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Insights from the Checkr Product Marketing Team

Upcoming Ask Me Anything Sessions
James Huddleston
Head of Product Marketing
From a process perspective, I'm not sure I'd draw a disctinction between the two. However, portfolio may be a little more complex in that it's multiple products. One thing I've found successful is drawing out a marketecture for how that portfolio of products fits into the broader ecosystem of our...more
James Huddleston
Head of Product Marketing
I believe PMM should own how we articulate the value of our products or solutions to the market. That would include enabling internal teams with clear messaging and positioning and owning how we take the product to market. My expectation is that PM would own the technical documentation of the pro...more
James Huddleston
Head of Product Marketing
To be completely transparent, I think it's really difficult for people just graduating to come in as an entry level PMM. If that is your goal, I'd think about what responsibilities that typically lie with PMM you could excel at including things like owning competitive intelligence and research or...more
James Huddleston
Head of Product Marketing
I do believe customer marketing's importance has increased. How much of that is related to the pandemic depends on the nature of the industry or market you serve, but yes, for me personally we've devoted more time on how we can make sure we are communicating effectively to our customers to drive ...more
James Huddleston
Head of Product Marketing
The books that have had the biggest impact on me aren't always specific to messaging but provide greater clarity into the importance of storytelling and psychology. One of my favorites is Michael Lewis' "The Undoing Project". It really helped me understand the psychology that drives people to mak...more
James Huddleston
Head of Product Marketing
One way I've found some success in rolling out to the field is using one of my better reps as a champion of the new messaging and having the "pitch" for the new messaging come from them. Instead of it feeling like the messaging is coming from marketing or product, if you can arm one of the most r...more
James Huddleston
Head of Product Marketing
I try to keep a finger on the pulse of broad macro trends that could impact my buyer. This information can be accessed through a variety of different sources including media, analysts, or influencers in the space. To avoid the buzz words I try to break down those trends to what they really mean i...more
James Huddleston
Head of Product Marketing
I ask them a lot of hard questions to understand how they came up with the messaging they did. I want to hear from them what customers they talked to or surveyed, who else they worked with internally to refine the messaging, and I try to poke holes in the benefits they cite to pressure test it. I...more
James Huddleston
Head of Product Marketing
I’ve always had the most success when making sure I am putting myself in the shoes of my potential customer and framing the message within the context of a story. This means making sure you understand your buyer and audience very well. Specifically: what problems is your product solving for them?...more
James Huddleston
Head of Product Marketing
I probably spend more time tailoring for the audience than I do the specific channels. When thinking about different channels, I put a lot of thought into how that information is consumed. Obviously messaging in a digital ad is going to be consumed differently than via email. I work closely with ...more
Checkr Product Marketing Leaders
James Huddleston
James Huddleston
Head of Product Marketing