Senior Product Marketing Manager (Market/Competitive Research)

at  Expel

You hit the nail on the head – for a living. And it’s no accident. Over the years you’ve learned to look at your product through your clients’ and competitors’ eyes. It’s what allows you to anticipate customers’ drivers and their deal-breakers. And that’s gold to the sales team. Especially since you’ve got a knack for translating complex concepts into clear benefits and competitive advantages that strike a chord with customers.
If you’re looking to market a product that customers actually love, and are passionate about selling products that inspire pride and gratitude, we should talk! Not to brag, but we’re a breath of fresh air in an enterprise information security market that’s confusing, hostile and dominated by vendors focused on their widget instead of what customers actually want or need.
In this role, you’ll be responsible for shaping Expel’s product messaging with a competitive mindset. Working with a diverse team across product marketing, product management, and sales, you will analyze the competitive marketplace and specific competitors to identify strengths, weaknesses, and differentiators in business and technical capabilities. You’ll develop detailed knowledge of the industry and our offerings, and then empower sales and partners to position and sell Expel. You will also work with our product organization and our leadership team to help strategically advance our current and new product initiatives.

• Develop and manage a scalable competitive program that helps sellers successfully position and defend throughout the opportunity lifecycle.
• Be the go-to expert on key competitor solutions, product strengths/weaknesses, go-to-market strategies, messaging/positioning, pricing, and sales tactics.
• Collaborate with sales enablement to train sellers to spot competitors in a deal, ask trap-setting questions, and successfully handle competitive objections.
• Use competitor announcements, news, review sites, analyst reports and other published sources to build and communicate key competitors’ strategies, offerings, GTM activities, messaging and performance.
• Develop and maintain top-notch competitive messaging and battlecards, and respond to sales support requests.
• Collaborate with leadership, sales, partners, marketing, and product teams to increase adoption of CI content and build feedback loops for continuous improvement.
• Manage win/loss program and use insights to consistently help refine messaging and sales enablement materials and deliver relevant insights to product management.
• Produce rapid-response analysis of competitive moves in the market with actionable insights for sellers and product teams.
• Collaborate on analyst evaluation programs and integrated marketing campaigns across product marketing, corporate communications and demand gen to differentiate Expel.
• Immerse yourself with our customers and potential buyers so you understand their stories, what motivates them and why.