increasingly challenging to elevate your company above and beyond the noise from a myriad of vendors promising similar solutions that will help drive ROI by making money and saving money. In this presentation, Akamai will discuss how it is enabling sales and driving its lead generation pipeline using personalized data and account based reports from the world’s largest cloud delivery platform. By doing so, it is able to provide actionable insight which help buyers better understand the challenges they should be thinking about to provide the best and most secure digital experiences.

    Neil Cohen, Vice President, Product Marketing
    11:15 - 11:35 AM
    Insight. Applied: Q&A
    How do "Rockstar Product Marketers" fuel growth?

    Q&A Session

    Mark Shapiro, Chief Engagement Officer, Agile Product Marketing Group & Kim Legelis, Global CMO, Nozomi Networks

    Many B2B Product Marketers realize the buying environment is changing: customers have more information sources and are more empowered than ever to make decisions about their problems, potential solutions and your offerings. The result is a disturbing trend towards commoditization, where customers are no longer willing to pay for the differences in performance. CEB shows how winning suppliers challenge their customers with new ideas about their business and employ modern marketing strategies that re-frame how customers assign value to those differences. The CEB model works, but the onus is on Product Marketers to ask hard questions about their roles: Why are customers not responding to our value propositions? Why does voice of the customer suddenly feel so shallow? Why does it seem like customers won't take action? The answers to the questions reveal new strategies Product Marketers can use to generate high quality sales and deeply engage today's empowered customer

    Michael McCune, Senior Executive Advisor, Marketing Leadership Council

    Napoleon said ‘Product Marketers travel on their stomachs.’ (We paraphrase.) We’ve got quite the surprise in store for you!

    Product Marketing Community
    12:45 - 1:05 PM
    Building Insights into your Buyer... well before Launch!

    Hear from Samantha Stone in conversation with Erika Batten about how to build buyer insights (it's not what you think). Moreover, learn how to use said insights to develop and optimize products and content.

    Samantha Stone, Founder & CMO, The Marketing Advisory Network
    Erika Goldwater, Consultant & On-Demand VP Marketing

    Eagle Investment Systems is the leader in providing investment accounting, data management and performance measurement systems to the financial services industry. Shifting to cloud solutions and providing managed services has changed the conversation with clients and prospects from discussing technical features and functions to emphasizing business solutions. This session will review Eagle's recent journey to selling business outcomes and enhancing executive-level client relationships. In order to move the organization from inside-out to outside-in thinking, Eagle underwent a detailed analysis of both its organization and its customer base. This shift enabled the organization to realize new business opportunities and enhance client relationships.

    Jeremy Skaling, CMO, Eagle Investment Systems

    There is no common definition for how product marketing should contribute to an organization's success. Thus, “what do those people do?” is a frequently asked question when executives discuss product marketing. As a result, product marketing organizations are underfunded, underutilized and underappreciated. However, progressive organizations have discovered that this does not have to be the case. The key to increasing product marketing’s impact is to play a more strategic role in the organization’s success. This session will share tools and approaches derived from successful businesses and professional sports that will help you become more strategic to your organization.

    Neil Baron, Managing Director, Baron Strategic
    2:00 - 2:15 PM
    Insights Applied: IBM
    A Whole New Way of Marketing

    Customer behavior continues to change. Attracting and engaging clients in today’s digital world requires a marketing approach that revolves around the buyer, not the seller. IBM's new model, decidedly digital and data driven, is outcomes focused and helps IBM target the right mix of buyers, through the right engagements with the right portfolio of offerings and services. IBM Portfolio Marketing Manager, Bill Bliss, discusses this new work of marketing and how IBM is executing this adaptable and different approach.

    Bill Blass, Portfolio Marketing, IBM

    The ability to reach your true decision makers -- not just your product users -- can make a significant difference in your business success. But savvy decision makers are not interested in hearing from your company unless you offer strategic value that you can succinctly communicate. And that is not typically your product features and benefits. "Upreaching" to your true decision makers requires understanding what and when they want to hear from you. But many of the common techniques used to reach traditional product users won't be as effective in gaining mindshare at higher decision making levels. Understanding the Person-to-Person marketing approach to establishing and incubating customer relationships will help you build stronger sales messaging, content marketing and content delivery vehicles that drive decision makers to action.

    Rod Griffith, President & Co-founder, MarketReach

    One of the most valuable things we can do as product marketers is to tell a narrative around a product that connects with our buyers. But, all too often we revert to talking about features and benefits. Join us for this discussion and learn how HubSpot has started to transform from feature selling to storytelling.

    Jeffrey Vocell -- Principle Product Marketing, HubSpot

    We hear a lot about “alignment” in business, yet one of the biggest misalignments 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

    More details to come.

    Alan Armstrong, Founder & CEO, Eigenworks

    More details to come.

    Pragmatic Instructor, Pragmatic Marketing

    As if networking wasn't enough...we end the day with prizes, food and complimentary cocktails!

    Conference starts in…
















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    Early Bird (April 01 - May 01)
    $199 US
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    May 02 to May 31
    $249 US
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    June 01 - 09
    $299 US
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    I joined the community to promote excellence in marketing and to share and learn from peers in the industry with a focus on Product Marketing in a B2B environment. Join us June 09th.
    Adam HowatsonChief Marketing Officer, OpenText
    Many Product Marketers have learned “on the job” and have misconceptions about the role and its responsibilities. The Product Marketing Community conference in Toronto was a great opportunity for me to share best practices that we’ve learned at SiriusDecisions, as well as to hear various Product Marketers perspectives on the key activities and deliverable they utilize to achieve commercial success. Let’s continue the dialogue June 09th in Boston.
    Jeff LashVP & Group Director, Go-to-Market, SiriusDecisions
    The Product Marketing Community brings together a diverse set of marketing leaders representing companies large and small. What better a forum to advance the profession then by tapping into the minds and experiences of your fellow “Architects of Growth”?
    Andrew DixonVice President, Marketing, SAS

    Meet our partners

    without whom…

    sirius decisions
    Market Reach
    Agile Product Marketing
    American Marketing Association

    Boston Park Plaza

    • 50 Park Plaza, Boston, MA 02116
    • (416) 999 - 5413
    • 7:00 AM to 4:30 PM