AMA: mParticle Head of Product and Solutions Marketing, Shabih Syed on Building A Product Marketing Function
July 7 @ 10:00AM PT
View AMA Answers
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?
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
Ultimately, the ROI for product marketing is revenue growth. But there are some in-process KPIs that you can set to measure the impact of product marketing. For example: ...
2305 Views
3 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
In my opinion the effectiveness of sales enablement should be measured by reducing the customer acquisition costs over time and reducing the time it takes to close a deal...
2144 Views
3 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
I believe that product marketing's core mission is to maximize value realization and conversion rates across all key user personas which in turn helps the business achiev...
2391 Views
6 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
The best way to establish credibility is to demonstrate to them what is your process for launching products and where do you need their help and how you will help them. T...
1049 Views
2 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
The biggest mistake I see candidates making is that they do not spend time learning about the product and the space it operates in. My recommendation is that you spend t...
2930 Views
4 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
It's difficult to generalize here. You need to first establish the need for product marketing because not every company needs a product marketing function. In my opinion:...
2132 Views
4 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
I personally don't see product marketing to be of different types. However, as you setup a product marketing function you need to develop work streams that are led by exp...
2786 Views
4 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
I see the product marketing function as a mix of strategic and tactical work streams. Strategic work streams are harder to improve on and naturally have a significant imp...
2159 Views
4 requests
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
In all product marketing teams I have worked for we came up with product launch treatments for the types of product launch. The types of launch can be "New SKUs", "New Fe...
2183 Views
2 requests
How can I get into product marketing from my current technical sales/enablement role?
I'm a product specialist at Meltwater and I'm looking to move into product marketing but would prefer to look externally. I currently support the sales team by setting up and demoing customized environments to prospects, sparring use cases, and doing some enablement work.
I've been doing some small projects with both the product marketing team and the broader marketing team - most recently a competitive VS style landing page and vertical-specific landing page copy.
For a side project, I'm in the midst of starting a podcast for aspiring marketers where I interview people from different disciplines so students and others looking to get into the field can see what best aligns with their interests.
Is there anything else I should be doing? Am I looking two steps ahead and I need to get more experience first? Feel like I wouldn't even get an interview if I applied to a PMM job in the tech space.
Honeycomb.io VP Product Marketing | Formerly Mparticle • 5y
Thank you for your question. It's true that sometimes hiring managers look for the steretoypical background markers such as years of experience when evaluating candidates...
1186 Views
3 requests