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Consumer Product Marketing

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

20 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 9

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

5143 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

17 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 9

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

9618 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

10 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 18

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2277 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

13 Answers

Christy Roach

AssemblyAI VP of Marketing • October 9

Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft......Read More

6286 Views

As a b2b product marketer, what's the best way to move into b2c / consumer?

4 Answers

Mike Polner

Discord Head of Marketing • December 13

This is a great question. I would zoom out and think more holistically about how to approach career advice and what I tell people looking to get into Product Marketing overall. I usually approach significant career transitions or moves in two-steps. Sometimes, people see the next job and say ......Read More

2519 Views

Do you recommend developing deep focus in B2B or B2C PMM work? Are skills transferable? When you look for a candidate do you look for B2B or B2C experience specifically?

9 Answers

Emily Rugaber

Thanx VP of Marketing (previously Head of Product Marketing) • July 6

- It's all about being able to tell a story about how your previous experience tracks to what you want to do - B2B and B2C are converging a bit so I think the skills are definitely transferrable. It might be hard to move from the far end of the spectrum all the way to the other far end - What det......Read More

922 Views

What has worked well (or has not worked) as far as positioning your product marketing team within a larger marketing org?

11 Answers

Carrie Zhang

Square Product Lead • November 17

Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relationship building and collaboration in 3 areas: 1. Product (development) team. At Square PMMs are embedded within the product t......Read More

4472 Views

What other skills do consumer product marketers need to have that aren't required for b2b product marketers?

3 Answers

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 15

In general I think there is a lot of overlap in the fundamental skill set needed between the two roles even though they operate differently. In consumer product marketing you’re targeting the end-user with your offering/product. In B2B you’re targeting other companies with your offering/product w......Read More

1092 Views

What are the best interview questions you received when hiring PMMs?

1 Answer

Lindsay (Saran) Gatta

Bumble Head of Product Marketing, Bumble For Friends • January 24

Here are some I like: -What's good product you believe is marketed poorly? -What's a product you believe is not a market category leader but is because of its marketing? -Tell me about the last time you promoted someone on your team. What was that process like? -What inspired you to pursue a ......Read More

587 Views

How is your PMM team structured? Are some PMMs focused on B2B and others on B2C or the same product line or does one PMM work on both?

7 Answers

Mike Polner

Discord Head of Marketing • December 13

Highlighted this one in another question, so will point you there, but overall, yes - we break PMM responsibilities down by audience. Some PMMs will work only on Consumer and some only on Restaurant for example. In a three-sided marketplace, there is naturally a ton of organic collaboration acros......Read More

1587 Views

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