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Vice President of Product Marketing at HackerOne
To be clear, Product marketing doesn't priortize feature on a roadmap, you enable Product with the data and business case to prioritize features. Arm the teams with the data and insights needed to drive your case. Can you pull in product usage data, sales pipeline and revenue impacts, support tickets and NPS data, user testing feedback, etc. If you have these elements, then you can provide a rationale for why certain features are ranked in the order they are to drive the discussion with Product.
Head Of Marketing at Tailscale | Formerly Atlassian (Trello), HubSpot, Lyft
Some of the best prioritization I've seen and been a part of is based on the ICE
framework:
* Impact: what do we think this feature will do for our user-base, our metrics,
our bottom-line. This is also a place to consider the size of the
opportunity, is it going to impact your whole userbase or a small subset of
users? Is this a longer-term feature or a quick fix?
* Confidence: how sure are we of this, do we have the right data to back it up,
can we test it? I'm going to sound like a broken record but again, bring the
data or go out and get it, especially anecdotes from co...more
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Vice President, Product Marketing at Momentive
Not sure I completely answer the question. Typically when I ask candidates to
give a presentation, it's less about the specific products they're presenting,
but rather HOW they present it. Can the candidate articulate how they
effectively approached their GTM strategy, from ideation to execution and
beyond. Can they effectively launch a product/feature and properly engage the
right cross-functional partners to make that launch a success? Are they
outcome-oriented and think about the metrics they're trying to drive with a
given launch? Those are just a few things that I would be looking for ...more
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Head of Product Marketing at 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...more
Head of Marketing at Instacart
To establish credibility with a new team, the first step is understanding the team's need, laying out a vision for how you can best add value, and aligning around expectations. It is important to know the user, the market, and the product so that you can engage with the cross-functional team in a meaningful way from day one. With a clear set of objectives and foundational understanding of the space, you can quickly begin to make an impact on the team.
VP of Product Marketing at 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...more
Head of Product Marketing at Narvar | Formerly Iterable, HubSpot, IBM
Great question. Building relationships with Product is paramount to our success.
I think this comes down to a few things...
1. Establish a personal relationship with your product stakeholders. Get to
know them and what drives them (beyond just work). I had one PM I used to
work with who is a musician and plays guitar when he's not working, and we
always talked about music and connected much deeper than just the latest
project. Beyond that, make sure you have regular 1:1s with your product
stakeholders and connect on the projects they're working on, but also that
yo...more
Product Marketing Lead at Stripe
Become an expert in a data set that's close to revenue. Knowing as much as you
can about how market interest turns into revenue (i.e. your entire marketing &
sales funnel) is the easiest way to make yourself indispensible to both product
and company strategy.
When you know more than anyone else in the company about how leads turn into
pipeline turn into closed business for your product line or area of ownership,
product will start to seek you out for your insights.
Also, be a good editor. They will inevitably write a blog post or PRD or some
kind of document that requires some criti...more