Product Marketing Specializations

18 Answers
Gregg Miller
Gregg Miller
PandaDoc VP of Product Marketing & BrandOctober 9
I’m assuming this question is about moving from a focus on the “last mile” of the go-to-market process entailing sales enablement and product launches to more “upstream” go-to-market strategy activities like identifying market opportunities, defining target segments in the market, partnering with...Read More
2355 Views
17 Answers
Anjali T. Cameron
Anjali T. Cameron
Landed Head of MarketingOctober 5
We typically use one of two options, depending on the business and customer impact of the feature. For new features with huge upside or the potential to cause a lot of customer confusion if not explained carefully, a more disruptive, in product modal is effective. Design it with a strong headl...Read More
768 Views
How have you managed to curate and centralize customer comments, queries and complaints so that it becomes actionable to you as a product marketer?
We have various customer-facing teams that communicate with customers each and every day. Unfortunately, they all have different processes and therefore customer comments and questions are not organized in a centralized location. Some use Salesforce to track items, others just keep communications within their emails, and some do not track these comments and questions at all. Looking to see how you handle this for inspiration and/or ideas.
1 Answer
Axel Kirstetter
Axel Kirstetter
Guidewire Software VP Product MarketingJune 12
Another user asked a similar question. In terms of a tool for organizing and curating inputs, I recommend Dovetail. It takes time and diligence. There are two ways to take this. 1. for long-term planning purposes, where you need to spend the time developing your GtM strategy. Here, trend insights...Read More
211 Views
2 Answers
Mary Sheehan
Mary Sheehan
Adobe Head of Lightroom Product MarketingJuly 13
I think a cover letter and portfolio are both important when applying for PMM roles, as well as referrals if possible. A cover letter gives you the opportunity to explain why you're the best person for the job and detail your qualifications, while a portfolio allows employers to get a better sens...Read More
3103 Views
1 Answer
Alina Fu
Alina Fu
Microsoft Director, Copilot for Microsoft 365June 7
Establish trust with your PM counterparts. You can do this by bringing something of value to the table, sharing your data-driven insights with them, working WITH them and not against them, and being a thought partner they can rely on. I’ve been lucky to experience really great relationships with ...Read More
1016 Views
8 Answers
Christine Tran
Christine Tran
Quantum Metric VP, Product MarketingJuly 29
This is the situation we're in right now. Our AR program is three years old and it's an ongoing initiative to identify and vet the right analysts, build relationships, and education/inform/influence their research roadmap. Here are a few tactics I'm using: 1. Identify the analysts who (will) wr...Read More
2087 Views
What metric, goal or KPI can you put on providing competitive intelligence to the company or product teams?
I work in a company that measures the impact of all projects, but admittedly this is a difficult area to track. Would love to any suggestions/thoughts.
15 Answers
Marie Francis
Marie Francis
Workday Senior Product Marketing ManagerOctober 25
The end game is for customers to choose your solutions and brand over the competition, so the most meaningful KPI is your win rate against against different competitors when you encounter them in deals. To measure that, you need to make sure your sales team is documenting who they encounter in ea...Read More
1145 Views
What kind of PMM organizational structure is ideal for ensuring that PMMs are set up for success (in this case, to influence the Product roadmap)?
For eg: Should PMMs be aligned with PMs (we have a 3:1 mapping), or should PMMs be aligned with the market/buyer persona or something else?
5 Answers
Mary Jane Han
Mary Jane Han
Roofstock Former Product Marketing DirectorFebruary 3
I've seen product marketing fall either under Marketing or Product with dotted lines to specific businesses they support. There are pros and cons to either structures but generally, aligning under the product org will allow you to be more tightly aligned and have greater influence on the product ...Read More
932 Views
5 Answers
Mark Assini
Mark Assini
Jobber Senior Product Marketing ManagerFebruary 2
When determining if certain features should get more market focus or attention, I typically ask a couple of questions: 1. Does this update include changes that you are legally obligated to inform your customer about (e.g. terms of service or privacy policy changes) 2. Is this update a qual...Read More
281 Views
6 Answers
Ajit Ghuman
Ajit Ghuman
Twilio Director of Product Management - Pricing & Packaging, CXPMay 22
I love this question.  Let me start with an example. What is a demo? Is it a demonstration of a product's features and capabilities? or Is it an excuse to get on a call with a prosepct, talk about the product but spend most of call doing discovery and tailoring the features exactly to what the...Read More
351 Views