Product Marketing Managers (PMMs) are true multitaskers, sitting at the crossroads of product, sales, and marketing. Their mission? To turn complex products and features into clear, compelling, market-ready campaigns. But doing that takes more than creativity – it takes intelligence. Competitive and customer intelligence.
As Dan Zarrella, former Social Media Scientist at Hubspot, puts it, “Marketing without data is like driving with your eyes closed.” Yet in many organizations, PMMs operate solo or are part of a small team, expected to gather insights, analyze competitors, understand customer needs, and thus create marketing and sales collateral that will sell the product or service to all.
It’s a big job, and that’s where HelloInfo comes in.
Types of collateral
Before diving into how HelloInfo’s insights fit into the picture, it’s important to understand the types of assets PMMs typically own or contribute to. Every organization is different, so your list may vary, but here’s a solid starting point:
| Product collateral | Sales enablement collateral |
| Brochures Datasheets Messaging and positioning guides Blog posts Social media content Websites | Elevator pitches First call decks Customer case studies Customer personas Objection handling Battlecards |
These materials drive go-to-market success, but only when backed by strong insights.
How can HelloInfo help
With HelloInfo, PMMs are more informed and armed with the intelligence needed to outperform the competition. Research support allows PMMs to build credible, data-driven collateral more effectively.
HelloInfo empowers PMMs by conducting competitive and customer research to drive smarter decisions across marketing, product, and sales. By deploying a mix of secondary and primary research methodologies, HelloInfo not only provides reports that guide the content of collateral, but we also build assets directly, including objection handling guides, battlecards, customer personas, and more.
How this looks in practice
The marketing department at one of the top financial institutions in the US, a longtime client, relies on HelloInfo to build its comprehensive competitive battlecards that help the sales and marketing teams effectively position against key competitors. While the battlecards are sales-focused, content and design best practices are deployed to allow teams beyond these to also utilize the insights.
- Process: Over several weeks, HelloInfo uses a three-pronged project approach, which creates battlecards that are rich, practical, and deeply insightful:
- Detailed secondary research
- In-depth interviews with internal sales teams and product SMEs
- In-depth interviews with the target competitor company.
- Content: Many companies have unique requirements for their competitor battlecards, and HelloInfo loves to tailor each one accordingly. Common components include a company overview, product offering & features, pricing strategy, strategic initiatives, and the most valuable section, a sales “toolkit” with positioning, objection handling, how both companies win and lose, fear/uncertainty/doubt (FUD) comments, and quick dismiss questions.
- Deliverables: To meet the needs of various stakeholders, HelloInfo delivers battlecards in multiple formats. A detailed long-form document captures all the research and analysis, while an executive-facing PowerPoint distils the most pertinent sales toolkit insights. Since this client uses Crayon (a HelloInfo partner), we upload the finalized content into their Crayon instance for easy access and widespread distribution across teams.
With HelloInfo, PMMs have a trusted partner to not only surface critical insights, but to transform them into actionable, high-impact collateral that drives results. If you would like to know more about how HelloInfo can support you, schedule a call with us or send us an email at hi@helloinfo.global.
