Create an ideal customer profile like an Adobe PMM
Have you ever launched a campaign that went nowhere, or spent months chasing accounts that never convert? That's what happens when you don't have an ideal customer profile (ICP). When you’re marketing to everyone, you’re truly connecting with no one.
Today, I’m bringing you a product marketing expert with an amazing ICP story, Chris Piwinski. As product marketing lead at Adobe's Frame io, he is someone who truly gets both sales and product marketing at a deep level - because he's lived both worlds. Starting his career in sales at LinkedIn, Chris learned from some of the best sales leaders in the game while selling sales navigators to sales leaders. That experience gave him an inside look at what makes high performing sales organizations tick. He’s spent years perfecting the art of aligning sales strategies and marketing initiatives with customer needs—and he’s here to share it all with you.
He takes us through his strategy around:
Data-Driven Foundation: thorough win-loss analysisCustomer Voice Integration: Using tools like Gong to capture authentic customer insightsInternal Alignment: Focusing on getting stakeholder buy-in with data-backed narrativesTargeted External Engagement: Delivering tailored messages to key personasThe success of Chris's approach lies in its practical simplicity: creatively using existing content, maximizing brand assets, and equipping sales teams with targeted messaging. His golden rule? "Be customer obsessed." This philosophy drives better marketing campaigns and builds lasting customer relationships by letting customer needs guide all marketing efforts.
Chris’s expertise has been shaped by a community of remarkable product marketers, which he shares with us, and I know you’ll be incredibly inspired to take his insights into the next steps of your own journey.
LINKSConnect with Chris:
LinkedIn: https://www.linkedin.com/in/christopherpiwinski/
Connect with Elle:
Product Marketing Adventures
Product Marketing Adventures is the only PMM show that goes beyond theory and into the real execution of product marketing. In each episode, experienced product marketers co-host two segments of the show: first a case study example of their work, followed by a messaging critique of companies we admire. Listeners enjoy a fun conversation packed with practical guidance to leverage in your product marketing career.
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