AMA: Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Product Launches

As the first PMM in any company you have a critical role, particularly because you will be under a lot of pressure to report growth from your area.  There are 3 thing I would make sure to have as a baseline for my strategy: Know your customers.  Sounds obvious, but it is also necessary as a first step to understand your customer needs and pain points. I would suggest spending enough resources in this part, it is usually overlooked but getting this part right could mean a lot of savings in time a ...Read More

To build a product marketing team or strategy for a company that doesn't understand the function, can be challenging, especially if this is the first time you are taking this journey. Here a some tips that could help navigate this process: Identify and Educate your main stakeholders: It might sound silly, but you will need to do some teaching if you want anyone to buy into your idea. Explain preferably with business cases and examples how product marketing teams had successfully created value fo ...Read More

I won’t say there is an ideal way to split responsibilities, it will depends on a number of variables related to the current situation of your company (size of the company,  number of products and general capabilities of your workforce) The two ways you refered to are the most common ones and each can work depending on the situation, here some ideas that can help you choose: Product line structure: Could work better with companies that serve many products and that have highly knowledgeable speci ...Read More

Any effort that requires a global scope comes with several challenges: Culture and language differences: This might not seem as unexpected but believe me it is a challenge, especially when your product usage relies deeply on cultural preferences. Make sure to give enough context on why some cultural traits could influence the overall product strategy.  Regulatory and legal: Aligning global teams on local regulatory requirements also represents a challenge and commonly long legal discussions and ...Read More

To build a new product marketing team or strategy for a company, can be challenging, especially if this is the first time you are taking this journey. Here a some tips that could help navigate this process Identify and Educate your main stakeholders: It might sound silly, but you will need to do some teaching if you want anyone to buy into your idea. Explain preferably with business cases and examples how product marketing teams had successfully created value for other companies in the past. The ...Read More