Self-Serve Product Marketing

We are standing up a new competitive intelligence function at my current company. What do you consider must-haves?

2 answers

VP of Marketing at Blueocean.ai • July 8

A good competitive intelligence function starts with great listening. Engaging your frontline (both sales AND customer success...why you are losing deals is good insight, but why you are losing custom

11 Saves

Jane Reynolds

Director of Product Marketing at OkCupid • March 22

First off, congrats! The positive impact that can have on revenue and growth is pretty remarkable. When standing up a new function, I always think broadly to start. For example, when considering “comp

3 Saves

Product Marketing

What soft skills are must-haves for product marketers in your experience apart from diplomacy, curiosity, and empathy?

7 answers

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 17

I'm going to admit upfront that I answered this in a previous AMA, so I'll copy and paste that same answer here. A year later, I can truly say that these continue to be the things I think are most imp

80 Saves

Stacey Wang

Director of Product Marketing at Ironclad • July 1

High growth mindset / hunger to continuously improve. Great negotiators. We sit at the intersection of a lot of teams and needs! PMMs need to be skilled not just at bringing value, but negotiating pr

5 Saves

Gregg Miller

VP of Product Marketing at Oyster® • September 29

Communication: You simply must be a good communicator to be a stellar product marketer. So much of our discipline requires strong communication in order to provide clarity (both externally and interna

13 Saves

Alina Fu

Head of Marketing for Viva Goals and Learning (Director) at Microsoft • November 30

Because Product Marketing is at the cross-section between Marketing, Product and Sales, there are times when they are barely treading water to keep up with all the product launches, become a “catch al

5 Saves

Valerie Angelkos

VP of Product Marketing at Howl | Formerly Google • May 24

A couple of others that come to mind: 1. Excellent communication skills and the ability to adapt these to the right audience - whether that's for consumers at scale, customers, or internal stakeholde

12 Saves

Lisa Dziuba

Head of Product Marketing at LottieFiles | Formerly WeLoveNoCode (made $3.6M ARR), Abstract, Flawless App (sold) • July 23

As I spend a decade working in product marketing at high-growth startups, I'll focus on must-have soft skills for PMM in a fast-growing startup: Hight user empathy: PMM should absolutely love talkin

5 Saves

Jane Reynolds

Director of Product Marketing at OkCupid • March 22

A collaborative attitude is a must. Product marketing is one of the most cross-functional roles in any company, so the ability to work well with colleagues in every vertical of the business is vital.

1 Save

Product Marketing

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?

5 answers

Alex Chahin

VP of Marketing at Titan | Formerly Lyft, Hims & Hers, American Express • October 4

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 te

5 Saves

Sahil Sethi

Senior Vice President, Product Marketing at BetterUp | Formerly Klaviyo, Qualtrics, Microsoft, MckInsey • October 4

1. What is your mandate for product marketing ? Note: Open ended question. Really important to hear the founders vision behind this function. Always a best practice to start with open ended questions

3 Saves

Linda Sonne-Harrison

President at Giant Stride Marketing Group • October 6

I wouldn't look at asking "mandatory" questions but rather asking them what their vision is for the product marketing function and coming to a mutual understanding of what product marketing does and d

4 Saves

Rachel Cheyfitz

Head of Product Marketing and Documentation at Coro | Formerly Lytx, Cisco, Snyk, Lightrun, Comeet • November 12

This feels to me like a loaded question and I'd love to hear more background in order to answer better. Are you "interviewing" leadership before joining the company or are you asking about how to appr

1 Save

Jack Wei

Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte • January 10

How are products currently released and who's involved? What does pricing/packaging optimize for and how was it developed? What's the company's ICP and why? Who's the target persona and has this/will

3 Saves

Product Marketing

What’s the most important lesson you’ve learnt from a Product Marketing failure that acts as your guiding principle?

1 answer

Product Marketing

How did you leverage your community of passionate users and consulting partners?

2 answers

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 17

Having a passionate community of users was one of the things that made me sure that Airtable would be a great company to join. If you see a product that has a huge group of people who are invested in

50 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

Leveraging your existing user base can be done in a number of ways, but if I could highlight only one thing it would be this: have someone dedicated to it full-time. You can moderate communities on

3 Saves

Product Marketing

What are some important differences to consider when moving from marketing to ENT to SMB for the same product? How should it change your marketing mix and messaging?

2 answers

Rekha Srivatsan

Vice President Product Marketing at Salesforce • July 27

Obviously, the target personas are different which informs the messaging, positioning, pricing, and packaging strategy. But at a high level, in SMB, the user and the decision-maker are usually the sa

7 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

With SMB, your buyers are also your individual users. You need to sell them on both the solution of your product and impact on business results, as well as sell them on the experience of the product.

2 Saves

Product Marketing

How do you define product marketing differently in a product-led growth company vs. a traditional company with a normal sales and marketing funnel?

8 answers

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 17

One of the biggest changes is that I find the relationship with the product team to be different in a product-led growth company. It’s a much closer partnership, focused on more than just launch momen

95 Saves

Jeff Hardison

Head of Product Marketing at Calendly • August 10

This is one of my favorite topics, and I write more extensively about product-led marketing versus sales-led marketing on the Product-Led Growth Collective site: https://www.productled.org/blog/market

57 Saves

Anna Wiggins

Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • January 18

There are product-led companies that also have sales and marketing funnels. I would say marketing and sales funnels are key to the success of many product-led companies. To answer your question, the

15 Saves

Angus Maclaurin

Director of Product Marketing at BILL • February 2

My experience in PMM has often been defined more by organizational structure and openness more than a type of product. The three biggest factors I’ve seen that impact product marketing’s role in an or

22 Saves

Claire Maynard

Head Of Marketing at Magical • February 10

I believe it's important to start out with how product marketing is the same across a self-serve/product-led motion and a sales-led motion. In my opinion, the core pillars of the product marketing res

35 Saves

Tamara Grominsky

VP Product Marketing & Lifecycle at Kajabi • May 11

I would argue that the definition of product marketing remains the same regardless of go-to-market motion. At it's core, product marketing is about identifying the right customer and markets that find

18 Saves

Kacy Boone

Head of Growth Marketing at Clockwise • May 25

I think the core definition is still the same but in pure B2B you’re going to have a much stronger emphasis on sales enablement and think of sales as one of your core channels for communicating with c

14 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

PLG product marketing is focused on the individual user, whereas sales-led product marketing is focused more on the buyer. However, I will say that most PLG companies mature into utilizing both prod

7 Saves

Product Marketing

What is your process for collecting user feedback?

Do you use ever use NPS or any other survey style?

7 answers

Jasmine Jaume

Director, Product Marketing at Intercom • November 10

We collect feedback in various ways. We obviously use Intercom ourselves, so we get user feedback through conversations, responses to our announcement messages and conversation ratings, for example. W

27 Saves

Christy Roach

Senior Director, Portfolio & Engagement Product Marketing at Airtable • November 17

In general, my POV is that any feedback is good feedback and that you should look for it wherever you can get it. That said, some channels are better than others. Here are the main ways I look for fee

102 Saves

Alina Fu

Head of Marketing for Viva Goals and Learning (Director) at Microsoft • November 30

I used to lead a Customer Insights team, so we have used all types of metrics for user feedback. There are NPS surveys, in product happiness scores, customer satisfaction, etc. I would recommend align

7 Saves

Anna Wiggins

Sr. Director Product Marketing, Insights, Copy & Content at Bluevine • January 18

This will depend on why you are collecting the feedback and what you hope to get out of it. NPS is certainly a powerful tool to get a quick and consistent read on whether your customers are satisfied

8 Saves

Angus Maclaurin

Director of Product Marketing at BILL • February 2

I use every resource I can to gather customer and user feedback, both internally and externally. First and foremost, I always prioritize talking directly to customers. Make time for customer conversat

7 Saves

Claire Maynard

Head Of Marketing at Magical • February 10

(copying this question from a previous answer) At Atlassian, we use many methods for understanding customers both qualitatively and quantitatively. The most standardized, larger-scale tool we use acro

14 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

I love using NPS! I'm also a big fan of getting product feedback in the form of star rating, thumbs up/down, etc. Users have little patience for long surveys, so it's our job to be really strategic

3 Saves

Product Marketing

For webinar marketing, how are the responsibilities split between product marketing and content?

1 answer

Product Marketing

How do you communicate product marketing updates and activities to the rest of the company?

9 answers

Diana Smith

Director of Brand and Product Marketing, Twilio.org at Twilio • 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 p

114 Saves

3 Replies

Sarah Din

VP of Product Marketing at Quickbase • January 19

Internal comms is sometimes undervalued, but in my opinion, it is one of the most important parts of a PMM's role, especially because product marketing is one of the very few roles that are extremely

46 Saves

Jack Wei

Head of Product Marketing at Sendbird | Formerly SmartRecruiters, Mixpanel, Deloitte • January 26

Internal newsletters, revenue org all-hands, relevant slack channels, and team-specific meetings. Of course, not every activity is shared through every channel. Depending on the "size" of the project

40 Saves

Christine Sotelo-Dag

Director of Product Marketing & Customer Marketing at Mode Analytics • March 17

I think this depends largely on the size of an update - and the audience. For our largest releases, they are communicated early and often - to drum up excitement. Through company all hands, sales tra

13 Saves

Catlyn Origitano

Senior Director of Product Marketing at Fivetran • April 13

We are a slack heavy company. So we have our own announcement channel for all things Marketing that I actually started so that we could share our updates! We also do quarterly roadmaps and retros wh

10 Saves

Suyog Deshpande

Sr. Director | Head Of Product & Partner Marketing at Samsara • June 30

Why do you want to communicate updates and activities? If the goal is to communicate just the work the team has been doing, then I don't think that you should be communicating this to a large audienc

8 Saves

Jam Khan

Senior Vice President Product Marketing at 6sense • July 20

The key here is consistency. Find a channel that works and stick to it. Else it becomes to fractured and fragmented. You can use a slack channel, you can have a dedicated section in your sales enablem

5 Saves

Tracy Montour

Head of Product Marketing at HiredScore • July 28

It depends on the size of your company. This will become more challenging as the size of the company scales. At a company with less than 200 employees it is pretty easy to maintain relationships with

3 Saves

Madison Leonard 🕶

Product Marketing & Growth Advisor at | Formerly ClickUp, Vanta, DreamWorks Animation • December 7

I'm a huge fan of slack messages. I usually create a public slack channel and add key stakeholders to it. I'll bookmark resources to the top for easy self-serve access. Then, I'll post an update once

5 Saves