Product Marketing

Robin Fontaine
Robin Fontaine
Shopify Senior Product Marketing LeadNovember 15
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
1078 Views
Vishal Naik
Vishal Naik
Google Product Marketing LeadNovember 14
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
2875 Views
Alex Gutow
Alex Gutow
Snowflake Senior Director of Product MarketingDecember 21
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
1080 Views
Chris Koehler
Chris Koehler
Box Chief Marketing OfficerJune 28

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.

200 Views
Brett Queener
Brett Queener
Bonfire Ventures Managing DirectorJune 6
The earlier stage you go, the more you are acting as a mechanic who is building a custom vehicle. You’re trying to find market fit and you’re doing a lot of testing. You have a lot of theories, but little data.  You may fail 8/10 times, but when you do get a data point it’s exciting! It can be......Read More
184 Views
Brett Queener
Brett Queener
Bonfire Ventures Managing DirectorJune 6
It depends on the company that you’re working at. The idea of a CMO as an expert in all of the domains (brand, demand gen, pmm) is unrealistic. I do not think that there is an expectation that you are great at all of these things. I think you have to have a broad view of marketing, be a tough jud......Read More
9 Views
Maureen Sitterson
Maureen Sitterson
Etsy Senior Director, Product MarketingOctober 25
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
628 Views
Maureen Sitterson
Maureen Sitterson
Etsy Senior Director, Product MarketingOctober 25
This happens a lot as a Product Marketer! While it's great to take multiple stakeholders opinions into account, product marketers have a unique vantage point in their organization that enables them to see the broader company context in a way that not all teams have access to. To manage conflictin......Read More
640 Views
Sam Melnick
Sam Melnick
Postscript Vice President Of Product MarketingFebruary 14
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
468 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
2408 Views