AMA: WhatsApp Product Marketing Lead, WhatsApp Business, Aneri Shah on Consumer Product Marketing
February 17 @ 9:00AM PT
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Ethos VP Marketing | Formerly Meta, Microsoft • 4y
I've thought about this a lot as I've worked across both B2B and B2C and wondered if it makes sense to specialize and how transferrable skills are. This is also something...
680 Views
4 requests
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
Having worked across both, the key differences in my mind fall into 2 key categories: 1) ability to get customer insights, 2) role in the GTM motion. 1. Customer insights...
1245 Views
6 requests
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately fam...
10375 Views
4 requests
What are you favorite resources to find product marketing *workflows* and best practices & case studies regarding them?
For instance, I like Kapost's, Drift's, and Intercom's handbooks.
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
I also love Drift and Intercom's blogs and handbooks! First Round Review also has some great case studies. For courses, I like Pragmatic Marketing [great PMM frameworks]...
2504 Views
6 requests
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
Think creatively about marketing-adjacent work you've done, and put together a series of case studies that you can share with the hiring team. Examples can include: Ide...
12139 Views
4 requests
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
PMM role definitions and skills do vary significantly across companies (and even teams within the same company!) but I see this as an opportunity. The main skills are st...
451 Views
2 requests
Ethos VP Marketing | Formerly Meta, Microsoft • 4y
Lead with insights. The best way to get involved as a PMM is show that you have both the breadth and depth of insights that articulate the customer problem, and can help ...
454 Views
3 requests