All related (16)
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe

I answered this in a similar post - see it here:

Daniel Palay
Head Of Product Marketing at 3Gtms
Be prepared to differentiate your personas for each internal stakeholder just the way you differentiate messaging for varying external stakeholders. You have the basics of "who" set, but you then have to think about how persona profiles inform the work of each function and approach accordingly. For example, when working with sales, I've found it much more helpful to present the personas as business cases, rather than buyer/champion profiles. The less guessing people have to do about how to use the personas and make the information within them actionable, the better. This might require se...more
Mary (Shirley) Sheehan
Group Manager, Engagement & Retention Campaigns at Adobe
Market research on a tight budget, or what I like to call "Scrappy research" - my favorite! First, let me start with a quote - “Don’t let perfect be the enemy of good.” Many a research project hasn’t gotten off of the ground for fear it won’t be statistically significant or have thousands of responses. But guess what? Some market research is much better than NO market research.   Here are some quick ideas:   * Email a survey to your existing customer base  * Message targets on LinkedIn with surveys  * Conduct phone interviews with existing clients  * Use for quick inte...more
Janet Standen
Co-Founder at Scoot Insights - Agile, Efficient, Effective.

Keep them simple. Make them as visual as possible. Define their distinctive characteristics as they relate to your product/service. Stick posters up around the building of them so that everyone "gets to know them".  Keep them on a sharable platform, so that you can have a "front page" for each and then more information about them if someone wants to know more!

Find a way to present them together on one slide, so that people can see how they are different from each other.

Does this help?

Katie Levinson
Head of Product Marketing at Handshake

Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/or time, running your messaging by focus groups is another good option, so you can get a deeper understanding of their reactions and sentiment.

Agustina Sacerdote
Global Head of PMM and Content Marketing, TIDAL at Square
To me, it's about creating a customer-centric culture, not just a "market research" culture. "Market research" is a bit of a stigmatized term - most of it is considered not valuable, not actionable, and an expensive "nice-to-have". I'd encourage you to re-orient around building a habit of listening and talking to customers - often. What I try to do, very tactically is:  1/ help make the case for "discovery" in roadmaps as an official line item. Make sure formal product development time accounts for talking to relevant audiences before anything is built or designed.  2/ i invite product, d...more
Sonia Moaiery
Product Marketing at Intercom | Formerly Glassdoor, Prophet, Kraft
I always start with positioning ideas as hypotheses (a fancy term for your hunches). This approach is helpful to show stakeholders that you’re open to their input/feedback, and potentially being wrong. When you have hypotheses, you come to the conversation saying “here’s something I have a hunch about, but I don’t have enough data yet to tell me this is a good idea or the right thing, I’d love to hear your thoughts or help me poke holes in this” I think about building consensus in three stages to bring stakeholders along the journey with you so none of your ideas feel like a surprise by th...more
John Hurley
Vice President Product Marketing at Amplitude
What I love about product design teams is how differently they think and create. They tend to be really amazing at information design. PMM can create strong foundations – let's say user personas – and UX researchers and designers might totally reimagine how to display personas relative to their own projects. That can open up a new world of thinking for PMM – and more practically become an asset used by PMM for a variety of work (onboarding new hires, design new creative takes on messaging, channels and campaigns).  Those nuanced new panes of perspective can help PMM explore new ideas, ke...more
Daniel Palay
Head Of Product Marketing at 3Gtms

The problem is that there still aren't too many good entry-level PMM roles out there (assuming you're talking about coming out of undergrad). My best advice (as someone who didn't come to PMM until they were in their mid-30s) would be: Find a role that allows you to develop the skills PMMs ultimately need to bring. Don't worry too much about industry, just make sure it's one where you're curious enough about the products, customers and problems to keep you intellectually motivated. That will serve you well when making that jump to PMM.