Christy Roach

VP of Marketing, AssemblyAI

Content

What's a typical product marketing career path?

Christy Roach

AssemblyAI VP of Marketing • October 8

It’s hard to pinpoint “typical” because product marketing is a field that sets you up for a few different paths depending on what you want to do. Being a product marketer gives you problem-solving, strategy, and execution skills that can help you in so many different careers so I wouldn’t want to......Read More

7527 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

Christy Roach

AssemblyAI VP of Marketing • October 8

Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft......Read More

6272 Views

What are the main components of your GTM strategy? How do those vary by product type?

Christy Roach

AssemblyAI VP of Marketing • December 9

Your GTM strategy for a launch starts by determining the audience and “tier” of your launch. I use a framework that has 4 different tiers: * Tier 1: Large, newsworthy updates that happen 1-2x per year. These change the positioning for your overall product, will appeal to your current custome......Read More

4345 Views

What questions do you ask users when trying to improve user onboarding from a product marketing perspective?

Christy Roach

AssemblyAI VP of Marketing • November 17

I truly believe the onboarding experience is the make or break moment for your product, especially for a self-serve user base. You could have the most incredible product in the world, but if it’s a pain to get set up, you’ll lose your customer. To improve the onboarding experience, I’d focus bot......Read More

3679 Views

How to make sure the voice of our consumer is heard when product marketing may not be involved during the product roadmap development process.

Christy Roach

AssemblyAI VP of Marketing • November 17

Buckle up, I've got a lot of opinions here. I think the first question PMMs should ask themselves is, what unique value do they want to provide to the roadmapping process? Oftentimes, PMMs feel like they should be included in things without having a clear POV as to why. I’ve been guilty of this. ......Read More

3567 Views

How do you approach building a land and expand strategy?

Christy Roach

AssemblyAI VP of Marketing • November 17

I can’t speak for how a team at a company I haven’t worked for but here’s how I’ve seen land and expand work well in the past. The TL;DR is that your land strategy should be very focused on the initial purchase/use of your product and your expand strategy should focus on building on momentum from......Read More

3205 Views

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

Christy Roach

AssemblyAI VP of 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

3179 Views

What future executive role should I be shooting for as a Product Marketing Manager if you don't want to be a CMO?

Christy Roach

AssemblyAI VP of Marketing • October 8

I think the first question to ask yourself is, do you actually want to be an executive? After that, you should also ask yourself what an “executive” means to you. It turns out that a lot of people feel like they should be shooting to be in the C-suite without actually knowing if they want to be ......Read More

3009 Views

What's the most effective way you've found to introduce/launch new features within the product UI?

Christy Roach

AssemblyAI VP of Marketing • November 17

There are three main ways that I like to announce features in-product. Please note: I do not recommend you do all three at the same time unless you want your users to find you incredibly annoying. Each has their own time and place, but I find each to be effective in their own way. I've ranked the......Read More

2769 Views

What are some effective strategies to inevitably influence the product roadmap rather than simply bringing that roadmap to market?

Christy Roach

AssemblyAI VP of Marketing • October 8

The most important thing to keep in mind is this: having the product marketing title doesn’t automatically mean you get to influence the roadmap. You have to put in the work and show your value to get a seat at the table. There are three big levers to pull here to help you shift the way product m......Read More