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Consumer Product Marketing
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?
Which are the mandatory questions you should ask the company founders when you're empowered to create the Product Marketing function from zero?
I will face this challenge very son and my thoughts are: - which are the company objectives? - which are the marketing and product marketing specific objectives? - the resources in place to achieve the objectives (human, financial, tools) - where is the product on the lifecycle? - top three priorities - how are sales/marketing/product teams organised?
How is the Product Marketing team structured there by product line, segment, function or by objective (ie. revenue retention, product engagement, etc)?
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?
What's the best way to prepare for a product marketing interview at a big tech company? What resources would you recommend to a prospective so they can best showcase their experience and aptitude for role. (B2C focused PMM)
What qualities in a B2B marketer do you think are applicable to Consumer Product marketing? What are skill gaps that a B2B marketer could improve on to become more consumer-focused?
Asking as a B2B product marketer looking to transition to B2C