Building a Product Marketing Team
Consumer Product Marketing
Developer Product Marketing
Enterprise Product Marketing
Establishing Product Marketing
Growth Product Marketing
Industry Product Marketing
Influencing the C-Suite
Influencing the Product Roadmap
Partner Product Marketing
Platform and Solutions Product Marketing
Pricing and Packaging
Product Marketing 30/60/90 Day Plan
Product Marketing Career Path
Product Marketing / Demand Gen Alignment
Product Marketing Interviews
Product Marketing KPI's
Product Marketing Productivity Hacks
Product Marketing Skills
Product Marketing vs Product Management
Scaling Product Marketing
Self-Serve Product Marketing
SMB Product Marketing
Technical Product Marketing
Consumer Product Marketing
Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :) In general, you have to identify what you’re optimizing towards and what structure will give you the highest chance to get there. For Eats PMM, we’ve always kept a fai......Read More
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.
On the Consumer side (where I sit) we have Brand Marketers and Product Marketers. Product Marketers need to deeply understand the value prop, positioning and user needs of the product. A big part of the PMM role is Inbound - leveraging research and insights to influence product strategy. When a P......Read More
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More
My not helpful answer is that there is no "typical" 30-60-90 day plan. Your first 90 days will vary drastically depending on the stage of the company you are joining, the maturity of the product marketing team, and the specific challenges the company is facing. In my experience, the first 30 days......Read More
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?
What an exciting opportunity this is for you! I’m thrilled that you’ve earned this chance. When I joined Hims & Hers, I was in this exact position where I got to build out the Product Marketing team from scratch. It was one of the most valuable learning experiences of my career so far. Your li......Read More
If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of the business will be determined by product leadership and the roadmap they set. That said, market......Read More
I came from a background in brand and so my natural instincts served me most well on the outbound side of product marketing. I had my fair share of imposter syndrom in the early days when I looked at my peers and realized that I'd never done the traditional inbound work of a PMM. I spent more ......Read More
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
* Be a Product Marketer: Understand the marketplace, trends, and competitors. * Use the product: Use the product, sign up for emails, check out their SEO and social presence, and interview current users to form a point of view on the product and opportunities (e.g. opportunities in the on......Read More
Where to start? Every company has different policies for promotion criteria, but ultimately it needs to take into account 2 things: merit and business need. Business need has to come first. It means that there's a larger scope of a role that needs to be done - more responsibility and complexity w......Read More