AMA: Shopify Senior Product Marketing Lead, Stephanie Kelman on Product Marketing Skills

The marketing landscape is evolving significantly and it's a great opportunity to shift our approach to product marketing tactics. Here are some the biggest trends I think of when I plan campaigns: 1. Digital-First Everything * Virtual product launches becoming standard * Digital tools and platforms taking center stage * Remote/hybrid customer engagement models 2. Data & Personalization * More sophisticated use of customer data * AI-driven personalization at scale * Focus on measurable outcomes 3. Content Evolution * Short-form video dominance * Interactive content experiences * User-generated content importance 4. Customer Experience Focus * Enhanced customer journey mapping * Community building emphasis * Self-service options growing

I started my product marketing career in SaaS startups and this is a topic I discussed with my early mentors often. Being a solo PMM can be a lonely world and it's so important to stay connected to communities like Sharebird and other PMMs. The key success factors to keep in mind to be an all-star PMM at a startup are the ability to move fast and be scrappy, focus on high-impact activities, wearing multiple hats, and data-driven decision making. Stay focused on what moves the needle for growth and revenue, then expand your scope as the company grows. Here are the must-have PMM skills: 1. Product & Customer Focus * Customer research/interviews * Product positioning & messaging * User journey mapping * Basic product analytics 2. Content & Communication * Sales enablement materials * Website copy/messaging * Basic email marketing * Clear technical writing 3. Growth Fundamentals * Basic acquisition channels * Lead generation * Simple funnel optimization * Core metrics tracking 4. Project Management * Priority setting * Quick execution * Stakeholder management * Resource optimization

The main difference between inbound and outbound PMM work is that inbound marketing pulls customers in through value and education. Outbound marketing pushes messages out to drive immediate action. Inbound marketing can also be described as conducting customer and market research in order to inform product and marketing strategies. While outbound marketing is your traditional marketing and GTM campaigns. Here's a quick breakdown of skills for inbound v. outbound PMM work: Inbound PMM Skills: * Strong content creation/writing skills * SEO and analytics expertise * Deep customer psychology understanding * Focus on attracting and nurturing Outbound PMM Skills: * Strong presentation and sales enablement skills * Campaign and project management * Lead generation and paid channel expertise * Strong writing skills that focus on converting

The key to developing more diverse skills it to be proactive about your opportunities to learn and get hands on experience. That may involve taking on side projects outside of your responsibilities. Here are some of the best ways a PMM can develop a well-rounded set of skills with a limited scope: 1. Cross-functional Projects + Internal Networking * Volunteer for projects outside your core responsibilities * Shadow colleagues in different areas * Join task forces or working groups * Offer to help other teams during busy periods 2. Self-Directed Learning * Take online courses (Reforge, Product Marketing Alliance) * Join professional communities (Sharebird) * Follow industry leaders and their content on LinkedIn and Sharebird * Read case studies from other companies 3. Create Side Projects * Start a personal blog/newsletter * Document your learnings and processes * Practice skills through personal projects * Volunteer for startup advisory roles 4. Maximize your Current Role * Ask to be involved in planning stages * Request exposure to different aspects of projects * Document processes from other teams * Build relationships with product and marketing teams 5. Build Your Case * Track areas where you want to expand * Present business cases for involvement * Show how additional skills benefit the company * Request formal rotation programs

Think of it this way - you can always teach someone how to use a new tool or follow a process, but it's much harder to teach someone how to be a good teammate or communicate effectively. When you're the new person on a team, having strong people skills will help you build trust quickly, learn from others more easily, and navigate the workplace dynamics. Plus, your colleagues are usually more willing to help someone who's pleasant to work with, even if they're still learning the ropes. That's why I'd always bet on someone with great soft skills who needs to learn the technical stuff, rather than a technical expert who struggles with basic teamwork and communication.

I really love this question and it's something I think about daily. Here are some of the skills I coach my team on frequently: 1. Strategic Thinking * Market analysis * Business strategy alignment * Long-term planning * Cross-functional leadership 2. Stakeholder Management * Executive communication * Cross-team influence * Project orchestration * Relationship building 3. Data-Driven Decision Making * Analytics interpretation * Market research * Customer insights * ROI measurement The best way to learn these skills is with hands-on experience leading major launches where you can own the strategic initiatives and manage cross-functional projects. This often requires taking on stretch assignments if it's not part of your current scope. Don't under estimate the value of network building as a key skill. Build relationships with your peers, learn from other leaders in your company and across other industries. And always share your experiences and best practices with your peers and PMM community.

This is such an interesting topic and one that is top of mind for many of my peers. These days it's getting really hard to tell where product marketing stops and demand gen begins. A lot of PMMs I talk to are being asked to do both - one day they're working on positioning and launches, the next they're running campaigns and tracking pipeline numbers. Makes sense in a way, since PMMs already know the product and customer story inside out. But it can get pretty messy trying to juggle both, especially when you're trying to stay strategic while hitting those demand gen targets. I'm seeing more companies either embrace this hybrid approach or at least make sure these teams are working super closely together. It's kind of like the new normal, especially in smaller companies where everyone needs to wear multiple hats.

Good product marketing is a mix of art and science. While data is crucial for validating decisions and measuring success, you can't rely on numbers alone. The best PMMs start with informed intuition (based on experience and market knowledge), then use data to validate or adjust their thinking. Being purely data-driven might make you miss opportunities that aren't yet showing up in the numbers, while going purely on gut feeling is too risky. The sweet spot is being data-informed - using your instincts to point you in the right direction, then letting data help you course-correct along the way.