AMA: MetaRouter Director of Product Marketing, Michele Nieberding 🚀 on Product Marketing Skills

Let's start by level setting--what do we mean by soft skills vs. hard skills here? To me, "soft skills" are interpersonal attributes and personality traits that shape how we work with others like communication, adaptability, teamwork, and empathy (empathy is underrated in my opinion!). "Hard skills" are the tangible, teachable abilities specific to a role—like data analysis, product management (think product launches), proficiency with marketing tools, etc. Because I love a good analogy, I like to think about it like this..soft skills provide the scaffolding, and hard skills are the bricks and mortar needed to actually construct a building. But it's the interplay between the two that lays the foundation for a thriving product marketing career. So ideally, you want a blend of both soft and hard skills! But if forced to choose, I would say that having a strong background in well-developed soft skills typically offer a smoother transition into the team dynamic. Why? Because soft skills often form the foundation for more effective collaboration, which helps you you to navigate the learning curve of acquiring hard skills with greater agility. You can always learn the hard skills! And based on the hard skills you want to learn, I recommend finding a boss/mentor who has those strengths--even ask that directly in an interview! The best teams I've worked on involved me asking that question upfront (understanding where my strengths vs. my boss's strengths were), and being able to not only fill gaps, but learn from PMMs who are stronger in other hard skills that I wasn't as confident in. So my pro tip: Know the hard skills you are looking to grow in! Ultimately, the ability to communicate effectively, collaborate with diverse people/teams, and adapt swiftly is invaluable in Product Marketing. These skills not only foster a positive work environment (which that in and of itself is sometimes under-appreciated), but also lay the groundwork for continuous learning and growth. But do not underestimate the importance of hard skills. They provide the technical know-how needed to execute tasks efficiently and effectively. So while soft skills can enhance teamwork and communication, hard skills are the building blocks of tangible results—whether it's crafting compelling copy, analyzing market data, or navigating digital marketing platforms. Of course, the ideal balance may vary depending on the role, the team culture, and your own strengths and weaknesses. Flexibility is key—always remain open to continuous learning and development. Here is a preliminary list of hard skills that I'd recommend thinking about: 1. Market Research and Competitive Analysis 2. Go-to-Market (GTM) Planning and Execution 3. Data-Driven Decision Making 4. Product Management Acumen *While not a product manager yourself, product marketers need a strong understanding of the product development lifecycle. This helps us collaborate effectively with product teams, understand product roadmaps, and translate technical features into clear customer benefits for marketing purposes. 5. Pricing and Packaging (this is my biggest weakness personally!) 6. Proficiency in Marketing Technology (great list here) 7. Content Creation + Writing Skills 8. Sales Enablement In some cases, customer journey mapping, PR/Media Relations, and Analyst Relations may be part of this as well.

Lots to unpack here! My main takeaway--start with AI, then stretch your content as far as you can! To start, I love a good template. Once you have a good template in place, you can build out "sub-sections" to build from your key content piece. For example, you are writing a messaging doc for a seasonal product launch, but you also want to translate that into: a blog post, a social post, an email template for sales, new web copy, etc. This "source of truth" doc can also be shared with other teams like if you have a content team or sales enablement team to help them in building supporting content. AI can help you get started on these if you copy and paste the content and ask it to parse into the various other content you want. Feel free to message me for the templates I use! Second, repurposing content is key! Here are some ways I like to get the most out of the content I work hard to create: * Internal to External Reuse: Repurpose internal training materials for external audiences. For instance, a product overview presentation for sales enablement can be adapted into a blog post for external consumption. CS can help you choose some good ones/most commonly used ones to get started. These also tend to be more educational, which is great for content engagement! * Content Cannibalization: Break down long-form content like white papers into bite-sized pieces like blog posts, social media snippets, or infographics. I really like doing "Content Overview" carousels on LinkedIn like this. Finally, I love a good CMS, especially when you properly enable sales/CS to use it. Here's are some thoughts on tools for streamlining and collaboration: * Content Management System (CMS): Utilize a CMS to centralize your content assets, templates, and brand guidelines. A good CMS will also have integrated analytics (how many people viewed the content, how much time did they spend on that content, etc.). I personally really like Seismic. This gives you additional data points on what content sales is using the most, what content prospects and customers are engaging with the most, and help inform what type of content to prioritize next. * Project Management Tools: Implement project management tools to streamline workflows, track content creation progress, and ensure timely delivery. My favorites are Asana and Monday. * Marketing Automation Platforms: for scheduling content distribution, personalized messaging, and measuring engagement metrics, allowing you to optimize content performance and scalability. Historically, I've used Hubspot with GaggleAmp, but recently heard about Letterdrop for blog publishing, SEO suggestions, AI writing, and social scheduling features all-in-one.

Before we get into most important skills, let's think about the goal of product marketers: to effectively translate product features into compelling value propositions and ultimately propel the product's growth and success in the market. One of the reasons product marketers are so valuable is because we tend to encompass a blend of strategic thinking, creativity, communication prowess, and analytical acumen, with a particular emphasis on market research and analysis, messaging and positioning, cross-functional collaboration, and a deep understanding of the target audience and competitive landscape. Before I get into specific skills, I recommend looking at templates to help you! I really love this PMM Hub with Notion Templates from Jason Oakley. For skills that I recommend really honing in on to be a successful product marketer, here are a couple to start with: 1. Strategic Storytelling: Being able to translate complex product features into compelling stories that resonate with your target audience to drive product adoption and brand awareness. *PRO TIP: For this, I'd recommend starting with WHY that feature is being built, and working backwards from there (was this a community-surfaced feature that was upvoted? Did customer(s) request this, and why? Is it a true competitive differentiator in the market that other companies haven't build, or have failed to build successfully?) 2 Go-to-Market (GTM) Expertise: Launching a product successfully requires a strategic GTM plan. This includes defining your target audience, crafting compelling messaging, choosing the right marketing channels, and effectively managing budgets. *PRO TIP: For product launches specifically, I recommend starting with a shortened Messaging Doc every time. I can share a template that I use for reference, but having this as your "source of truth" helps teams across product, marketing, CS, etc. align with the vision behind the launch. 3. Cross-Team Collaboration & Communication: Product marketing is all about collaboration. You'll work closely with product teams, sales teams, and other departments. Strong communication skills, both written and verbal, are essential for building relationships, fostering alignment, and ensuring everyone is on the same page. *PRO TIP: Build rapport by doing casual meetings (take advantage of Donut in Slack), celebrating victories and being very vocal about successes (i.e. this piece of content that they helped spark an idea for delivered xyz clicks, impressions, demo requests). For tricky situations where you need to find ways to improve, come with SOLUTIONS! Show that you've thought about the challenge, understanding why it happened, and proactively coming with ideas on how to resolve that as a team. 4. Content Marketing Proficiency: Content marketing is a powerful tool for generating leads, educating customers, and building brand thought leadership. A solid grasp of content marketing principles—from content creation to strategy development—is a valuable asset for any PMM. *PRO TIP: If you're looking for new content topics, crowd-source content topics/themes from sales, CS, SA/SE. They are talking to your prospects and customers all the time! One of the best pieces I've ever made was a recording of "Answering Our Customers' Most Frequently Asked Questions." But also, TRACK EVERYTHING! What content is performing best? Why? And what is your actual measurement of success, beyond clicks-->is that content leading to demo requests? And where is that content being reused/repurposed in things like nurture email campaigns? 5. Technical Product Acumen: While you don't need to be a programmer, having a good understanding of your product's technical functionalities is crucial. This allows you to translate technical features into clear customer benefits and communicate effectively with both technical and non-technical audiences. *PRO TIP: Try to really dig into the tool during onboarding (check out your company's CMS, pre-recorded demos, etc.) sit on sales calls, and ask for demos of every new feature. Understand how the product manager/developer sees and understands the tool they are building, and what that will actually look like for the user. 6. Analytical & Measurement Skills: I'd say this one is becoming increasingly important. Some PMM teams are actually being tied to MQLs goals now! Being able to track the success of your marketing efforts is essential. Develop an understanding of marketing measurement frameworks and key metrics (KPIs) to demonstrate the impact of your work on product adoption and business growth. *PRO TIP: Move beyond "surface level" KPIs, and look at what content is driving the most "Contact Us" form fills or demo requests.

Great question! Definitely not an easy leap to make, but while there may not always be an opening at your current company, taking a proactive approach will position you well for if/when something opens. Here are some things I would recommend you keeping in mind: Leadership and People Management: * Building and Empowering: While you may not manage a team yet, you can demonstrate your leadership potential by collaborating effectively across functions, fostering a culture of ownership, and empowering colleagues to achieve their best work. Be a cheerleader for your team members, and support them in times of conflict (I like your idea because of xyz. Here's why I agree we should move forward with that plan.) And celebrate joint victories! Share shoutouts on Slack, both within the product marketing teams, but across other teams as well like product. * Mentorship, Direct or "Implied": When you "formally" have direct reports or not, your ability to mentor other PMMs on the team and help guide their development For example, mentoring and supporting other PMMs to make help them do their best work and learn from you makes the entire team better. By showing you can proactively take on this role without it being a "formal" thing is incredibly powerful for making that jump to director. Strategic Vision and Communication: * Managing Upward: As a Director, you'll need to influence stakeholders, secure buy-in for product marketing initiatives, and manage expectations. Develop strong relationships with senior executives, communicate the strategic value of product marketing, and clearly articulate the impact of your work on the company's overall goals. * Data-Driven Storytelling: Move beyond basic reporting. Become a master storyteller who can translate complex data insights into compelling narratives that resonate with executives and decision-makers. And if data isn't your strong suit, ask for help! It can be hard to get into the data as a PMM, but it is important when making big decisions such as prioritizing focus verticals. Proactive & Business Acumen: * Anticipate Market Trends: Think beyond your day-to-day tasks. Develop a strong understanding of industry trends and anticipate potential challenges or opportunities. Propose proactive product marketing strategies that align with the company's overall business goals. Many podcasts and newsletters can help you do this! * Metrics & ROI Focus: Shift your focus from campaign-specific metrics to demonstrating the return on investment (ROI) of your product marketing efforts. Quantify the impact of your work on product adoption, revenue generation, and customer lifetime value. My PMM mantra is...If sales/CS isnt closing deals, I am doing something wrong. Understand how your work impacts revenue. This will also help you build rapport with your sales colleagues. Transparency and Career Development: * Open Communication with Manager: Be upfront about your aspiration to become a Director. Have regular conversations with your manager about your career goals and the specific skills you need to develop. Seek their guidance and mentorship on how to best position yourself for advancement within the company so that if/when something becomes available, you've already built trust and are top of mind. * Track Your Achievements: Don't rely solely on memory. Document your accomplishments, track key metrics you've influenced, and quantify the impact of your work. This will be invaluable for showcasing your value when an opportunity arises. By honing these skills and demonstrating your leadership potential, you'll be a strong contender for Director roles, both internally and externally. Keep in mind, sometimes the best opportunities come by creating them yourself! But if corporate politics is still a thing, leave.

First of all, my sales reps tend to respond better to Slack than email. BUT...that being said, having been a former top-performing sales rep, here is what I would suggest (and what I appreciated when I was in sales): Keep it Clear and Concise: Sales professionals are often busy and receive a high volume of emails. Keep your messages brief and to the point, focusing on the most important information. 1. Use a Clear Subject Line That Clearly States "WIIFM" (What's In It For Me?): If you want sales to read (and prioritize) your email, make it clear why they should care in the subject line. For example, "Everything you need to know to sell {insert new feature}." or "Increase your deal sizes by doing xyz." 2. Keep it Clear and Concise: Sales reps are always busy and receive a high volume of emails. Keep your messages brief and to the point, focusing on the most important information. 3. Provide Actionable Information: Clearly outline any actions that sales team members need to take as a result of the email. Whether it's attending a meeting, completing a task, or providing feedback, make it clear what is expected of them. 4. Include Relevant Attachments or Links: If there are documents, presentations, or links that sales team members need to reference, include them in the email or provide easy access to them. This ensures that everyone has the necessary resources to complete their tasks. 1. PRO TIP: Ideally, include things the reps can actually USE right away! Whether that is new slides that have been through design and are ready for external use, or copy that they can simply copy and paste, make it as easy as possible for your friends in sales to use something right away--and explain how! 5. Be Professional and Positive: Maintain a professional tone in your email communications, but also strive to be positive and supportive. Encourage collaboration, celebrate successes, and offer assistance when needed. 6. Proofread Before Sending: Personally, I struggle this, but it is really important. A polished and error-free message reflects positively on your professionalism. Proofreading also includes making sure the message is clear (remove redundant or unnecessary words or phrases). Doing this will ultimately help your messaging as well! 7. Encourage Feedback and Engagement: Invite sales team members to provide feedback, ask questions, or share their insights on the topic discussed in the email. Encouraging engagement fosters a culture of open communication and collaboration within the team--they will appreciate you for asking for their opinions! I am happy to help proofread emails, or provide suggestions for anything you are working on!

Ah yes, the never-ending quest for well-roundedness in the face of limited scope – a familiar struggle for many PMMs. My general rule of thumb is Try Everything Early. Even if you're at a bigger company where roles are more clearly defined (i.e. a PMM for Competitive Intelligence, a PMM for Pricing, a PMM for Solutions, a PMM for Product Launches, etc.), attempting to try everything early as a product marketer allows you to discover your strengths, weaknesses, and interests. To start, I'd recommend making a list of where you feel you're strong, and where you'd like to develop more expertise. This will help you focus on the right activities to help you become more rounded! Here are some strategies to help you learn varied skills even when your day-to-day is laser-focused: 1. Embrace Micro-Learning: * Podcasts & Bitesize Content: Subscribe to product marketing podcasts or follow industry influencers on social media. Look for bite-sized content like short video tutorials or blog posts focusing on specific PMM skills like competitor analysis or user experience (UX) research. Small chunks of knowledge add up over time! * Online Courses & Certifications: Take advantage of online courses, and focus on areas outside your current scope, like product management fundamentals or marketing analytics. This flexibility accommodates for even the craziest of schedules, allowing you to learn at your own pace. I personally love a good PMM Podcast on my summer car trips. Some good ones include Product Marketing Life, Voices of Product Marketing, Humans of MarTech, How I Built This for inspiring stories , The Marketing Millennials for case studies, but there are SO many more depending on your experience and what you want to learn more about. 2. Shadowing & Internal Collaboration: * Shadowing: Express interest in shadowing colleagues from different departments like product management, sales, or customer success. Observe their daily routines and learn about their perspectives on your product. * Cross-functional Collaboration: Volunteer for cross-functional projects that require interaction with other teams. This allows you to see how your role integrates with others and gain exposure to diverse skillsets. 3. Content as Catalyst: * Internal Blog Posts or Presentations: Contribute internal blog posts or presentations on topics outside your immediate area of expertise. Researching and presenting on new themes can significantly expand your knowledge base. * Develop Case Studies: Take the lead on developing case studies for successful marketing campaigns. Analyze the entire marketing funnel, not just your specific content contribution. This provides a holistic view of the marketing process beyond content creation. 4. Leverage Your Network: * Mentorship: Seek out a mentor within your organization or even connect with a PMM from a different company on LinkedIn. Mentors can provide guidance and share their experiences in various PMM domains. * Industry Events: Attend industry meetups, conferences, or webinars (both online and offline) focusing on broader product marketing themes. Network with other PMMs and learn about their diverse skillsets. 5. Experimentation & Intrapreneurship: * Internal Innovation Programs: Participate in internal innovation programs or hackathons. These events often require tackling challenges from fresh perspectives, allowing you to experiment with new skills and approaches. * Internal "Side Hustles": Propose small-scale pilot projects within your company that allow you to try out new marketing tactics or explore different channels. This demonstrates initiative and allows you to test new waters within a safe environment. Remember, a well-rounded PMM doesn't have to be a master of everything. But by actively seeking out learning opportunities, collaborating across teams, and leveraging your network, you can continuously expand your skillset and become a more valuable asset to your organization, even with limited scope.

Let's start with best practices, then get into an outline I like to use! Best Practices: * Keep the presentation concise and focused. Don't try to fit everything in at once. * Reps typically have 30 minutes or less for a first call. * I try to keep it to 5-7 slides--10 slides MAX. * Focus on the problem, not your product: Understand your audience's challenges and tailor your message to address their pain points. * Start with a bang: Grab attention with a powerful opening like a thought-provoking question, a surprising statistic, or a relatable story. * Make big, bold statements up front that clearly speak to the challenges a customer is facing (and is directly related to the key challenges you solve). * Make sure these points are timely and relevant - if something happens in the news and is relevant, INCLUDE IT and enable your reps to speak clearly to why that matters. * Often times this also helps drive urgency. This happened = you need to care about buying this NOW. * More visuals, less words (general rule of thumb). * I like displaying a slide that shows ALL use cases we can support, and asking the prospect to prioritize. I call it my "buffet menu" slide * Shows the breadth of what we can do, but also puts the conversation back onto the prospect to talk about their top priorities and WHY * This forces sales to turn the conversation over to the prospect (vs. just focusing on selling) * Prep the sales reps to handle objections and competitive questions upfront. * Make sure sales clearly knows the best information to send as a follow up. General outline I like to use: * (OPTIONAL) Company Overview: For newer/lesser known companies, briefly talk about who you are, why you were founded (if a newer company), and tease why you're different. * Problem: Clearly define the challenges and pain points your prospect faces. Use data, industry stats, or relevant metrics to quantify the problem. * Your Solution: Introduce your company and its offerings. Briefly explain how your solution addresses the problems you outlined in the previous slide. * Benefits: Dive deeper into the benefits your solution delivers. Focus on how it improves efficiency, increases revenue, or reduces costs for your prospect. * Social Proof: Showcase your expertise and credibility with testimonials, case studies, or logos of reputable clients. * Differentiation: Explain what sets you apart from competitors. Highlight unique features or competitive advantages. * End with a CLEAR Call to Action: Clearly state what you want the prospect to do next, such as scheduling a demo, starting a free trial, or visiting your website for more information. * If you can offer an additional "value add" upfront to get them to the next call, that can help as well. * For example, we offer a "website audit"

My "hot take: here: experience matters, but how you use it matters more. Let me explain. While someone new to the field might be able to learn the fundamentals of competitor analysis or messaging frameworks, a seasoned product marketer leverages that experience to develop a deeper understanding of: * Market Nuances: They've seen different market trends come and go, allowing them to anticipate shifts and adapt strategies accordingly. * Customer Psychology: They've honed their ability to truly understand customer pain points, motivations, and buying behaviors. This translates into more targeted messaging and positioning. * Industry Landscape: They have a broader perspective on the competitive landscape, allowing them to identify untapped opportunities for product differentiation. Beyond experience, there's often special skill that sets you apart. It could be anything from: * Storytelling: You can craft compelling narratives that not only explain your product but also resonate with customers on an emotional level. * Data "Whisperer": You have an uncanny ability to translate complex data sets into actionable insights that drive strategic decision-making. * Customer Empathy Master: You possess an almost preternatural ability to understand customer needs and translate them into product roadmaps and marketing campaigns. This often shows in product launches and GTM strategies. * Tech-Savvy Guru: You're a master of marketing automation platforms, analytics tools, and other technologies, allowing you to streamline processes and optimize campaigns. * Content Marketing Maestro: You can develop and execute content strategies that not only attract leads but also position your product as a thought leader in the industry. Key here: thought leader! My advice? Identify and leverage your strengths. Don't be discouraged if you feel someone new to the field can grasp the basic product marketing concepts. Focus on honing your experience and identifying your unique "superpower" skill. Some ways to do that: * Reflect on past projects and identify where you excelled. What specific skills did you leverage? * Seek feedback from colleagues or mentors. What strengths do they see in your approach to product marketing? * Look for opportunities to showcase your strengths. Volunteer for projects that allow you to leverage your storytelling skills or data analysis expertise. * KEEP EXAMPLES. Whether its a piece of content (i.e. blog post) that you wrote, a video you recorded, a product you launched, keep a record of your "Product Marketing Portfolio" - learn from your content/design counterparts on this one! For me personally, I believe my super power is two-fold: 1) I am an energizer bunny. I genuinely get excited about the products we are building, and try to get others as hyped up as I am. 2) I LOVEEE a good theme, and a good story. Pairing those together make for a strong and memorable GTM strategy. If you want help building up your "superpower story," let me know, I'd be happy to help!

* Start with a template: This may include... * Define who your audience is and what their pain points are * What the key message pillars are (i.e. innovation, reliability, cost-effectiveness, ease of use, etc.), * A concise and compelling value proposition statement that communicates the unique benefits of your offering that answers the question: "Why should customers choose your product or service over competitors?" Use clear and straightforward language that highlights the value your offering provides to customers. * How do you SOLVE for your target audience's pain points? be specific. * Highlight Differentiators and Unique Selling Points: These could include proprietary technology, exclusive features, industry awards, or other factors that set your offering apart in the marketplace. Emphasize what makes your product or service special and why customers should choose it. * Supporting Messages: These messages should provide additional context, evidence, or examples to support your value proposition statement. Consider incorporating statistics (dont forget to link them!), customer testimonials, case studies, or product features to strengthen your messaging. * Save Examples of Good Messaging - why did you like it? * Tailor Messaging to Each Stage of the Buyer's Journey: Recognize that different messaging strategies may be needed at each stage of the buyer's journey (awareness, consideration, decision). Tailor your messaging to address the specific needs and concerns of prospects at each stage, guiding them through the purchasing process. * This can also vary by persona and/or vertical. * Test Your Messaging: LinkedIn ads can be a useful test, but other (free) ways to test include email subject lines, website variances, and even asking customers, sales teams/CS, and other internal stakeholders what resonates best! If you work with analysts like Forrester or Gartner, scheduling an inquiry can be incredibly insightful as well. * Stay Updated on Industry Trends: Stay informed about industry trends, market dynamics, and competitive landscape. Incorporate relevant insights into your messaging to ensure that it remains relevant and resonant with your target audience. * This can also turn a "nice to have" into an urgent "need to have" - update your messaging accordingly.

Having this type of background is GOLD! Don't underestimate yourself here. I understand companies may want a specific example of how you've positioned a new product in the market, but positioning a new product means nothing if you can't create clear content or enable sales to talk about WHY that new product is important/what pain points it solves. Here are some thoughts on how to repurpose your experience with a GTM lens to (hopefully) crush your next interview: 1. Show that you understand the GTM process. What have you learned in the courses you've (proactively) taken? From product launches you've seen (maybe from the company you're interviewing with), what would you do better/differently or do again (aka what do you think worked well/didn't work well). Be clear in your examples! 2. Leverage Your Content Marketing Skills: Your expertise in content marketing can be a hugely valuable asset in GTM and product launches. In fact, some companies specifically seek PMMs that are strong in this area (content marketing AND content creation). Showcase your ability to create compelling messaging, content, and collateral that resonates with target audiences and supports key stages of the GTM process, from awareness to conversion. Highlight any successful content campaigns or initiatives you've led that have contributed to driving sales and revenue growth. I recommend sending this information ahead of time if possible. * BE SPECIFIC! I've found success in talking through an opportunity or renewal that closed or increased ACV because of your content -- how did you come up with the topics, 3. Bridge the Gap with Sales Enablement: Your experience in sales enablement gives you insight into the needs and challenges of sales teams, which is crucial in developing effective product launches and GTM strategies. Highlight your ability to create sales enablement materials, such as sales decks, battle cards, and training programs, that align with product positioning and messaging. Emphasize how you've collaborated with sales teams to ensure they have the tools and resources they need to effectively sell new products or features. 4. Ask to Get Involved: Look for opportunities within your current role or company to gain hands-on experience with GTM initiatives. Offer to assist the product team with upcoming launches, contribute to GTM strategy discussions, or take on a lead role in developing GTM plans for specific products or features. Volunteer for cross-functional projects that involve collaboration with product, sales, and marketing teams to gain exposure to the end-to-end GTM process. And KUDOS for being proactive and persistent. I hope this can help you with being even more confident in your abilities as you pursue new opportunities!