Fivetran

Fivetran

Insights from the Fivetran Product Marketing Team

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Catlyn Origitano
Senior Director Product Marketing, Fivetran
In-app copy does fit with Product Marketing - and Product! So technically, our PM team owns the in-product experience but PMM has full access to the tool. We have a slack channel for all in-app messaging and anyone who wants to do one posts in there following a format that says the purpose, how l...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
I am a project manager at heart. So I push the team to be the same. We have our roadmaps which we present and then turn into tickets for overall tracking. We also have a monthly reivew on areas of the business - so this let's us check in on how things are going and what is getting done.  For m...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
We work with our PM team to create a quarterly roadmap. This helps us align with them on the major releases that are happening, discovery work we need to do, and align on key activities to influence growth.  We also then do a big marketing team-wide planning every quarter to ensure that, for e...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
If it is a new product or feature, we use promotions to get customers to adopt asap. The other tactic we look to weave throughout our messaging is the promise of what their workloads could look like if they adopted this new system, tool, feature, etc. If we make it about them, about what they cou...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
200%. The way that, when necessary, I defend messaging is with customer feedback and validation. For example, with our website copy and billboard - I got some push back that it wouldn't really resonate. So I scheduled some sessions with customers to get their feedback. With that in hand, it was a...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
Ultimately, we make both kinds of information available - or at least we try to! So for example, our website has a lot of high level messaging about our secruity capabilities, for example. But we also have links to our security whitepaper - which most security teams need to read as part of the pr...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
We are a slack heavy company. So we have our own announcement channel for all things Marketing that I actually started so that we could share our updates!  We also do quarterly roadmaps and retros where PM + PMMs present their upcoming roadmap and a retro on their activities from the past quar...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
Absolutely! I have been hearing more and more PMMs being the first hire - or leading the team. Our own CMO is a former PMM. I think a lot of it has to do with the industry - when you talk to a technical buyer, having a PMM as your first hire can really help accelerate your ability to find the rig...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
Our PMM intern - who is now a full-time Associate PMM - has this exact background! And we will be hiring another such intern in a month or so! :)  If you don't have the PMM experience per se, try to do activities associated with PMM work - like creating sales enablement, doing customer intervi...more
Catlyn Origitano
Senior Director Product Marketing, Fivetran
We do - but we are also iterating here as we speak! In the past, I have reached out to some customers and folks I know in the industry to sit down and do some quick validation on messaing. For example, when we launched our new website and put up our first billboards, we had a good sense of what w...more
Fivetran Product Marketing Leaders
Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing