All related (42)
Manav Tandon
Head of Product Marketing, Webex Suite at Cisco | Formerly Adobe, Samsung, Verifone
You should seek out product marketing specialist roles. In such a role you'll get to help product marketing managers conduct market, customer and competitive research, analyze data on product adoption and new customer acquisition, and develop marketing content and sales collateral. You'll have opportunities to learn from the PMMs the more strategic aspects of product marketing, i.e. customer segmentation, positioning and messaging, while you deliver tactical and tangible assets like drafting blog posts, infographics, video scripts, etc. that can be leveraged in demand gen campaigns, lead nu...more
Valerie Angelkos
Product Marketing Lead at Plaid | Formerly Google
Product Marketing Specialists, Associates or General Marketing Specialist roles are good roles to kick-off your career in Product Marketing. They all will require you to develop Product Marketing skillsets and eventually become proficient in them -- including areas like working with Product/Tech teams to define product strategy, defining and understanding your target audience, launching a new product, feature, or service, running end-to-end marketing campaigns, etc. The difference is typically the scale - in more junior roles, you'd be doing one or two of things above vs. all of them, and w...more
Marcus Andrews
Director of Product Marketing at Pendo.io
Here are the biggest 2 - communication and teamwork.  PMMs are one of the most cross functional roles in marketing / most companies. You have to be able to bring teams together and create momentum where none exists. This is hard to do if you're not a good collaborater / teammate. Skills like empathy, low ego, enthusiasm, transparency, and more come in real handy here.  The other big one is communication. Maybe it's controversial but PMM is a communications job. A huge part of our value is taking product updates and packaging and positioing them so they are easier to understand and sell or...more
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach
Written and oral communication are probably the most important skills you can develop, as they will help you get a foot in the door early in your career and also will continue to be useful throughout your whole career. Going straight into product marketing without any background in it is difficult, but not impossible. You’d want to look for an associate product marketing position or if you have technical skills, look for a technical product marketer. I’ve seen others go through the content or documentation paths to product marketing because both of these roles require writing and customer-...more
Ajit Ghuman
Director of Pricing and Packaging, Twilio Flex at Twilio | Formerly Narvar, Medallia, Helpshift, Feedzai, Reputation.com
It is possible to start a junior product marketing role straight out of college, but a true PMM role requires some real world skills. As a hiring managers, these are some of the things I look for: 1. High maturity and tact: Product Marketing roles are intensely cross functional with the need to work with about a dozen people in different teams, on a daily basis. This is definitely a job for folks with above average emotional intelligence. 2. Strong analytical chops: Can you break down a product to its subcomponents? Can you think in abstractions? Can you build a half decent excel mod...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing) at 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...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at Airtable
I agree with a lot of Savita's points above. I see a lot of new grads who are interested in product marketing and recommend most new grads to try to build up general marketing skills before they try to move into product marketing roles which are often more senior or more specialized.  I like seeing people who have expereince as marketing coordinators or marketing specialists - it means they've got the general experience to understand how lots of different marketing disciplines work, and probably know how to work with those folks once they're in a more specialized role. Those types of rol...more
Savita Kini
Director of Product Management, Speech and Video AI at Cisco
I believe there is no hard / fast rule about requiring an MBA. I have seen plenty of young graduates make the transition to product marketing. The first year or two is critical in terms of the kind of experience you gather that would help you to position yourself in product marketing.  - pick a industry / segment where you can acquire deep domain knowledge, have an opinion and understanding  - build a portfolio of content you can create either via your personal blog or helping an industry group / meetup group in the segment you pick.  - Build analytical skills around market segmentatio...more
Christy Roach
Head of Portfolio & Engagement Product Marketing at 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...more
LeTisha Shaw
Director, Product Marketing at 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 at 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...more
Leandro Margulis
Head of Product Marketing at 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.