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Customer-Centric Product Marketing - Strategies for Alignment with Yitzy Tannenbaum

Yitzy Tannenbaum, Senior Product Marketing Leader at Palo Alto Networks, discusses bridging technical and GTM teams, crafting customer-centric strategies, simplifying complex cybersecurity concepts, and leveraging data-driven insights to deliver impactful marketing outcomes. He also emphasizes the importance of aligning product value with customer needs and more.

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Customer-Centric Product Marketing - Strategies for Alignment with Yitzy Tannenbaum

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  1. Customer-Centric Product Marketing: Strategies for Alignment with YitzyTannenbaum YitzyTannenbaum, Senior Product Marketing Leader at Palo Alto Networks, discusses bridging technical and GTM teams, crafting customer-centric strategies, simplifying complex cybersecurity concepts, and leveraging data-driven insights to deliver impactful marketing outcomes. He also emphasizes the importance of aligning product value with customer needs and more. Tell us a bit about yourself and your product marketing journey. I started my career in a pre-sales role at IBM, where I gained valuable technical GTM experience working with marketers, sellers, and customers. I quickly realized my passion lay in storytelling and connecting the dots between products and customer needs, which led me to product marketing. Over the years, I’ve had the privilege of working with a range of companies—from startups like AlgoSec to larger organizations like NICE, Meta, and now Palo Alto Networks. At Meta for example, I led product marketing for a product used by over 1.2 billion people, which was an incredible opportunity to influence how technology can scale to meet diverse global needs. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

  2. In all my roles, I focus on bridging the gap between technical and go-to-market (GTM) teams. I bring market context to product managers and distill product value for sales and marketing teams, ensuring every stakeholder understands how to align with customer needs and business goals. What are some product marketing challenges and opportunities in the cybersecurity space? Cybersecurity is unique in that product marketing often intersects deeply with technical expertise. In addition to the traditional PMM responsibilities, PMMs in the cybersecurity space also act as technical advisors, often acting as the sole technical voice in a marketing team. This dual responsibility creates both challenges and opportunities. On the one hand, PMMs must constantly stay updated on evolving threats, regulations, and technologies while translating these into compelling messaging. On the other, it positions PMMs as strategic influencers across the company. We don’t just market products; we educate stakeholders, shape roadmaps, and build trust with customers. The complexity of the market also presents a unique opportunity to differentiate through clarity. In a space where jargon can dominate, simplifying the message and emphasizing tangible customer outcomes is a powerful way to stand out. © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

  3. As the bridge between technical and go-to-market teams, how do you ensure alignment and communication to effectively bring products to market? This is arguably the most critical responsibility of a PMM. Ensuring alignment requires constant communication, collaboration, and the ability to translate technical complexities into clear, actionable insights for different teams. With Product Teams: I advocate for customer-centric development, challenging product managers (PMs) to look beyond “cool” features and focus on solving real customer pain points. Building trust is essential, and I achieve this by offering a market-informed perspective that supports their strategic planning while aligning their vision with customer needs. This collaboration ensures the product is both innovative and relevant. With Sales Teams: Sales enablement is key. If sales teams don’t fully understand the product’s value proposition, they risk creating their own narratives, which can dilute or misrepresent the message. I ensure they have clear, concise, and compelling materials, delivered in formats that resonate—whether that’s one-pagers, workshops, video series, or interactive Q&A sessions. Continue:- https://itechseries.com/interviews/customer-centric-product-marketing-strategies-with-yitzy-tannenbaum/ © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

  4. Get full insights@ https://itechseries.com/contact-us/ © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

  5. Stay In Touch You can visit us at: www.itechseries.com Thank You…! © 2024 iTechnology Series, Inc. | All Rights Reserved www.itechseries.com

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