In this episode, we go behind the scenes with Nikhil Muralitharan, Senior Director of Marketing at Chargebee, as he shares hard-won lessons, crafting ICP-based campaigns, and building demand under tight constraints. B2B marketing is changing fast. 📌 What you'll learn✅ How to find ICP-fit buyers at a large scale✅ Why demand gen makes better PMM✅ Running a successful webinar✅ Building a great resume and so much more.....or, use this to go where you want to:(00:00) Introduction(01:22) Nikhil's journey from Freshworks to Chargebee(04:12) Day in a life of a Marketing Director(09:19) Driving 33% of pipeline(12:50) Finding 20k ICP-fit accounts(18:58) The 7-person webinar that drove $500K in pipeline(26:46) First 30 days in a new role(32:16) Can you market with constraints?(33:03) Doing Demand Gen + PMM(34:59) FreshCallers vs Phone(40:03) Knowledge Bases (46:34) Can we have an Enablement Library?(54:41) Get your resume noticed(01:05:33) Nikhil loves Shopify + Apple(01:07:04) End Notes

Follow for more marketing tips:

🔗 For inside scoop: https://www.linkedin.com/company/who-invited-marketing/

📩 Connect with Nikhil: https://www.linkedin.com/in/nikhilmuralitharan/

#podcast #chargebee #trending #ai #pmm #marketing #saas #freshworks

In this episode, we sit down with Danielle, Product Marketing Manager at Zapier, to explore what it’s really like marketing a behind-the-scenes product used by millions but rarely talked about.

📌 What you'll learn

✅ Being a Generalist vs Niche-specific

✅ How Zapier thinks about its users and positioning

✅ The challenge of marketing automation without hype

✅ Wild use cases, ecosystem secrets, and going from SMB to enterprise

✅What makes a great PMM at Zapier—and her advice if you want to join them

If you’ve ever struggled with marketing an “unsexy” tool, this one’s for you

......or, use this to go where you want to:

(00:00) Introduction

(01:22) Danielle's Journey

(02:30) Thinking about Zapier's users

(04:03) Being a generalist vs niche PMM

(05:47) Marketing a Behind the Scenes Software

(08:10) How is Zapier's positioning changing?

(10:26) Markting with constraints

(12:55) Hardest part of marketing Zapier

(14:24) Experiments with messaging & positioning

(15:30) From SMBs to Enterprises

(16:45) Zapier's Integration Ecosystem

(17:57) PMM at Zapier(19:58) Surprising insights

(21:07) Getting to Aha! Moment

(23:06) Wild Use Case

(25:00) Company crushing PMM right now?

(26:22) Advice for PMMs wanting to join Zapier

(27:50) End Notes

In today’s episode, we’re joined by Neil Miller, Director of Product Marketing at Kissflow, where he’s spent over ten years. With his deep experience in the B2B space, Neil gives us an inside look at how to handle the specific challenges that come with both SMBs and enterprise markets.

📌 What you'll learn

✅ Citizen development and the power of building your own tools

✅ Messaging strategies for SMBs vs. Enterprise

✅ How to identify the right channels to reach enterprise buyers

✅ Insights on how to get promoted in product marketing

and so much more

.....

or, use this to go where you want to:

(00:00) Introduction

(02:16) Day in a life of a Director PMM

(04:14) Is everyone a Competitor?

(07:12) Checking out the competiton

(07:39) What is Citizen Development in tech?

(09:02) Building an App in-house

(10:24) Replacing $24k

(10:48) Messaging for SMBs vs Enterprise

(12:22) GTM segmentation

(13:51) GTM success and early adoption

(16:10) Have you found the right channels?

(18:07) Don't assume Sales will use your content

(22:25) What is Product Enablement?

(23:49) Improving retention + best customers

(26:00) Metrics to track PMM work

(27:45) How to land a role as a Director PMM

(29:55) How to enter Product Marketing

(33:10) You may not be a great manager and that's okay

(34:57) Neil's fav marketing pick

(36:15) Resources

(37:32) End Notes

Don’t forget to like, subscribe, and hit the bell icon to stay updated on more expert insights! Okay?

Follow for more marketing tips:

🔗 For inside scoop: https://www.linkedin.com/company/who-invited-marketing/

📩 Connect with Neil Miller: https://www.linkedin.com/in/neilamiller/

#podcast #kissflow #entrepreneur #startup #trending #ai #pmm #marketing #saas #citizendevelopment