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

I've seen this done successfully a number of different ways. Here are a few common ones: 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 of things like battlecards and digests. Win Rate - This one is simple. What is your win rate against competitors prior to your enablement initiatives. How much does it increase post enablement initiatives? My recomme ...Read More

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 is working on the highest-impact projects.  As you scale, I'd recommend that you start structuring the team in a way that enhances and amplifies the partnership between product marketing and product manag ...Read More

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 driving go-to-market strategy to capture that market. What changes across go-to-market motions are channel strategies and areas of focus.  For example, if you're at a company with a sales-led go-to-market moti ...Read More

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 in the first few months, then there's no point in adding more into a leaky bucket. You'll need to patch up the bucket first. In reality, balancing customer lifecycle initiatives will be an evolving and fluid ...Read More

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 personas the company is focused on. In order to be effective at this, PMM will need to spend time looking inwards (at existing customers and users) and outwards (at prospects, competitors and new markets).  ...Read More

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 the demands of a PMM role (positioning is a key component to PMM, so this will be a good exercise for you to go through!). Also, Product Marketing really is a large umbrella term. Product marketing looks diff ...Read More