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Product Marketing Career Path

How do you drive alignment across the exec team on messaging

20 Answers

Twilio Director of Product Management - Pricing & Packaging, CXP • September 9

It's hard. Real hard. Many PMMs make the mistake of starting with messaging. This is a no-no. Messaging comes last and just puts words behind what was already decided. You have to nail this in sequential order. 1. First comes strategy 2. Then comes positioning 3. And finally comes me......Read More

1284 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

IRONSCALES Director of Product Marketing • April 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

203 Views

What are key certifications or courses to become a product marketing manager?

I'm a digital marketing specialist looking to transition to product marketing

4 Answers

Shuchi Mehta

Growth Propeller Sr. Product Marketing Manager and Consultant • February 19

I am aware of just a few 1. Pragmatic institute - I took it. However, I found that to be specific to B2B enterprise sales. 2. 280 Group: I recently found out about this institute, I am looking to connect with someone who has been to this program. 3. AIPMM: Seems to offer courses similar to Pra......Read More

1530 Views

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 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

5385 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 8

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

9649 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?

13 Answers

Kristen Ribero

Greenplaces VP 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

2139 Views

What are some effective strategies to inevitably influence the product roadmap rather than simply bringing that roadmap to market?

5 Answers

Lauren Culbertson

LoopVOC Co-founder & CEO • October 1

As product marketers, we can move from "tactical roadmap executers" to "strategic roadmap influencers" by leveraging the most important role we have: acting as the voice of the customer. It is our job to stay deeply in tune with what customers and prospects need, how our existing solutions meet t......Read More

805 Views

What advice do you have for recent graduates that want to go straight into product marketing?

Typically, these roles require 3-5 years of experience and/or an MBA. Are there roles we should target instead that will help transition into product marketing? What qualities do you want to see in young professionals that want to land in product marketing?

10 Answers

Savita Kini

Cisco Director of Product Management, Speech and Video AI • July 23

I believe there is no hard / fast rule about requiring an MBA. I have seen plenty of young graduates make the transition to product marketing. The first year or two is critical in terms of the kind of experience you gather that would help you to position yourself in product marketing. - pick ......Read More

846 Views

How do product marketers make sure they're learning enough varied skills to be a well-rounded professional when scope is an issue?

i.e. working at a large company with minimal scope, focusing on sales enablement but knowing you need experience on the product launch side, other marketing teams covering responsibilities, etc.

9 Answers

Christy Roach

AssemblyAI VP of Marketing • October 8

This is a great question! I know lots of product marketers who worry that in getting more specialized they’re missing out on the opportunity to get that broad skillset. I reject the idea that you have to change jobs in order to get the experience you want and think there are plenty of ways to get......Read More

1938 Views

How important are brand marketing skills for product marketers compared to analytical skills?

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.

16 Answers

John Gargiulo

Airbnb Head of Global Product Marketing • November 30

It's funny, I've been working on a deck looking at exactly this question. It's fascinating how much it varies from company to company. We're moving to a place where the distinctions between product marketing and brand marketing are becoming increasingly blurry. Think of it as simply different pro......Read More

18969 Views

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