AMA: Nextdoor Head of Product Marketing, Brianne Shally on Consumer Product Marketing

Top 3 Soft skills Be collaborative: Be open to new ideas, raise your hand to help, lean in to new areas, and have fun while doing it.   Build strong relationships: Invest in your cross functional partners, get to know them personally and professionally, know what is most important to them.  Develop a point of view, clearly communicate your point of view, and influence others with your point of view Top 3 Hard skills Analytical <-> Creative: Navigate this spectrum to be both analytical and ...Read More

Be a Product Marketer: Understand the marketplace, trends, and competitors. Use the product: Use the product, sign up for emails, check out their SEO and social presence, and interview current users to form a point of view on the product and opportunities (e.g. opportunities in the onboarding process, use cases, etc.). For an interview with a company, I interviewed a handful of their customers to understand use cases, pain points, and their target audience. From these insights, I developed recom ...Read More

B2B and B2C are both H2H (human to human) marketing at the end of the day. I’ve seen folks try to say there's a strong distinction and to ‘pick a lane’. I’m of the mindset that B2B and B2C are more similar than different. I’ve found my experience in B2B especially, in demand gen, has helped me with B2C thinking through app store activations and vice versa.  That said, here’s the minor nuances that I’m oversimplifying:  Sales Enablement: You must work closely with the Sales team to ensure they ar ...Read More

It’s difficult to define growth by titles since titles vary greatly by company and company maturity. Also, more and more companies are shying away from title heavy culture. When you consider growth and trajectory, I encourage you to evaluate it based on your goals, what you want to learn, and what you want to do next vs. a title. Focusing on obtaining a title can be short sighted and may result on you being lost after you achieve it. That said, with career progression top of mind, here are some ...Read More

It’s most valuable to align the PMM team to the Product team structure to drive stronger alignment and integration. Back in the day, when we worked in person, we strived to have Product Marketers sit directly with their product teams. In some cases, this has meant that I’m in a different building than my manager and some of my team members, but I find this integration extremely valuable. Nextdoor is structured by the following Pillars: Member Experience (Consumer), Neighborhood Vitality (Trust, ...Read More