Product Marketing Skills

How do you build a Go-to market PMM portfolio when you only have content marketing skills?
I'm a PMM with 4+ YOE and I work at a B2B SaaS company. The issue is that I only have content marketing, sales enablement and campaign management experience, and NO product launch or go-to market experience. Across different interviews, I've been rejected because I'm not able to come up with strategies for positioning a new product in the market. I've consumed several courses and understand the theories now. But I don't have any practical experience of working with the Product team for launch. How do I leverage my theoretical knowledge into practical applications and crack interviews?
2 Answers
Michele Nieberding 🚀
Michele Nieberding 🚀
MetaRouter Director of Product MarketingMay 3
Having this type of background is GOLD! Don't underestimate yourself here. I understand companies may want a specific example of how you've positioned a new product in the market, but positioning a new product means nothing if you can't create clear content or enable sales to talk about WHY that ...Read More
427 Views
4 Answers
Joe Goldberg
Joe Goldberg
Vanta Director of Product MarketingJanuary 31
* When building it, of course lean heavily on sales feedback, including how the best sellers pitch. Ask to see any custom decks they use. * Do not forget the goal of FM deck is mostly do discovery/qualification + generate enough interest to get to second meeting (not close a deal!). So ...Read More
634 Views
What skills are the most important to develop when going from Sr. PMM to Director of Product Marketing?
I will work to see how I can accomplish this at my current company, but there are limited slots and I may need to go elsewhere. I know PMM is different at different companies, but it's helpful to hear what you look for
3 Answers
Julie Towns
Julie Towns
Pinterest VP, Product Marketing & Product OperationsJanuary 18
First, here is how I'd define the scope and complexity of a Director level PMM role: * At a director level, your work will be highly strategic in nature. For example, you should be identifying and devising strategies to solve company-wide issues with longer term implications (18-24 months...Read More
1081 Views
1 Answer
Jane Reynolds
Jane Reynolds
Archer Director of Product MarketingApril 18
With Archer, our USP is that all user profiles are selfie-verified and we say that explicitly and directly in our marketing. We tried some cheekier messaging like "Dating that's about face" but ultimately that cleverness just led to confusion. Especially when launching a new product, it's importa...Read More
546 Views
What Product Marketing (pragmatic diagram) courses/certifications would you recommend for someone new to Product Marketing?
What pragmatic marketing courses would you recommend for a 15-year veteran marketer who is new to Product Marketing? My boss is recommending Pragmatic Institute, but I'm curious what is the most-effective course/certification. I want to be sure that I can actually apply the concepts I learn versus signing up for a course that is entry level and not worth it. It would be great if I could converse with the instructor about my particular work situation so that I can better understand how to apply the concepts.
1 Answer
Jeff Rezabek
Jeff Rezabek
IRONSCALES Director of Product MarketingApril 16
I have completed nearly all of the Pragmatic Marketing Courses. While they were great, in my experience, they were geared more toward the product team. Foundations, Market, and Launch were good, and I still find myself thumbing through the workbooks every so often. If you have more experience i...Read More
282 Views
1 Answer
Sarah Din
Sarah Din
Quickbase VP of Product MarketingMarch 29
A lot of companies still don't understand product marketing. I often see companies look for PMMs but also ask for them to be demand gen or content writers or brand marketers - and in some companies, if that's what is needed, that is what you do. But the companies that understand the value of good...Read More
617 Views
3 Answers
Aurelia Solomon
Aurelia Solomon
Salesforce Senior Director, Product MarketingJune 16
* Communication and executive presence (and if in a management role, delegation). * As one moves into more senior PMM roles, it becomes more about the softer skills (you already know how to do the core job!) * In a senior role, your success depends a lot on how well you can communicate...Read More
880 Views
4 Answers
🟧 Hugo H. Macedo 🟧
🟧 Hugo H. Macedo 🟧
Advisor & Investor | Product Marketing Expert | B2BJanuary 23
Go beyond the title. Look for the experience and skills you need. Product Marketing can be many things so a title can even be misleading. So look for skills - here are some ideas: Management Consultants (Mckinsey, BCG, Bain) can be a great profile - they have the business analysis and data ana...Read More
166 Views
3 Answers
🟧 Hugo H. Macedo 🟧
🟧 Hugo H. Macedo 🟧
Advisor & Investor | Product Marketing Expert | B2BJanuary 23
Product Marketers dream of having a seat at the table but are spread too thin and have a hard time proving their value. Product marketers often don't know the business and don't know what the business's priority is. They focus too much on "stuff" and "process" Product Marketers want to have...Read More
161 Views
2 Answers
🟧 Hugo H. Macedo 🟧
🟧 Hugo H. Macedo 🟧
Advisor & Investor | Product Marketing Expert | B2BJanuary 24
"How to eat an elephant?" "one bite at a time" That's how to approach when thinking about a Market. The question then is, where are you going to bite? First you need a good understanding of the market: * who's going after what customers/personas * how they position themselves * dynamics...Read More
245 Views