Aneri Shah

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 customer pai...more

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 include:  * Identifying customer insights and defining a scalable solution or creating a piece of collateral, e.g. identified a trend in...more