Group Product Marketing Manager, Customers - job 1 of 2

As a Group Product Marketing Manager at Vanta, you will define and manage the go-to-market (GTM) strategy for Vanta’s customers. This includes creating messaging, planning product launches, and developing GTM enablement content for our post-sales team. You’ll execute campaigns to promote both new and existing products while collaborating closely with various teams such as product management, sales, and customer success to optimize marketing strategies aligned with customer needs.

To excel as a Group Product Marketing Manager at Vanta, you should have at least 7+ years of experience in Product Marketing, with a strong emphasis on B2B SaaS. An understanding of data analytics, a user-centric mindset, and exceptional communication skills are essential. Candidates should also be adept at crafting compelling narratives and developing effective marketing strategies that resonate with a diverse audience.

The Group Product Marketing Manager at Vanta plays a critical role in company growth by launching new security tools and crafting strategic messaging. By collaborating with the customer success and sales teams, this role develops targeted up-sell strategies and campaigns that foster customer engagement and drive expansion. This systematic approach helps solidify Vanta's position in the market and ensures customers derive maximum value from our products.

At Vanta, the company culture is centered around kindness, empathy, and collaboration. As a Group Product Marketing Manager, you'll be part of an inclusive environment that values open communication and creativity. This supportive culture encourages continuous learning and teamwork, allowing you to build strong relationships across various departments, all while contributing to a shared mission of improving online security for everyone.

A Group Product Marketing Manager at Vanta can expect extensive benefits, including competitive compensation, comprehensive medical, dental, and vision coverage for employees and dependents, flexible work hours, and a generous open PTO policy. Vanta also offers 401(k) matching, wellness stipends, and fully-paid parental leave, ensuring employees feel valued and supported both professionally and personally.

When developing a GTM strategy, I focus on understanding the target customer segments, analyzing competitor positioning, and crafting a unique value proposition. I gather insights from sales and post-sales teams, and utilize data to inform marketing initiatives. I emphasize collaboration with cross-functional teams to ensure cohesiveness in messaging and execution.

Absolutely! In my previous role, I led the launch of a SaaS product by coordinating with the product team to identify key features. I developed targeted messaging, crafted promotional content, and worked closely with sales to ensure they were prepared with the necessary tools. The launch exceeded adoption expectations by 30% within the first quarter, thanks to our aligned efforts.

I measure success through a combination of quantitative metrics – such as conversion rate, lead generation, and customer feedback – as well as qualitative insights from customer interactions. This holistic approach enables a deeper understanding of campaign effectiveness and informs future strategies.

To understand customer needs, I proactively engage with customers through interviews and feedback sessions, analyze usage data, and track customer success metrics. This information guides my content creation, ensuring it aligns with their journey and addresses their pain points effectively.

Staying updated involves subscribing to relevant industry publications, participating in webinars, and engaging with thought leaders on social media. I also attend key industry conferences and regularly network with peers to share insights and strategies that can enhance our marketing efforts.

One challenge was when a competitor launched a similar product. I quickly adapted our messaging to highlight our unique benefits and collaborated with the sales team to address customer concerns directly. This proactive approach not only stabilized our market position but also led to an increase in customer trust.

I prioritize regular communication with both teams, establishing feedback loops via meetings and reports to understand their insights about customer reactions. This collaborative approach ensures that our marketing strategies reflect actual customer needs and enhance overall satisfaction.

Storytelling is crucial in my marketing approach as it shapes how customers relate to our product. I leverage narratives to highlight customer experiences and outcomes, which resonate more deeply than mere statistics. This human connection is vital in building trust and fostering engagement.

Handling tight deadlines requires effective prioritization and clear communication with all stakeholders. I break the project into manageable tasks, delegate whenever possible, and maintain an agile mindset to adapt to any unforeseen challenges while keeping teams informed throughout the process.

I employ a combination of competitive analysis tools, customer feedback, and SWOT analysis to evaluate competitor products. This research provides insights into their strengths, weaknesses, and market positioning, enabling us to craft differentiated marketing strategies that highlight our unique value.