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AMA: Qualtrics Former Head of Global Product Marketing, Liz Tassey on Product Marketing Soft and Hard Skills
July 8 @ 10:00AM PST
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Qualtrics Former Head of Global Product Marketing, Liz Tassey on Product Marketing Soft and Hard Skills
Top Questions
How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
Brand is more than just a logo or color palette or tag line. Brand is the combination of customer touchpoints that create meaning and belonging for that customer...Brand attracts the customer in the first place, for sure, but brand shows up in how the product delivers on its promise, how customer......Read More
421 Views
2 requests
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
Wow I love this idea! A couple of thoughts: 1. Customer-obsession: This is probably the #1 skill/perspective that we can help other teams embrace. Is this driving value for the customer, is this something they can easily understand, are we solving the pain point in a unique and diff......Read More
311 Views
1 request
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
1. Messaging and storytelling: this continues to be the hallmark of a great PMM. In particular, really leaning in on differentiation and value to the customer (not speeds and feeds) while also simplifying concepts down in a memorable way that makes it easy for sales to land, marketin......Read More
770 Views
1 request
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
I would recommend doing a listening tour with your key stakeholder teams in the organization (product, sales, growth, enablement, partner) to help inform your priorities, as budget items could be almost limitless. It's also important to understand the state of your product and where it might need......Read More
754 Views
2 requests
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
I think it's a balance, but if I had to choose, leaning in to those soft skills is a great strategy when you are starting out. It's really important to go into a new team / company with a really strong growth mindset and a relationship building / collaboration ethos. Be curious, meet with yo......Read More
266 Views
1 request
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
1. Not knowing the product: I've known PMMs who had never...used...the product. For real. This is job #1 - get familiar with the product, build and do demos with customers, spend time with the product managers understanding the roadmap, what's been the history, what is the vision for......Read More
451 Views
3 requests
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
I love the data debate. A couple of my favorite quotes: "If you torture the data long enough, it will confess to anything" - Ronald Coase. "If I had asked people what they wanted, they would have said faster horses" - maybe Henry Ford I dont think it's an either-or answer. Data is obviousl......Read More
886 Views
3 requests
Liz Tassey (she/her)
Highspot Vice President Product Marketing • July 9
A good competitive intelligence function starts with great listening. Engaging your frontline (both sales AND customer success...why you are losing deals is good insight, but why you are losing customers is incredibly powerful), win/loss reports, gleaning insights from your customer experience an......Read More
1022 Views
2 requests
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Sr. Product Marketing Manager - AI and Platform
Highspot
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