Aneri Shah

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 include:  Identifying customer insights and defining a scalable solution or creating a piece of collateral, e.g. identified a trend in X vertical, and built a vertical playbook to help customers in that vertical grow  Website work that shows how you structure problems and present information Presentations you've created that could be customer ...Read More

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 prioritization etc.). When it comes to outbound marketing, PMM sets GTM strategy and works with a variety of GTM stakeholders, including comms and integrated marketing, to bring a launch or campaign to lif ...Read More

Here's a simple 6-step process you can follow: Write the brief: Write the brief for what you want your name to accomplish. This should include a description of what the product is, all your positioning work (audience, problem to be solved, key differentiators, proof points etc.), and the goal your product is trying to achieve. This should be widely socialized with everyone involved in the naming process. Define naming categories: The next step is to structure your creativity. There are many diff ...Read More

Every PMM has experienced the issue of creating sales enablement materials, sending them "into the void", and not knowing how/where they're being used or if the sales team is adequately trained on them. A few tactical tips that I've used: Create a predictable rhythm: Don't just drop your launches into the ether and wait for Sales to pick them up. Have a GTM plan focused on Sales as an audience. How will they learn about the new launch? Do they know exactly where to find materials? Where and to w ...Read More

Manage sales requests like a product roadmap: Create a spreadsheet or log of requests, and then try to size them. How many people asked for them, how significant/detailed are the topics, what would the impact on revenue be, what do existing materials on this topic look like? And similarly, what's the other work you could be using that time to invest in that would generate better results for the company? Use those inputs to create a prioritized roadmap that you can get buy-in on from Sales leader ...Read More

Do it for fun! Try it on products you use but don't work on, ads you see on TV etc. It makes it much lower stakes to get into the mindset of using a messaging framework, and you'll find it's a muscle you can build over time. It's also much easier when you try it on a product you use - you can ask yourself the questions you'd be asking in messaging research: who do you think it's for, why do you use it over others, what problems is it solving in your life? Think about this the next time you watch ...Read More

Speak like you would speak to a human: We often write messaging that speaks to corporations rather than individuals. Think about how you'd explain what you do to a client on a sales call. Now think about how you'd explain it to your mom, a friend, a child, or a stranger at a party. What do all of those descriptions have in common? What are some of the most salient concepts for you to communicate? Focus on those. Pro tip: Use AI to help you riff on your messaging if it's feeling a little stale. A ...Read More

When your product or solution isn't sufficiently differentiated, focus on the other key aspect of your positioning: the audience. Who is your product disproportionately better for? While many products in a given category may be highly similar, is there a user persona for whom your product is better, e.g. a specific vertical, geography, company size, or role? Don't be afraid to take a strong POV and use your messaging to lean in to a specific persona until you have deep penetration within that se ...Read More