All related (10)
Rayleen Hsu
Head of Consumer Product Marketing, NextdoorMarch 3
To embed PMM into product teams, PMM should strive to do the following: 1. Build strong relationships with product partners by ensuring they know your objectives are aligned and demonstrating value add from the get-go. If you are not top of mind for your product partners, you won't get a seat at the table. So, set up those regular touchbases with your product partners, proactively bring data and customer insights to the table and raise your hand to support the team whenever you can.  2. Act like an equal owner across the product development process and not just th...
Chris Glanzman
Director of Product Marketing & Demand Generation, ESO | Formerly FortiveMarch 7
The details of embedding a Product Marketer into a product team will look very different depending on the size, type, and structure of your company. There are two information flows Product Marketers can use to build collaboration with their Product partners: 1. Be the voice of your customers. I strongly believe that Product Marketers should work to be customer experts. The common gap for product teams is understanding the social and emotional jobs-to-be-done of their customer. Product Marketers should bring this to the table in interactions with their product teams (not ju...
Nichole Kennedy
Director Product Marketing, Palmetto | Formerly Lumen Technologies, MalwarebytesMay 18
Product is so important to Product Marketing, it is so important to establish those relationships early on. Schedule 1:1 with your direct product contact or with the full product team. Make sure you have open lines of communication, really try to dig in and understand the products they are working on. Partner with them to understand who your customer is and show a genuine interst in what they are doing.
Brianne Shally
Head of Product Marketing, Nextdoor
* B2B and B2C are both H2H (human to human) marketing at the end of the day. I’ve seen folks try to say there's a strong distinction and to ‘pick a lane’. I’m of the mindset that B2B and B2C are more similar than different. I’ve found my experience in B2B especially, in demand gen, has helped me with B2C thinking through app store activations and vice versa.  * That said, here’s the minor nuances that I’m oversimplifying:  * Sales Enablement: You must work closely with the Sales team to ensure they are prepared with a deep understanding of the marketplace, personas, ...
Mike Polner
VP Marketing, Cameo | Formerly Uber, Fivestars, Electronic Arts
I think there has been a massive shift in just the awareness and momentum around Consumer Product Marketing overall. When I joined Eats 3 years ago as the first Consumer PMM, everybody was asking what this role was and how we were different than Brand Marketing or Performance Marketing. Not only at Uber has that changed dramatically, but also, within the industry there has been a really evolution of folks who would traditionally be in "Brand Management" roles at CPG companies starting to move into PMM roles at tech companies. I think there are a lot of similiarities between those two actual...
Brandon McGraw
Sr. Director, Head of Product Marketing, DoorDash
I love this question because I came from brand marketing before. I like to think about it as the distinction between the promise and the proof. The partnership between these two teams is essential. Brand is the promise you make to your customers about your core ethos and what they can expect from you. It sets the tone for the relationship and is the thing that you often fall back on when times get tough. The brand team owns this promise, but like any promise it has to be believable. Your product is the proof. Product Marketing owns showing how the promise of the brand is relevant in uniq...
Aneri Shah
Head of Product Marketing, Ethos | Formerly Meta, Microsoft
Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately familiar with the product, owns inbound product marketing (including user insights, strategy, competitive benchmarking, roadmap prioritization etc.). When it comes to outbound marketing, PMM sets GTM strategy and works with a variety of GTM stakeholders, including comms and integrated marketing, to bring a launch or campaign to life. The integrated marketing team usually works with a group of PMMs covering an entire product ar...
Jasmine Anderson Taylor
Senior Director, Product Marketing, Instacart
Brand plays a critical role in Product Marketing and vice versa. In broad strokes, campaigns are either Product or Brand-led, and if one is leading, to be effective the other must be supporting. If we’re launching a new app, our focus is sharing the value proposition and highlighting key features, but the campaign is delivered in our Brand’s voice and within the umbrella of our broader Brand promise. If we’re launching a campaign to drive greater awareness of our Brand within a category, we’ll put our story and message front and center, but we’ll use key RTBs of our Product to underscore re...
Rayleen Hsu
Head of Consumer Product Marketing, Nextdoor
I think the same best practices hold true no matter what kind of proposal you're putting out there that you need to secure buy-in for - come to the table with a clear, structured ask and always bring data to the table to support your ask. Specifically: * Clearly outline your objectives. Clearly communicate what you're hoping to accomplish by outlining your success metrics and/or learning agenda. No one expects you to have all the answers from the get go but it's essential that you clearly articulate why your initiative matters and what you're hoping to accomplish or learn. Als...