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Establishing Product Marketing
3 Answers

Jasmine Jaume
Intercom Director, Product Marketing • October 26
Many of us in PMM came from a different discipline, so know that it's very common and very doable! I myself came from an editorial background (I studied journalism and worked for an online magazine), then moved into an analytics/reporting role, then into community management, and then into PMM! ......Read More
778 Views
8 Answers

Andy Schumeister
Sourcegraph Director of Product Marketing • June 8
30 days: Prioritize understanding your customers, your product, and your company: * Shadow customer calls (or listen to recordings if they exist). * Get to know your cross-functional partners - schedule time with people from product, sales, marketing, engineering, design, etc. This will hel......Read More
668 Views
6 Answers

Fiona Finn
jane.app Director of Product Marketing • March 4
- Retros on strategic projects, especially those with cross-functional teams so you can identify previous learnings and opps for improvement, and quickly get up to speed on legacy experiences - Centralization of customer feedback; can you do some quick analysis and theming of it to start to for......Read More
429 Views
10 Answers

Diana Smith
Hashi Senior Director of Product Marketing • July 16
We match internal promotion based on the level of the product announcement. Small updates are little features that mostly existing customers are excited about. Medium updates are larger changes that potentially open up a small new audience or unlock new revenue potential. Large updates are major ......Read More
3536 Views
What does your product marketing team org structure look like?
Do you simply have Product Marketers by product/portfolio? Do you have a release communications manager? Someone in sales enablement? What other roles exist in your product marketing teams today?
12 Answers

Kristen Ribero
Handshake Senior Director of Corporate Marketing • July 18
In my experience, it varies based on your product portfolio/customer segments... When my company had only 1 product we were separated by function (i.e. pricing/packaging, sales enablement, product launches, market research, etc.), but in other companies we were focused on segment (enterprise ......Read More
2014 Views
16 Answers

Gregg Miller
Oyster® VP of Product Marketing • October 8
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
3442 Views
8 Answers

Jasmine Jaume
Intercom Director, Product Marketing • October 26
This is a big question! It would be impossible for me to detail all the ways we work with these teams, but at a high level: * Sales & CSM: I'm bundling these two together, as the type of work we do with each is similar at a high level. We work closely with sales leaders and the sales enab......Read More
1074 Views
9 Answers

Suyog Deshpande
Samsara Sr. Director | Head Of Product & Partner Marketing • June 30
DO IT ALL -> FUNCTIONAL -> BY PRODUCT -> GRID It depends on the size of your team and the maturity of the company. Typically what I have seen is that - * With 1-2 PMMs - it's "do it all" approach. These PMMs take on all responsibilities - Positioning, Messaging, Launches, Product GTM......Read More
781 Views
10 Answers

Carrie Zhang
Square Product Lead • November 16
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
4033 Views
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
24 Answers

Dave Daniels
BrainKraft Founder • June 8
30 days - Learn the market and competitive landscape. Visit as many customers and non-customers as possible. Read every Win/Loss report you can get your hands on. Talk to as many sales reps as possible. Use the Steve Jobs line of questioning: "What's working here?" "What's not working here?" Warn......Read More
3947 Views