The world of high-tech startups and enterprises is relentless and ever-changing.
For founders, product managers, and marketing leaders, ensuring that a product not only survives but thrives in competitive markets requires a strategic and well-executed approach. This is where PMMaaS (Product Marketing as a Service) comes into play—a flexible and expert-driven solution for companies seeking specialized product marketing guidance.
In this insightful PMMiya Podcast discussion, Oryan Aviner, PMMiya Co-founder and Product Marketing Team Lead at AppsFlyer, and I are discussing the ins & outs of PMMaaS, and reviewing The Compact Guide To Tech Product Marketing, the ideal package for tech product marketers, business leaders, and entrepreneurs.
Listen to the PMMiya Podcast in Hebrew on YouTube, Spotify and Apple Podcasts, and download the PMMaaS summary deck
This podcast is for:
PMMs considering offering PMM as a Service to high-tech companies.
Founders, CEOs, and senior executives seeking PMMaaS solutions for their startups or established businesses.
Senior Marketing and Product leaders looking to collaborate with PMMaaS to drive strategy and ROI.
We cover these key topics:
PMMaaS: Is It Right for You?
Who Needs PMMaaS? - Tips for making an impact from the very first moment with different stakeholders.
When Is PMMaaS Needed?
The Ideal PMMaaS Services
Maximizing PMM Value in Minimal Time - including valuable case studies and a thorough review of the tech PMM consulting process.
"Thanks, but No" - How to assess whether a project is right for you.
PMMaaS USP and Client Acquisition
Final Tips
An Inspiring Panel - The Compact Guide To Tech Product Marketing overview.
Join us as we tackle the tech PMM consulting process, providing insights for PMM professionals and hiring startups and tech companies!
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PMMaaS: Is It Right for You?
PMMaaS offers the opportunity to leverage your expertise in product marketing to work independently with companies needing strategic and tactical support. This profession suits seasoned PMMs with a deep understanding of GTM strategies, market research, empathy, creativity, and stakeholder collaboration. But it comes with challenges—balancing client expectations, timelines, and defining clear deliverables.
To provide a professional PMMaaS consultancy one should have the following expertise:
A minimum of two years of general marketing experience, including at least one year focused on product marketing.
Diverse marketing experience, including content writing, marketing communications, or digital marketing, to ensure a broad understanding of the marketing funnel.
Experience with B2B, B2C, or B2G.
Specific experience in an industry closely related to the company's product is an advantage.
Plus, the following character traits:
Customer empathy, data-driven analytical skills, strategic thinking, storytelling and writing abilities, organizational and planning skills, effective communication, negotiation expertise, entrepreneurial mindset, and leadership capability.
Confidence to be the authority on product marketing within the company.
Suitable for both introverts and extroverts.
Self-discipline and independence.
Strong networking abilities.
Who Needs PMMaaS?
In a typical high-tech company there are several main personas who benefit from PMMaaS directly:
Founders
Clueless & In Love
Founders who are deeply passionate about their ideas but lack marketing expertise. While they believe they know what they need, PMMaaS must step in to take their ideas to the next level.
Open-Minded and Collaborative
These clients are curious, goal-driven, and trust you to execute strategies. They are ideal to work with as the focus is on outcomes rather than micromanaging details.
Know-It-Alls
Some clients may think they know everything about marketing. They can be challenging, especially if they resist structured strategies. For instance, ignoring the need for market research could lead to costly mistakes, like launching in a poorly understood market.
Product Leaders
Marketing Department Gaps
Often, there is no dedicated marketing team, or it lacks significant influence within the organization.
Product-Driven Perspective
Product managers may impose a product-centric view on product marketing efforts. It’s crucial to clearly communicate your role and authority as a strategic marketing consultant.
Passionate About Their Product
They are deeply invested in their product, so providing feedback or suggestions for improvement requires tact and should always be backed by reliable data.
Technical Focus
Their approach often revolves around metrics like customer acquisition, churn, and retention KPIs, which need to be central to your strategy discussions.
Marketing Leaders
Highly Sensitive Dynamics
It’s essential to define clear, non-overlapping roles and remember that marketing managers hold the ultimate authority in strategic decisions. They are typically the trusted right-hand advisors to the CEO.
Supporting Role
As product marketing consultants, your role is to assist by executing tasks they don’t have the time to handle themselves.
Short-Term Impact
They value your extensive experience and diverse perspective, but your contributions are often seen as temporary. The deliverables you create remain with the company, and the credit ultimately goes to the senior marketing leader.
When Is PMMaaS Needed?
Timing is crucial for effective PMMaaS engagement. Typically, companies require PMMaaS during:
Early-stage setup
Building a marketing foundation as the company’s first marketing role (and rightfully so) when budgets are tight.
Pre-funding or pre-launch
Preparing for investor pitches, market entry, or a strategic pivot.
Crisis management
Addressing gaps or failures in existing marketing strategies.
Temporary coverage: Filling roles during leaves or other absences such as parental leave, military reserve duty, illness, or prolonged injury.
The Ideal PMMaaS Services
As a PMM, your goal is to bring structure, strategy, and results to your clients.
The main responsibilities of product marketing managers and/or PMMaaS professionals include:
Market Research and Competitive Analysis
Market Segmentation, Customer Profiles, and Jobs-To-Be-Done
Product Positioning and Messaging Creation
High-Level Go-to-Market Strategy
Sales and Customer Support Enablement
Pricing Strategies and Models
Developing Product Marketing Content Tailored for Mid-to-Bottom Funnel Stages
Proposing Product Features
The ideal approach is to position yourself as a strategic partner who translates business goals into actionable marketing outcomes.
PMMaaS vs. In-House PMM
Temporary Role: PMMaaS Engage with companies on a project-by-project basis without long-term commitments.
Diverse Clients: Opportunity to work with multiple clients across various industries, gaining broad experience.
Freedom of Choice: Flexibility to choose which projects to take on.
Consultative or Hands-On: You can offer purely advisory services or take a more active, hands-on role in product marketing (PMM).
Freelancer Conditions with Unlimited Income Potential: As an independent consultant, you set your own rates based on client needs and market conditions, with no ceiling on your earning potential.
Side Projects Allowed: You’re free to work on your own projects or startups alongside your consulting work, as long as there’s no direct competition with your clients.
Maximizing PMM Value in Minimal Time
Time is of the essence in PMMaaS projects. To deliver maximum value in minimum time:
Aha Moments and quick wins: Bring incredible, actionable ideas that no one had thought of before, ideas that can surprise competitors and elevate your product’s potential quickly.
Challenge Previous Decisions: Don’t shy away from questioning past strategies, but always back your challenges with solid reasoning, evidence, and data. Most importantly, keep ROI and costs in mind to ensure your suggestions are both practical and valuable.
Clear roles and responsibilities: Build client trust by defining boundaries and avoid miscommunication.
Leverage Your PMM Toolbox: Arrive prepared with a ready-made product marketing toolkit and use templates and frameworks to streamline workflows. This way, instead of wasting valuable time building strategic processes from scratch, you can focus on tailoring existing tools to your specific needs and quickly delivering results.
“Thanks, But No Thanks”
Not all projects are worth pursuing. PMMaaS consultants should be cautious if:
The client lacks clarity on expectations or goals. For example, turning down a project where deliverables are undefined or unrealistic is better than risking a failed collaboration.
The scope demands roles outside PMM expertise (e.g., SDR).
The company culture or politics is toxic or unsupportive leading to cancellations and frustrations.
When the client expects employee-like responsibilities but pays you as a freelancer, limiting your benefits, clients, and earnings.
PMMaaS USP and Client Acquisition
Building a solid USP is vital for standing out in the PMMaaS space. Key elements of a strong USP include:
Extensive and diverse PMM experience.
Industry-relevant experience
Industry connections or access to relevant clients
A personal brand, bolstered by thought leadership (e.g., blogs, podcasts, social media presence).
Unique assets like books or courses to showcase expertise.
Good references.
To acquire clients:
Network with entrepreneurs, VCs, and industry communities.
Attend events, panels, temporary jobs and volunteering opportunities to establish credibility and connections.
Create valuable content—blogs, videos, guest articles, or podcasts.
Create complementary products: Courses, books, strategy toolkits.
Final Tips
Do: Approach clients with patience and an enabling mindset. Allow them to make mistakes – they won't always implement all of your recommendations. Offer a free initial deliverable to showcase your skills and establish trust.
Don’t: Refuse to take on projects that don’t align with your expertise or values. Avoid unclear roles and responsibilities to ensure a productive partnership. As external consultants, don’t become overly attached to your creations. Give your best, but know when to let go of the project at the end.
An Inspiring Panel Discussion
The podcast wrapped up with my personal insights on building a PMMaaS consulting business and creating a professional brand:
Creating The Compact Guide to Tech Product Marketing, an online masterclass, book and toolkit to simplify PMM essentials for tech product marketers, business leaders, and entrepreneurs at all levels. Follow for tech PMM insights and product updates on LinkedIn.
Sharing expertise through podcasts, blogs, social media, and public speaking engagements, I’ve tailored strategies for diverse personas while adapting to their unique needs.
Final Takeaways
Offering PMMaaS is about timing, communication, and value delivery. For PMMs considering this career path or companies seeking this service, it’s a partnership that requires mutual trust, expertise, and clarity to thrive.
In addition, PMMaaS consulting is as much about relationships as it is about strategy. Tailor your approach to the personas you encounter, time your engagements strategically, and maintain clarity about your role and value.
For those interested in diving deeper into the nuances of PMM, I encourage you to explore The Compact Guide to Tech Product Marketing, a book, online masterclass, and toolkit to simplify PMM essentials. It offers actionable insights, real-world B2B and B2C use cases, to master the art of product marketing in innovative startups and tech entreprises.
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