Product Marketing
Product Launches
Product Launches
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
This is a pretty broad question and given the number of ways teams are experimenting with AI and GTM tools like Clay, Gong, 1mind, Caliber Mind, the options are endless g...
379 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
The three most critical roles are:1) Product leader or GMThey ensure the GTM strategy aligns to the product vision, roadmap timing, and the customer problem we are solvin...
382 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
Yes, a standard framework keeps launches consistent, scalable, and measurable. But it should be flexible based on launch size and impact.
Our framework usually includes:
...
392 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
PLG changes the motion because the product is the primary acquisition, conversion, and expansion engine. The GTM strategy needs to focus on driving adoption, activation, ...
412 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 1mo
Yes. GTM cannot live only in product marketing because execution sits across the company. But, I wouldn't frame it as “approval” though, more like alignment and clarity o...
395 Views
Upcoming AMAs
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2mo
Strong content sales-enablement programs work because they help buyers make decisions faster and with less risk. In my experience, the most effective PMMs anchor enableme...
979 Views
How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest:
As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks.
For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies.
I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
ServiceNow Product Marketing Lead | Formerly Freshworks, ServiceMax • 3mo
This question really hits hard. I once got a very specific 2-page assignment like this where the expectation was a deck with a complete GTM plan with messaging, positioni...
240 Views
Writer Head of Solutions Marketing • 10mo
I love this question, bc you nailed it! Partner with sales and success to present the roadmap. I've worked with product to create a roadmap deck. In one organization, we ...
11983 Views
PersonaGPT Founder • 3mo
Consumer GTM is positioning first, distribution second, growth last. You don’t “launch to a market”; you insert yourself into a moment of tension where the consumer is al...
181 Views
Confluent Staff Product Marketing Manager | Formerly MongoDB, Pega • 3mo
Product GTM means introducing an entirely new solution to the market. You're starting from zero: building awareness, establishing your category position, creating acquisi...
201 Views
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 8mo
The Product Marketing team typically owns the GTM strategy because they sit at the intersection of product, sales, and marketing.Product Marketing - Defines target audien...
13694 Views
ServiceNow Global Partner Marketing Director • 8mo
If you're not comfortable with navigating through change, you shouldn't be implementing a "GTM" strategy. By definition "GTM" is go-to-market, and the market is always ch...
473 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
For anything important, it should be a part of the process from the very start. It should start well before the beta, and it shouldn't stop after launch either. The reaso...
537 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
At this point, if you're not using AI at every stage of your workflow, you're behind. That said, AI isn't a silver bullet. Knowing where it helps and where it doesn't is ...
557 Views
Hedra Head of Marketing | Formerly Docusign, Responsys, Invoca • 4mo
If everything is a priority, nothing is. So, you have to adjust the level of effort and investment you make in a product launch based on the relative importance and poten...
1134 Views
Airwallex Product Marketing | Formerly Cisco, Airtable, Slack, Credit Karma • 6mo
I have a love/hate relationship with naming because there are always so many opinions, but I've found that established principles, good old brainstorming, and competitive...
233 Views
Airwallex Product Marketing | Formerly Cisco, Airtable, Slack, Credit Karma • 6mo
The biggest challenge my team has faced with other teams? Competing priorities—particularly with marketing teams.PMMs
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3 Views
Director of Product Marketing • 6mo
In my experience, nothing softens siloed departments more than a big product launch. Before the launch, have a convo with each department head and ask, "What does your te...
221 Views
How do you approach GTM globally?
How does that vary given what region you may reside in (HQ vs. regional)
Etsy Director of Seller Product Marketing • 10mo
This is always a tough one to balance, but it's super important for the customer experience. Since Etsy is a global marketplace, we're always thinking about how to design...
4900 Views
Celigo Vice President Product Marketing | Formerly HackerOne, Cohere, Box, Google, Adobe • 5y
Most often when you're launching the company's first product, you're most likely launching the company as well. The challenge there is its the first for everything. So, m...
805 Views
Director of Product Marketing • 7mo
When you’re launching a seasonal wave, the key is to stop thinking in “feature lists” and start thinking in “themes.”Ask: What’s the big theme tying these features togeth...
237 Views
Director of Product Marketing • 7mo
Ads play a crucial role because they’re one of the fastest, most measurable ways to validate your go-to-market strategy. They let you test messaging, targeting, and posit...
193 Views
Director of Product Marketing • 7mo
Ideally, you're having regular conversations with the product team to scope out the roadmap and understand what's coming, when, why, and how it provides value to customer...
167 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
I'm sure I'm not the first to reference Intercom's tiered launch framework by the brilliant Matt Hodges on Sharebird, and I definitely won't be the last. :)This is a comm...
8586 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
I hate to give an "it depends" answer, but it does - depending on your product and primary GTM motion (high or low-touch).All product launches start with messaging and a ...
1787 Views
Atlassian Head of Cross-Portfolio Product Marketing | Formerly Optimizely • 8mo
This is a great question to think about depending on the stage of maturity of your company and the stage of maturity of your product offering. In a scaled and mature prod...
2655 Views
Epic Games Senior Director of Marketing • 8mo
It may take some time, but ultimately, as a PMM, you want to become the owner of the GTM plans. But, to get yourself into the sphere of influence, you will have to prove ...
448 Views
Etsy Senior Director, Seller Growth & Retention • 8mo
I look for candidates who have deeply immersed themselves in the Etsy experience and come with net new ideas that demonstrate they've done their homework. Beyond completi...
929 Views
ServiceNow VP, Product Marketing - CRM • 8mo
We're starting to use AI for prototyping with product teams, and we're leveraging AI to analyze customer call transcripts for insights that previously required hours of c...
871 Views
Peregrine Vice President of Product Marketing • 8mo
Pricing and packaging is definitely challenging, but naming is my immediate response. Naming is the crystallization of product strategy and needs to fit within existing b...
884 Views
Etsy Senior Director, Seller Growth & Retention • 8mo
We launched a gifting feature called Gift Mode at the Super Bowl in February 2024. It was memorable because it came from our long-term company strategy, had an accelerate...
897 Views
ServiceNow VP, Product Marketing - CRM • 8mo
I think about whether folks are more like a chief product officer or more like a chief revenue officer in their thinking. Core PMMs align more with product leadership, wh...
878 Views
Epic Games Senior Director of Marketing • 8mo
Focusing only on what PMs say instead of what customers wantThis is a common mistake - inside out vs. outside in thinking. It's easier to talk to someone internal, it's e...
753 Views
ServiceNow Global Partner Marketing Director • 8mo
Generating buy-in, whether you call it alignment, influence, or trust is the most important skill you can build and master as a marketer. It's not a skill you master on a...
1289 Views
Epic Games Senior Director of Marketing • 8mo
This seems like a trick question - working independently without information, insights, or advice from key stakeholders is a huge mistake. PMMs must operate as the hub in...
8898 Views
ServiceNow Senior Director, Platform and AI Product Marketing • 8mo
Love this question! One thing I won't do is lead a launch with features over the actual problem it's solving for your customers.
Features should change and get enhanced, ...
528 Views
ServiceNow Senior Director, Platform and AI Product Marketing • 8mo
When budget is tight, the first filter I use is audience: where are my buyers actually paying attention, and what will feel credible coming from us. This of course can va...
518 Views
ServiceNow Senior Director, Platform and AI Product Marketing • 8mo
I love the idea behind this question! Here are some ways I've done this in the past:
Create teaser content. Short clips, "launch trailer", planting the customer challen...
598 Views
ServiceNow Director of Product Marketing • 8mo
Surveys, focus groups, and one-on-one interviews to gather insights from sales leadership
502 Views
ServiceNow Senior Director, Platform and AI Product Marketing • 8mo
This can vary from company to company, but the typical core GTM stakeholders are usually leaders from Product, Sales, Marketing, and CS. Product makes sure the story conn...
813 Views
ServiceNow Global Partner Marketing Director • 8mo
The approach depends on the company's growth model. In product-led growth organizations, success comes from showcasing the product in unique and differentiated ways that ...
443 Views
ServiceNow Global Partner Marketing Director • 8mo
In today's world of partner marketing and AI, it's rare to have the luxury to reflect back on how a single GTM strategy is performing (engagement at target accounts, pipe...
464 Views
ServiceNow Global Partner Marketing Director • 8mo
The biggest shift I've made in my approach to "GTM strategy" approach over the last three years, has been learning how to say "no" to the things that don't feel right, an...
433 Views
ServiceNow Global Partner Marketing Director • 8mo
To truly stand out, you have to have conviction that you're the best at what you do. That confidence isn't a given (for most people), it's earned over time by consistentl...
852 Views
ServiceNow Director of Product Marketing • 8mo
Month 1–2: Discovery & planningMonth 3: Product positioning and messagingMonth 4–5: Enablement & content creationMonth 6: Pre-Launch activitiesMonth 7: LaunchMont...
514 Views
ServiceNow Director of Product Marketing • 8mo
1:1 Interviews Moderated by Subject Matter ExpertsOnline Discussion BoardsA/B TestingCustomer surveys and Focus Groups
1534 Views
Datadog VP, Product Marketing | Formerly Salesforce, Attentive • 8mo
Start by understanding your key objectives. Assuming one of those is going to be "drive revenue", you need to figure out where that revenue will come from. What is your I...
473 Views
Confluent Staff Product Marketing Manager | Formerly MongoDB, Pega • 9mo
For any product or feature, customers are an outcome of a good GTM strategy and not the other way around. While customers might not be using your product yet, if the need...
295 Views
Braze Director, Product Marketing | Formerly Intuit, Quickbase, Acquia • 8mo
Marketing a productized service is unique because it blends the scalability of a product with the expertise of a service. Unlike traditional products, value proof is inta...
9729 Views
Fmr Product Marketing Leader, Cisco | Formerly Twilio, Cisco, Gartner • 2y
One of my favorite quotes in marketing is: “sell the hole, not the drill.” A marketing professor at Harvard, Theodore Levitt, lectured about this and would argue that peo...
2225 Views