Brand Strategy

20 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More
5750 Views
17 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More
9867 Views
5 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 29
It may be a controversial pov, but my perspective is that the analyst community is getting disrupted by DTC user review sites like G2, TrustRadius, and the others. Customer voice is just as powerful as it's ever been, but now, there are increasingly more and more ways to access that customer voic......Read More
2378 Views
How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
16 Answers
John Gargiulo
John Gargiulo
Airbnb Head of Global Product MarketingDecember 1
It's funny, I've been working on a deck looking at exactly this question. It's fascinating how much it varies from company to company. We're moving to a place where the distinctions between product marketing and brand marketing are becoming increasingly blurry. Think of it as simply different pro......Read More
19169 Views
What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.
15 Answers
Sharadhi (Gadagkar) Patel
Sharadhi (Gadagkar) Patel
Handshake Director, Product MarketingJune 2
This is a great question, and one that I ask most of the candidates I interview at some point in the process. The kinds of materials I like to see are dependent on the job they’re being hired for, but generally speaking pitch decks, sales one-pagers, competitive battlecards, messaging docs, launc......Read More
12087 Views
How does your company define the difference between product marketing and integrated / brand / customer marketing?
Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.
8 Answers
Kaitlin Yount
Kaitlin Yount
LinkedIn Senior Director of Product Marketing, TrustAugust 26
On the Consumer side (where I sit) we have Brand Marketers and Product Marketers. Product Marketers need to deeply understand the value prop, positioning and user needs of the product. A big part of the PMM role is Inbound - leveraging research and insights to influence product strategy. When a P......Read More
4921 Views
8 Answers
Matt Hodges
Matt Hodges
Equals Head of Product MarketingNovember 1
What's the saying, "imitation is the best form of flattery"? It's impossible to prevent competitors from copying your messaging (and product to some extent even).   Instead of worrying about those that are copying you, I'd instead encourage you to focus on building the best product to best solv......Read More
1633 Views
What is the difference between "value proposition," "messaging," "pitch," and "story?"
Do you see these as separate, complementary, the same thing, or else?
7 Answers
Diana Smith
Diana Smith
Hashi Senior Director of Product MarketingJuly 17
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: Th......Read More
5483 Views
9 Answers
Anthony Kennada
Anthony Kennada
AudiencePlus CEOJanuary 29
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 t......Read More
2134 Views
4 Answers
Jasmine Anderson Taylor
Jasmine Anderson Taylor
Instacart Senior Director, Product MarketingJune 2
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......Read More
1273 Views