All related (38)
Robin Pam
Product Marketing Lead, StripeFebruary 25
  • Be objective: Use customers' exact words and quotes as much as possible. Be the notetaker, the objective observer, and people will start to trust your observations.
  • Be concise: Once you've listened, sat in on meetings, taken good notes, get good at synthesizing them into short summaries. Most people don't read long emails or sit through long meetings, so it's important to be brief. I got into product marketing with a liberal arts background, and synthesizing customer research and insights is a great way to put your writing skills to work.
  • Be consistent: The most success I've had with surfacing insights has been through weekly emails, regular updates, check ins. Don't assume your priorities are going to be acted on after just one update. It takes regular updates and repetition to be heard.
  • Offer unique value: Our product team does a lot of customer meetings themselves. As a product marketer, one way to add value is to become an expert in a data set, or customer type, or marry your customer insights with a set of market data. Then, product will seek you out over time, and you will be able to offer them value beyond what they can get themselves from just talking to customers. 
Joshua Lory
Sr. Director Product Marketing, VMware | Formerly Accenture, United States Air ForceJanuary 6

In partnership with the product leadership team, establish a 360 degree feedback loop that takes the plethora of feedback channels and terminates them into one like AHA or Jira. Once you have all the feedback and requests in one place for all to see, develop a criteria to prioritize. How many customers will this feature impact, how much perceived value will they gain, how much energy and cost will it take to build, etc. That way you can serve up feature requests on a silver platter for leadership and product management.

Caroline Walthall
Director of Product Marketing, Quizlet | Formerly UdemyJanuary 30

Set super clear research goals whenever you talk to customers or conduct a research study. As part of those goals, explain what the physical output of the research will be and articulate next actions the team should be able to take. 

Examples might be something like "create a customer journey map that highlights key gaps that we aren't serving well today" or "stack rank potential core value propositions based on what resonates most with customers." 

For the "fuzzier" insights about your audience such as personas, you have to do more work to make these relevant and actionable. I've seen product marketers or researchers create personas before that just don't "stick" or gain widespread adoption throughout the org. Part of that is because personas aren't always as validated as they should be. As much as you can, for these types of insights, try to back up your qualitative insights with behavioral data analytics to help prove it's more than just "marketing fluff."

The best way is to really loop in your product and design org along the way and ask for feedback often. 

In your final synthesis deck for any research you conduct, try to propose potential "next actions" or "fast follow tests" that help put your more informed hypotheses to the test in the wild.

Priya Gill
Vice President, Product Marketing, Momentive
Funny enough, this was completely a Marketing led rebrand. Product roadmap didn't play a role in guiding the process because we already had the right set of products, we just didn't have the right message or name in the market. An important part of this repositioning was strongly signaling to the market that we are no longer just a surveys company. This has actually been true for a while, but even our own customers had little awareness of some of the other products in our portfolio. But it’s hard to convince the outside world that we’re more than a surveys company with a name like SurveyMon...
Brianne Shally
Head of Product Marketing, Nextdoor
Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to invest more. What's important is that the roadmap isn't standing on it own, but partnered with an overall vision to show how product efforts later up to a great vision. This is where Product Marketing can play a strong role in storytelling and positioning to bring it all together. I've seen this execut...
Laura Jones
Chief Marketing Officer, Instacart
In my experience, the most powerful tool for influencing the Product Roadmap as a PMM is customer insights. If you can clearly demonstrate customer pain points and inspire empathy, that tees up the opportunity to be part of the discussion around how you might meet those needs through product solutions. From a timeline standpoint, I find aligning on prioritization to be the most effective lever. One way to approach this is to look at the roadmap, estimate the business impact of all key initiatives, and assess whether delivery dates should be re-stacked to address the most impactful projects ...
Gregg Miller
VP of Product Marketing, Oyster®
It's all about doing great work that matters to the business, matters to your partner, and fits into the context of the relationship! The playbook below can help get the ball rolling. Sorry for the long answer, but it's a complex question with big implications for your ability to add value as a PMM. 1) It's essential to understand your business — the market you play in, the strengths/weaknesses of the competition, how customers feel about you, etc. — better than just about anyone else in the company. Your level of fluency (or lack thereof!) will be visible in how you show up: the insight...
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM
Great question! A lot of collaboration can come from shared KPIs, so it's great to align where possible. I'll divide this into two groups, on-going and launches. On-going KPIs: * These should largely be goals you can both impact over time. Things like adoption, revenue (particularly if there's a freemium, or PLG motion at your company), retention, NPS.  * For example, with adoption there are product changes that can likely be made as well as dedicated marketing done to drive success. At Iterable, we were working to drive adoption of one of our AI products and did just this...
Robin Pam
Product Marketing Lead, Stripe
Your product team is not unique! I've never heard of a product team that sticks to deadlines exactly. The best lesson I've learned on how to mitigate this in enterprise software is that you can launch a product many times.  There are different ways to do this: pre-announce at your conference with a preview/waiting list, beta launch, general availability launch, internal re-launch with your sales team with new training and collateral, momentum launch with PR on usage and goes on. If you're in a communication lapse because it's been awhile since a new product was launched, ...