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Honeycomb.io
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 Honeycomb.io, and how do you measure it?
Product Marketing • Follow Jo Ann
I'm a jr. marketer w/ experience in social media & influencer marketing. I'm interested in messaging, positioning, product, etc, and think Product Marketing would be a good fit. What are some career tips & suggestions on how to segue into this area?
VP Marketing at Honeycomb.io
In your current company, start building a relationship with the PMM team and PMM
leadership. Volunteer to take on a few things that leverage your background and
help PMM.
One thing that comes to mind is to do an analysis of what is thematically
working in social media and influencer marketing, a...more
Product Marketing • Follow Jo Ann
Do you recommend a Senior Product Marketer who is looking to advance his/her career and has worked at start-ups for 5 years to join another smaller start-up or a larger more established company?
VP Marketing at Honeycomb.io
I do think having a mix of both startup and large company experience is highly
desirable - it shows that you can succeed in a variety of environments. So at
some point, you will need to make the jump. I do believe that my mix of both
worlds has made me more marketable.
Going to a larger company ...more
Product Marketing • Follow Jo Ann
Due to the collaborative nature of the Product Marketing role, KPIs can sometimes be hard to attribute directly to Product Marketing success. Do you have recommendations for alternative ways to measure the true impact of Product Marketing?
VP Marketing at Honeycomb.io
This is one of the trickiest parts of PMM. We generally do not hold a number,
but we enable teams that do hold a number (i.e. Demand Gen, SDRs, Sales, etc).
I do ask my PMM Directors and above to own the top-level KPIs for those other
teams as part of their OKRs, even though they don't own all ...more
Product Marketing • Follow Jo Ann
What experiences and skillsets should an experienced 'generalist' marketer look to really profile and play up when applying and interviewing for a fully dedicated PMM role?
VP Marketing at Honeycomb.io
What PMM leaders are looking for in a candidate really comes down to 3 things.
* A deep understanding of the target audience. As a generalist marketer, you
probably have used a variety of tools - Hubspot/Marketo, analytics tools,
virtual event platforms, etc. You are more likely to get a ...more
Product Marketing • Follow Jo Ann
What are the most important skills (both tactical and intangible) that are must-have for product marketers?
VP Marketing at Honeycomb.io
For my #1 tip, see the answer to another question here re: what skills to
develop to stand out as a PMM. tl;dr: deeply understand the marketing-SDR-sales
funnel (and/or the self-serve funnel if that is important to your company) and
tie your work to funnel IMPACT. The full answer unpacks this mor...more
Product Marketing is often a very flat team, with very little hierarchy (except at larger companies) how do you prepare yourself to become a Director and manage a team, without any experience managing anyone previously?
VP Marketing at Honeycomb.io
Great question. There are 3 ways to get demonstrable management experience
outside of having FTEs report to you.
#1: Manage interns and contractors. Volunteer to run a message testing project
through a research vendor. Volunteer to produce an explainer video series using
an animation production ...more
Product Marketing • Follow Jo Ann
Do you generally recommend that candidates go 'above and beyond' in preparing for interviews by, for example, putting together 30-60-90 day plans or a report on the company/product and strengths/weaknesses/opportunities to give the interviewer a glimpse into how they think? In which situations do you recommend this approach or not?
VP Marketing at Honeycomb.io
It is really hard to get these types of big deliverables right, as you won’t
really have enough information as an interviewee to nail them. Unless I
specifically ask for this type of deliverable, it can actually work against you.
Instead, I prefer that candidates show how they think throughout t...more
Product Marketing • Follow Jo Ann
If your product marketing team is only or two people responsible for covering multiple products with complex features, how would you recommend dividing the workload in the short-term so as best to support long-term growth and expansion of the team?
VP Marketing at Honeycomb.io
I would look at 2 vectors.
* What products/features are critical in winning deals. At Honeycomb, our Sales
Engineering leader looked at all closed/won deals in a given time frame and
indicated which products/features were most important in successful POCs.
We’re putting PMM ownership o...more
Product Marketing • Follow Jo Ann
What is the single most important skill / expertise for a relatively junior PMM to cultivate that separates the good from the (potentially) great?
VP Marketing at Honeycomb.io
The single most important skill is to deeply understand and feel a sense of
ownership over how your company makes money and where the problems are in the
marketing-SDR-sales funnel. Or in the self-serve funnel, depending upon your
business model.
PMMs are drawn to the function generally because ...more