30-60-90 Day Plan for B2B Product Marketers

Are you a new Product Marketing recruit, or a Marketing Leader hiring Product Marketers?

You’re likely tasked with defining overarching go-to-market strategy while achieving iterative and incremental growth optimization.

Execution against these goals differs from one team to another, but for many, Product Marketing Managers influence 5 core strategic functions:

  1. Product Launches
  2. Messaging
  3. Competitive Analysis
  4. Sales Enablement
  5. Customer Experience

Here is a sample of a 30-60-90 Day Onboarding Plan addressing each value driver to accelerate onboarding and growth during the probationary period.

First Month

  • Product Launch  Test new or existing products and features
  • Messaging  Refine ICP and Persona factors for new and existing solutions
  • Competitive Analysis  Trial or demo competitive platforms while gathering collateral and differentiating details from vendors’ sales reps
  • Sales Enablement  Learn current sales processes and procedures
  • Customer Experience  Review customer case studies and various use cases

Second Month

  • Product Launch  Itemize deliverables necessary for a successful product launch
  • Messaging  Draft solution’s value proposition or positioning statement for features
  • Competitive Analysis  Gather publicly available information on product, pricing, usage, reviews, and marketing strategy
  • Sales Enablement – Determine core strengths and areas of improvement 
  • Customer Experience  Define beta testing framework and success metrics

Third Month

  • Product Launch  Suggest features to implement for product roadmap
  • Messaging – Map content to buyers’ journey of each ICP and persona for marketing campaigns 
  • Competitive Analysis  Create competitive matrix comparing product, price, usage, and integrations
  • Sales Enablement – Train sales teams on messaging, new releases, and competitive intelligence
  • Customer Experience – Draft new case study describing situation, task, action and result

This blueprint is most effective for individually contributing Product Marketing Managers at Pre-IPO B2B SaaS companies.

Feel free to make a copy and modify based on your team’s needs and responsibilities. Stay tuned for best practices in the five core strategic functions!

Published by Anthony Walsh

Global Product Marketing Manager at Meta

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s