AMA: Treasure Data Director of Product Marketing, Michele Nieberding on Product Marketing / Demand Gen Alignment
December 18 @ 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
👋 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
What does your weekly reporting in Lifecycle (post signup) look like?
What relevant KPIs are shared with other teams?
Treasure Data Director of Product Marketing • 4mo
For me, weekly lifecycle reporting is not about celebrating vanity engagement or reacting to every blip. It’s about answering one question consistently:Are new customers ...
431 Views
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Treasure Data Director of Product Marketing • 4mo
Oh gosh, I think generally the "handoff" point has bene one of the biggest challenges - what PMM owns vs. not. For example, while we focus on messaging and positioning, w...
389 Views
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Treasure Data Director of Product Marketing • 4mo
At its core, a content-mapping exercise is just asking: Do we have the right content, for the right people, at the right time in their buying journey? When PMM and Demand...
700 Views
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Treasure Data Director of Product Marketing • 4mo
At a high level, I don’t think of Product Marketing and Demand Gen as separate functions that “collaborate.” I think of them as two halves of the same revenue system. Pro...
442 Views
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Treasure Data Director of Product Marketing • 4mo
This is something I’m very intentional about, because most breakdowns don’t happen at the strategy level. They happen in execution, when messaging gets diluted or improvi...
373 Views
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How has your product marketing team traditionally worked with demand generation / growth marketing?
At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?
Treasure Data Director of Product Marketing • 4mo
In most organizations, the relationship between Product Marketing and Demand Gen reflects team size and mandate. When Demand Gen is larger, they naturally drive campaign ...
540 Views
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Treasure Data Director of Product Marketing • 4mo
One of the biggest lessons I’ve learned is that alignment doesn’t come from a quarterly kickoff or a big launch deck. Those help, but they fade quickly. Alignment improve...
415 Views
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Treasure Data Director of Product Marketing • 4mo
Start with account reality, not broad personas. Let me explain:In traditional marketing, PMM spends a lot of time defining personas and segments that work at scale. In AB...
1555 Views
1 request