Editor’s Note
Sanjana is a Product Marketing Manager who oversees GTM strategies and launches, every day.
She also manages customer lifecycle campaigns, refines positioning and messaging, and supports enablement efforts.
Besides all this, she hosts a YouTube channel called “All About B2B Marketing,” where she engages with experts to explore various aspects of B2B marketing.
In 278 words, Sanjana shares:
- Build Strong Cross-Functional Relationships
- Customer-Centric Approach
- Embrace Flexibility and Continuous Learning
Thank you, Sanjana!
Let’s get started!
- “What’s your work routine like?“
- “If you could go back in time and advice yourself when you first began this job, what would you say to yourself?”
- “What do you believe is the deeper purpose of content marketing/ digital marketing beyond driving sales?”
- “Your piece of advice for the people interested in your profession”
“What’s your work routine like?“
My work routine involves overseeing GTM strategies and launches, where I coordinate cross-functional teams to ensure successful feature and product introductions.
I start by refining positioning and messaging, aligning them with customer needs and market trends. I also focus on customer lifecycle campaigns, optimizing each stage from onboarding to retention.Â
Daily, I collaborate with sales and enablement teams to create materials that empower them to meet targets.
Additionally, I analyze campaign performance, making data-driven adjustments to improve outcomes. This routine allows me to maintain a balance between strategic planning and tactical execution.
“If you could go back in time and advice yourself when you first began this job, what would you say to yourself?”
I would tell myself to prioritize building strong relationships across departments early on. Collaboration is key in product marketing, so don’t hesitate to ask questions and learn from others.
Also, stay close to your customers—understanding their pain points and needs will guide better decisions.
Lastly, embrace flexibility; things often change, and being adaptable will make you more effective. Focus on learning continuously, and don’t be afraid to experiment and take calculated risks.
“What do you believe is the deeper purpose of content marketing/ digital marketing beyond driving sales?”
Beyond driving sales, content marketing in B2B SaaS is about establishing trust and demonstrating thought leadership.
It’s about deeply understanding customer needs, providing valuable insights, and guiding them through their journey, ultimately fostering lasting relationships and driving product adoption.
“Your piece of advice for the people interested in your profession”
For those interested in product marketing, focus on becoming a bridge between the product and the customer.
Deeply understand your product, but more importantly, know your customers—what they need, how they think, and where they struggle.
Build strong cross-functional relationships, as collaboration is crucial. Stay curious and always be ready to learn; the market evolves quickly, and so should you.
Finally, be adaptable and comfortable with change; flexibility is your friend in this dynamic field.
Where can you follow Sanjana?
Her YouTube Channel: All about B2B Marketing
