Product Marketing
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Eightfold

Eightfold

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 Eightfold, and how do you measure it?
Product MarketingFollow Steve
What is your opinion on “role over company” vs “any seat on a rocketship” for a PMM early in their career?
Product Marketing Director at Eightfold.ai
Strong preference toward "any seat on a rocketship". It's much better to join a strong company, in any role, then to take a role in a company that's going into a ditch. All that said, identifying the best companies vs. the ditch-bound is challenging, especially for a startup company and extra-esp...more
Video: Adventures in Messaging: E05 with Steve Feyer, Director of Product Marketing, Eightfold
March 31, 2021
Market ResearchFollow Steve
How do you stay on top of competitors when it's a crowded market and things are changing every day?
Product Marketing Director at Eightfold.ai
In B2B: Make sure your sales team is activated to share information with you. Much important competitive information will not be public, and your sales reps are in the best position to hear about and gather new data. Just keep in mind that you don't need to react the same way they do to new infor...more
Product MarketingFollow Steve
Which are the particularities of a Product Marketing role in a SaaS company?
Product Marketing Director at Eightfold.ai
I think this question is addressed repeatedly on Sharebird, and elsewhere. All I will note here is that B2B and B2C product marketing are very different, in my experience. B2B jobs are heavily focused on sales and sales enablement, while B2C jobs often focus on optimization and feature-function a...more
Product MarketingFollow Steve
Would you recommend a SaaS startup's first marketing hire to be a PMM? What value does bringing on a product minded marketer early make?
Product Marketing Director at Eightfold.ai
I wouldn't recommend a PMM first, specifically. The first hire should be someone who can help to test and then execute effective methods of generating demand. This could be a PMM with demand generation interest and experience, or it could be a demand gen/growth marketer with a strong understandin...more
People ManagementProduct MarketingFollow Steve
I am hiring junior product marketers. Hiring someone with experience is easier often as they have something relevant to talk about. I am hiring a junior / near fresher. So, no product marketing experience is expected. What things do I look out for? What questions do I ask? Any assignment that you can suggest?
Product Marketing Director at Eightfold.ai
In the B2B world, I wouldn't consider hiring a product marketer who is truly new to the workforce. They will need too much handholding and don't have experience with a variety of tasks---I want at least 2 years of experience in a relevant role such as sales, demand generation marketing, consultin...more
MessagingFollow Steve
How do you do the first-hand research (what's your process) for developing messaging around broader buyer trends instead of buzz words with a short shelf life?
Product Marketing Director at Eightfold.ai
Definitely read what the analysts are talking about, as they guide the trends in technology buying. Gartner is the king of the hill, Forrester and IDC are good, and there are many others including (probably) specialists in your industry. If you don't have a subscription to analyst research, yo...more
Product MarketingFollow Steve
What are some of the most common red flags you've come across either on a candidate's resume or initial interview that you'd advise future product marketing managers to avoid?
Product Marketing Director at Eightfold.ai
I had a PMM candidate tell me that he was not comfortable presenting to audiences. Obviously a deal-breaker there. Every PMM needs to present. I've reviewed resumes or LinkedIn pages which were poorly written. Not someone I am going to call, as every PMM needs to write well. If writing isn't y...more
Content MarketingSales EnablementProduct MarketingFollow Steve
Does product marketing or marketing (marcomm) create content in your company (case studies, one-pagers, sales decks, whitepapers, etc.)?
Product Marketing Director at Eightfold.ai
Product marketing or content marketing teams. Content marketing tends to be more often responsible for high-velocity content such as daily blogs and social media. More strategic pieces like product briefs/datasheets and white papers are more likely come from a product marketer. I would think o...more
Product MarketingFollow Steve
If I don't want to be a CMO, what future executive role should I be shooting for as a PMM?
Product Marketing Director at Eightfold.ai
I have to partly disagree with Mike--PMM can be an excellent path to CRO/GM/President or to CEO, albeit with stops in between. I know people in the Valley who have this progression. Typically after succeeding as a PMM they take on responsibility for managing sales, and can then own the P&L for a ...more