AMA: Amplitude Director of Enterprise Product Marketing, Hien Phan on Enterprise Product Marketing
October 5 @ 10:00AM PT
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The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enter...
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I think this depends on the product and tiers. Not all launches should correlate to the sales cycle. Some launches will affect the sales cycle, and sales win. Some launch...
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One of the pillars of PMM is knowing the buyer persona exceptionally well. While I think one can context switch to a different industry, there is something to be said for...
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Currently, I am working with someone that I highly respect: John Hurley. But others like Grant Shirk, who is really thoughtful PMM leader at Cisco Meraki. Mary Sheehan wh...
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writing skill: the messaging side of the marketing house, so you need to learn how to write. presentation skill: you're not just enabling sales, but also marketing so c...
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Ha! this skill is probably the hardest. When it comes to messaging, everyone will have an opinion. Before you drive alignment on the messaging, align on the problem and s...
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How do you manage launches when the product team has a difficult time sticking to timelines?
This makes launches pretty difficult to manage without creating large lapses in communication.
The misalignment comes from what product GA means versus what marketing GA means and confidence level. And this alignment should come from the top—Head of Product and you...
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How do you perform extensive competitive product research?
I've been tasked with it but I'm missing the mark. This research is for the CEO and Product/Engineering teams who want to know how our tech stacks up in the market. Do you have any tips?
Not sure what mark you're missing. But your CEO and product/eng team are probably looking for (1) an overview of the space, where everyone is going (2) highlighting a few...
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(1) TOFU - create awareness [enteprise messaging] (2) BOFU - making sure you have the right messaging and assets along the journey to closed won [sales play] Together ...
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(1) problem (2) solution (3) benefit and value. Remember there is a difference between benefit vs. value. For example, if something is automated, the benefit is you don'...
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How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest:
As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks.
For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies.
I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
I have no idea how you prep your presentation. But for an assignment like this one, I think what employers want to test is your ability to assess the problem and provide ...
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