AMA: Atlassian Former Marketing Director (Trello), Jessica Webb on Brand Strategy
June 16 @ 10:00AM PT
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Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
Brand is such an important part of product marketing. Developing a strong brand, voice, and tone for your product or company lends itself to everything you do from launch...
584 Views
3 requests
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
At a high level, I think it's essential for all teams involved to understand the ultimate goal of whatever product or feature they are launching - meaning what is the pro...
569 Views
2 requests
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most impo...
5908 Views
5 requests
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I th...
1927 Views
2 requests
What frameworks, methodologies or resources do you recommend to define and develop a brand?
At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
There are tons of ways to do this but they all center around defining the personality of your brand/product, this means understanding how you are perceived by others and ...
1507 Views
2 requests
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
I think there is a ton of value in having these teams work closely but separated into specific pods. As you noted, there are different skillsets here and they can be even...
1941 Views
2 requests
I want to know how to transition into PMM from a Business Analyst role? I have an Engineering background with a MBA, 6+ years exp in Project management. Every time I see job postings I always see that there is a requirement of PMM experience of 3+yrs
How do we apply to PMM roles if we don't have the PMM experience and all the job postings I've seen have a requirement for PMM experience.
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant...
1142 Views
1 request
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 4y
I see the PMMs job as connecting the product teams to end-users and to the market. PMMs have a pulse on what is going on competitively, what is trending, and brand percep...
1554 Views
1 request