Communities

AMA's

Job Board

Product Marketing

How to communicate big changes in product when these changes have some benefits but require a big effort from your customers to enjoy them?

For example: your customer need to migrate from an old API to a new one.

2 Answers

April Rassa

Cohere Product Marketing • April 2

The first step is defining the customer journey and making sure your key functiona teams understand that journey. Then, recognizing that there may be stop gaps that need to be implemented to ensure customers can take advantage of the feature. What needs to happen on the delivery side of the house......Read More

948 Views

What are the best habits to do when working with C-Suite?

1 Answer

Lisa Dziuba

LottieFiles Head of Product Marketing • December 2

When working with C-Suite executives, there are a few key habits that can help you build strong working relationships and effectively communicate your ideas: 1. Be prepared: Make sure you have thoroughly researched and thought through your ideas before presenting them to C-Suite executives.......Read More

244 Views

What's the best. most turnkey framework to use for building GTM presentations for multiple stakeholder groups?

1 Answer

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

I really like the story brand framework by Donald Miller. The narrative structure puts the customer as the hero of the story and your solution as the guide to their problem. The book also talks about picking a fight for your product with a focus on vilifying the issues your customers are having. ......Read More

1060 Views

When you think about product launch, what post-launch activities are mission critical?

1 Answer

Amanda Groves

Crossbeam Senior Director Product Marketing • June 21

It certainly depends on the launch tier along with other market factors/customer dimensions, but typically I am looking at the data to inform next steps. Did we hit our product usage target? Is the narrative landing in sales calls (listening to gong recordings)? Is the pitch deck working (checkin......Read More

982 Views

How do you measure the contribution of Product Marketing to the growth result?

Oftentimes, PMM does not directly execute the campaign but rather provides a foundation or collaterals for sales and marketing to use. How do we calculate our percentage of contribution to the final results?

4 Answers

Vanessa Thompson

Twilio Senior Director, Product Marketing • October 27

I encourage my team to be the ‘mini CMO’ for the products they cover. That means the single biggest metric to measure is pipeline (with a focus on pipeline generation). Depending on the specific in-quarter activities we have going on around sales enablement, we can see a dedicated focus on sales......Read More

1582 Views

If you had to pick 3 measures to help track the impact of product marketing over time, what would they be and why?

3 Answers

Jasmine Jaume

Intercom Director, Product Marketing • October 26

It is classically difficult to directly measure PMM work, given our work is so cross-functional and many goals will be co-owned with other teams. It also depends on the focus of your team and each PMM - for example, we measure the effectiveness of our Enablement group differently to that of a gro......Read More

583 Views

When you have a product marketing team and a marketing team how do you draw the line internally?

1 Answer

Charlene Wang

Payrix VP of Product Marketing • June 6

Every marketing team operates differently, so the answer depends on the organization. In general, Product Marketers own the core positioning of the company & products and are responsible for translating this into messaging that wins deals and market share. To do so, Product Marketers need to ......Read More

21 Views

What framework do you use to lead and communicate Product Marketing?

2 Answers

Div Manickam

Mentor : Career | Leadership | Product Marketing • June 5

* A simple presentation is a good starting point to articulate who you are and what are your priorities. * What are the business goals -> what are shared OKRs -> what metrics demonstrate value? * OKRs are instrumental in gaining clarity across product, sales and marketing. ......Read More

17 Views

What are the challenges one should be aware of when setting up a new PMM function inside the org? How can one overcome them -- any tips?

5 Answers

Meredith Davis Shields

LendingClub VP, Product Marketing • July 26

If PMM is a new discipline within your org chances are other teams were "covering" PMM unofficially. This could mean product managers trying to wear marketing hats or lifecycle / brand marketers pitching in to support product. My advice is to start developing a rapport with PM leadership out of t......Read More

523 Views

How do you manage the transition from being the sole person responsible for product marketing activities to now having someone else who can share the burden?

One of the biggest changes when managing people and a team is handing off the responsibility to others. This is tough to do when you're so used to handling everything yourself. Any tips or suggestions on how to best make that transition?

4 Answers

Jason Oakley

Klue Senior Director of Product Marketing • January 5

This is a really great question, and something I think a lot of poeple struggle with. I've found this article from First Round Review really helpful. It's based on Molly Graham's concept of "Giving Away Your Legos." A quote from Molly – "If you personally want to grow as fast as your company,......Read More

521 Views