Product Marketing Managers + Presales Engineers = Unstoppable combo4 min readReading Time: 3 minutes
Generating Marketing Qualified Leads (MQLs) is to product marketing managers (PMMs), what achieving a technical win is to Pre-sales engineers.
Ofcourse, achieving these metrics may not guarantee a business win. But achieving goals associated with these metrics are fundamental to being successful at respective roles.
I often think the role of a PMM is in many ways similar to that of a Pre-sales engineer.
Pre-sales engineers establish trust with the customers at a personal level. PMMs establish trust with customers at scale.
As companies transition from sales led to product led strategies, I strongly believe the PMMs and Pre-sales engineers have much greater opportunity to help each other achieve their respective goals faster while achieving the overall unanimous goal – a business win.
Storytelling is to PMMs what presenting demos is to Presales engineers. When both these skills come together, expect MAGIC!
MQLs are dead, long live the MQLs
For all practical purposes, the MQL is where a random unknown visitor is first acknowledged by a brand as a potential customer. This is where first impressions are made. If you can demonstrate to your prospects that you can effectively and efficiently solve their problems, you will be one step closer to securing them as loyal customers. First impressions are very critical to establishing trust. But the way MQLs are generated today does very little to instill trust in a prospect.
No wonder 98% of MQLs never result in closed deals.
Over the last decade, not much has changed in the way we generate MQLs.
Gating customers is the most widely adopted tactic for generating MQLs.
But gating customers is no way to establish trust.
PMMs must strive to flip the traditional MQL model upside down.
They must strive to make content engaging enough to make the prospects raise their hands ( and volunteer with the contact information) because they want to know more. That way the MQLs resemble more of a SQL and more likely to convert down the sales funnel.
In the new model,
- There must be relentless focus on positioning.
- Content must be based on hyper-relevance and non-sales information that communicates value, value, value.
- Communication must remain consistent across all marketing channels.
How getting feedback from Pre-sales engineers can help?
Nobody understands the pain points of a customer better than a pre-sales engineer. Through effective discovery they research customer issues and drill down deeper to develop a strong understanding of the business problems at hand before providing them the right solution.
Having regular conversations with pre-sales engineers will help PMMs tap into this immense database of rich customer knowledge and leverage that information to achieve their goals by focusing on creating content prospects actually care about.
How can PMMs help Pre-sales engineers during a demo meeting?
Build trust early in the customer journey: Previously I shared how Product Led content is the most underrated SaaS strategy. PMMs can create Product Led content by actively incorporating all the feedback from the Presales teams. That way the content is not created in silos and addresses a real customer pain point. Marketing teams can then personalize such Product Led content and establish a channel of trust with a specific vertically focused segment of prospects who are more likely to request a demo meeting.
Accelerate the deal cycle post demo and help achieve a technical with Product led leave behind collateral: We often take a sales leave behind collateral for granted. A well crafted personalized product led content can work as an excellent sales leave behind resource. I feel this is one of the most overlooked strategies during the closing phases of a sales cycle.
Not all stakeholders and decision makers can make it to the demo meeting at all times. By creating Product Led Content as a leave behind, absent stakeholders can quickly see the value in your offering. Those who attend the demo meeting are better equipped to communicate the value of the solution to their peers and managers.
Additional reading: Check out this blog https://presalesmastery.com/why-leave-behinds-are-a-must/ to see why a well crafted leave behind is must for you to stand out in a sea of shining demos.
Storytelling is all about establishing an emotional connection with your customer first, build trust and then drive sales. Product Marketers are capable of telling great stories. But the narrative needs to come from the entire organization. Presales engineers are at the forefront of a customer problem. They help add much needed substance to the script to enable great storytelling.
As companies transition from sales led to product led strategies, I strongly believe PMMs and Pre-sales engineers have much greater opportunity to help each other achieve their respective goals while achieving the overall unanimous goal – a business win.