Tiffany Tooley

AMA: HubSpot Head Of Product Marketing, Tiffany Tooley on Building A Product Marketing Team

March 08 @ 9:00am PST

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Top Questions
What are some of the best resources for Product Marketers to refer to as they grow in their careers?
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
Great question! I'd recommend 4 things: 1. Stay up on current trends in the industry. This seems like a no-brainer, but it's one of the things that I see folks deprioritize as they're working to get things done early in their careers. Whether it's AdWeek, Forbes, you name it! Stay u...more
What are the key processes you'd set up when expanding the PMM team from 1 to multiple people?
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
Without knowing how many you're talking about, this is a bit of a tough question to answer with specificity, but I'd say you definitely need to create and/or revisit your operating model every time 2-3 new people join your team, especially when you're going from 1-4. Think about establishing prin...more
How do you retain good talent, especially when PMM role are in such high demand across the industry
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
I think you have to remember that people typically stay with an organization when 5 things exist: 1. A great culture that they believe in 2. Sticky relationships with their peers 3. Good pay & benefits 4. They're appreciated and can see how they can grow their careers 5. Good work/life bala...more
What are the top strategic tasks that a B2B Saas Product Marketer should focus on? Is there any specific tactics that they should have ownership of?
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
This very much depends on your company size, but I'd say the basics are:  * Messaging & Positioning * GTM Strategy Development & Execution * Sales & Buyer Enablement * Campaign Support * Competitive Support * Consistent partnerships with Product, Sales & Customers There are always a ton o...more
As a hiring manager, what do the best product marketing candidates have in common?
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
I've done a lot of interviews and hiring over the years and I'm constantly impressed by how smart and driven Product Marketers are! It's one of the things that makes interviewing so much fun - you get an opportunity to talk to and learn from the best of the best. That said, I think there are a fe...more
Do you have any advice for those starting out in product marketing? Are there certain things you wish you knew before going into the field?
Advice and foresight
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
I'd say there are 3 things to keep in mind as a new PMM:  1. Go easy on yourself and prioritize the things that will have the biggest impact. Product Marketers are central to a GTM strategy, but that doesn't mean you have to know everything or do everything. Think of your career less like a spri...more
How do you think about building influence to map your charter to the broader goals?
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
This one is so important! That's because it helps define your team's strategic impact on the organization. At a very high level, I think your team's goals should directly map into the company's organizational goals so that your team can convey how they're helping to grow the business. Once you've...more
We are growing our product marketing team, and I'm wondering how to structure the roles and work for a team of three.
i want to know who i need to hire to start my product marketing team. We are starting with product insights, product launches and sales enablement
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
Great question! Sounds like your team is really prioritizing the awareness and consideration phase of your buyer's journey, so you're optimizing for product intel, launches and then sales enablement/support. I think one other area to consider, which may be in your launch team's remit, is buyer en...more
How do you create and reenforce a culture for you product marketing team as you scale it? And what does yours look like?
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
We start by co-creating it! It's very much a collaborative exercise across the team to determine how we want to show up as a team! Some of it comes from listening to individuals, replaying back what you've heard and key themes, and then using that to facilitate good conversations around what's ne...more
When thinking about adding new talent to your team - how do you structure focus areas? Customer lifecycle stage? Persona? Areas of the product? 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.
Tiffany Tooley
Head of Product Marketing at Hubspot | Formerly Salesforce, IBM, Silverpop, Blackboard
This is a fun question! I'd say you want to typically start with the Product first. If you have overlap, meaning one persona often purchases multiple products (especially if they're purchasing them at once), then you could certainly consider starting with the Persona approach first and building a...more