Chad Kimner

AMA: Meta (Facebook) Product Marketing Director, AR/VR, Chad Kimner on Messaging

April 19 @ 10:00am PST

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Top Questions
What is your process for developing portfolio messaging and how is it different from developing product messaging?
Chad Kimner
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog
As a start-up, there really can't be any daylight between your mission, strategy and initial product manifestations. That is, your company positioning and your product positioning are the same. A disciplined, successful company will continue to invest in new products that pay into the company mis...more
How do you differentiate "value proposition", "messaging", "pitch", and "story"? Do you see these as separate, complementary, the same thing, or else?
Chad Kimner
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog
I like this kind of question becuase so much time is spent at work getting humans to agree that we're talking about the same thing. My particular answers are less important than creating a shared lexicon with the teams you need to mind-meld with. That said, I do like precision and so here's how I...more
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?
Chad Kimner
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog
This partly depends on the role that PMM is expected to play, and we know that this can differ pretty dramatically from company to company, even within the same space. At Meta, we have a clear mandate - probably the clearest I've ever seen - to truly lead as GTM "captains". Leadership relies on u...more
What are the most important parts of product positioning? How do you get the rest of the company aligned on positioning?
Chad Kimner
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog
There's very little I can say that someone like April Dunford hasn't said better and I find her approach relevant across b2b (where she developed it) and b2c. The following homework is required, in my experince, to generate a high-value positioning that can drive messaging, brand, and all gtm str...more
Career question: As a product marketer, how do you know if you're personally a better fit to be a product manager?
Chad Kimner
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog
Starting in CPG brand management I had the good fortune to wear both of these hats (and many more!) early in my career. This ignited a love for both disciplines and started me down a path where I'd jump back and forth between them for about a decade (thanks to all my incredible managers who never...more
Determining messaging at launch is one thing while returning to that messaging post-launch is another. How do you prioritize messaging adjustment and how often should one do this?
Chad Kimner
Product Marketing Director, AR/VR at Meta | Formerly Mozilla, LeapFrog
The behavioral shift in buliding a marketing team whose output is celebrated for small optimiziations occuring at scale is probalby the most important transformation a modern team can undertake. Moving away from the "6 month sprint to launch" and towards "the ongoing work of getting better at del...more
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