If you work in demand generation (or any form of marketing), and you aren't a good product marketer then you can't and won’t be a good demand gen marketer. I know that is a very committed statement, and I will get into the why, but I want you to think back to your favorite marketers, and think about their characteristics.

Marketers should be the most knowledgeable about the product they sell.

For my argument, I am going to break down 4 essential elements of product marketing, including product, audience, messaging, and promotion.

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Product-market fit is the primary issue as to why early-stage startups fail.

There are three levels to understanding product-market fit.

1. Understanding who cares

2. Understanding what they care about (1st level pain point)

3. Understanding why they care that (2nd level pain point)

Your product should solve the 1st level pain point and your messaging should speak to your 2nd level pain point.

In this episode, I give you my thoughts on the 3 levels of product-market fit.

Where are my marketing ops people at?

You know what my least favorite thing to waste my time on when you are running demand generation campaigns? 

Making sure attribution is set up properly.

Making sure data is where it is suppose to be.

Making sure data is being tracked properly.

This is why I would double down on marketing operations.

Because how do you know you're growing in the right direction if you don't have clean data, attribution, and proper marketing automation processes in place?

Invest in your people. 

Invest in the processes.

Invest in the right tools.

In this episode, I go over why I would double down on marketing operations early.

Invest in your people.  —> hire someone to be in charge of your marketing operations, automation, and data early, and make sure that they understand demand generation at at least a surface level because this person can ensure that we are spending money and time in the right areas.

Invest in the processes/tools. —> build out your processes so that they will scale as you scale. You don’t want to have built out a large marketing automation system that is going to have to be replaced in 2-3 years.

You will end up losing historical data, unable to use historical data, and wasting a lot of time in the process.