Yes, great question! As a PMM, I've always worked closely with a separate
integrated/brand marketing function. The PMM sits closer to product/eng, is more
initimately familiar with the product, owns inbound product marketing (including
user insights, strategy, competitive benchmarking, roadmap pr...more
I've thought about this a lot as I've worked across both B2B and B2C and
wondered if it makes sense to specialize and how transferrable skills are. This
is also something I've asked many leaders and mentors. The overwhelming advice
I've gotten is to focus on being a good marketer and not focus on...more
I also love Drift and Intercom's blogs and handbooks! First Round Review also
has some great case studies.
For courses, I like Pragmatic Marketing [great PMM frameworks] and Reforge
[growth-focused, but really valuable for PMM too].
I find a lot of PM-focused resources to be helpful too since...more
Having worked across both, the key differences in my mind fall into 2 key
categories: 1) ability to get customer insights, 2) role in the GTM motion.
1. Customer insights - In B2B, it's relatively easy to get on a customer call
and get deep insights from some engaged customers. There are also ce...more
PMM role definitions and skills do vary significantly across companies (and even
teams within the same company!) but I see this as an opportunity.
The main skills are still foundational across all roles:
1. Having a deep understanding of the customer - being able to clearly grasp
Lead with insights. The best way to get involved as a PMM is show that you have
both the breadth and depth of insights that articulate the customer problem, and
can help shape the designs. Positioning yourself as this expert makes it a much
more natural solution for you to be involved. Some ways ...more
Think creatively about marketing-adjacent work you've done, and put together a
series of case studies that you can share with the hiring team. Examples can
* Identifying customer insights and defining a scalable solution or creating a
piece of collateral, e.g. identified a trend in...more
PMM Interviews with Aneri Shah, Product Marketing Lead at WhatsApp
WhatsApp is the world’s largest messaging app, used by over 2 billion users.
Aneri works on monetization for WhatsApp Business, driving revenue for their
first paid product, the WhatsApp Business Platform. Tune in to hear her insights
on how to crush your next PMM interview.
Connect with Aneri o...more