Self-Serve Product Marketing

1 Answer
Jekia Ford
Jekia Ford
isolved Product Marketing ManagerFebruary 20
I was actually looking at the same thing and wondering myself. I've been in product marketing for 4 years. Completely self-taught and winging it. I'm hoping some seasoned PMMs answer this question very soon. Have you looked into Product Marketing Alliance? I haven't done their certificate program......Read More
80 Views
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?
8 Answers
Alex Chahin
Alex Chahin
Titan VP of MarketingOctober 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 team from scratch. It was one of the most valuable learning experiences of my career so far. Your li......Read More
562 Views
9 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingNovember 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 important for a PMM to have. Almost all hard PMM skills can be taught, but these soft skills are muc......Read More
2382 Views
10 Answers
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 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
3758 Views
What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?
Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?
9 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingNovember 17
You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focused on that might be a bit different than a sales enablement focused PMM role.  * Acquisition: My team is very focused on how w......Read More
3012 Views
How do you manage people who don't necessarily report into you?
This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.
9 Answers
Dana Barrett
Dana Barrett
Tremendous VP of MarketingOctober 15
You are 100% correct that the hardest part of a PMMs job is managing without authority. Often, PMMs rely on shared resources or centralized teams to get their job done. I have found three things work really well in managing without authority. They are all hard and take time, but they are effectiv......Read More
22539 Views
4 Answers
Kacy Boone
Kacy Boone
Clockwise Head of Growth MarketingJuly 29
Great question—thanks for asking! One thing to get out of the way first: Most products will have both users and buyers and those users and buyers can live across self-serve and enterprise. Users: Individuals that get value from your product (either actively or passively) but don’t have the ......Read More
563 Views
7 Answers
Jasmine Jaume
Jasmine Jaume
Intercom Director, Product MarketingNovember 10
In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More
1988 Views
2 Answers
Christy Roach
Christy Roach
AssemblyAI VP of MarketingNovember 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 it, love using it, and want to provide whatever feedback they can to make it better, that’s when ......Read More
1452 Views
2 Answers
Rachel Cheyfitz
Rachel Cheyfitz
Coro Head of Product Marketing and DocumentationNovember 13
For starters, I don't think self-service is separate from or comparable to "regular" product marketing. Self service should be an integral part of the infrastructure you form when looking forward and thinking about scaling. The goal of self-service is to help you scale, the idea behind it being t......Read More
375 Views