All related (33)
Leandro Margulis
Head of Product Marketing, ProveSeptember 7
Have you help others launched products or features and you can talk about what exactly you did in that process? Or have you launched any type of campaign, event, etc where you can showcase the skills that are transferable to a product launch that you can talk about? A lot of the skills needed to launch products are transferable from other disciplines.
Ryan Van Wagoner
Head of Product Marketing, ForethoughtSeptember 16
What the interviewer really wants to know by asking this question is how you would handle a product launch, and you don't need direct experience to ace this question. You DO, however, need to do your homework and genuinely understand the launch process. I would highly recommend talking with several other PMMs (either at your company or elsewhere) to hear various points of view on what it's like to launch a product, and make sure you have a detailed answer prepared on what *you* would do if you were in charge of a launch. An example answer might go something like this: "My colleague recent...
Josh Bean
Sr Director Product Marketing, ZendeskJanuary 26
Find a way to get the experience. For example, launch a personal blog or Medium. Put together a plan to socialize it to your network. Alternatively you could hit up folks on product hunt who would definitely be open to someone who's willing to assist on a launch in exchange for experience.  If that's not an option, switch the question around. "I haven't had an opportunity to do this yet, but I've thought a lot about my approach. Here's what a launch would look like."
Chris Glanzman
Director of Product Marketing & Demand Generation, ESO | Formerly FortiveAugust 25
This is a standard Product Marketing interview question, so you should think through your story in advance. For cadidates who don't have this experience yet, I have been impressed by two different types of answers: * Describe how you would: A hiring manager should really be looking to evaluate how you approach and think about product introductions. If you don't have one of those in your background, you can still demonstrate your understanding of the process and desired outcomes. To really knock this question out of the park, be sure to build your answer based on the company's ...
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!