Product Marketing

Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing LeadNovember 16
Even if accessing quantitative data is a challenge, you can almost always find a way to get great qualitative data by setting up interviews with customers or prospects. You can do these over video chat. Here's a process you can follow: * Write a research brief that includes goals, target aud......Read More
956 Views
Vishal Naik
Vishal Naik
Google Product Marketing LeadNovember 15
I'll break this up into two parts: Industry trends: I tend to look to public information here. Press pickup, analyst reports, what's going viral online (for a consumer product). If I were to turn to research for this, I'd suggest a qualitative study where I wrap this into a line of questions a......Read More
2829 Views
Brianne Shally
Brianne Shally
Marketing ConsultantNovember 15
* Get creative! Need insights quickly to inform product development, build a survey and put some dollars behind it on Facebook, or have the company share with friends and family that fit into the ICP.  * Determine how the insights will impact decision making. Have a deep understanding......Read More
655 Views
Alex Gutow
Alex Gutow
Snowflake Senior Director of Product MarketingDecember 22
Over the past few years (and continuing), it's become more important that product marketers have technical depth in the areas they cover. Being able to go deep in your area will make your messaging better and will help you better identify what are the right topics and tactics necessary to land in......Read More
1028 Views
Chris Koehler
Chris Koehler
Box Chief Marketing OfficerJune 29

Be BOLD and be willing to ask people for help. Reach out, do your homework, and network. Find resources, attend events, etc. When reaching out, be very specific on what you are trying to learn and offer to give back in any way. CMOs are some of the most giving leaders as it is in our DNA.

156 Views
Maureen Sitterson
Maureen Sitterson
Etsy Senior Director, Product MarketingOctober 26
I don't have a specific formula for re-iterating on messaging, because I firmly believe that it's important to critically evaluate messaging through multiple lenses with several stakeholders throughout the messaging development process. Landing a strong brief and aligning on it with all key stake......Read More
579 Views
Nami Sung
Nami Sung
Ramp Senior Director, Product MarketingOctober 25
I need to unpack this in therapy but for some not-yet-fully-explored reason, I hate messaging houses and marchitecture like that. Perhaps it feels like it's forcing structure. Perhaps it feels too permanent and untouchable (because it's housed??). Not sure. But I do concede that they can be usefu......Read More
693 Views
Josephine Ruiz-Healy
Josephine Ruiz-Healy
Spotify Associate Director, Head of Product Marketing at Spotify for ArtistsOctober 27
Before I explain the difference between messaging and copy, let me quickly recap positioning. Since positioning informs messaging and messaging informs copy, it’s important to start there.  * Positioning is the foundation of all product marketing activities. I love the way that April Dunford......Read More
1453 Views
Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingFebruary 15
Managing up is a huge part of being a PMM, especially when aiming for a leadership position. How this is done depends on where you are in your career and what is expected of you. An IC Product Marketer needs to manage up and across, but I'd expect them to seek out specific direction from their m......Read More
412 Views
1 Answer
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product MarketingJune 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
2191 Views