Question Page

What do you look for while hiring a junior PMM candidate, especially someone who might not have had a prior PMM experience? What assignments would you typically ask as part of recruitment?

3 Answers
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 6
  1. writing skill: the messaging side of the marketing house, so you need to learn how to write. 
  2. presentation skill: you're not just enabling sales, but also marketing so can you present your ideas succintly 
  3. intellectual curiousity: you're task with taking new products to market or going into new segments. 

I would look at those three as the initial pillars to gage someone who is ready to be in PMM. 

1013 Views
Jeff Hardison
Jeff Hardison
Calendly Head of Product MarketingJanuary 11

I like people who stretch themselves and try, despite all of the challenges others may perceive against them. So, I'd ask myself how has this junior candidate tried to become a product marketer?

1. Have they read some books on product marketing and taking some courses (or gotten certifications)?

2. For me, writing is critical. Has this person studied writing in college, worked in journalism/blogging, or even written short stories?

3. If no one has given them an opportunity to do product marketing, have they volunteered to do product marketing for free for a small startup to get some experience? (I did volunteer marketing work when I was starting out with no savings — it was difficult and stressful but helped me land my first job in marketing.)

418 Views
Chris Glanzman
Chris Glanzman
ESO Director of Product Marketing & Demand GenerationAugust 3

Generally a great product marketer is built on three knowledge pillars: 

  1. Market Knowledge
  2. Product Knowledge
  3. Marketing Knowledge

In the case of somebody brand new to product marketing, having just one of these would be fantastic. For junior roles, I'm selecting candidates based on their likelihood to develop these three areas of expertise. My go-to case assignment is asking the candidate to identify a market and segment, approximate its size, then craft a positioning statement and message for an offering to that audience. The instructions include a "time limit" and our positioning statement structure.

The real insight comes in the review of the prepared materials. I focus on "how" questions so I can better understand the candidates approach to each component. From a high-level I'm looking for indications of empathy for the market segment and their problem along with a reasoned approach to approximating the market size.

376 Views
Developing Better Messaging
Thursday, April 18 • 12PM PT
Developing Better Messaging
Virtual Event
Helen Ding
Arpita Sharma
Jesse Lopez
+241
attendees
Top Product Marketing Mentors
Christy Roach
Christy Roach
AssemblyAI VP of Marketing
Sarah Din
Sarah Din
Quickbase VP of Product Marketing
Jeffrey Vocell
Jeffrey Vocell
Panorama Education Head of Product Marketing
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product Marketing
Jenna Crane
Jenna Crane
Klaviyo Head of Product Marketing
Alex Lobert
Alex Lobert
Meta Product Marketing Lead, Facebook for Business & Commerce
Christine Sotelo-Dag
Christine Sotelo-Dag
ThoughtSpot Senior Director of Product Marketing
Kevin Garcia
Kevin Garcia
Anthropic Product Marketing Leader
Amanda Groves
Amanda Groves
Crossbeam Senior Director Product Marketing
Abdul Rastagar
Abdul Rastagar
GTM Leader | Marketing Author | Career Coach