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Steve Bohac
Product Marketing Leader
It was a pleasure to meet with Steve. You were very open-minded and curious during our conversation. I felt that you were really there for me, trying to help with my B2B SaaS, which I very much appreciate. It was also a lesson for me that I should prepare much better for the next calls with such highly experienced professionals, and encourage everyone to prepare some documents/presentations in advance to have really productive sessions. Thank you again, Steve!
Bio
I’ve been in technology product roles based in San Francisco Bay Area for many years! Product marketing and management roles are so exhilarating as they put you in the center of the action - working with engineering, sales, marketing, operations and the executive team. My experience has been predominantly market and customer facing in B2B product marketing roles, but have had significant time in product management as well working with engineering teams setting product direction, strategy and feature delivery roadmaps. I cut my product marketing and product management teeth in large corporations, starting with HP and then to NetApp and then Red Hat. Since then, I’ve found the smaller, more dynamic life of startups to be more rewarding, exciting and fulfilling. I’ve worked in many different technology areas, all during initial hyper growth stages – servers (physical and virtual), file storage, open source software, Kubernetes based infrastructures and recently AI as product for customer support and then AI based skills technologies platforms. My business model experience covers B2B (enterprise and SMB) direct and indirect (channel partners) as well as SaaS. What I offer you/how I can help: • Product strategy • Product pitch deck (customers, investors & analysts) creation and refinement • ICP targeting • Getting QUALITY (ACTIONABLE!) customer feedback on your product • Content strategy • Product differentiation • Product Management/Feature decisions and release strategy • Which marketing channels to choose and what to avoid • Industry Analyst strategy & tactics
Expertise
Go to market strategy
In my career I've brought numerous products and technologies to market, focusing on driving user awareness, adoption and success. I've launched brand new products, new categories of products, every size of feature update and helped migrate thousands of customers to new solutions quickly and effectively to technical and non-technical audiences. Sole content creator for multi-faceted campaigns, pricing models, defining marketing tactics and everything in between!
Product analytics
What I love about product marketing roles is that they are ‘part art, part science’. Here’s the science: I've always been keenly interested in understanding things from a quantitative and technical perspective. I have lots of experience talking about KPIs, defining KPIs, how to measure success, analyzing product analytics to look for opportunities and building data into team culture.
Product launches
I've led product launches of all sizes and scopes including brand new products, new categories of products, every size of feature update and ‘vision launches’ (don’t know what those are? Let’s talk!). These launches targeted at technical and non-technical audiences have accomplished many strategic goals, but not the least of which has been helping migrate many thousands of customers to new solutions quickly and effectively.
Product management
Building products that solve problems is something I've always loved. While most of my experience is on the market and customer facing side, a significant portion of my career has been a dedicated product manager and thus have always worked closely with product teams. I love talking roadmaps, features, how to pitch new ideas to get buy in, working cross functionally, how to measure success and more.
Product market fit
The #1 reason businesses fail isn't because they run out of money, it's because there's no product market fit (PMF). Need to be VERY clear eyed about the problem you are solving and the ICP you are targeting. No ambiguity here. I've been clarifying PMF throughout my career in tech!
Product marketing
I love translating technical, feature rich product info into simple, straight forward yet compelling customer stories! I've launched brand new products, new categories of products, every size of feature update and helped migrate thousands of customers to new solutions quickly and effectively to technical and non-technical audiences.
Toolkit
Asana
7 years of experienceMy go-to tool for tracking tasks and keeping a team aligned and coordinated working together on shared deliverables. I’ve been using Asana for 4 years now in several roles and have become a devout advocate!
Industries
B2B
From enterprise to SMB, I’ve done it (and loved it! Each has their own challenges and rewards!). Other than a year early on, my entire career has been marketing B2B tech products.