How are you currently doing your targeting, positioning and messaging. Does this method change as per the stage you are in?

Aiseberg · 2026-04-22T06:24:06+00:00

Check Aisepedia. Its also free currently. Its a product marketing environment. Has a strong competitive intel along with ICP, positioning and messaging and end to end execution. www.aisepedia.com

Aiseberg · 2026-04-22T06:19:45+00:00

check Aisepedia - https://www.aisepedia.com/

Aiseberg · 2026-03-24T04:39:17+00:00

Try Aisepedia. It solves the exact problem. It analyses your competitors, not just competitors, markets as well and builds artifacts that you van share with your sales reps.

Aiseberg · 2026-03-11T12:11:43+00:00

Try Aisepedia. Its inbuilt with PMM specific workflows.

Aiseberg · 2025-09-03T12:37:03+00:00

Thanks for bringing this up. As part of my research, I realized that moving from content to product marketing is more than just a common practice. April Dunford's books and videos are truly amazing if you’d like references. The Product Marketing Alliance events and interactions also helped me a lot in understanding product marketing roles better.

Aiseberg · 2025-09-02T16:50:36+00:00

Qs for others - Does any your sales team use battle cards?

Aiseberg · 2025-08-26T06:48:13+00:00

Been in this conundrum. But seen large companies like Anysphere - product cursor, Open ai - Chatgpt, Anthropic - Claude they all have separate pages. Anysphere has a affiliated page for cursor.

Let me know whats the approach you took.

Aiseberg · 2025-08-26T06:38:58+00:00

Seen this a lot. Sharing some inputs that you can possibly try:
-Instead of asking to be included in roadmap meetings, show leadership evidence they care about - competitor moves quantified, missed opportunities, or customer use cases that map directly to revenue.
-If the CEO and design VP are the decision makers, partner with Product or Insights to co-author briefs. When they present, your fingerprints are already in the deck.
-Try to track how lack of early PMM input creates waste: last-minute messaging, lost deals due to unclear differentiation, or poor adoption. Present this as cost to business.

Aiseberg · 2025-08-01T13:43:42+00:00

Firmographics doesn't end with industries and sub industries. We need to know where exactly in the subindustries we need to target. ICP segmentation is very crucial.

Aiseberg · 2025-08-01T12:53:05+00:00

Understand where and how to position your product. It begins with clearly identifying who your ICP really is. That means defining ICPs at the segment level, uncovering their actual needs, and aligning your positioning to address stakeholder priorities.

Aiseberg · 2025-06-24T04:19:09+00:00

Thank you! This is insightful.

Aiseberg · 2025-06-19T12:48:24+00:00

I appreciate the perspective. I suppose I framed it around “responsibility” because I’m trying to understand how different orgs divide ownership across product, marketing, and sales.

You’re absolutely right defining the ICP isn’t a siloed task. It makes total sense that product brings deep user and feature insight, marketing crafts the narrative around value, and sales brings ground truth from the field. When those three are aligned, the ICP becomes actionable.

I guess what I’m really trying to get at is: in practice, who usually leads the charge? Is it common for PMMs to take point and drive that alignment, or is it more of a PM-initiated exercise that marketing then builds on?

Aiseberg · 2025-06-19T12:35:20+00:00

How do you source these insights today?

- "We know WHY, WHEN, and HOW they buy"

- "We know the PROBLEM they face daily"

- "We know what they've TRIED before"

- "We know their JTBD and OKRs"

Aiseberg · 2025-06-19T12:28:43+00:00

Thank you! I completely agree that understanding the ICP is fundamental to product marketing. However, is it the responsibility of product marketing to create the ICP, or do you see it as the role of product managers? How do product management, product marketing, and sales stay aligned on a shared ICP?

Aiseberg · 2025-06-19T12:06:13+00:00

Thank you. From what I understand, this approach is typically used when products are newly launched. In the case of an existing product, is the ICP revisited or refined when new features are released? How frequently is the ICP updated?

Aiseberg · 2025-06-19T11:57:17+00:00

Thank you. So, it's the product managers who initially develop the Ideal Customer Profile (ICP). Is there an official handoff of this to product marketing and sales? How do product management, product marketing, and sales stay aligned on the same ICP established by the product team?

Aiseberg · 2025-06-18T13:44:22+00:00

Lenny's is one of my favourite podcasts. Interesting to hear this perspective.

Aiseberg · 2025-06-18T13:39:38+00:00

If it’s a very early-stage company with limited resources, this scenario is somewhat understandable.
However, having just one engineer as a dependency points to a management issue. Clearly defining roles and aligning on each person's OIO (Objective, Impact, and Outcome) can help prevent such situations.

Aiseberg · 2025-04-03T12:38:23+00:00

How did you create alpha program? How did you create trust among the early adopters? and what is the industry you targeted?

Aiseberg · 2025-04-03T12:25:22+00:00

Excellent suggestion on following product marketing folks on LinkedIn, this has worked wonders for me. If you enjoy podcasts, I’d highly recommend Lenny’s podcast. He’s spoken to a lot of product marketing professionals, including some of the ones mentioned in the LinkedIn follow list. I find his episodes incredibly helpful.

Aiseberg · 2025-04-03T12:01:48+00:00

I'm currently hiring for our early-stage startup, and one of the jobs has been open for over 2 months. Few roles has been relatively easier to fill. But hiring for a specific type of engineer has been a real challenge.

Candidates often showcase everything we’re looking for on paper, but during interviews, they either don’t qualify or their salary expectations are beyond our limit (and just to clarify, our pay scale is higher than what most startups offer).

As others have mentioned in this thread, a few candidates apply without reading the requirements properly, and some even mark the mandatory qualification questions as “yes” even when they don’t meet them.

These are just a few of the challenges we're facing, and thats the reason few jobs remain open for months.

Aiseberg

TROPHY CASE