Software Products that Every Product Marketer Should Use
WRITTEN BY John Emmitt, Fluvio Consultant
Someone once told me that their favorite superhero was Batman because he didn’t have any special powers, he just had lots of cool gadgets and technology. I liked that perspective, probably because I’m a technology geek myself!
Product marketers generally do have some “special powers,” as my colleague Anderson Beres pointed out in his latest blog on AI– they have curiosity and creativity. I would add to that a couple of others, such as deep analytical capabilities and the ability to communicate complex ideas in easy-to-understand ways. But, like Batman, product marketers can also take advantage of some pretty cool technology to be even more powerful. Since Anderson already did a beautiful job of delving into AI usage in product marketing, I’m going to focus on some specific software tools that have the ability to transform your day-to-day work.
Product Marketing Tech We Like
Here at Fluvio, we have partnered with a number of different technology companies. Among them are Klue and Ignition. They each address different areas of the product marketing function, and can also go beyond product marketing to enhance other areas of your business, such as sales and product management.
Klue– provides a Competitive Enablement platform and with their acquisition of DoubleCheck in early 2023, they also offer Win/Loss analysis solutions. As they say on their website – “Combine market, competitor, and buyer insights in a unified platform, driven by AI. Find the way to win.”
For Klue, Competitive Enablement is a combination of Competitive Intelligence, Market Intelligence, Buyer Intelligence and Enablement. These are all key parts of the Fluvio Go-To-Market (GTM) Model. The intelligence pieces are part of the Inbound side, while enablement is part of the Outbound side of our model.
Enablement is a critical part of Klue’s value proposition because this is the piece that makes it easier to distribute intelligence and insights across all parts of your organization. Having competitive and market intelligence that your sales team can’t find is useless. You’ve got to get the information into their hands. Product marketers are often an integral part of the internal enablement process, as well.
Win/Loss analysis is one of the “accelerator” initiatives that are part of the Fluvio Go-To-Market Model. It helps accelerate your GTM process by incorporating insights gleaned from real-world data. These insights allow you to make critical business decisions, such as changes in your product roadmap that will help you beat the competition. They also enable you to adjust your GTM strategy for higher performance. Answer questions such as – which market segments are producing the highest win rates and most profitable customers, for example.
Fluvio GTM Model Accelerators
Klue helps you solve the problem that they call the “competitive revenue gap.” You lose a certain percentage of deals to competitors (could be in the 30 to 35% range), some of which you had no chance to win, while others you should have won, but didn’t.
Companies that use Klue see these types of benefits:
Higher win rates
Larger average deal size
Reduced sales cycles
Ignition – is a Go-To-Market planning and management tool, or as they call it– a GTM Operating System. It started out as a GTM tool aimed primarily at product marketers and GTM teams. But, it has grown into a multi-faceted platform that supports:
GTM and Launch Processes
Product Management Roadmap Process
Competitive Intelligence and Insights
Measurement– measure your GTM impact and track OKRs
Go-To-Market Strategy and Planning are at the top of the Outbound side of the Fluvio GTM Model. Outbound is where all of the hard work and research you’ve done on the Inbound side is injected into your outbound sales and marketing motion.
Ignition makes it possible to efficiently manage the end-to-end process – from product roadmap development, to product launch planning and execution, to measurement and improvement. Ignition helps “turn your roadmaps into revenue.”
Other Great Product Marketing-related Tech
Many of our clients use a number of other tools to enhance their product marketing efforts. These include project management products like Monday.com and Asana.
We use Monday.com internally at Fluvio to track our client engagements. This makes it easy to show clients the current status of projects and also lets us dive down into details, if necessary. We can share our Monday boards with clients as well, allowing them to access the boards directly and leave comments. It eliminates the tedious spreadsheets that we used to use for this purpose.
Monday Board Excerpt
One of my current clients uses Asana to manage their product launch process. They use it to track the status of deliverables and milestones across a cross-functional team that includes product management, product marketing, revenue marketing, enablement and support.
Asana Launch Project Excerpt
The PMM Tech Stack
There are a lot of other tools out there that provide value to product marketing teams and their colleagues in other areas of the business (i.e. Marketing, Sales Enablement, Product Management, etc.).
In Sales Enablement, we frequently see tools such as Highspot, Showpad and Seismic. These products make it easier to get your marketing content into the hands of the customer-facing teams, provide training on how to use it, and track usage of that content, among other capabilities.
For in-app communications, many clients use products such as Pendo, Appcues, and WalkMe. These products allow you to provide product updates right in your (SaaS) solution itself, where your active users can see them immediately. They also help with new user onboarding, product-led growth (PLG) sales motions, product support, and much more.
And, UserEvidence is a product that helps you build case studies and testimonials. They automate the process of generating social proof for GTM teams.
What’s in your PMM tech stack?
If your company is looking for help with product marketing, go-to-market or utilizing tools such as the ones mentioned above, reach out to us at Fluvio– we can help!
Curious as to where your team’s go-to-market capabilities stack up against other leading PMM departments? Take our GTM Assessment and get an unbiased view from one of our consultants on where you stand, where to invest, and next steps.