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Eventbrite

Insights from the Eventbrite Product Marketing Team

Jameelah Calhoun
Global Head of Product Marketing

Interviewees often forget to convey their knowledge about their customers. Many candidates focus exclusively on the outputs and not on the inputs. It would be best if you talked about your results and product outcomes but also articulated the why. Who was the customer? What were their unmet needs? 

Jameelah Calhoun
Global Head of Product Marketing
See my answers on gaining buy-in from resistant functions and 30/60/90 day priorities. The most important thing to do, especially in an environment with a less experienced management team, is to educate everyone internally about what product marketing is, what your impact will look like, and how ...more
Jameelah Calhoun
Global Head of Product Marketing
At the core, these situations are about finding the product-market fit for the product marketing function in your organization. You are trying to establish a conversion thesis that will make them a future advocate for PMM instead of a detractor. So take a similar tact as you would do for customer...more
Jameelah Calhoun
Global Head of Product Marketing
Organization structures for the PMM team vary depending on your companies’ stage, customer base, and product suite. There are 4 basic approaches for designing PMM teams: 1) functional (i.e. sales enablement, monetization, GTM, product strategy), 2) product lines (i.e. subscriptions, retail), 3) c...more
Jameelah Calhoun
Global Head of Product Marketing
The first 90 days are crucial to any job, but especially for new product marketing leaders. This is the time to establish your credibility, build relationships, and layout team roles that will set your function up for success for the months to come. Here’s how I break down my priorities by month:...more
Jameelah Calhoun
Global Head of Product Marketing
As I mentioned in the question regarding your first 90 days, the first 30 days are all about establishing a baseline and assessing the current product marketing status. The first 3 things that I look for when onboarding are: 1) Audience strategy and research. Here I want to understand what’s kno...more
Jameelah Calhoun
Global Head of Product Marketing
Simple is always better when bringing stakeholders on the journey for a product launch. I typically structure my presentations around the What? When? Who? Why? How? and Where? in that order. This framework is straightforward but covers the most critical questions that matter for the launch. Addit...more
sharebird
Jameelah Calhoun
Global Head of Product Marketing
Jameelah Calhoun
Global Head of Product Marketing
I focus on creating a collaborative environment with market research, user research, and analytics teams as they provide critical inputs for product marketing to function. PMM owns defining the research objectives and the business questions, while the research and analytics teams are the subject ...more
Jameelah Calhoun
Global Head of Product Marketing
Your leadership will be focused on the ROI of the budget and time spent developing personas. The most salient metric for these exercises will be customer acquisition costs. I would look at trends in customer acquisition costs over time, across segments, and across channels. This helps illuminate ...more
Eventbrite Product Marketing Leaders
Jameelah Calhoun
Jameelah Calhoun
Global Head of Product Marketing