All related (33)
Teresa Haun
Senior Director, Technology Marketing and Communications, ZendeskFebruary 5
I think it’s all about making it clear that you have relevant skills and experience that will apply. Also, that you have tremendous potential and are so eager to learn! If you really don’t have a lot of experience that you can make clear is very relevant for product marketing (although I bet you do coming from digital marketing), I also would suggest just being upfront about how you may not be coming in with as much direct experience as other candidates, but here’s how you’re going to make up for that (like you’re a super fast learner with examples to highlight that and you’re getting up to...
Josh Bean
Sr Director Product Marketing, ZendeskJanuary 26
Try to find an introduction to the hiring manager. If you can't find an intro, reach out to the hiring manager directly. Someone who reaches out saying "I saw you're job, I'm very interested, here's why I'm a good fit" will definitely get some extra attention when it comes time to review resumes. Also find a way to highlight PMM work on your resume.
Manav Tandon
Head of Product Marketing, Webex Suite, Cisco | Formerly Adobe, Samsung, VerifoneFebruary 15
In my experience, hiring managers don't know for sure how many years of experience is actually required for a role... it's not an exact science. What's more important is to demonstrate that you can do the work, that you can fulfill the requirements of the job. Find out what's relevant from your past experience that will demonstrate that you have the experience and skills to do the job, and that should hopefully get you in the door.
Jon Rooney
Group Vice President, Industry Marketing, OracleFebruary 9
Beyond communicating your interest in moving into PMM as part of your career plan, I'd focus on two areas outside of your digital marketing responsibilities: content creation and some product/domain acumen. For content creation, build a portfolio of relevant writing for your company and space. Even if you write, for example, email copy or webinar abstracts for your role, create longer-form strategic content that demonstrate a grasp of the customer perspective, competitors or your companies strategy as conveyed through messaging and positioning. Maybe an internal blog post that synthesizes t...
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
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...
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!