All related (37)
Jenna Crane
Senior Director of Product Marketing, Klaviyo | Formerly Drift, Dropbox, UpworkNovember 17

I'd recommend having on hand:

  • Your story. Be prepared to give a brief walkthrough of your background and experience. I always like to see when someone has a strong narrative about their career — why they made each move, the highlights of their experience and what they learned, and what they're looking for next. 
  • An example of a product launch or major project you led that you were particularly proud of. Be prepared to talk about the process of putting it together, any difficulties you faced and how you overcame them, and what the impact was (with actual metrics like revenue, product adoption, or awareness / engagment lift if you can!). 
  • Examples of how you've worked with each of the functions represented on the interview panel. If you're speaking with a PM, a sales director, and a performance marketer, for example, prep stories about how you've worked with product, sales, and performance marketing. 
  • A few companies that you think are doing product marketing well. The first time I got asked this question in an interview, I didn't have an answer prepared, and it was super tough to think of a few on the spot. You may not get asked this question, but you'll be grateful to have an answer in your back pocket if you do. 
  • Questions for each of the panelists. Even if they're basic ones like 'how do you envision the person in this role will work with your team?' or 'what are the characteristics of people who are really successful at this company?' you don't want to be left without any questions for the interviewer. 
Kevin Garcia
Head of Product Marketing, RetoolMay 2

One way that I like to prepare for an interview is to go in with the mindset that you are an investor (which you are, with your time!). As an investor, you want to learn everything you can about the company:

  1. Who are they? (homepage, fundraise announcements, careers page descriptions)
  2. What do they do? (docs, G2, TrustRadius, Twitter, support forums, YouTube videos)
  3. Who are they solving for? (main nav website, titles on G2/TrustRadius, blog posts)
  4. How big/interesting is that market? (industry sites, Twitter, influencers, analyst reports)

Why all the preparation? The same reason you research your audience when launching products: the more you know about the context around the company and who they target, the more you can cater your career story to what matters for them.

At a bare minimum, every PMM should read a company's website, blog, and (if applicable) technical docs. 

This preparation is more valuable than memorizing generic answers to interview questions! Take, for example, if you wanted a career at AdRoll (one of my former employers who offers software to run ads, emails, and growth experiments). 

They mostly generate business through product-led growth (aka self-serve signups) and cater to SMB businesses. If you know that when talking to the head of sales, you can cater your conversation to how you've helped create launches that expand self-serve users to annual contracts—which is much more relevant to them simply because you know how the company acquires most of their customers. 

Abdul Rastagar
GTM Leader | Marketing Author | Career Coach, June 7

Product marketers are bound to get the “describe a successful product launch you’ve done” question (or some other iteration of it). Be prepared to answer with outcomes rather than going through a checklist of activities. What were you trying to achieve and how did you measure progress?

I think Sharebird is a great resource for learning. I’d try to absorb as much as possible here. But honestly, the best thing you can do to prepare for interviews is to practice over and over again with more senior marketers, someone who has a lot of experience in conducting interviews. I cannot overstate the value you will get out of it. Find a colleague, an old boss, or a mentor to work with you. By the way, I do these types of practice interviews with people all the time so find me on LinkedIn if you want, happy to help.

Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns, AdobeOctober 18

I wrote a blog post on this - linked below! 

Here are some questions that help me find the "A" players - 

Do you have a product marketing philosophy?
What’s the biggest project you’ve led? What worked/ didn’t?
Challenge: If you had $5k to spend in any way you wanted, how would you spend it and why?
Will this be the same type of role you’ve done before or something different?
Have you been promoted in your previous role?
How did you manage success in your last role?
What new skill have you learned lately? (personal or professional)

I explain a little more in my post, but the idea is that you want people that are curious, always learning, ready to tackle big things, and understand where they can grow. 

Blog post - how to hire a rockstar product marketer 

Carrie Zhang
Product Lead (fmr Head of Product Marketing), 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...
Christy Roach
Head of Portfolio & Engagement Product Marketing, Airtable
Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft skills: * Cross-functional excellence: As a PMM, you have the opportunity to lead without being a manager of people. A strong product marketer is someone who takes others along with them, rather than telling people exactly what they want them to do. They’re able to create strong relation...
LeTisha Shaw
Director, Product Marketing, 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, 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...
Leandro Margulis
Head of Product Marketing, 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, 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!