John is the VP of Marketing at BlockSpaces, a B2B integration platform, and the Founder and Category Design Consultant for B2B Tech at Flag and Frontier.  He also co-hosts the #CategoryCreation series on the B2B Growth Show podcast. In this guide, he explains how to use category design to capitalize on unclaimed market territory and to help prospects evaluate your product using advantageous criteria.

Ryan Goldman is the Global VP of Marketing at Moloco, and has led marketing or product marketing at Soundcloud, Pendo, Sentry, SignalFx, and Cloudera, and over the course of his career, he's managed or hired 15+ B2B product marketers. In this guide, he explains how to find a product marketer who can serve as a bridge between the product, the sales org, and the market.

Mark Stiving is Chief Pricing Educator at Impact Pricing, an advisory firm specializing in value-based pricing for B2B technology companies. In this guide, he describes how to manage a price increase (which probably shouldn’t be an across-the-board increase) including deciding how much more to charge, which customers should see a price increase, and how to manage the roll-out.

Mary Sheehan has help product marketing leadership roles at Adobe and SocialChorus. In this guide, she describes how to prepare for, coordinate, and measure product launches of all types, from routine releases to major new offerings.

Paul Zeckser led product ad HomeAdvisor from 2011-2020 as well as founded Fresh Product Design, a full-service product strategy and development consultancy. He is now the VP of Product Development at Sealed. In this guide he lays out how product, sales and marketing and operations should coordinate to scale marketplaces. He covers metrics to track, how to think about matching, and guidelines for monetizing marketplace transactions.