PMC icon

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 Toronto–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.

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!
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 September 28 in Toronto.
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

Est. New Products/Year

Est. Failure Rate

Conferences like this one

Keynote speakers

The best thinking comes in 3’s

Cindy Cruzado

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.


    7:30 - 8:00 AM
    B2B CMO Round table – Registration & Breakfast

    B2B CMO Round table registrations open at 7:30 AM with Continental Breakfast and Coffee.

    Product Marketing Community

    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 at 8:15 am with Continental Breakfast and Coffee.

    Product Marketing Community

    Rowan Noronha, Founder Product Marketing Community & Steve Johnson (MC)

    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

    Chris from Shopify shares there trials and best practices for understanding the market, aligning internally, and launching.

    Chris Long, Product Growth Lead, Shopify

    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 Session with Pragmatic & Shopify Facilitator: Steve Johnson Panelist: • Cindy Cruzado (Pragmatic Marketing Inc.) • Chris Long (Shopify) • Jesse Ariss (Vidyard)

    Steve Johnson

    Networking session with coffee

    Product Marketing Community

    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

    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

    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

    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 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

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

    Product Marketing Community

    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

    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

    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

    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 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

    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…
















    Save the date: September 28, 2017

    Registrations are now open!

    Early Bird (Closed)
    $149 CAN
    August 14 - September 28
    $199 CAN
    Register Now
    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 December 9th.
    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 December 9th in San Francisco.
    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

    Hyatt Regency Toronto - 370 King St W

    • Toronto
    • (416) 999 - 5413
    • 7:30 AM to 4:30 PM