Brand Strategy
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Anthropic Startup Marketing Lead | Formerly Lyft, Atlassian • 5y
My advice would be to build this into your regular team processes. If your company has an OKR setting process, this would be the right time to cross-functionally align wi...
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Pomerium Head of Marketing | Formerly Roofstock, Instacart, Uber, Algolia, Google • May 7
Not that much differently than answered above, except maybe to say that you have to build trust across the org. And doing this in a way that doesn't turn you into the con...
373 Views
Instacart Vice President, Consumer Marketing • 5y
Only a few weeks into my current role, I’m living this one in real-time! For myself, I’ve created the following approach: Listen → Set Expectations → Execute → Close the ...
4317 Views
HiredScore Head of Product Marketing • 3y
I recommend creating a more high-level analyst stategy that outlines your actual need for analyst partnerships. Once you and your stakeholders are aligned on the need, yo...
295 Views
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 11mo
A powerful practice that the team implemented on the Gemini marketing team while I was still at Google was centralizing our foundational assets into a "Product Marketing ...
5458 Views
Hinge Health Director Member Engagement and Consumer Product Marketing • 1y
Brand plays a crucial role in product marketing by establishing the identity, perception, and trustworthiness of a product in the eyes of customers. A strong brand not on...
2327 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.
Confluent Vice President, Product Marketing • 3y
I have seen this done differently in different organizations. There is no right or wrong way. However, I firmly believe that the Product Marketer should own the narrative...
7892 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3y
There are 3 main areas where I've seen product marketing get involved in brand strategy:
1) Brand category definition: (see my other answer on how PMM & Brand would ...
1780 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.
Howl VP of Product Marketing | Formerly Google • 4y
Understanding how Brand Marketing works is critical to succeed in Product Marketing as these two teams work closely together to bring any Marketing and Product work to li...
1145 Views
Messages That Matter Co-Founder • 3y
If you are taking advantage of the power of consistency and repetition, you need not worry if your competitor copies your product messaging. Since your target audience wi...
305 Views
What frameworks, methodologies or resources do you recommend to define and develop a brand?
At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 5y
There are tons of ways to do this but they all center around defining the personality of your brand/product, this means understanding how you are perceived by others and ...
1508 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.
Resolve AI Product Marketing | Formerly Google • 1y
Absolutely! One way to do this is by thinking of yourself as a "product" being sold to the company. Your product marketing portfolio is a marketing campaign – but for you...
8921 Views
What is the difference between "value proposition," "messaging," "pitch," and "story?"
Do you see these as separate, complementary, the same thing, or else?
Anthropic Product Marketing - Research • 6y
These are all interrelated.
Messaging: Includes value propositions, your story, and pitch. Also includes things like naming, alternatives, and taglines. Value Propositio...
8102 Views
What would you rec highlighting in prod mar portfolio and what would make a candidate stand out to you?
Writing samples? Case studies?
Zendesk Senior Director, Technology Marketing and Communications • 6y
Absolutely, glad that helped!
2174 Views
Ex-VP, Product Marketing @ ClickUp, SurveyMonkey, Gainsight, Marketo | Formerly Momentive, Gainsight, Marketo • 3y
You can create a category either way, but either way it isn't easy!
Gainsight is a great example of a company that created a category by building a platform for, and cha...
1175 Views
Aurora Solar SVP of Marketing • 5y
Great question. I'd say the core of this problem is that Marketing has to play a role over the short, medium, and long term. And often time, brand marketing efforts requi...
1974 Views
AudiencePlus CEO • 6y
The brand story ought to be the true north for the product strategy. There are so many competing priorities when it comes to setting the roadmap -- getting to feature par...
2278 Views
SurveyMonkey Senior Director, Head of Corporate Marketing | Formerly SurveyMonkey, Nielsen • 3y
Category creation (or making the decision to join an existing category) should be a joint effort between brand and product marketing leadership (and sometimes comms leade...
2196 Views
Amazon Web Services (AWS) Product Marketing| Kubernetes on AWS | Formerly Directi • 4y
I completely agree with Brandon’s answer.
The understanding of brand purpose which ties back to the branding strategy of a company is very important when it comes to bui...
2199 Views
I want to know how to transition into PMM from a Business Analyst role? I have an Engineering background with a MBA, 6+ years exp in Project management. Every time I see job postings I always see that there is a requirement of PMM experience of 3+yrs
How do we apply to PMM roles if we don't have the PMM experience and all the job postings I've seen have a requirement for PMM experience.
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 5y
Hone in on the skills you have that align with what PMMs are asked to be good at - I'm SURE you already have a lot of them from your experience, which seems very relevant...
1148 Views
Jasper Product Marketing | Formerly Atlassian (Trello), HubSpot, Lyft • 5y
I see the PMMs job as connecting the product teams to end-users and to the market. PMMs have a pulse on what is going on competitively, what is trending, and brand percep...
1561 Views