6 Answers
91,098 Views
Nisha Goklaney
HubSpot Senior Director of Product Marketing • November 9
This is a great question! Given messaging is such a subjective topic - it's super important to quantifiably test and iterate on it to ensure it lands well in the market. Here's a few strategies and tactics you can use to quantifably test it: 1. During the process of creating the messaging, wo......Read More
65573 Views
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17 Answers
153,107 Views
Jasmine Anderson Taylor
Instacart Senior Director, Product Marketing • June 2
Product Marketing’s superpower is being the “Voice of the Product to Customers and the Voice of Customers to Product.” When establishing PMM as a new function, the best place to start is listening. First 30 days: Listen and truly get to know your Customers and the Product. On the Customer side......Read More
31387 Views
13 Answers
99,473 Views
Jameelah Calhoun
Eventbrite VP, Global Head of Product Marketing • February 10
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......Read More
19815 Views
6 Answers
12,081 Views
Mary Sheehan
Adobe Head of Lightroom Product Marketing • January 16
For each "Tier 1" launch, I typically create: * A GTM checklist (which is your Bible, includes metrics, links, as well as key drivers of the project) * A launch brief to share with creative in-house teams or agencies * A product communication doc with specs of the feature and any talking......Read More
6680 Views
5 Answers
11,947 Views
In my experience, this is one of the toughest things as a PMM. You always see the potential upside for making an announcement, and you can spin a story out of anything / convince anybody why something matters. But really, you need to exercise a lot of restraint to avoid overloading your sales tea......Read More
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Lindsey Weinig
Twilio Director of Product Marketing • August 16
I love the power of a new perspective. I recommend an inspect, reflect, then suggest approach. Taking time to gather information from and form relationships with teams you support including product, sales, sales enablement/programs, marketing, as well as peers at your level will help you gauge yo......Read More
12822 Views
20 Answers
28,450 Views
Claire Drumond
Atlassian Sr. Director, Head of Product Marketing, Jira and Jira suite • August 16
Customer proof. The real question you're asking is how do you get consensus around a lot of opinions. Getting messaging approved can feel like being stuck in a wave pool. It's because messaging uniquely forces uncomfortable reflections like what do we stand for and why will anyone care? You can......Read More
9561 Views
17 Answers
53,135 Views
Adrienne Joselow
HubSpot Director of Product Marketing • December 6
We develop personas in three degrees depending on the need: lightweight, qualitative, and quantitative (statistical). Each of these populate a similar framework: demographic details (job title, geo if applicable, age range, etc), responsibilities/needs/jobs to be done, challenges/pain points, ......Read More
10080 Views
20 Answers
48,973 Views
Jasmine Jaume
Intercom Director, Product Marketing • October 26
I don't have a set framework as such, but this is the approach I'd take: * Meet with stakeholders across the business to understand what's working, where the gaps are that PMM might be able to fill, and ask what they think is the highest priority. Ask lots of questions to understand what ......Read More
2524 Views
6 Answers
10,772 Views
Christina Dam
Lightspeed Commerce Vice President, Brand & Product Marketing • October 13
This is a great question and a situation that many PMMs will find themselves in at some point in time! A few thoughts here: 1. Building trust takes time: Before you can be seen as a strategic partner, you need to build trust with the team and demonstrate you know and understand what the......Read More
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