Aatir Abdul Rauf

The Game-Changing Partner Every PM Should Know About Product Marketing Managers often fly under the radar, but their impact on a product's success is undeniable. They don’t just help products succeed; they transform them into market leaders.

Every Product Manager has a secret weapon that can amplify their work.

Sid Arora unpacked this topic in today's edition of Behind Product Lines.

open.substack.com/pub/aatir/p/...

Retracing 2024: Top product posts, pods, newsletters & more Read this mega-compilation of top content I resonated with in 2024 + the content I produced which got the most engagement.

Looking for one place to see all the best product management and marketing content from 2024?

Look no further:
aatir.substack.com/p/retracing-...

Localisation in SaaS is much more than multi-lingual support. It also happens to be the most underrated growth unlock for a product with global application.

I don't know why it's "cool" to deny the existence of demand generation. Here are some examples to consider of demand gen in action.

Product marketer here too 👋 Yay.

Yup, the post has the same conclusion.

Feature = the what
Capabilities = the how
Benefits = the why

That forms the basis of "value".

(I'm leaning towards clubbing use case too these days).

Product Marketers enter the field with enthusiasm but get rude awakening when orgs are unable to use them effectively. This results in a roller coaster of emotions and feelings:

Thanks, Pawel. Loved the collab.

16 PMM tools that I'm planning to use more of in 2025. What tools are you looking into?

Tech founders I talk to still get confused how a Product Marketer is different from a "digital marketer". I really think we need another name that suits all the PMM responsibilities.

Emily Kramer suggested "audience marketing", but any other suggestions?

5 Steps to Select Your Go-to-Market Motion (by Maja Voje) Learn how to choose the right go-to-market motion for your product + get real examples & templates to amp your GTM game.

How do you select a GTM motion for your product?

Maja Voje, author of GTM Strategist, weighs in today's edition of "Behind Product Lines" with a handy 5-step process to get this right.

Also includes a limited-time deal to get your GTM journey back on track.

aatir.substack.com/p/5-steps-to...

PMs and PMMs need a new way of working.

I used to find my PMM team stranded and short of time when PMs dumped a new feature on them a week before release.

PMs & PMMs should collaborate throughout the dev cycle to co-create better launches.

Our community, Product Soch, recently hosted a fireside chat in Karachi on "Aligning Product Market Fit with Org Growth" with some top SaaS founders. The venue setup at NASTP was stunning. Loved this layout.

If you ever plan to come to Canada, I would be happy to host you. Also, I hear you've got a following in Pakistan as well :)

Nice list. I still need to read Inside the Tornado. What is "Badass" about?

If I were starting out with product marketing today, here are nine books I'd consider reading to get a head start.

What books or resources would you recommend?

Reddit has been getting a major traffic boost due to a partnership with Google since Feb. At the very least, SaaS marketing teams will have to do some social listening there to tap into conversation trends. Beyond that, strategically commenting in discussions can help with brand mentions/minds hare.

Great piece. For me, point 7 was the best way to dampen my impostor syndrome. Creating small wins, documenting them, and moving on to the next challenge helped a lot. It's important to get better at breaking down larger problems into smaller chunks to gain momentum.

Loved this interview, Pawel. I agree that orgs might away from junior PMs as a lot of that role might be taken up by AI. I sense PMM will take the same direction. I already see signs of role consolidation.

Every marketing strategy camp happening in the next 40 days needs to have some plan around these in 2025:
- Founder brand
- LLMs / SearchGPT
- Reddit
- Linkedin Video
- High contrast positioning
- Content partnerships
- Brand activations