For iterative releases, I spend the most time around developing and optimizing
the operational rhythm. It's about effectively managing velocity and
continuously refining workflows.
For launches, I spend most of my time on the positioning, messaging, and hero
assets to make sure it's steering the...more
I'm going to break this out into two questions:
How do you tier launches?
Launches are tiered based on business impact (yes, I know, very "captain
obvious.") My whole point here is that I make a judgment call based on data,
company goals, competitive landscape, market opportunity.
Hands-down, Zoom Hardware as a Service. The messaging and positioning were quite
simple, definitely the easiest part... the hard part was steering a purely SaaS
company to launch hardware solutions in just over a quarter. I come from a
hardware background, so it wasn't necessarily attributed to l...more
I only have one that I can think of that holds true for all types of products:
Write a mock PR to have a clear understanding of the message you (and your team)
want to land.
Ah-ha moment: Your mock PR can be over the top! Do a kick-off and readout your
PR with superlatives galore. Shoot for th...more
Every company has a different PMM philosophy so it's really important to dig
deep into this whenever you're interviewing.
On my team, where I run core product marketing for RingCentral's flagship, I
view product marketing's role as the nucleus for messaging strategy. Here are
the 4 areas of whe...more
Audience. Know your audience. It's cliche. I'm still going to say it again -
KNOW your audience. What/who influences them? Where do they get their
information? What does the buying journey look like?
Prioritization comes down to your goals and any testing you've already done.
This is more of an...more
I like to have the flexibility to do both. But, if you see it as this or that,
the latter ("Faster search is here") is designed to be a delightful surprise,
the former (monthly cadence) is more of a type of predictable FYI. These
decisions should be driven by lots of different aspects such as you...more
Adding this question to highlight open roles on my team.
Sr Product Marketing Manager, Analytics
Sr Product Marketing Manager, App Experience
More to come in 2022 as well. If you're interested, reach out to me on LinkedIn
and lets chat.