Hubspot

Hubspot

Insights from the Hubspot Product Marketing Team

Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
Great question! Sounds like your team is really prioritizing the awareness and consideration phase of your buyer's journey, so you're optimizing for product intel, launches and then sales enablement/support. I think one other area to consider, which may be in your launch team's remit, is buyer en...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
We start by co-creating it! It's very much a collaborative exercise across the team to determine how we want to show up as a team! Some of it comes from listening to individuals, replaying back what you've heard and key themes, and then using that to facilitate good conversations around what's ne...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
I'd say there are 3 things to keep in mind as a new PMM:  1. Go easy on yourself and prioritize the things that will have the biggest impact. Product Marketers are central to a GTM strategy, but that doesn't mean you have to know everything or do everything. Think of your career less like a spri...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
This one is so important! That's because it helps define your team's strategic impact on the organization. At a very high level, I think your team's goals should directly map into the company's organizational goals so that your team can convey how they're helping to grow the business. Once you've...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
I've done a lot of interviews and hiring over the years and I'm constantly impressed by how smart and driven Product Marketers are! It's one of the things that makes interviewing so much fun - you get an opportunity to talk to and learn from the best of the best. That said, I think there are a fe...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
This is a fun question! I'd say you want to typically start with the Product first. If you have overlap, meaning one persona often purchases multiple products (especially if they're purchasing them at once), then you could certainly consider starting with the Persona approach first and building a...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
This very much depends on your company size, but I'd say the basics are:  * Messaging & Positioning * GTM Strategy Development & Execution * Sales & Buyer Enablement * Campaign Support * Competitive Support * Consistent partnerships with Product, Sales & Customers There are always a ton o...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
Without knowing how many you're talking about, this is a bit of a tough question to answer with specificity, but I'd say you definitely need to create and/or revisit your operating model every time 2-3 new people join your team, especially when you're going from 1-4. Think about establishing prin...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
Great question! I'd recommend 4 things: 1. Stay up on current trends in the industry. This seems like a no-brainer, but it's one of the things that I see folks deprioritize as they're working to get things done early in their careers. Whether it's AdWeek, Forbes, you name it! Stay u...more
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing
I think you have to remember that people typically stay with an organization when 5 things exist: 1. A great culture that they believe in 2. Sticky relationships with their peers 3. Good pay & benefits 4. They're appreciated and can see how they can grow their careers 5. Good work/life bala...more
Hubspot Product Marketing Leaders
Sara Rosso
Sara Rosso
Director of Product Marketing
Vidya Drego
Vidya Drego
VP of Product and Solutions Marketing
Tiffany Tooley
Tiffany Tooley
Head of Product Marketing