All related (42)
Jeff Otto
Vice President, Product Marketing, MarqetaJuly 12
I’ve often found that personally delivering customer-facing presentations is a great way to test messaging and positioning and learn first-hand about a buyer and their priorities. Approach: First specialize in a relevant topic and master a customer-facing presentation that you know you can deliver impactfully. Then offer yourself as a resource to your sellers. AEs are always looking for help to drive sales pipeline, and given most sales calls are occurring virtually during the pandemic, it is easy for them to add you to a call. Once you are in front of the customers, approach the presentati...
Anna Wiggins
Sr. Director Product Marketing, BlueVineAugust 11
Based on this question, I’m going to assume that your company doesn’t have a research function and that the account team holds the key to contacting customers. My first piece of advice would be to work on establishing a research function within the Product Marketing team so that you have constant and direct access to customers. If there is resistance from the Account Team, work to understand their concerns and show them tangible deliverables you’ll provide like battlecards. Second, automate as much data collection as possible so you have a steady stream of quantitative insights that you c...
Brianne Shally
Head of Product Marketing, NextdoorJanuary 10
Since PMM is the voice of the customer, it is vital to always be talking to customers. Here's a couple of approaches:  - Schedule "Voice of Customer Day": Have day full of customer calls with a specific theme. Bring in cross funcational stakeholders (e.g. Product, Eng, Design, Product Ops, Brand, Comms, etc.) to participate and sign up for roles: notetaker, interview key takeaways, interviewer, etc. Host a kick off in the morning with interviews through out the day and and wrap up at the end with key takeaways and then formalize the insights and recommendations to broader audience.  - Hav...
Nina Seth
Product Marketing Director, Blue YonderJuly 13
It takes a great relationship between sales and marketing to systematically contact customers. In my experience at small companies, you can much more easily contact customers without sales being the gate-keeper. With easier access to customer lists, you can set goals for customer calls (feedback on a new product or feature, feedback on promotions, or messaging). If sales insists on being the gatekeeper, then I ask them to ask the questions that I want answers to.  
Priya Gill
Vice President, Product Marketing, 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 ...
Brianne Shally
Head of Product Marketing, 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...
Laura Jones
Chief Marketing Officer, 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, 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...
Jeffrey Vocell
Head of Product Marketing, Narvar | Formerly Iterable, HubSpot, IBM
It depends what the meeting is. More generally what PM expects from PMMs include: 1. Intelligence on Customers - Trends, NPS data, insights from conversations or a Customer Advisory Board. In other words, what are you hearing from customers or trends in data are you seeing that should or will impact product or the strategy.  2. Intelligence on Competitors - It's important to be aware of what competitors are doing, but not blindly follow them. With that said, what products are they releasing and how is your differentiation changing. 3. Intelligence on the Market - For...
Robin Pam
Product Marketing Lead, Stripe
* Be objective: Use customers' exact words and quotes as much as possible. Be the notetaker, the objective observer, and people will start to trust your observations. * Be concise: Once you've listened, sat in on meetings, taken good notes, get good at synthesizing them into short summaries. Most people don't read long emails or sit through long meetings, so it's important to be brief. I got into product marketing with a liberal arts background, and synthesizing customer research and insights is a great way to put your writing skills to work. * Be consistent: The mos...