Tamara Grominsky

AMA: Unbounce Chief Strategy Officer, Tamara Grominsky on Growth Product Marketing

May 11 @ 9:00am PST

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Top Questions
How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?
Tamara Grominsky
Chief Strategy Officer at Unbounce
I would argue that the definition of product marketing remains the same regardless of go-to-market motion. At it's core, product marketing is about identifying the right customer and markets that find your product valuable, positioning and packaging that value in a compelling way, and then drivin...more
As head of PMM at a startup, how did your PMM team grow over time, e.g. what positions did you hire, when, why? How did divide scope of responsibilities? What were the most strategic hires you made, including non-PMM titles if any?
Tamara Grominsky
Chief Strategy Officer at Unbounce
In the beginning, you'll most likely have a smaller PMM team - maybe with just one PMM. That means you'll need a well-rounded PMM generalist. Someone who is comfortable taking on everything from product launch to sales enablement to segmentation. Prioritization will be key to make sure the team i...more
Sometimes Customer Marketing falls under Product Marketing, sometimes it doesn't. If it does, where do you recommend the team focus? If it's a separate team, any tips on how to best work with them?
Tamara Grominsky
Chief Strategy Officer at Unbounce
Product Marketing and Customer Marketing go together like peanut butter and jelly! I just love to see the two teams working side by side, regardless of who they report into.  Product Marketing should be the expert on the "target market" - by this I mean the core markets, customer segments and ...more
How do I measure sales enablement success?
Tamara Grominsky
Chief Strategy Officer at Unbounce
I've seen this done successfully a number of different ways. Here are a few common ones: 1. Usage - What is the % of your sales team that is using the content and collateral you are creating. If you use a competitive enablement tool like Klue, you'll be able to track usage and adoption ...more
How can I get into product marketing from my current technical sales/enablement role?
I'm a product specialist at Meltwater and I'm looking to move into product marketing but would prefer to look externally. I currently support the sales team by setting up and demoing customized environments to prospects, sparring use cases, and doing some enablement work. I've been doing some small projects with both the product marketing team and the broader marketing team - most recently a competitive VS style landing page and vertical-specific landing page copy. For a side project, I'm in the midst of starting a podcast for aspiring marketers where I interview people from different disciplines so students and others looking to get into the field can see what best aligns with their interests. Is there anything else I should be doing? Am I looking two steps ahead and I need to get more experience first? Feel like I wouldn't even get an interview if I applied to a PMM job in the tech space.
Tamara Grominsky
Chief Strategy Officer at Unbounce
It's a great time to get into Product Marketing - demand is high, and supply is low.  In my experience, great PMMs and PMs come from a wide variety of backgrounds, so there is no "one perfect path". They key is to take your existing skills and knowledge and position it in a way that matches th...more
How much of your growth marketing tactics based around acquisition, and how much are they based around retention?
Tamara Grominsky
Chief Strategy Officer at Unbounce
This is going to depend entirely on the growth stage of your business and the health of your customer base. If you're a startup, you'll need to focus on getting new customers in the door. But, if those prospects or trialers aren't converting into paying customers, or are churning out rapidly i...more