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AMA: Klaviyo Director of Product Marketing, Jenna Crane on Product Marketing Interviews
November 17 @ 10:00am PST

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Product Marketing With Jenna Crane, Director of Product Marketing at Klaviyo
Top Questions
What are the most common mistakes you see candidates make during an interview for a product marketing position?
Director of Product Marketing at Klaviyo
1. They didn't prepare. It's really hard to justify moving a candidate forward if they don't know basic details about our company, their answers lack details and depth, and/or they don't have questions for the interviewer. 2. They are too long-winded or rambling, and/or their answers are mostly ...more
What is your favorite product marketing interview question and the best answer you've heard?
Director of Product Marketing at Klaviyo
My favorite question is "What would be your positioning statement for yourself as a product marketer?"  I love that question because it shows me how comfortable they are with the basics of positioning, and it tells me a lot about the aspects of product marketing that they care most about. For ex...more
What would you rec highlighting in prod mar portfolio? Writing samples? Case studies? What would make a candidate stand out to you? Thx!
Director of Product Marketing at Klaviyo
Absolutely writing samples! I always ask for those. (As you can tell from my other answers, communication is something I care deeply about!)  Case studies, landing pages, pitch decks / other enablement assets, and messaging frameworks can also be great additions to a portfolio. Just make sure yo...more
How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work?
Also, how to actually show its success, as this is something that may take awhile before seeing a growth trend and can you directly actually attribute a particular success metric on messaging?
Director of Product Marketing at Klaviyo
Make sure you talk about the process! That includes:  * What was the existing state when you started (i.e. messaging didn't exist, it did exist but it was falling flat / was outdated, etc.)?  * How did you go about developing the messaging (i.e. what inputs did you use)?  * How did you ...more
For PMM interviews, what are helpful resources you'd recommend and types of questions to prepare for from both hiring managers and cross-functional partners?
Director of Product Marketing at Klaviyo
I'd recommend having on hand: * Your story. Be prepared to give a brief walkthrough of your background and experience. I always like to see when someone has a strong narrative about their career — why they made each move, the highlights of their experience and what they learned, and wh...more
How does one gauge autonomy in a product marketing interview?
Director of Product Marketing at Klaviyo
As you can probably tell, I am a big fan of focusing on process, not just outcomes. I like to ask people to walk me through a project they led, and I ask them plenty of questions — things like 'why did you decide to position it that way?' or 'what was the most difficult part of the process, and h...more
What are some of the most common red flags you've come across either on a candidate's resume or initial interview that you'd advise future product marketing managers to avoid?
Director of Product Marketing at Klaviyo
Getting on my soapbox here for a second (though I suppose I've been on it this whole time) — make sure your resume is concise and clear. It should be 2 pages MAX, ideally 1 page. I don't care if you've been in the industry for 30 years, you should be able to distill down your experience into 1 or...more
How can I improve my interviewing skills for a product marketing role?
I had my first interview in a long time recently and fumbled my way through it. How can I get better for next time?
Director of Product Marketing at Klaviyo
Prep and practice!  Prep your answers beforehand, have them on hand for reference if you need them.  Practice by getting in more reps. Talking about yourself and your experience gets easier every time, and you get more insight into the types of questions that come up (so you can improve your pr...more
As a hiring manager, what do the best product marketing candidates have in common?
Director of Product Marketing at Klaviyo
I think the best product marketing candidates — and product marketers — have one thing in common: empathy. Empathy helps you understand where others are coming from, and that is the foundation of great messaging & positioning as well as great collaboration.  If you can put yourselves in your cus...more