All related (88)
Jenna Crane
Senior Director of Product Marketing at Klaviyo | Formerly Drift, Dropbox, Upwork
Absolutely writing samples! I always ask for those. (As you can tell from my other answers, communication is something I care deeply about!)  Case studies, landing pages, pitch decks / other enablement assets, and messaging frameworks can also be great additions to a portfolio. Just make sure you can speak to the process of building those, because it's impossible to know just from looking at them how much was built by the candidate vs. a collaborator.  What really makes a candidate stand out, I've found, is a short 'about me' deck. I've seen some great decks that include:  * Work sample...more
Anthony Kennada
Chief Marketing Officer at Hopin
I think it depends on what sub-function of PMM you've excelled in (or are applying for). If more technically-oriented, I'd want to learn about a product launch that you've been a part of, walk through a set of messaging you've developed, and understand how you've worked closely with the product team. If more GTM-oriented, I'd love to see a deck you've built for the sales team, how you've thought about personas and market segmentation, and understand how you've supported the sales team in hitting their targets. If you're applying for a Head of PMM role, perhaps a view into all of the abov...more
Kristen Ribero
Senior Director of Corporate Marketing at Handshake
Insights are extremely important and should always be an input into your messaging architecture or recommendation. Market and customer insights are one of the best ways to make a case for your recommendation, in fact.  So you don't get stuck in an analysis paralysis state, I'd do a quick audit to understand the current state of data and insights as it pertains to your product/market/etc. Find out: * What research is complete and available? This could be something like a survey to your database that was run in the past, research you paid for, data and analysis from things like a T...more
Teresa Haun
Senior Director, Technology Marketing and Communications at Zendesk
I would try to highlight anything that shows you have the key skills to be an effective product marketer. That definitely includes strong writing samples and case studies like you suggested, but also: * Presentations that show you can create a compelling narrative and convince an audience of your point * Detailed GTM launch plans with how you will or did measure success * Clear, convincing and well-supported messaging and positioning, like through a messaging source document (something we use at Zendesk for all of our major products and launches) or a presentation * Thorough...more
Kevin Garcia
Head of Product Marketing at Retool
I've mentioned this framework in other answers, but I believe that great product marketers are great researchers, storytellers, and project managers. A standout product marketing portfolio would include work that helps you cover these critical bases. I've added below some examples of things that could help you stand out in each area. Research: * A summary of a research project you ran and how the insights were used * An example of a research question + interview questions you used in customer calls * An overview of a beta process you helped run, how many customers you talked ...more
Sarah Lambert
SVP, Marketing at Buckzy Payments

There are a lot of messaging frameworks out there to choose from, but I take a bottom up approach: I start with the differentiators and proof points and then build my elevator pitch, value prop statements and long descriptions from those foundational components. I also use the rule of 3 for my differentiators and proof points. If you find yourself with a laundry list of differentiators or proof points, start looking for similiarities among those components to create larger "buckets" so that your audience has an easier time remembering your message.

Suyog Deshpande
Product, Partner & Developer Marketing Leader at Samsara
Please add the "why" behind why you chose to take on new initiatives. I often see marketer proposing solutions that are searching for a problem. So, always start with Why and how your work aligned with the company/marketing/PMM north start. Then mention the results.  Example: It's great that you wrote an e-book, but why did you do an e-book instead of a webinar? What was the outcome? How it helped the company drive certain goal.  Some guidelines on what to include:   1. Include different formats - media, writing, interactive  2. Balance long and short form - 1 pagers or inforgraphic...more
Ryan Goldman
Global VP Marketing at MOLOCO

The trifecta of short-form published writing, long-form writing, and enablement materials always does the trick for me. If I can see the candidate has written a great feature-related blog post or one-pager, a positioning and differentiation narrative, and slides that cue up best practices, then I'm a happy hiring manager.

Diana Smith
Director of Brand and Product Marketing, at Twilio

These are all interrelated.

Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines.
Value Proposition: These are the top benefits you want to focus on for your product based on customer and competitive unput
Pitch & Story: These should be the same. Your pitch about the world before your product, the current approach, why it’s bad, the business consequences, and the new world with your product should tell a story. This story should hit on your main messaging points and value propositions.

Hope that helps!

Abdul Rastagar
GTM Leader | Marketing Author | Career Coach

Case studies and writing samples signal to me that you can do the job you are asked to do but they rarely make a candidate stand out (unless the content is really bad!) I do think long-form writing samples have their place - they should show that you can communicate well and that you can possess critical thinking skills.

But what makes a great candidate stand out for me, far more than anything, is a strategic mindset and an ability to provide evidence of outcomes during the interview. I'd focus on this more than on the portfolio. I go into how to do this in more detail in other questions.

Derek Frome
Vice President Marketing at
Painted door tests are your friend here (google it). You could create two or three landing pages with different message variants, each of which leads to a "request access" form. Depending on what your campaign is for, your message testing could be as simple as running it by product managers or account managers. Or you could grab a few web visitors through a Qualaroo survey and interview them. You could grab people and buy them a coffee at a conference. Basically, there's no big trick to this - you just have to do it. If you're getting feedback on your messaging from your target audience or ...more
Priya Gill
Vice President, Product Marketing at Momentive
As counterintuitive as this may sound, simple messaging isn’t always the way to go. It really comes down to your target buyer(s) and the set of messages that resonate with them, which may need to be simple for a line of business buyer like Marketing or HR or more complex/technical for an IT/Developer buyer. But it always comes back to understanding your target audience and their pain points, and ensuring you're tailoring your messaging for them. Also, depending on the channel/medium where your messaging is shared, it may necessitate varying altitudes. For example, Social Media is a clear c...more
Matt Hodges
Head of Product Marketing Craft at Atlassian

I'm out of time, but real quick, Patagonia and Apple are favorites of mine. They both have brands that stand for something, and they continually demonstrate their commitment to their vision in their actions. On top of that, they both have high-quality products.


I  believe that product and marketing are two sides of the same coin–you can't be a successful, sustainable business without one or the other.