What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

Welcome to the PMM world! ;) My approach to this would be:  Take a closer look at the particular job responsibilities. If the job responsibilities are heavy on content creation, I'd include samples of the content you've created in your marketing portfolio.  In addition, include a variety of different content pieces too. This will help the hiring team know your diverse skills as well as give them ideas on what they can do -- making you a standout winner.  You can also look at the company's websit ...Read More

First - anyone inviting you to interview will see from your resume whether you’ve done product marketing. If you haven’t and you still get invited to interview, then there’s no need to worry about being new to PMM. Instead keep in mind there are likely a few key areas your interviewer will want to assess. Take your past work and reframe it to demonstrate your ability to grow into your role, while proving you’re showing up Day 1 with skills to contribute: Identifying Insights: Share a way in whic ...Read More

This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launch strategies, buyer personas - these are all helpful bodies of work to share with your PMM hiring manager. If you’re brand new to Product Marketing or even Marketing in general, don’t feel shy about maki ...Read More

Not sure I completely answer the question. Typically when I ask candidates to give a presentation, it's less about the specific products they're presenting, but rather HOW they present it. Can the candidate articulate how they effectively approached their GTM strategy, from ideation to execution and beyond. Can they effectively launch a product/feature and properly engage the right cross-functional partners to make that launch a success? Are they outcome-oriented and think about the metrics they ...Read More

Maybe I'm unique but I've been in Product Marketing for a long time and I've never been asked to present a "marketing portfolio". I have, on the other hand, been asked to present on specific topics or share specific experiences on many occasions. If someone is asking you to present a "marketing portfolio" and you are new to product marketing, I would ask the person asking you to provide more detail on what they are looking for.  If you don't have a portfolio, then I would tell them that you are ...Read More

Think creatively about marketing-adjacent work you've done, and put together a series of case studies that you can share with the hiring team. Examples can include:  Identifying customer insights and defining a scalable solution or creating a piece of collateral, e.g. identified a trend in X vertical, and built a vertical playbook to help customers in that vertical grow  Website work that shows how you structure problems and present information Presentations you've created that could be customer ...Read More

Try to align your portfolio with the job description: If the job description focuses on messaging and positioning, share an example of a messaging framework or landing page that you put together. If the job description focuses on launching products, share an example of an Asana board or spreadsheet you'd use to coordinate a cross-functional launch. If the job description focuses on writing, share a blog post, case study, or e-mail you've crafted. If your portfolio doesn't align with the job desc ...Read More

There's a lot of potential variability here depending on company, exact role, industry, and more. That said, here are a few ideas of what you can show: Cross-functional Initiative: If you've directly led a cross-functional initiatve that drovesome key business results, showcase them! For example, a sales deck that you created that drove win rates in that vertical. Talk through how you worked with Sales to create the deck and enabled the team doing so. Launch campagin: This is similar to above, b ...Read More

Absolutely! One way to do this is by thinking of yourself as a "product" being sold to the company. Your product marketing portfolio is a marketing campaign – but for yourself. Just like a successful product launch, you need to showcase your unique value, tell a compelling story, and provide evidence to back up your claims. To do that, you need to understand:1/ What is your unique value? What sets you apart? What specific skills, experiences, or perspectives do you bring that other candidates do ...Read More

Awesome question and welcome to the world of searching for a PMM role! I have interviewed for more product marketing roles than I can count and have come up with a few observations and tricks/tips along the way. People do not read your resume closely. I have links to samples of my work in my resume, and I am always asked to forward specific pieces of content or send links to my work. So have those pdfs and blog and video links handy. Sometimes companies ask for a project. Be cautious here. When ...Read More

A big part of being an effective product marketer is being able to tell a great story through messaging and longer-form marketing content. If you've built marketing assets (webpages, product briefs, infographics, webinars, explainer videos, etc.), share them with prospective employers as examples that highlight your ability to explain complex technical concepts in a simple way. Metrics are key, as another commenter pointed out. If you can show how your work created an impact across the marketing ...Read More

Given the diverse range of individuals who may review your portfolio, each with their own unique role, company, and industry, it's prudent to categorize the content you share into four distinct categories. Here's a breakdown of these categories: Marketing collateral: This category encompasses compelling materials like case studies, thought leadership content, whitepapers, etc. Including these showcases your prowess in developing and executing effective marketing strategies, and positions you as ...Read More

I would be super metrics-dr :iven here. Maybe show a few functions you've owned (or contributed to), from top of the funnel to middle and bottom of the funnel, with the corresponding programs and the metrics you've optimized for each. For ex: - Owned awareness plan - running exec programs and targeted PR, I could increase the share of voice of my company by x% - Built strategic narrative - creating company messaging and enabling field, resulting in y% in sales velocity and z% competitive win rat ...Read More