How do you vet candidates on their abilities to execute a PLG strategy? What do you look for in their past experiences? What are your favorite interview questions? Do you do any assignments?

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3 Answers

Self-Serve Product Marketing

Kevin Garcia

Anthropic Product Marketing Leader • 2y

For any PMM role, I tend to evaluate the PMM on research mindset, storytelling, and ability to execute. Here's how I'd focus my search (and what I'd ask) for PLG PMMs: Research mindset What I'm looking for: PLG tends to be very focused on scaled channels (e.g. SEO/SEM, social) and product usage. As a result, much of the research these PMMs will do is scaled—running large-scale surveys, digging into product usage reports, etc. I'm looking for individuals with who can be self-sufficient in followi ...Read More

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Nikhil Balaraman

Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • 7mo

I look for full funnel ownership. Have you built a strategy, then had to carry thru on execution. And once launched, how do you both optimize your acquisition and onboarding funnel, while driving customer engagement and product usage. What metrics are you using? For B2B products, I want to see revenue as that’s what is going to matter to the business as the ultimate metric, but perhaps that PLG product is in service of a bigger goal (upselling to multi-product/larger enterprise platform, etc etc ...Read More

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Madison Leonard

Marketing & GTM Consultant | Formerly ClickUp, Vanta, DreamWorks Animation • 3y

Personally, I hate mini projects for strategic roles and think they should be abolished altogether. The only exception to this rule is internal transferring, esp if you have no prior experience in that type of role. I prefer that prospective candidates put together a presentation on a previous strategy they've built. Presentations are a must-have skill for any product marketer, so this is a great test to see how well they tell the story and if the messaging sticks. Presenting previous experience ...Read More

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