Mastering Competitive Intelligence: Overcoming Challenges in B2B SaaS Product Marketing

In my experience, a lot of B2B product marketing effort hinges on a good competitive intelligence (CI) program. However, with fast-growing and/or large-ish companies with 50+ sellers or a 400+ headcount company, there are many common issues that can slow down or hinder the effectiveness of a good CI program, no matter how deeply you … Continue reading Mastering Competitive Intelligence: Overcoming Challenges in B2B SaaS Product Marketing →

Using Customer Advisory Boards and Focus Groups for Effective Product Validation

In today's world, building products has become more accessible, and product teams often strive to gain a competitive advantage and impress customers. However, this can sometimes lead to products that focus on promotional aspects rather than addressing actual customer problems. As a product marketer, I am fortunate to be involved early in the product lifecycle, … Continue reading Using Customer Advisory Boards and Focus Groups for Effective Product Validation →

Getting into product marketing

In 2019, I quit my job in ad tech to try my hands at a start-up. We managed to get a YCombinator interview and failed at the last step, but that was pretty much the high point of the short-lived attempt. It was too early to have figured out a revenue model. Some of our … Continue reading Getting into product marketing →

B2B SaaS Marketing Lessons from CPG

Job To Be Done framework applied in a B2B context I am reading this amazing book, The CEO Factory, which is packed with anecdotes, insights, and marketing wisdom from the CPG world in India. The author Sudhir Sitapati takes us through how HUL, Unilever’s Indian subsidiary, thinks about various business functions - objectives, processes, outcomes. … Continue reading B2B SaaS Marketing Lessons from CPG →

What do you look for in a product marketer?

What do you look for in a product marketer? I was asked this question twice this week. People liked what I had to say, so I decided to turn this into a Substack post. It is a weird question for me to answer to be honest because I am myself new to product marketing. In … Continue reading What do you look for in a product marketer? →

Go-to-market (GTM) 101

In one of my earlier posts, I wrote down my most important learnings from my startup stint. One of those things was titled - GTM > product. In essence, what I wanted to say is that finding the right go-to-market strategy is probably more urgent than building the perfect product. And probably as important as … Continue reading Go-to-market (GTM) 101 →

3 Things I Learnt About Startups

Back in late 2019, I quit my job at InMobi to start up on my own. In the 5 months since, I explored two ideas, and eventually decided to not pursue any of them. There is a lot to learn from every failed attempt. And I learnt a lot too. I learnt a lot more … Continue reading 3 Things I Learnt About Startups →