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Insights from the Handshake Product Marketing Team

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Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing, Handshake
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Katie Levinson
Head of Product Marketing
Katie Levinson
Head of Product Marketing
Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/...more
Katie Levinson
Head of Product Marketing
Any VoC insights/data should be shared internally, along with the “so what.” It’s not enough to just share results from a survey or what you’ve heard from your consumers - you have to package it up in a way for stakeholders to understand why it’s important, and what should be done with the inform...more
Katie Levinson
Head of Product Marketing
First, it’s important to understand what the product team’s goals (and really the company level goals) are, to help you 1) focus in on the insights you need to gather and 2) package those up in a way that is meaningful to the organization. As a PMM, you would own any competitive landscape and mar...more
Katie Levinson
Head of Product Marketing
It seems like there aren’t that many entry level PMM jobs, outside of established associate PMM programs at larger tech companies. If you don’t get one of those (or another PMM role), try looking for other marketing roles that put you in a highly cross-functional position. This could be a program...more
Katie Levinson
Head of Product Marketing
Great question, and one we’ve been discussing at Handshake. It’s important to establish a strong collaborative partnership with UXR, ideally with shared goals. Every company is different, but at a startup with limited resources and a lot of work to do, we would outline our needs for the quarter, ...more
Katie Levinson
Head of Product Marketing
I’ve been there, a few times! Some tips: 1. Prioritize with your key stakeholders. What is truly the #1 problem/question that your leadership team and/or product manager counterparts looking to understand/solve? Spend your time on the projects that benefit these stakeholders. 2. Ho...more
Katie Levinson
Head of Product Marketing
First, stakeholders should be involved in your market research before it is even started. Get their buy-in on what the goal is, key learning objectives, and the questions you’ll be asking / data you’ll be uncovering. If you are doing any qualitative interviews, ask stakeholders to be notetakers o...more
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Video: Adventures in Messaging: E04 with Kristen Ribero, Head of Brand & Corporate Marketing, Handshake
Kristen Ribero
Senior Director of Corporate Marketing
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit...more
Handshake Product Marketing Leaders
Kristen Ribero
Kristen Ribero
Senior Director of Corporate Marketing
Katie Levinson
Katie Levinson
Head of Product Marketing