How do you differentiate product from portfolio marketing?
1 Answer
Truu, Inc. CMO, TruU.ai ; B2B GTM/PMM Advisor • June 8
We did more portfolio marketing at Cisco/Juniper where we had many "cybersecurity" problems, whereas in early-stage start-ups and fewer product companies I feel it's more classic product marketing.
Portfolio is often more solution or suite level marketing. Strategy is almost business like (done at a higher level with more business level KPIs). You can use a portfolio (like a bundle) to give an individual product an advantage.
Product marketing has more direct competitive elements.
Other things like GTM level recommendations can be done across both.
1082 Views
Related Ask Me Anything Sessions
Square Global Product Marketing Lead, Add On Products, Kevin Zentmeyer on Product Marketing Interviews
Mode Director of Product Marketing & Customer Marketing, Christine Sotelo-Dag on Product Marketing Interviews
Klaviyo Former VP-Product Marketing, Sahil Sethion Product Marketing interviews
Top Product Marketing Mentors
Ashley Faus
Atlassian Head of Lifecycle Marketing, Portfolio
Daniel Kuperman
Atlassian Head of Core Product Marketing & GTM, ITSM Solutions
Stephen Baloglu
Adobe Director of Product Marketing
Related Questions
What is the most common mistake you see from product marketers during their job interview?What advice would you give to entry-level product marketers? How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work? Do you ask candidates to do case studies / homework as part of the application process? What are you looking for and what tips would you share with candidates? What are the types of questions candidates can ask hiring managers in order stand out?What are the pros and cons of getting an MBA when you're already in product marketing/marketing and looking to stay in this field and under what circumstances does an MBA help?