All related (31)
Dana Barrett
Head of Talent Acquisition, Strategy & Operations at Asana
Yes, the easiest way to make this transition is to try to move into the Product Marketing org in your current company. I recommend getting to know some of the folks on the Product Marketing team. Ask them about their jobs and figure out if there are things you can do in your current job to prepare you for a role in product marketing. If you feel comfortable, set up time with the head of the team and express your interest in some day working in product marketing. This way, they will know of your interest should a role open up.  Finally, if you are going to start exploring roles in Product...more
💡 Nico Trofim-Bancila
Product Marketing Manager at Spryker
  It is certainly possible to move into Product Marketing from a Digital Marketing role. Look a bit more holistically, where are you now in terms of knowledge and where you want to be? Which gaps you should fill and how? What can you do to get to where you want to be?  Here are a few options (please note below are only a few suggestions that worked for me, but you need to figure out what works best for you): 1. Consume product marketing-related content to get familiar with the attributions, the challenges and the lingo (podcasts, newsletters, articles etc). 2. Try to join communi...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing) at Square
Covered this a bit in another question. PMM can bring a very strong customer perspective when it comes to product development. To have a seat at the table though, you have to do the work. This is what we do to bring customers perspective to our product teams: * Visit, shadow, do work at our customers. No research can compare to the insights you get by actually being in the shoes of our customers - in our case, small businesses * Talk to customer facing teams (Sales, Account Management, Support) and synthesize feedback. They are on the frontline all the time. You will be surpr...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
The most important thing to keep in mind is this: having the product marketing title doesn’t automatically mean you get to influence the roadmap. You have to put in the work and show your value to get a seat at the table. There are three big levers to pull here to help you shift the way product marketing works from a team that’s just responsible for the launch of a product to one that’s involved in the entire product process. 1. Create a partnership with your PM: When you’re thinking about how to influence, you’re probably thinking about managing up and influencing people who are more se...more
LeTisha Shaw
Director, Product Marketing at UserTesting

Yes, this is a pretty standard PMM interview question. When I ask, I am typically looking to see if the candidate understands product launch and go-to-market fundamentals. I'm also interested in which parts of the launch they led (i.e. was it a specific marketing channel or soup-to-nuts?). 

I also like to ask different variations of this question, like "tell me about a product launch that did not go well and you had to get back on track" because let's be honest, not every launch goes exactly the way we plan :)

Ross Overline
Senior Manager, Product Marketing at Fivestars
Asking for a raise is tricky. Ultimately, you need to be driving value, right? That can be broken down quantitatively, but also qualitatively.   Quant: What impact are you having on funnels? Run A/B tests to prove that your strategies are driving impact. How have NPS and sentiment changed?   Qual: Do you have strong relationships with stakeholders? Are you driving value through strategy, creative, and channel partnerships?   I would also recommend using your companies job ladder as a tool, or if you don't have one, job descriptions for other similar roles. If you're a PMM and the expe...more
Leandro Margulis
Head of Product Marketing at Prove

Well, the question of "What is Product Marketing" Could mean different things at different companies, but my answer is that we provide the voice of the market and the voice of the customer internally to the product manager so we can build products that resonate with our audience, and we are the voice of the product externally providing the appropriate messaging and positioning to go to market.

Lindsay Bayuk
CMO at Pluralsight

Great question! This is so important. Because product marketing is often the "glue", it’s easy to miss how critical it is to driving company alignment and growth. Make sure that you have a regular cadence of updates and clear/measurable metrics reported to your CMO and Executive team. Being proactive about advocating for your function is part of being a great marketer!