Jennifer Kay Corridon

AMA: Homebase Senior Director Product Marketing, Jennifer Kay on Establishing Product Marketing

October 12 @ 10:00AM PST
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Homebase Senior Director Product Marketing, Jennifer Kay on Establishing Product Marketing
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Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
The question comes up a lot in product marketing. It is particularly challenging when you are in a product marketing role or on projects that lean heavy into influence or when your organization is stacked with channel owners. Simply put- there is no one metric that suits all product marketing.  ......Read More
575 Views
2 requests
Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
Every company and every growth stage is different so the evaluative framework you utilize needs some flexibility. I recommend that your framework is developed in tandem with your partner stakeholders early on and is communicated often. A reliable framework includes a clear organizing principal, i......Read More
808 Views
2 requests
Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
I remain surprised by how many digital professionals or companies with outsized product footprints are still unfamiliar with the specialty of "product marketing." When your the first hire of this kind, I'd recommend being prepared to talk about the scope of product marketing and take the opportun......Read More
418 Views
1 request
Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
It takes time at any company to increase the visibility of a new department and or function. Building trust takes time and I believe you need to be adaptable and cognizant of the company culture you are in. I am a firm believer in building relationships cross-functionally and making deep investme......Read More
407 Views
4 requests
Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
Product marketing is different at every company, large or small. In my own experience, at every company the product marketing function tends be very fluid and flexible to the needs of the business or product as it develops, changes, and scales.  At smaller organizations, teams tend to run fairly......Read More
346 Views
5 requests
Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
Whether your a product marketer or just a new employee, the most important thing you can do is to ASK WHY + LISTEN. 0-30 days - Talk to everyone. Ask Why 5 times. Don't make any assumptions and ask lots of questions. Dive into your broad market and understand the competitve landscape. Form an ob......Read More
452 Views
6 requests
Jennifer Kay Corridon
Jennifer Kay Corridon
Yelp Product Marketing Expert & MentorOctober 13
The short answer is this is highly dependent and should be greatly influenced by the product and the company that you are part of. This is the dilemma of all things product marketing, there is no one size fits all nor silver bullet answer. I've had equal success with pod models, where a product m......Read More
627 Views
1 request