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AMA: Prove Head of Product Marketing, Leandro Margulis
on Developing Your Product Marketing Career
September 07 @ 10:00am PST

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Product Marketing With Leandro Margulis, Head of Product Marketing at Prove
Top Questions
How do you perform extensive competitive product research? I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Head of Product Marketing at Prove
The definition of "Extensive competitive product research" may be different for different people. I suggest asking the CEO and Product / Engineering teams the kind of questions they are looking to answer. Sometimes the high level market research you can get from a 3rd party will not be enough, an...more
How do product marketers make sure they're learning enough varied skills to be a well-rounded professional when scope is an issue? (i.e. working at a large company with minimal scope, focusing on sales enablement but knowing you need experience on the product launch side, other marketing teams covering responsibilities, etc.)
Head of Product Marketing at Prove
This is one of the reasons to work for a smaller company where you get a wider scope, there is always pros and cons on each company type. Now if you are in a large company with a small scope, Make the implicit explicit and talk to your manager and others to express your interest in learning more ...more
How do you make the jump from senior manager to director level in product marketing?
Head of Product Marketing at Prove
I am more about roles than hierarchies, and Sr. Manager or Director may mean different things at different companies depending on their size and level of development / maturity of the company. I would be more focused on the role, increasing responsibilities and impact than titles so you can write...more
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Head of Product Marketing at Prove
Congrats on the new role! Very excited for you. I agree that it is good to have a 30-60-90 day plan and to make sure you can show progress and positive impact early yo make a good impression. That said, I would suggest you give yourself some time during the first 30 days to absorb as much as you ...more
What do you look for when promoting a Product Marketer from individual contributor to people manager?
Head of Product Marketing at Prove
For any promotion, I look for the person to already be performing at the next level, and have an interest in doing so. Not everyone wants to be a people manager. That said, if they do and they are already managing contractors, agencies, and other people are working with them from other department...more
What is your favorite product marketing interview question and the best answer you've heard?
Head of Product Marketing at Prove
Well, the question of "What is Product Marketing" Could mean different things at different companies, but my answer is that we provide the voice of the market and the voice of the customer internally to the product manager so we can build products that resonate with our audience, and we are the v...more
What advice do you have for a current product marketing manager who's looking to grow his/her career in product marketing?
What type of opportunities should current product marketers seek out in order to best position themselves to lead the product marketing function at a company?
Head of Product Marketing at Prove
Product Marketing is an evolving role and can mean slightly different things at different companies, from sales enablement to competitive analysis and everything in between. Hence, I would suggest this product manager to define what product marketing means to them and find / build a place most al...more
How do you drive alignment across the exec team on messaging
Head of Product Marketing at Prove
This is an iterative process, and always better to over-communicate than under-communicate, so we can get everyone's feedback and input and people feel they have been heard and their input taken into consideration. Even if you do not end up going in a certain way, be able to explain why not and w...more
What are some of the best resources for Product Marketers to refer to as they grow in their careers?
Head of Product Marketing at Prove
First of all, you are in the right place in the Sharebird Community :) I would also recommend the Product Marketing Community [https://www.productmarketingcommunity.co/] and Product Marketing Alliance. [https://productmarketingalliance.com/] There are not only resources you can consume, but also ...more
What are the most important relationships to get right as a PMM?
Head of Product Marketing at Prove
While all relationships are important, having the right relationship with Product (Product Manager counterparts) is critical, so you can provide them the input about customers and market that can influence the PM's roadmap in a positive way. That said, relationship with Sales are also critical, a...more
Given that PMM role definitions and skills vary so much by company, how do you develop a transferrable career path if you end up switching firms along the way?
Head of Product Marketing at Prove
This question reminds me of Reid Hoffman's book "The Startup of You". If you think of yourself as a startup, think about which skills you have and are good at, what others you want to learn, and see how you can hone on those skills in your current or upcoming role as well as which other skills yo...more
What are the most important soft and hard skills PMMs can build to become successful in their field going forward?
Head of Product Marketing at Prove
One of the main skills I see to success in PMM im Empathy. Empathy in the sense of being able to to put yourself in other people's shoes. You are the customer and market advocate internallt and the product advocate externally, so understanding those different perspectives can help a LOT in any PM...more
I have worked in b2b product marketing for several years but have not been promoted yet. What is your advice for me on how to approach the conversation with my manager?
I started a new role recently at the PMM level, and already have several years of PMM experience. both roles were in enterprise software, but the industries / products are very different so there is a big learning curve in the new role
Head of Product Marketing at Prove
Congrats on the new role! What you are describing seems like a lateral move, you moved to a similar role to the one you had before, but in a different industry. This could be an opportunity for you to learn the new industry quickly and showcase your PMM skills to have an important impact in the o...more
What is your advice for PMM to work well with Product and Sales?
Head of Product Marketing at Prove
Make sure you have periodic meetings scheduled with each separate and some times with both together. As PMM, we bring the "voice of the customer" and the "Voice of the market" from the outside in, and we provide the messaging and positioning for the go-to-market strategy for the "inside out", so ...more
I'm a senior PMM and the first marketing hire at a product-led-growth B2B startup. Do you have any advice on building out the marketing team as the company grows?
Head of Product Marketing at Prove
It makes sense that the first marketing hire on a product-led organization is the Product Marketing lead :). I would say put your strategy together and depending on the priorities you will see what kind of marketing hires you need, vs perhaps going with external agencies for some marketing activi...more
Product Marketing can end up being a catch-all in terms of responsibilities. What would you say are the top 3 - 5 areas PMM should always be focused on that can make the biggest impact at a growing start-up?
Head of Product Marketing at Prove
I would say that providing the voice of the customer and the voice of the marker to the product manager so we can build products that resonate with our audience is key. I would also say that providing the appropriate messaging and positioing for our products to go to marker is critical. In order ...more
How can I effectively answer "tell me a time when you launched a new product/feature" if you are new to PMM and have never actually done that?
Head of Product Marketing at Prove
Have you help others launched products or features and you can talk about what exactly you did in that process? Or have you launched any type of campaign, event, etc where you can showcase the skills that are transferable to a product launch that you can talk about? A lot of the skills needed to ...more
What comes after head of PMM, e.g. if you want to move to VP of a marketing team, how to do that? And how to ensure that you're getting knowledge of other marketing functions (e.g. paid) so that you are equipped to lead an entire marketing team (vs. just a PMM discipline)?
Head of Product Marketing at Prove
Product Marketing could be under Marketing or Product depending on the organization. The good thing about a Product Markering role is that the role, by its nature, interacts with many different parts of the business, from Sales to Marketing to Product, so Product Marketing gives you an opportunit...more