Amex GBT Egencia

Role: Senior B2B Product Marketing Manager

Amex GBT Egencia supports end-to-end business travel solutions from SMB to Enterprise-level clientele. A digital-first solution, my role was focused on SaaS product marketing for GTM product launches across multiple verticals in the travel industry, as well as the mobile app.

Key responsibilities including GTM planning, messaging frameworks, product release notes, and sales enablement.

Go-To-Market Planning

Using the Product Marketing Alliance best practices, each GTM was assessed for tiered releases. My role included assessment of product launch and which marketing materials were needed to support each one.

I also coordinated with other PMMs and product teams on prioritization of messaging in the content calendar and company roadmap.

  • Tier 1 GTM

    External: Email, In-product message, Updates to existing webpages, Add new webpages, Press Release, Help Center Articles, Product release Notes, Webinars, Sales battlecard, Demo Video upload, Blog posts

    Internal: Positioning/Messaging frameworks, Demo video for sales, Webinar briefing for sales and customer success, Competitor comparison research, internal product documentation updates

  • Tier 2 GTM

    External: Updates to existing webpages, Add new webpages, Help Center Articles, Product release Notes

    Internal: Positioning/Messaging frameworks, Webinar briefing for sales and customer success, internal product documentation updates.

  • Tier 3 GTM

    External: Updates to existing webpages, Help Center Articles, Product release Notes

    Internal: Positioning/Messaging framework updates, internal product documentation updates.

In order to keep track of these requests and GTM plans, documentation was implemented through spreadsheet tracking based on some of the PMA’s templates.

For reference, I’ve re-created a generic version of the documents we used to illustration how I typically kept track of the GTM plans I and the other PMMs in our team were working on.

Lines of Business

Air

Worked with 3 PMs located in EU for product launches and sales enablement calls, hosting internal webinars and coordinating email marketing collateral.

Car & Ground

Worked with 2 PMs located in US and EU for updates on railway and car product updates, providing UX feedback prior to launches.

As a comprehensive platform with multiple forms of business travel, the product marketing team worked across multiple lines of business and services. Each LOB had 1-4 Product Managers with whom I mainly worked alongside to coordinate Go-To-Market planning for new product releases and roadmap updates.

Trips

Worked with 1 PM in US for regular product check-ins and release note updates, coordinated with Air, Car&Ground, and Hotels teams.

Mobile

Worked with 1 PM in US for mobile app integrations and updates to new product release, including newsletter campaigns, product demos, internal webinars, and help center updates.

Chat Integrations

Worked with 1 PM in US during beta-testing of Egencia’s Chat integrations on Slack in addition to lead generation for internal product testing. Reviewed product for GTM readiness.