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Paul Rudwall

AMA: DocuSign Senior Director, Global Solutions Marketing, Paul Rudwall on Product Marketing Skills

December 17, 2024 @ 9:00AM PT

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Paul Rudwall

Head of Marketing · Hedra

Great products don't win markets on their own. Someone has to build the engine. I did it at DocuSign for 7.5 years, scaling product marketing from pre-IPO through +$3B in revenue. Then I did it again at Hedra, an a16z-backed AI startup, delivering record revenue and 6x growth in traffic and signups. I also spent time pre and post-IPO in sales and marketing roles at Responsys and SuccessFactors.

The challenge I'm most drawn to: building the narrative and the GTM motion that takes AI-native companies from initial traction to repeatable, durable growth.

  1. How would you recommend Product Marketing Managers improve their messaging skills?

    Paul Rudwall
    Paul Rudwall

    Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y

    Great Product Marketers are made, not born. While some may have innate talents suited to the role, Product Marketing is a craft that must be honed over time. Here are some ways to continually improve your skills: Pay Attention to Marketing Around You: We’re surrounded by marketing every day. Most of it is forgettable, but some stands out—it might change your perspective, evoke emotion, surprise you, or make something complicated feel simple. When you notice great marketing, ask yourself: What ma ...Read More

    809 Views
    2 requests

  2. What is your superpower product marketing skill in that is a differentiator?

    I find that product marketing has become a position that doesn’t require much experience. You can be fairly seasoned and compete with someone that is just out of undergraduate because the discipline is not the same in tech as it might be in consumer goods or retail.

    Paul Rudwall
    Paul Rudwall

    Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y

    My two superpowers are storytelling and my experience in sales. These skills have been invaluable in my career, and I encourage everyone to identify their own strengths and lean into them. Every PMM brings a unique background to the role, and it’s those differences that can set you apart. The Power of Storytelling Storytelling is a skill that can be learned, and in my (admittedly biased) opinion, it’s often the difference between a good PMM and a great one. Can you clearly articulate the problem ...Read More

    2,861 Views
    1 request

  3. What core skills should new product marketing managers learn first?

    I'm new to PMM. What should I learn first to ground me in the foundation of PMM.

    Paul Rudwall
    Paul Rudwall

    Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y

    If you're new to Product Marketing, start by grounding yourself in the fundamentals of messaging and positioning. In my view, these form the foundation of everything else in PMM. A PMM wears many hats, but at its core, the role is about taking a complex subject and simplifying it in a way that resonates with your buyer—leading them to choose your product over a competitor's. Product Marketing is often essential when the benefits or differentiation of a product aren't immediately obvious, which m ...Read More

    2,958 Views
    1 request

  4. What skills do you consider most important to transition from PMM to Sr. PMM?

    Paul Rudwall
    Paul Rudwall

    Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y

    I often get asked about the difference between a PMM and a Sr. PMM, and I think it’s a critical distinction to understand. In my opinion, the difference is less about what you do and more about how you do it. Some of the key distinctions I see include: Self-Reliance: As you move into a Sr. PMM role, you're frequently expected to be able to do a task or a project with significantly less oversight than a PMM. While coaching and feedback are still part of the process, you should be able to take a p ...Read More

    1,096 Views
    2 requests

  5. What are some helpful tips for writing email communications to the sales team?

    Paul Rudwall
    Paul Rudwall

    Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 1y

    There’s no one-size-fits-all answer to crafting effective emails for sales teams—it depends on the purpose. However, understanding salespeople and their day-to-day is critical. As a former salesperson, I can tell you that sales teams are eager for Product Marketing support, but they’re also inundated with requests and communications that can pull them away from their primary focus: working with customers. Here are a few tips to make your communications more effective: Get Close to Your Sales Tea ...Read More

    859 Views
    1 request