AMA: Benchling Head Of Product Marketing, Katherine Kelly on Building a Product Marketing Team
May 19 @ 10:00AM PT
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
I've really come to value true product marketing experience in my more senior hires. It's really nice to have a few folks on the team who know the drill. But I've also fo...
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
Trick question! All my teams have been equally fantastic and I love them all the same. BUT I would say that one thing I focus on is trying to develop PMM teams that know...
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
For me, I have to be intentional here. Because it's so easy to get sucked in to the work and just surviving from deadline to deadline. But you have to put it to the foref...
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How do you divide the workload between two product marketers covering multiple products?
(context: small company, still establishing product marketing function, no senior marketing leader to guide, lots of room to carve own path, looking for best ways to support success!)
Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
Fun! It sounds like you have so much potential for impact. I would recommend looking at your external and internal factors. So it'd be tempting with a "complex" feature ...
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
Make sure every early hire you go for has a clear "mission" - what are you going to get from that person. What problem are you going to target them at. Once you start to ...
677 Views
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
I focus on the fundamentals: 1. Opportunity - how does each person on the team have opportunity to grow? 2. Appreciation - so many ways to show appreciation, big and sm...
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
I've pretty much been consistently hiring for the last several years. I almost always have that "I'm hiring" thing on my LinkedIn (It's there right now!!) Here are a few...
1113 Views
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
I'll tell you a few of the red flags that immediately turn me off a candidate: 1. too many "I" statements. PMM is so collaborative, so cross-functional...if you are maki...
1534 Views
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When thinking about adding new talent to your team, how do you structure focus areas like Customer lifecycle stage, Persona, Areas of the product and Functional expertise?
We only have one product at HoneyBook but PMM does a lot of different things, ie, lifecycle marketing, research, competitive, feature launches, etc.
Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
Ooo this is a great question. And I have a great answer - it depends! In all seriousness - I've long been a believer that there's no perfect model for a PMM team, it rea...
403 Views
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Instructure Head of Product Marketing | Formerly ExactTarget (Salesforce Marketing Cloud), Zendesk, Slack, Salesforce • 4y
IMPACT. So often product marketing teams get snowed under by trying to do all the things. They focus on completeness. They want to have every box checked. But they have n...
1287 Views
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