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Upcoming Ask Me Anything Sessions
Amplitude Director, Product Marketing, Nate Franklin
on Stakeholder ManagementJanuary 26 @ 10:00AM PST
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?
What it Takes to Become a VP with Kimberly Kaminski, Global VP of Marketing at Amplitude
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What does it take to be a successful marketer and achieve a VP role? In this
week’s interview we are joined by Kimberly, who was recently promoted to vice
president at a fast growing company. Mary and Kimberly discuss what steps she
took leading up to this opportunity, how she’s approaching her 3...more
Product Marketing • Follow 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 Marketing • Follow 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 Marketing • Follow 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 Marketing • Follow 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
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
Messaging • Follow 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 Marketing • Follow 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 Research • Follow 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 Marketing • Follow 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