All related (32)
Anna Wiggins
Sr. Director Product Marketing at BlueVine
This goes back to your goals for running the alpha/beta and what kind of information you want to gather. In general I look for honest feedback on some of the following themes, but you’ll want to work closely with your PM partners to define specifics. 1. Does the product solve the right problem or in other words is this a problem the customer actually has? 2. Does the product actually solve the problem? If not, what would need to change. 3. Does the product meet customer’s expectations. If not, what did they expect and how should it be adjusted to meet them? 4. Does the customer enjoy u...more
Priya Gill
Vice President, Product Marketing at Momentive
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're trying to drive with a given launch? Those are just a few things that I would be looking for ...more
Brianne Shally
Head of Product Marketing at Nextdoor
Sharing the product roadmap externally is a great way to share the company's vision, investment in innovation, and upcoming features to get prospects and customers excited about the potential. It can be a strong selling tool to get prospects on board and a resource to get current customers to invest more. What's important is that the roadmap isn't standing on it own, but partnered with an overall vision to show how product efforts later up to a great vision. This is where Product Marketing can play a strong role in storytelling and positioning to bring it all together. I've seen this execut...more
Laura Jones
Head of Marketing at Instacart

 

To establish credibility with a new team, the first step is understanding the team's need, laying out a vision for how you can best add value, and aligning around expectations. It is important to know the user, the market, and the product so that you can engage with the cross-functional team in a meaningful way from day one. With a clear set of objectives and foundational understanding of the space, you can quickly begin to make an impact on the team.

 

Gregg Miller
VP of Product Marketing at Oyster®
It's all about doing great work that matters to the business, matters to your partner, and fits into the context of the relationship! The playbook below can help get the ball rolling. Sorry for the long answer, but it's a complex question with big implications for your ability to add value as a PMM. 1) It's essential to understand your business — the market you play in, the strengths/weaknesses of the competition, how customers feel about you, etc. — better than just about anyone else in the company. Your level of fluency (or lack thereof!) will be visible in how you show up: the insight...more
Jeffrey Vocell
Head of Product Marketing at Narvar | Formerly Iterable, HubSpot, IBM
Great question. Building relationships with Product is paramount to our success. I think this comes down to a few things... 1. Establish a personal relationship with your product stakeholders. Get to know them and what drives them (beyond just work). I had one PM I used to work with who is a musician and plays guitar when he's not working, and we always talked about music and connected much deeper than just the latest project. Beyond that, make sure you have regular 1:1s with your product stakeholders and connect on the projects they're working on, but also that yo...more
Robin Pam
Product Marketing Lead at Stripe
Become an expert in a data set that's close to revenue. Knowing as much as you can about how market interest turns into revenue (i.e. your entire marketing & sales funnel) is the easiest way to make yourself indispensible to both product and company strategy.  When you know more than anyone else in the company about how leads turn into pipeline turn into closed business for your product line or area of ownership, product will start to seek you out for your insights.  Also, be a good editor. They will inevitably write a blog post or PRD or some kind of document that requires some criti...more