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AMA: Treasure Data Director of Product Marketing, Michele Nieberding on Industry Product Marketing

September 24 @ 10:00AM PT

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👋 Michele Nieberding

Hi everyone!

👋 Your name and where you're located: Michele Nieberding located in the DC area (technically Reston, VA)

💼 The company you work at and your role: VP of Product Marketing at Optiversal

👀 What topics are top of mind right now: Measuring PMM impact

🤝 Topics that you can help others with: Being more effective using AI

🍦 Favorite ice cream flavor: (We won’t judge!): Cookies and cream foreverrr

How would you approach industry specific positioning for a professional services company as opposed to a product company?

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

The core principals of good messaging and positioning still apply here! But in the positioning narrative, you're basically just swapping "Our method + experts + accelerat...

571 Views

1 request

How do your industry PMMs collaborate with product- or sales segment-focused PMMs?

I'm the first product marketer focused on GTM strategy for our platform to a specific industry when the rest of the team owns specific product(s) and/or sales segment.

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

I always like to align on a common goal to start! Pick maybe 3 key metrics (win rate, account value, time to first meeting, attach rates, adoption/usage, etc.). Start fro...

531 Views

1 request

What’s a successful GTM look like for you? Who do you involve & how do you influence to get the best ROI?

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

For me, I like to start with OUTCOMES. And that requires a "north star" KPI, but also alignment across teams for how you will reach that key metric.What that means for me...

606 Views

1 request

When does it make sense to lean into a dedicated vertical or industry marketing function? And once you decide, how do you get it off the ground?

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

Ok so...this might be a hot take, but typically I feel like people lean into "verticalization" before they're ready (aka too small, or not mature enough). Like it feels l...

540 Views

1 request

How do you distill the 'WHY' of your brand down into your product value propositions? Any frameworks or exercises to support this process across different market segments?

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

Verticalization is about keeping one story “spine” and swapping the muscles: jobs, metrics, vocabulary, proof, and partners. So my two cents --> start by getting the m...

1103 Views

1 request

what skills and abilities are required to be head of industries marketing? how do candidates set themselves apart during an interview?

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

Know the customer DEEPLY, each industry is so different. You need to know their specific pain points and how to speak their language. For example, Having built the indust...

524 Views

1 request

What do you find most challenging about launching a new product that is also your company's first product?

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

Welp. You only get one chance at a first impression. I think it's really challenging to determine whether to go BIG (like enterprise solution) or more focused for land an...

989 Views

1 request

What are key certifications or courses to become a product marketing manager?

I'm a digital marketing specialist looking to transition to product marketing

Michele Nieberding•

Treasure Data Director of Product Marketing • 7mo

I always recommend the Product Marketing Alliance courses! I would start with Product Marketing Certified: Core.Sharebird of course is great to learn from peers, and Refo...

1140 Views

1 request