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AMA: Atlassian Former Marketing Director (Trello), Jessica Webb on Brand Strategy
June 16 @ 10:00AM PST
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Atlassian Former Marketing Director (Trello), Jessica Webb on Brand Strategy
Top Questions
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
I think there is a ton of value in having these teams work closely but separated into specific pods. As you noted, there are different skillsets here and they can be even more effective when given the space to own their domain expertise. That being said I think when PMM and Brand get too far from......Read More
1224 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist. I think this is the right order of things that sho......Read More
1340 Views
2 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist - and where the biggest holes that can be plugged are. This can be a......Read More
4234 Views
5 requests
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
Brand is such an important part of product marketing. Developing a strong brand, voice, and tone for your product or company lends itself to everything you do from launching new features to tradeshows. Brand is all about how your company or product is perceived in the market - how it stacks up ag......Read More
264 Views
3 requests
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
At a high level, I think it's essential for all teams involved to understand the ultimate goal of whatever product or feature they are launching - meaning what is the problem you are trying to solve and for whom? In terms of process I have found the most success from establishing formal kickoffs,......Read More
359 Views
2 requests
What frameworks, methodologies or resources do you recommend to define and develop a brand?
At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
There are tons of ways to do this but they all center around defining the personality of your brand/product, this means understanding how you are perceived by others and reflecting that back (or making an effort to change it!) in your tone and voice across owned assets. We actually recently d......Read More
894 Views
2 requests
I want to know how to transition into PMM from a Business Analyst role? I have an Engineering background with a MBA, 6+ years exp in Project management. Every time I see job postings I always see that there is a requirement of PMM experience of 3+yrs
How do we apply to PMM roles if we don't have the PMM experience and all the job postings I've seen have a requirement for PMM experience.
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant! The ones that come to mind for me are being great at prioritization, project management, data gathering/fact-finding, working......Read More
517 Views
1 request
Jessica Webb Kennedy
Hummingbirds Head Of Marketing • June 16
I see the PMMs job as connecting the product teams to end-users and to the market. PMMs have a pulse on what is going on competitively, what is trending, and brand perception the market. PMMs also talk to a lot of customers for customer stories, blog posts etc. so they have a good perspective on ......Read More
850 Views
1 request
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