Head of Product Marketing

As the Head of Product Marketing at Epignosis, your primary responsibility will be to define and implement the go-to-market (GTM) strategy for products like TalentLMS and eFront. You'll collaborate with Product, Growth, Sales, and Customer Success teams to develop integrated marketing plans that enhance product positioning and drive adoption. Additionally, you'll lead the product marketing team, manage customer feedback initiatives, and conduct market research to inform product strategy.

To qualify for the Head of Product Marketing position at Epignosis, you should have 7–10+ years of experience in product marketing, particularly in a senior or leadership role within the B2B SaaS industry. Experience with product-led growth (PLG) models and a proven track record of successfully launching new features or products is essential. Strong analytical skills, excellent communication abilities, and a collaborative mindset will be crucial for success in this role.

In the Head of Product Marketing role at Epignosis, you'll play a vital part in driving business growth by shaping product messaging and positioning that resonate with customers. Your efforts in defining GTM strategies, optimizing product-led growth initiatives, and collaborating with cross-functional teams will lead to increased product adoption and overall customer satisfaction. Ultimately, your contributions will directly influence our market presence and success.

At Epignosis, you can expect a safe and healthy work environment filled with creative and fun professionals. We encourage a culture of collaboration, learning, and innovation. Additionally, our flexible work options, gorgeous office spaces, and commitment to work/life balance make Epignosis a wonderful place to grow your career as the Head of Product Marketing.

As the Head of Product Marketing at Epignosis, you will receive competitive compensation packages, a private health insurance plan, meal allowances, and opportunities for professional development. We prioritize our employees' well-being and aim to create a vibrant working environment that fosters productivity and growth, making it a great place to advance your career.

To define an effective go-to-market approach for new products at Epignosis, I would begin by conducting thorough market research to identify customer needs and competitive landscape. Collaborating with Product and Growth teams is crucial for creating integrated marketing plans that clearly articulate product value. Moreover, leveraging customer feedback and ongoing performance data can optimize our strategies.

My process for developing product positioning and messaging involves understanding the target audience and their pain points. I use insights from customer research and competitive analysis to create narratives that differentiate our products. Collaborative workshops with the marketing and sales teams can help refine messaging and ensure it resonates effectively with customers.

I view customer feedback as essential for shaping product marketing strategies. I would implement voice-of-the-customer initiatives, such as gathering testimonials and NPS data, to gain insights into customer experiences. Incorporating this feedback helps refine our messaging and positioning while ensuring we effectively meet customer needs.

I have significant experience with product-led growth models, which I have seen drive user adoption and retention through in-product features and optimizations. By leveraging customer feedback to enhance UX and deploy strategic marketing initiatives within the product, I can help create a seamless journey that fosters engagement and growth.

To align product marketing with sales teams, I would prioritize regular communication to discuss objectives, challenges, and insights. Creating enablement resources like training programs and sales tools tailored to different stages of the buyer journey would ensure that the sales team is well-equipped to convey product value to prospects.

I focus on both qualitative and quantitative metrics to assess product marketing success. These include product adoption rates, customer satisfaction scores (NPS), user engagement metrics, and feedback from sales teams on enablement effectiveness. Analyzing these metrics helps inform adjustments in strategy to optimize outcomes.

In a previous role, I led a product launch that required thorough market research to tailor our messaging effectively. By collaborating closely with sales and customer success, we created compelling sales tools and a comprehensive marketing plan. The launch surpassed adoption targets, largely due to aligning our strategy with customer needs and feedback.

I stay updated on industry trends by following influential thought leaders, subscribing to reputable marketing and tech publications, and attending relevant webinars and conferences. Engaging with professional networks allows me to gather insights that can be applied to enhance our product marketing strategies at Epignosis.

When developing content for sales enablement, I would collaborate closely with sales and product teams to understand their needs and customer pain points. Creating tailored resources, such as cheat sheets, battle cards, and case studies, can empower sales representatives with the information they need to convey product value convincingly to prospects.

Effective storytelling in product marketing hinges on understanding the audience and crafting narratives that resonate with their experiences. By focusing on real customer pain points and delivering relatable solutions through our products, I can create compelling, authentic stories that connect with users and encourage brand loyalty.