Nabeel K. Adeni

I disagree, one such example that comes to my mind after reading this is Byju's where they built distribution and never focused on product. While on the other hand PW had an amazing product and distribution got solved over a period of time. As a founder I am not deeply in love with the product but with the problem we are solving and to solve we need to focus on just one metric - Customer Delight. #product #startups

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Dear Hiring PMMs, stop giving GTM assignments to IC PMM hires. Instead do this! Ask: What are you as a PMM? Summarise. Evaluate: 1. Check if they are able to position themselves. 2. How good their storytelling is. 3. Does the answer address the problem in the market and how they are as a solution. 4. Does their PMM expertise talk to the targeted audience (your company). Ask: How did you apply for this role? How has your experience so far been with the process? Evaluate: 1. Check for the platform/ channel they are referring to. 2. Evaluate the messaging through their conversations with others during previous rounds of discussions. Ask: If selected, how would you approach your work in the first 30-60-90 days? Evaluate: 1. How good the launch plan is. 2. Does the person talk about learning, actions and feedback loops 3. Is the focus too narrowed down or too generic in nature. Ask: Apart from your resume, do you have any other supporting materials on your profile? Evaluate: 1. Check if they understand sales enablement. 2. Are they able to produce or atleast talk about relevant materials that would support their expertise. Most often than not, conversations with IC PMMs can get totally interesting. We would be surprised with the kind of knowledge they come with and how well they are able to articulate it.

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Need to transform your SDR team’s performance? How to help your sales team achieve results that will earn you trust and budget. First, audit your content arsenal. Are your SDRs armed with the right tools? Invest time in creating or curating great collateral that addresses your Ideal Customer Profile’s (ICP) pain points and your solutions. Convert the best-performing material into templates. If budget allows, invest in intent tracking tools like ZoomInfo. Provide your SDRs with real-time intelligence on potential leads. This could involve identifying companies visiting key pages of your site or using tools that detect general intent based on topics. Now, launch micro-campaigns. Develop industry-specific value propositions and targeted landing pages. Your SDRs need ammunition that speaks directly to each vertical. Always measure & optimize. Track response rates, meeting conversions, and pipeline velocity. Use these insights to refine your approach. Don’t fear failure – it’s the only way to hit the target. Make small changes based on what works and what doesn’t. What’s working for your SDR enablement? While it can be an overwhelming project, it’s crucial for establishing the foundation for solid growth. #B2BMarketing #SalesEnablement #CMO #Leadership

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A robust Go-To-Market (GTM) strategy not only ensures that your product meets the demands of your target audience but also positions it distinctively in the market. By understanding customer needs, enhancing sales processes, and fostering team alignment, companies can expand their customer base and enhance market penetration effectively. Moreover, a strong GTM strategy supports sustainable business growth by improving customer acquisition, retention, and overall satisfaction, ensuring that companies adapt swiftly to market changes and maintain a competitive edge. #BusinessStrategy #MarketGrowth #CustomerSatisfaction

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#GTM For most companies, 2-3 Go-to-Market (GTM) Motions work best. A GTM Motion is a predictable and scalable way to bring customers to your product. In her book, Go-to-Market Strategist, Maja Voje defines 7 GTM Motions: 🔸 Inbound – Creating content to generate leads. 🔸 Outbound – Cold outreach to a higher volume of targets via email, social media, or phone. 🔸 Paid Digital – Media buying to capture your target audience’s attention. 🔸 Community – Engaging with or creating content for community members. 🔸 Partners – Collaborating with other companies for mutual marketing or sales benefits. 🔸 Account-Based Marketing (ABM) – Targeting high-value accounts with personalized campaigns. 🔸 Product-Led Growth (PLG) – Building solutions that enable self-onboarding and early value realization (making the product “sell itself”). Maja and her colleague, Aakash Gupta, analyzed well-known tech companies and found a clear pattern: ➡️ These companies start with a primary GTM Motion and expand to others as they scale. I completely agree with Maja’s advice: start with one free or low-cost GTM motion, then layer in a paid motion and an additional “free” motion as you grow. For my business, these are the GTM Motions I rely on: 🎯 Inbound – A combination of LinkedIn, Substack, and content collaborations with other leaders to build thought leadership and drive organic engagement. 🤝 Partnerships – Collaborating with trusted regional partners to unlock markets in Spain and MENA. These partnerships bring complementary expertise and deep market knowledge, which accelerate market entry. 🔎 Testing Phase: Outbound/Paid Digital – Running outbound campaigns and experimenting with Meta ads to promote digital products. My recommendation: It’s crucial to align your GTM motions with your growth stage, customer profile, and available resources. Early on, focus on sustainable, low-cost channels that build credibility. As you scale, combine these with targeted paid efforts or a partner network to broaden your reach. What GTM Motions do you swear by in your business? Let’s exchange best practices in the comments! Sayar Dr. Soe Hein . Marcus Zin Thwe Tun - Vicky

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Cold calling can double your email reply rate, and leaving a voicemail when you cold call further boosts your success. Don’t shy away from discussing competitors in your sales conversations—it can strengthen your positioning. These are just a few insights from Gong Labs’ recent article as go-to-market teams gear up for success in 2025. Here are additional strategies to consider: 💡 Leverage AI-powered tools: Use artificial intelligence to streamline sales processes, gain deeper customer insights, and automate routine tasks. 💡Adopt customer-centric approaches: Focus on understanding and addressing customer needs to foster lasting relationships and drive results. 💡Commit to continuous learning: Stay informed about industry trends and prioritize skill development to maintain a competitive edge.

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Hey PMMs and SaaS Marketers, let's chat about re-positioning your SaaS product for a better connection with your market, or even positioning it from scratch. Your positioning will determine your product’s success and whether it scales into a multi-billion dollar company or spirals into oblivion. Here's a straightforward step-by-step guide: 1️⃣ Simplify Your Core Offering Boil your product down to its essence. What's the simplest way to describe your product? What's the value you bring to the table, and who benefits from it? 2️⃣ Market Research Dive into the market and scope out your competitors. Check out both direct and indirect competitors to see what they're doing. Identify trends, strengths, and gaps where you can stand out. 3️⃣ Customer Conversations Talk to your customers and prospects. Get on calls, send surveys, and gather feedback. Find out what they love, what they don’t, how they use your product. Compare notes on their experiences with your competitors too. 4️⃣ Analyse Current Solutions Look at who’s using your product and how it’s solving their problems. Identify the types of companies and users that benefit most from your solutions. 5️⃣ Find your Unique Selling Propositions Compare your research findings to pinpoint what makes your product unique and how it adds value. Do you differentiate by pricing, quality, customer service, target audience, features and offerings, or by providing higher convenience? Or is it multiple of the above? 6️⃣ Link Problems to Solutions Clearly connect the problems you solve to your key offerings and the benefits they provide. Emphasize your unique selling points. 7️⃣ Develop a Positioning Statement Build a positioning statement to guide your internal strategy. This will help align your marketing efforts and ensure everyone on your team is on the same page. 8️⃣ Build a strong value proposition Create a clear and compelling value proposition. It should clearly explain the unique benefits your product offers, both emotional and rational. 9️⃣ Create a Catchy Slogan Come up with a memorable slogan that captures the essence of your product and resonates with your target audience. 🔟 Compile a Master Positioning Document Put everything into a comprehensive positioning document. Share it with your team to ensure consistency in your messaging across all channels. And that's it! Re-positioning your product is all about clear communication and understanding your market. Take your time and make sure it counts. #SaaSMarketing #ProductMarketing #GoToMarket #ProductPositioning #SaaS #Startup #GrowthMarketing #MarketingStrategy #ProductRepositioning #MarketResearch #CustomerDevelopment #ValueProposition #UniqueSellingProposition #Differentiation #SaaSGrowth #ScaleUp #PMM #ProductMarketingManager #ProductMarketingLife

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ABM and Demand Gen are → *not* converging. The undoubted path forwards is Account-Based GTM. “Convergence” is used to describe how Demand Gen’s underlying foundation is rapidly adopting account-based principles. Here are 5 things CMO’s get wrong about Account-Based GTM: 1. Replacing MQLs with “Qualified Accounts” that you throw at the sales team to pursue without a cohesive strategy because a Tech Platform’s model says to. 2. Just asking sales for a “wish list” of net-new target accounts to be included in your target account list. 3. Cycling your target accounts in and out of the program like a revolving door. 4. Only using 3rd party intent data to build account lists to run display ads to. 5. Creating a separate target account list (sometimes many) from the one sales is using. TAKEAWAY: Companies that adopt an account-based approach throughout the entirety of their GTM strategy outperform those who don’t. Every B2B organization will be deploying Growth ABM, and some will run Enterprise ABM on top if it makes sense. → Account-Based GTM adoption doesn't happen overnight; take a crawl, walk run approach → Getting the fundamentals wrong will break your program (yes, there are a lot to consider) → A flashy tech stack can’t fix your broken ABM strategy P.S. if you're a senior GTM leader in Austin, TX on 9/6 → we’ll be highlighting the DATA that proves why ABM wins at our Account-Based Innovation Tour event. Let me know if you're interested in attending or check @ ForgeX to save your seat. #b2bmarketing #abm #accountbasedmarketing #b2b

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👉 10 Step Monday ritual for CS leaders / founders for stopping churn It is a Monday. As you start your day, here is a 10 step process for any B2B SaaS business leader / founder that will help stopping churns. 1️⃣ Look at your customers and find the ones that are coming up for renewals in less than 30 days. This is the immediate focus group 2️⃣ Now, in this focus group identify the following buckets 3️⃣ 1st Bucket = Renewal < 30 days and No Product Usage for last 7 days 4️⃣ 2nd Bucket = Renewal < 30 days and Previous payments outstanding 5️⃣ 3rd Bucket = Renewal < 30 days and No communication since 30 days 6️⃣ 4th Bucket = Renewal < 30 days and Recent Poor NPS / CSAT score 7️⃣ 5th Bucket = Renewal < 30 days and too many open tickets (say > 7) 8️⃣ Now, make a grid like the image in this post that shows you the threats in your business 9️⃣ Now, you get a target list of all customers with different kinds of co-morbidities that could result into a churn in the next 30 days 🔟 Set up action plans for these accounts depending on the ailments faced by them I have seen the best Customer Success driven orgs follow this process at a weekly cadence and it helps them attain a high GRR / NRR and slash their churn. If you are a founder / CS Leader, set up this discipline each Monday. #CustomerSuccess #CSM #CS #Churn #NRR #GRR #CustomerHealth #B2BSaaS #Founders

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For early stage product marketers in SaaS startups targeting enterprise accounts (because everyone wants the enterprise accounts), pay attention to these things and make sure your bosses know inorder to set clear expectations. 1. Enterprise sales cycles are longer 2. The decision makers you need to pay attention to and prepare unique value props for will increase. There will be the buyer, the primary user, the boss of the user, etc to think of. 3. Sales enablement will be a key part of your day-to-day. 4. You will need more segmented positioning and messaging to find more enterprise customers and customize your solution to their needs. 5. You need to ruthlessly focus on creating value in one area. There's no room for too many focus areas (common with startups) because enterprise accounts won't pay a dime for poorly finished products. Many startups dont understand what it takes to close an enterprise account so they set unrealistic goals and prioritize the wrong things. For early stage PMMs, this can be overwhelming. If you find yourself in a startup that's chasing enterprise accounts, you need to set the right expectations and prioritize the right things from the get-go

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Does a product marketer have the same skills as a sales rep to run a discovery call? Does a junior rep have the same skills to run a discovery call as an experienced rep? This is why most win/loss findings are incomplete. Each one has their own biases and limitations. Just because feedback is given on things like "product feature gap", "pricing", "no decision", etc. it is rarely the critical reason. Most losses during the process are sales execution issues, but without having that neutral experienced interviewer, findings will be incomplete and full of bias.

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If you're an e-commerce business, you’ve likely heard about Shopify Audiences. These powerful, data-driven audience segments can significantly reduce your Cost Per Acquisition (CPA) and streamline your marketing efforts. Here’s why they’re so effective: - Targeted Advertising: Shopify Audiences use purchase data from across Shopify's vast network, ensuring your ads reach people who are more likely to convert. - Higher Conversion Rates: By targeting high-intent users, your ads are more relevant, leading to better engagement and higher conversion rates. - Lower CPA: With improved targeting and higher conversion rates, your overall advertising costs decrease, giving you a better return on investment. So what's the catch? While Shopify Audiences can dramatically improve your CPA, there's a catch. As more businesses use these audiences, they become saturated. This means your ads are shown to the same users repeatedly, leading to reduced effectiveness and increased costs over time. Also, they're not usually very large, meaning they're not able to sustain the depth of spend that would make a big impact for your brand. At JUICE, we've been hard at work developing a solution to overcome this. To maintain the benefits of Shopify Audiences and prevent saturation, integrating additional data sources is key. This is where JUICE AI Audiences come in. 🚀 JUICE AI Audiences is our proprietary approach to generating high intent audiences based on customer intent signal, your existing customers, and many other factors. How JUICE AI builds on the success of Shopify Audiences: - Diversified Data Sources: JUICE AI Audiences supplements customer data with additional behavioral, third-party, and real-time analytics, keeping your audience pool fresh and diverse. We work across 80+ data vendors to scale this as well. - Continuous Optimization: Our tools continuously monitor performance, ensuring your ads are always targeted to the most relevant and engaged users. - Scalable Growth: By integrating multiple data sources, we help your campaigns scale sustainably without hitting the usual plateaus. Case Study: A mid-sized e-commerce business experienced a 35% reduction in CPA and a 50% increase in new customer acquisitions over six months by integrating JUICE AI Audiences along with Shopify Audiences. 📈 Audience vendors have become a key way to get RoAS where it needs to be in today's expensive CPM environment. Don't sleep on them!

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Product Marketers are naturally positioned to be the next Chief Strategy Officer, not CMOs. Why? While PMMs navigate the tactical marketing landscape (CMO territory), their strategic DNA runs deeper. They: - Sit at the intersection of product, market & customer - Drive business model decisions through pricing & GTM strategy - Are naturally inclined toward long-term strategic planning - Build frameworks that shape organizational direction Look at today's CSO priorities: 📈 Strategic initiative success 🛠️ Business model innovation ⬆️ Market expansion 👀 Staying ahead of disruption Sound familiar? This isn't aspirational - it's the daily reality for senior PMMs. The modern product marketer isn't just crafting value props – they're designing company futures. While CMOs excel at driving immediate business impact (crucial, but different), PMMs are inherently wired for strategic transformation. Thoughts? Would love to hear from PMMs who've made either of these leaps…

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In 2024, you need to be a Sales + Marketing generalist. Over the last 10 years, there has been significant growth in holistic roles such as Ecosystem, Partnerships, and GTM (Go-To-Market) roles. Meanwhile, growth across Sales, Marketing, and Customer roles has remained flat. This trend is likely to continue for two reasons: 1. AI is improving every day. A single employee can now handle more work than before. Combining several functions into a holistic role called Growth or GTM is the new approach. 2. Economic downturn. Companies are hiring fewer employees compared to a few years ago and are very cautious about who they hire. They will prioritize candidates with a broad skill set. - If you're working in Sales/Marketing or customer roles, here are a few tips to stay ahead of the curve: 1. Learn how to implement AI in your processes. No matter your role, AI will progressively take up more space in your daily tasks. Learn to integrate AI tools with your current workflow to make your job easier. (I am adding a list of LinkedIn creators to learn from them on that topic, in the comments) 2. Learn new skills and avoid getting stuck in your daily tasks. Be curious—it's a highly valuable skill today. Explore how other teams in the GTM space work. For example, if you’re a sales rep, learn to create content. (I am adding a list of LinkedIn creators to learn from them on that topic, in the comments) What's the future of GTM jobs in your opinion?

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Gone are the days of manual CRO techniques that drain time and resources. AI tools now do the heavy lifting - tracking every click, dwell time, and purchase history to provide insights in real-time. Whether it’s a chatbot that engages visitors instantly or personalised product recommendations, AI helps boost conversions with precision. #Ecommerce #AI #ConversionRateOptimization #BusinessGrowth #DigitalStrategy #AIBusiness

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You have churn risk. Conversion rates are down. Performance marketing is a tougher than ever. And your operations? They’re creaking under pressure. So, what will actually break you through in 2025? You need a growth ecosystem, not just a "growth team." Cross-functional playbooks: ► Successful growth isn’t a one-department job anymore. ► It’s time to sync marketing, product, sales, and customer success under a shared playbook ► No more teams working in isolation, guessing at what works Customer obsession: ► Stop assuming ► Deepen customer insight at every stage—from initial outreach to post-sale follow-up ► Knowing exactly what drives their growth drives yours Real-time experimentation culture: ► No more “big bets” ► Create feedback loops across teams (ahem, nod to CFX playbooks) ► Track results in real-time with full transparency to all team members The companies that thrive in 2025 will be the ones that move fast, experiment, and optimize on the go. It’s about seeing wins and failures as fuel for growth. Growth today isn’t about more tactics; it’s about aligned, adaptable teams that know how to execute when the game changes. -- ♻️ Share this to help your network evolve for the new growth era. 🔔 Follow me, Eric Turner, for insights on building growth ecosystems in 2025.

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eComm Manager* = Product Manager. Shopify brands that don’t see their eComm/Digital leader as a product leader, are losing. Here's why: *Manager, Director, Head of, VP, etc. 1. Lack of Cross-Functional Alignment When eCommerce leaders aren’t thinking like Product Managers, they may skip gathering insights from marketing, sales, operations and support teams, leading to siloed priorities and wasted resources. → Instead: Establish cross-functional collaboration as a core practice. Integrate feedback and requirements from all departments into a cohesive roadmap, ensuring the entire organization is aligned on what drives the most value. 2. Limited Data-Driven Iteration Many teams miss out on using data to refine the store experience, relying instead on gut feeling, "shiny things" or sporadic updates. → Instead: Shift to continuous data-driven optimization. Test and measure each update to improve your next iteration. This avoids the trap of chasing “shiny new apps” that don’t move the needle or relying on HIPPO (Highest Paid Person’s Opinion) decisions. 3. Poor Customer Experience Without a product mindset, the customer experience often stagnates or gets over cluttered, leading to a poor shopping experiences. → Instead: Prioritize the user journey like a Product Manager at Instagram or Spotify. Regularly optimize every touchpoint to create a seamless, intuitive, and enjoyable shopping experience that encourages loyalty and conversions. 💡With Shopify reducing the need for large dev teams, many brands no longer have a dedicated “Product Manager” title. While titles don’t matter much to me, this shift has reshaped how teams approach eCommerce strategy—often costing brands millions in missed opportunities and misalignment. It’s no surprise that some of the fastest-growing eCommerce teams I know come from gaming and classic B2C backgrounds, where the digital product IS the product. This experience gives them an almost unfair advantage in today’s challenging CAC environment, as they’re used to thinking of their online experience as a growth engine. To compete, eCommerce leaders must take a similar product-driven approach: embrace the agile mindset of managing a digital product, leverage cross-functional insights, and invest in customer-centric innovation to build and refine a cohesive strategy that drives sustainable growth. Here's a photo of my windows during the Q3 2015 roadmap planning from my happy product days! #shopify

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I have seen an average win rate of 25% doing sales in recent years. B2B buying process is very complex. But I don’t make it complex selling. Here’s a quick formula that worked for me. 1. Record the Initial Meeting Revisit the conversation, capture each person’s interest points, and tailor follow-ups more effectively. 2. Follow Up in a Group Thread Right after the meeting, send a follow-up email to the entire team on a single email thread. Keep it professional and brief, summarizing key points and any actions. 3. Re-watch the Meeting and Take Detailed Notes Watch the recording, taking notes on individual responses, questions, and comments. Pay attention to specific concerns or positive reactions – each is a clue to what resonates with them. 4. Categorize Each Stakeholder’s Comments Make a list for each stakeholder: capture their specific questions, any concerns raised, and interests that align with your solution. This will make your follow-ups more targeted. 5. Follow Up 1-on-1 the Day After to Add Value Reach out individually to each person with tailored insights, resources, or solutions related to their specific questions. Avoid asking for anything in return – just add value. Keep it brief and respectful of their time. 6. Personalize Follow-Ups with Relevant Content Go beyond generic answers. Share detailed resources, demo videos, or quick walkthroughs that relate directly to each person’s questions. This shows you genuinely listened and care about their specific needs. 7. Use Subject Lines that Catch Attention For example: "Anna, here’s more on the Salesforce integration" or "Mark, a quick resource on customer talk time." Subject lines that address their specific interests will help ensure they open your email. 8. Create a Spreadsheet for Each Stakeholder’s Engagement Track who attended, their questions, the resources shared with them, and any follow-up notes. This makes it easy to spot trends and anticipate future questions in similar scenarios. 9. Build Trust by Offering New Insights Regularly After the initial follow-up, continue adding value periodically. Send over new industry reports, case studies, or relevant updates to stay top of mind without being pushy. 10. Encourage Internal Collaboration by Suggesting Small Group Discussions If you identify stakeholders who share similar questions, suggest a smaller discussion to address them together. This can foster a stronger, unified interest in your solution. Here's live examples. Example #1: "Hi Anna, I reviewed our meeting and noticed you were curious about the Salesforce integration. Here’s a quick video showing exactly how it works in Salesforce. Let me know if there’s anything more I can clarify!" Example #2: "Hi Mark, I remember you asked about measuring customer talk time. Here’s a guide that breaks down the methodology in detail. Hope this is helpful!" When there are five people on the call, commit to sending five individual follow-ups. . #b2bsales #buyerenablement

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