AMA: Fivetran VP of Product Marketing, Catlyn Origitano on Messaging
April 13 @ 10:00AM PT
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Fivetran VP Product & Portfolio Marketing • 4y
At my previous company, Sojern, we had this very problem! We wanted to translate all of our sales decks and materials but every time we tried we found that it took more e...
441 Views
3 requests
How do you measure the impact of product marketing in your company?
The demand gen teams can optimize pipeline, MQLs and costs per lead. The sales people work to meet their quotas. Marketing support completes tickets within a time window. What objective measures do we PMMs have?
Fivetran VP Product & Portfolio Marketing • 4y
Most of our PMMs are in Pods - where a PM and PMM focus on a certain area of the business. Each pod shares a North Star Metric - most of which are revenue based and come ...
638 Views
2 requests
Fivetran VP Product & Portfolio Marketing • 4y
Generally speaking, the way we've gone about it at Fivetran is with a few key gates. First, we have a messaging doc template that we use. It contains things like business...
507 Views
5 requests
Fivetran VP Product & Portfolio Marketing • 4y
We do - but we are also iterating here as we speak! In the past, I have reached out to some customers and folks I know in the industry to sit down and do some quick valid...
657 Views
4 requests
Who owns messaging and positioning in a product marketing org?
Specifically in the context of having only~2 product marketers, both of whom are counterparts vs. a team lead and direct report. On that note, if it's such a small team, who is best equipped to lead positioning and messaging (based on skill sets) or should this be a collaborative effort?
Fivetran VP Product & Portfolio Marketing • 4y
At Fivetran, product marketing owns it. One of the main reasons is because our buyers and users are very technical folks who are turned off by fluffy marketing. As a resu...
413 Views
2 requests
Fivetran VP Product & Portfolio Marketing • 4y
At Fivetran, we actually have a few different Product Marketing teams in order to be able to do both core product messaging as well as more portfolio messaging. At Fivetr...
958 Views
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Fivetran VP Product & Portfolio Marketing • 4y
Start with the facts. Then add in what actual customers or prospects have said. Or if you don't have that yet - a respected third party - like a Gartner. And only then tr...
600 Views
2 requests
Fivetran VP Product & Portfolio Marketing • 4y
We use Workramp for formal trainings - so we can see with that tool completion rates and if there are quizzes or assesments, how folks did on those. We have more informal...
362 Views
3 requests
Fivetran VP Product & Portfolio Marketing • 4y
Our PMM intern - who is now a full-time Associate PMM - has this exact background! And we will be hiring another such intern in a month or so! :) If you don't have the ...
1557 Views
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Fivetran VP Product & Portfolio Marketing • 4y
Absolutely! I have been hearing more and more PMMs being the first hire - or leading the team. Our own CMO is a former PMM. I think a lot of it has to do with the indust...
343 Views
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Fivetran VP Product & Portfolio Marketing • 4y
Ultimately, we make both kinds of information available - or at least we try to! So for example, our website has a lot of high level messaging about our secruity capabili...
428 Views
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Fivetran VP Product & Portfolio Marketing • 4y
200%. The way that, when necessary, I defend messaging is with customer feedback and validation. For example, with our website copy and billboard - I got some push back t...
362 Views
3 requests
Fivetran VP Product & Portfolio Marketing • 4y
If it is a new product or feature, we use promotions to get customers to adopt asap. The other tactic we look to weave throughout our messaging is the promise of what the...
514 Views
3 requests
Fivetran VP Product & Portfolio Marketing • 4y
We work with our PM team to create a quarterly roadmap. This helps us align with them on the major releases that are happening, discovery work we need to do, and align on...
415 Views
3 requests
Fivetran VP Product & Portfolio Marketing • 4y
I am a project manager at heart. So I push the team to be the same. We have our roadmaps which we present and then turn into tickets for overall tracking. We also have a ...
391 Views
2 requests
Where does in-app copy fit in your org? (Under Product Marketing, Design or other?)
Particularly interested in technical products, but also curious for nontechnical.
Fivetran VP Product & Portfolio Marketing • 4y
In-app copy does fit with Product Marketing - and Product! So technically, our PM team owns the in-product experience but PMM has full access to the tool. We have a slack...
464 Views
3 requests
How do you communicate product marketing achievements upwards and build visibility?
It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?
Fivetran VP Product & Portfolio Marketing • 4y
We are a slack heavy company. So we have our own announcement channel for all things Marketing that I actually started so that we could share our updates! We also do qu...
867 Views
3 requests