Communities

AMA's

Job Board

Growth Product Marketing

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

At our company, demand gen is a much bigger function than product marketing so they drive all of the campaigns with our input, but I came from an organization where we lead the campaign strategy a bit more since we had more numbers. Anyone have a good solid process they use with their demand gen team?

12 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

In my experience, product marketing is the nucleus of the marketing team - driving and informing strategy for demand generation, sales enablement, and other channel owners (field, content, etc). Good Product Marketers first need to know what is coming down the pipeline (on the product side) a......Read More

2838 Views

How do you manage launches when the product team has a difficult time sticking to timelines?

This makes launches pretty difficult to manage without creating large lapses in communication.

10 Answers

Caroline Walthall

Quizlet Director of Product Marketing • January 30

I would bake in as much buffer time as you can in your marketing timelines. If they have a track record of not shipping on time, I'd start assuming that. If your product partners get upset about that, explain the marketing dependencies that you can't deliver results when timelines are always in f......Read More

695 Views

Suggestions for building out a Growth Product Marketing function in a fast growing early stage startup? Since this is not yet a defined role, any suggestions on how to partner with other departments (customer support, product, education)?

2 Answers

Kacy Boone

Clockwise Head of Growth Marketing • May 25

Make sure it makes sense first! Do you have a Growth Product team to pair up with? Is Growth well resourced at your company? Is there already a Product Marketing team? A growth marketing team? I obviously have lots of questions in order to be helpful here, but I think reading through the othe......Read More

582 Views

How can you take your experience in growth marketing to transition to product marketing?

1 Answer

Kacy Boone

Clockwise Head of Growth Marketing • May 25

Totally! I’ve helped multiple growth marketers make this jump before. You’ve already got the marketing channel performance chops, so I would lean into that. If you’ve built out a strong understanding of what messaging works for your audience, that can also be highly applicable to product marketin......Read More

584 Views

If you have to improve the adoption rate of a SaaS product, where would you start?

Like what are the first things you would check/do?

6 Answers

Jessica Webb Kennedy

Tailscale Head Of Marketing • December 8

I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More

1545 Views

How do you look at the difference and overlap between growth and product marketing?

1 Answer

Kacy Boone

Clockwise Head of Growth Marketing • May 25

Product marketing is deeply aligned to the product team and is focused on maximizing the adoption of the product suite. Product marketing can also be split into “inbound” and “outbound” functions depending on the stage of the company. Inbound being responsible for research, strategy, and insights......Read More

737 Views

How can I get into product marketing from my current technical sales/enablement role?

I'm a product specialist at Meltwater and I'm looking to move into product marketing but would prefer to look externally. I currently support the sales team by setting up and demoing customized environments to prospects, sparring use cases, and doing some enablement work. I've been doing some small projects with both the product marketing team and the broader marketing team - most recently a competitive VS style landing page and vertical-specific landing page copy. For a side project, I'm in the midst of starting a podcast for aspiring marketers where I interview people from different disciplines so students and others looking to get into the field can see what best aligns with their interests. Is there anything else I should be doing? Am I looking two steps ahead and I need to get more experience first? Feel like I wouldn't even get an interview if I applied to a PMM job in the tech space.

5 Answers

Shabih Syed

Square Product Lead, Ecosystem Discovery • July 7

Thank you for your question. It's true that sometimes hiring managers look for the steretoypical background markers such as years of experience when evaluating candidates for product marketing. But in my experience I don't find those to be strong indicators of how well you are going to perform as......Read More

687 Views

Sometimes Customer Marketing falls under Product Marketing, sometimes it doesn't. If it does, where do you recommend the team focus? If it's a separate team, any tips on how to best work with them?

1 Answer

Tamara Grominsky

Kajabi VP Product Marketing & Lifecycle • May 11

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 ......Read More

719 Views

As head of PMM at a startup, how did your PMM team grow over time, e.g. what positions did you hire, when, why? How did divide scope of responsibilities? What were the most strategic hires you made, including non-PMM titles if any?

4 Answers

Anna Wiggins

Bluevine Sr. Director of Customer Research, Content, and Product Marketing • August 11

Since ManyChat is a younger company, we don’t yet have a lot of product lines that merit the traditional squad PM <> PMM structure. Today the Product Marketing team is structured based on target customer personas with each PMM also responsible for a functional area like research or competitive in......Read More

926 Views

What is product marketing's role in a product-led growth company?

3 Answers

Rahul Chhabria

Sentry Director of Product Marketing • October 6

I try to think of our role as Contextual Educators. We’re responsible for providing the best first impression through content and being able to communicate the value of our product well enough to encourage someone to sign up or start a trial. That means testing messaging at scale across multiple ......Read More

782 Views