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Self-Serve Product Marketing

Which are the mandatory questions you should ask the company founders when you're empowered to create the Product Marketing function from zero?

I will face this challenge very son and my thoughts are: - which are the company objectives? - which are the marketing and product marketing specific objectives? - the resources in place to achieve the objectives (human, financial, tools) - where is the product on the lifecycle? - top three priorities - how are sales/marketing/product teams organised?

6 Answers

Alex Chahin

Titan VP of Marketing • October 4

What an exciting opportunity this is for you! I’m thrilled that you’ve earned this chance. When I joined Hims & Hers, I was in this exact position where I got to build out the Product Marketing team from scratch. It was one of the most valuable learning experiences of my career so far. Your li......Read More

445 Views

What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?

Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?

9 Answers

Christy Roach

Airtable Head of Product Marketing • November 17

You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focused on that might be a bit different than a sales enablement focused PMM role. * Acquisition: My team is very focused on how w......Read More

2868 Views

How do you manage people who don't necessarily report into you?

This could be while giving feedback on a piece of work? Or getting them to prioritise the project you're running.

9 Answers

Dana Barrett

Tremendous VP of Marketing • October 15

You are 100% correct that the hardest part of a PMMs job is managing without authority. Often, PMMs rely on shared resources or centralized teams to get their job done. I have found three things work really well in managing without authority. They are all hard and take time, but they are effectiv......Read More

22131 Views

As a PMM charged with balancing both self-serve and enterprise customers of the same product, what are the nuances between the two?

4 Answers

Kacy Boone

Clockwise Head of Growth Marketing • July 29

Great question—thanks for asking! One thing to get out of the way first: Most products will have both users and buyers and those users and buyers can live across self-serve and enterprise. Users: Individuals that get value from your product (either actively or passively) but don’t have the ......Read More

445 Views

How do you structure your Product Marketing team?

7 Answers

Jasmine Jaume

Intercom Director, Product Marketing • November 10

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 research, GTM strategy, positioning and messaging, enablement, launch planning etc. Our team sits ......Read More

1826 Views

How did you leverage your community of passionate users and consulting partners?

2 Answers

Christy Roach

Airtable Head of Product Marketing • November 17

Having a passionate community of users was one of the things that made me sure that Airtable would be a great company to join. If you see a product that has a huge group of people who are invested in it, love using it, and want to provide whatever feedback they can to make it better, that’s when ......Read More

1346 Views

What soft skills are must-haves for product marketers in your experience apart from diplomacy, curiosity, and empathy?

8 Answers

Christy Roach

Airtable Head of Product Marketing • November 17

I'm going to admit upfront that I answered this in a previous AMA, so I'll copy and paste that same answer here. A year later, I can truly say that these continue to be the things I think are most important for a PMM to have. Almost all hard PMM skills can be taught, but these soft skills are muc......Read More

2158 Views

How do you define self-serve product marketing? How is it different from "regular" product marketing?

2 Answers

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 13

For starters, I don't think self-service is separate from or comparable to "regular" product marketing. Self service should be an integral part of the infrastructure you form when looking forward and thinking about scaling. The goal of self-service is to help you scale, the idea behind it being t......Read More

366 Views

We are standing up a new competitive intelligence function at my current company. What do you consider must-haves?

2 Answers

Liz Tassey (she/her)

Blueocean.ai VP of Marketing • July 8

A good competitive intelligence function starts with great listening. Engaging your frontline (both sales AND customer success...why you are losing deals is good insight, but why you are losing customers is incredibly powerful), win/loss reports, gleaning insights from your customer experience an......Read More

688 Views

What’s the most important lesson you’ve learnt from a Product Marketing failure that acts as your guiding principle?

1 Answer

Madison Leonard 🕶

Product Marketing & Growth Advisor • December 7

This is such a hard one! I think it would be getting leadership buy-in. There are so many conflicting priorities in the workday, especially in a startup environment. Each team is contributing to the overall success of the company in major ways. When you have new initiatives you want to impl......Read More

711 Views

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