Product Marketing
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Amplitude

Amplitude

Top Team Awards
Winter 2020
Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Amplitude, and how do you measure it?
Kimberly Kaminski
VP, Global Marketing at Amplitude
November 23, 2021
Product MarketingFollow Hien
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio. I'm not sure what would be the best to present so I stand out from the crowd. What would you present? Can you give specific examples please?
Director of Enterprise Product Marketing at Amplitude
First, welcome to PMM. It would depend on what kind of PMM they are looking to hire. I would do three buckets. (1) a thought leadership piece or website/landing page (2) a launch plan or GTM plan (3) examples of enablement like slides etc. They want to see if you have done core PMM activities: me...more
Product MarketingFollow Hien
How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?
Director of Enterprise Product Marketing at Amplitude
Oy! First, good luck! I have done the "first" before. I don't think you have the luxury of 30/60/90. I think it's more like 30 days to identify the problem and tackle easy wins. Sixty days build out a basic launch framework, then a GTM strategy, align both with leadership. Then 90 days to test an...more
Product MarketingFollow Hien
If you could work with one Product Marketing leader, who would it be, and why?
Director of Enterprise Product Marketing at Amplitude
Currently, I am working with someone that I highly respect: John Hurley. But others like Grant Shirk, who is really thoughtful PMM leader at Cisco Meraki. Mary Sheehan who is at Adobe in campaigns, but has spent years in PMM before she switched over to campaigns.  This question is hard to answer...more
Product MarketingFollow Hien
Any strategies for developing gold-standard customer testimonials / value case studies?
Director of Enterprise Product Marketing at Amplitude
(1) problem (2) solution (3) benefit and value.  Remember there is a difference between benefit vs. value. For example, if something is automated, the benefit is you don't have to do it manually, the value might be you get to spend more time on more important tasks. Most prospects just want to s...more
Product MarketingSales EnablementFollow Hien
Where can PMM provide the most lift in the enterprise sales motion?
Director of Enterprise Product Marketing at Amplitude
(1) TOFU - create awareness [enteprise messaging]  (2) BOFU - making sure you have the right messaging and assets along the journey to closed won [sales play]  Together these two parts make an enterprise play. So depending on the problem, you can spend your time creating though-leadership pie...more
MessagingFollow Hien
How do you drive alignment across the exec team on messaging
Director of Enterprise Product Marketing at Amplitude
Ha! this skill is probably the hardest. When it comes to messaging, everyone will have an opinion. Before you drive alignment on the messaging, align on the problem and solution. That is 50% - 60% of the battle. The rest is just wordsmithing. Depending on the level of messaging, I would incorpora...more
Product MarketingFollow Hien
What do you look for while hiring a junior PMM candidate, especially someone who might not have had a prior PMM experience? What assignments would you typically ask as part of recruitment?
Director of Enterprise Product Marketing at Amplitude
1. writing skill: the messaging side of the marketing house, so you need to learn how to write.  2. presentation skill: you're not just enabling sales, but also marketing so can you present your ideas succintly  3. intellectual curiousity: you're task with taking new products to market...more
Market ResearchFollow Hien
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?
Director of Enterprise Product Marketing at Amplitude
Not sure what mark you're missing. But your CEO and product/eng team are probably looking for (1) an overview of the space, where everyone is going (2) highlighting a few players and going deep dive into why they're building it and who they are building for. [I would hire a secret shopper for the...more
Product MarketingFollow Hien
Our product team has a difficult time sticking to timelines. This makes launches pretty difficult to manage without creating large lapses in communication. Any strategies to manage this?
Director of Enterprise Product Marketing at Amplitude
The misalignment comes from what product GA means versus what marketing GA means and confidence level. And this alignment should come from the top—Head of Product and you, with the support of the entire GTM team and executive. Establish two definitions for GA, and align on confidence levels for e...more