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Jane Reynolds

AMA: Match Group Director of Product & Brand Marketing, Match Group North America, Jane Reynolds on Establishing Product Marketing

July 30, 2024 @ 10:00AM PT

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  1. What are the top 3 potholes to AVOID when establishing or building out the Product Marketing function at a company?

    Jane Reynolds
    Jane Reynolds

    Upstart Product Marketing Director, New Products • 1y

    1) Don't get edged out of product roadmap planning. Product marketing and the product team have to be in lock-step to align on goals and timelines.

    2) Don't ignore your design team. Working closely on how to deliver messaging and educate throughout the user experience.

    3) Don't get discouraged! I've never heard of an org that did not benefit from a product marketing function, so stick with it.

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  2. How do you retain good talent, especially when Product Marketing role are in such high demand across the industry

    Jane Reynolds
    Jane Reynolds

    Upstart Product Marketing Director, New Products • 1y

    Challenge your team. Strong talent wants challenges in their work, so give it to them. Loop them into important conversations so they can think strategically. Challenge their decisions - not just for the sake of doing so, but to make sure every angle has been considered. Champion your team. You are your team's advocate. Socialize the work they do. Make sure their name is known by people who can act as mentors and promoters. Give them autonomy. You hired them for a reason; let them do their job. ...Read More

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  3. How can I get started in setting up Product Marketing w/in my organization?

    Product Marketing is new to our organization. A lot of folks don't understand the role. Additionally, it's very difficult to identify metrics for this function. What do you recommend in terms of how to earn buy-in, as well as where to start in the beginning to be able to add value?

    Jane Reynolds
    Jane Reynolds

    Upstart Product Marketing Director, New Products • 1y

    You'll earn buy-in by identifying the hole in your company that product marketing will fill. Do you currently have strategies for how to increase user adoption of features? Do you have a team dedicated to ideating features or offers that can serve both top-of-funnel growth and brand loyalty? Do you have any understanding if a feature could have had more adoption if different language or timing was deployed? If the answer is no to any of those questions, then your organization needs a product mar ...Read More

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  4. Product marketing doesn’t exist yet at my company and we’ve done little to no market research yet. I’m currently building the business case to own this within my function. Any advice?

    Jane Reynolds
    Jane Reynolds

    Upstart Product Marketing Director, New Products • 1y

    Market research is 100% necessary, both from a product perspective and marketing perspective, so you're making the right moves! From my experience, most organizations have market research owned by it's own separate team or the product team, but depending on the size of your org, it could make sense to live within product marketing since it serves both sides. For example, market research allows PMs to develop features that retain users while also serving the marketing team in knowing how to best ...Read More

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  5. How can one know that their product marketing function is a strategically valuable program?

    Jane Reynolds
    Jane Reynolds

    Upstart Product Marketing Director, New Products • 1y

    Data, data, data. Communicate your KPIs early and often. Make sure everyone knows what they are and that they're aligned. AB test all areas that product marketing touches to ensure you're not only reaching your KPIs but ensuring that you're getting the best possible outcome. Don't set it and forget it. Continue to test, come up with new ideas, and iterate on the work you've done. Data isn't just from testing and user metrics. Get feedback from colleagues to ensure your work is seen as valuable a ...Read More

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