Consumer Product Marketing

I came from a background in brand and so my natural instincts served me most well on the outbound side of product marketing. I had my fair share of imposter syndrom in the early days when I looked at

I spent a lot of time in my early career worrying about getting to the next promotion and how I was progressing versus my peers. Looking back now, this was all wasted energy. I wish I had been more fo

One thing I wish I learned earlier is the most powerful product marketing you can do is always centered on a shared human truth. When I look back on my very early PMM GTM work, I focused primarily on

There is one key learning: Actively plan & manage your development. Here is what is involved: Know the menu: Since Product Marketing is such a broad discipline, its important to understand the va

When you're starting out your career as a PMM, it is very important to remember that your value promise is to customers and not internal stakeholders. I don't mean to say that internal alignment and b

Don't box yourself, ever!  Don't always stick to how things are always done.  And ask questions more.  And observe and take notes.  And don't pretend to know it all!  Here's the thing: When you are

As someone with a tech background and self-education in marketing, I learn everything in practice. I wish I knew more about the importance of user research and CI at the beginning of my PMM journey:

You are not here to market products. That's the main thing I wish I knew. Would have saved me countless hours and tears. The number one mistake PMMs make is to start from the product. They organize we

The ability to effectively build cross-functional relationships is really important in product marketing and understanding the role that each functional area plays in making a product successful. I'd

This is a great question. I would zoom out and think more holistically about how to approach career advice and what I tell people looking to get into Product Marketing overall.  I usually approach si

I can relate to this one, I actually started off my career in PMM at a B2B company. This experience was invaluable and where I learned the core competencies of PMM – the importance of product positio

Everything in B2C is based on users and the product.  The days of sales narratives, collateral creation, etc are over.  Become best buddies with your PMs and Growth leads at your existing companies.

Moving from B2B product marketing to B2C/consumer product marketing (or vice versa) can at times be a challenging transition, but it's definitely doable with the right strategy and approach. Here are

If product marketing is embedded within product, what that usually tells me is that marketing is a secondary function to product. If you're operating within a product-led organization, the cadence of

Our PMM team currently rolls up under the Marketing practice, which rolls up into the Customer Org (Customer Success/Support, People Science, Marketing). This means Sales reports up through another or

The PMM team at HackerOne reports in Marketing. PM's purpose in the universe is to build the right product by translating customer needs into products they can't live without. PMMs role is to transla

You would assume that being in the product organization would allow a PMM more influence. However, I’ve actually found the opposite to be the case.  For a brief period of time at Zendesk, Product Mar

There are pros and cons to any PMM reporting structure, with no perfect solution. My experience has mostly been with a PMM team that reports into a marketing leader and doesn’t report into product. In

From my experience, it's less about product marketing's placement in the org chart and more about product marketing's relationship with product and cross functional teams. I've been in orgs where PMM

I have led product marketing teams that reported into marketing and others that reported into product. I've been reorganized from one to the other twice. I don't find it makes all that much of a diffe

If the product marketing team is placed within the marketing department, they may be more focused on the promotion and positioning of products rather than on the development of the product itself. In

Be a Product Marketer: Understand the marketplace, trends, and competitors. Use the product: Use the product, sign up for emails, check out their SEO and social presence, and interview current users

PMMs are storytellers so just as you would approach a marketing narrative, tell your personal story in a crisp and compelling way. Prior to the interview, reflect on a few projects you want to highlig

B2C PMM is all about the product itself. You're not having to go through buyers like you do with B2B - so you've got to speak to the product success.  Don't make the common mistake I see B2C PMMs mak

Here are some tips on how to prepare for a Product Marketing Manager (PMM) interview: Research the company: Before going to the interview, make sure you have a good understanding of the company, its

Where to start? Every company has different policies for promotion criteria, but ultimately it needs to take into account 2 things: merit and business need. Business need has to come first. It means t

OKRs (Objectives and Key Results) have become a popular way for companies to clearly define goals and measure progress against them, at the employee, team, and company level. https://en.wikipedia.org/

If you're on this forum as a PMM, you know that one of the biggest challenges for the PMM org is "What the hell do we measure!?" - an age-old conundrum that PMMs always struggle with. This is especial

This varies by company and role, but I generally think about the path to promotion on the two key vectors: ownership level and degree of autonomy.  Strong performance against OKRs or KPIs is a core u

The best way for a product marketer to get promoted is by demonstrating the impact of their work. To do this, I incentivize all my PMMs to befriend data and tie their deliverables to key business and

I'm not a fan of connecting metrics to promotions for a role like product marketing becuase there are so many other dependencies that can't be controlled. Rather I like to establish some expectations

PMMs often are measured by output, since most of what we provide are tied to other metrics. I would focus on delivering tangible assets on a regular cadence (case studies, one-pagers, pitch decks, etc

The short answer is this is going to be highly dependent and will be different given your company, product or service, stage, and marketing organization. Every company is different and the role of pro

It’s difficult to define growth by titles since titles vary greatly by company and company maturity. Also, more and more companies are shying away from title heavy culture. When you consider growth an

Moving up the ladder from an IC or manager role into a director role is typically dependent on a few factors, some of which individual PMMs are very much in control of, some of which they are not unfo

This varies across every organization, but if you’re looking to move up from your current role, I’d recommend bringing it up with your direct manager in your 1:1 even if you think the leveling up is a

The specific skills and criteria may vary depending on the company and industry. If you are unsure what these are in your specific role, it's a conversation to have with your manager to understand the

There’s so much B2C product marketing -- just look around you! Think about the laptop or phone you’re reading this on right now. The bluetooth headphones you used to listen to music recently. The sho

Great question - the short answer is that traditionally Product Marketing has been seen as sales-focused rather than product focused.  In sales-led organizations, PMM doesn't play a big role (usually

B2C product marketing is a critical aspect of many companies' business strategies, particularly those in the consumer goods, retail, and e-commerce industries. Often in these organizations, the market

The frameworks are pretty similar. Talk with your customers, develop a narrative based on the pain points they have, and craft positioning based on your findings.  There are some cool tools out there

The fundamental goal of building a strong position in the market remains the same between B2C and B2B: to understand the needs of your target audience and position your products or services as the bes

Great question. I always tell my team that as product marketers we are the bridge between product development and the broader marketing & sales teams. We focus relationship building and collaborat

This is a great question. A fair amount has been written about where Product Marketing should exist within the broader company structure—just Google "where should Product Marketing report" and you'll

Within a large marketing team I have always positioned the Product Marketing team as the experts who are the go-to people for any product question and I make sure we indeed are. One of my personal rea

Love this question and something I had to do a ton when I first got to Eats and everybody was like - hold on, what is Product Marketing?  I talk a lot about internal marketing and say you have to Pro

Product marketing's biggest challenge (no matter anywhere I go) is defining the scope and sticking to it. Anything under the sun that is not Demand Gen or SEO tends to be seen as a job for product mar

I’ve found that most companies want the most capable people doing the most important work. If you prove your value as a PMM by making the team and company successful, bigger and better projects will n

Being clear about what PMM's role and mission is, and ensuring other marketing leaders understand what your team does and doesn't do. Have open discussions about where there might be overlap between

Great question. Yes, been there & struggled there before. Think ultimately the more you can make product marketing a group of strategic thinkers and enablement gurus to marketing, the more clout y

Define (with your team) a short, memorable mission statement. Create a short slide deck that introduce your team, its mission, what you stand for, and some of the work you're the most proud of Show t

Great question! I think about this one a lot...First off, it’s important to callout that there is no perfect org structure :)  In general, you have to identify what you’re optimizing towards and what

This all comes down to how is the rest of the business organized. If you're organizing in a way that's incongrous to everyone else in the org, you will not be setup for success. With smaller nimble te

In general, PMM roles at Intercom are more of the 'full stack' variety - i.e we cover the whole journey from feeding into the roadmap to launch, including competitive research, buyer/persona/market re

The structure of the PMM team is usually a function of the size of the company and it’s GTM model. The “typical” SaaS PMM team has a set of Core PMMs that are focused on product, and usually a sister

The PMM team structure depends on the size of the company, how technical the product is, and the GTM model. Company Size: As the company grows and scales, PMM tends to fall under the Marketing org an

Our team is structured by audience type and discipline. We have one part of the team focused on our end users and prospects, another part of the team is focused on our partners, and a third on market

At DocuSign, there are product marketers across our main product categories, as well as industry and audience teams. Every company I've ever worked at has grouped their teams differently, so I tend to

I've done it in so many different ways! Few quick pointers:  The most important thing is to ensure every team member has a good swim lane and growth path.  Take your revenue goal and slice that evenl

Sendbird is an in-app conversations platform, where we help improve customer retention and conversion through chat, voice, video, and livestream APIs. Our team is structured as follows: GTM excellenc

It depends on multiple factors, as others have pointed out, including company size, number of markets served, number of products/solutions, GTM model, and alignment with the rest of the organization (