April Rassa

April Rassa

Vice President of Product Marketing, HackerOne

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April Rassa
Vice President of Product Marketing
If your organization uses Slack, set up "Donut" time. Or simply set up 30 minutes monthly 1:1 with your product managers. It can be informal, build relationships. If you see a report that may be relevant to their specific product area, share it with them. If a customer insight is relevant, share ...more
April Rassa
Vice President of Product Marketing
Traditional B2B marketing is often done through broad-reaching campaigns. Most marketers try to get their word out—as far and as wide as possible—by leveraging different marketing channels: owned, earned, and paid. The objective is to cast a wide net and put out as much content as possible, in or...more
April Rassa
Vice President of Product Marketing
Addressed a similar question related to Campaign teams earlier. Please refer to that response.  In short, Product marketing is the vital work of developing a customer lifecycle journey, pricing, sales support materials, analyst relations, and press. Demand generation consumes the outputs from pr...more
April Rassa
Vice President of Product Marketing
Yes! When approaching stakeholder management, it's key to accurately identify who your stakeholders are to cultivate and nurture strong relationships successfully. You'll want to fully understand the unique points of view and needs of your stakeholders. Like any solid relationship, it requires on...more
April Rassa
Vice President of Product Marketing
Sales enablement is about people and technology, and strategically aligning them both behind a common goal: sales successes. It helps organizations streamline sales cycles by improving buyer interactions with better, more relevant sales content and equipping sales teams with the tools they need t...more
April Rassa
Vice President of Product Marketing
PMMs are experts on the “who” (i.e. target personas) and “why” (messaging for these personas) while Campaign is the expert on the “how” (channels/tactics to reach these personas). If the two teams take a collaborative approach on everything from brainstorming campaign themes to execution and perf...more
April Rassa
Vice President of Product Marketing
Product marketing and sales enablement teams share an ultimate goal: to help sales teams sell more. Each team has an important role in driving revenue. Product Marketing focuses on developing content assets for the sales team to use throughout the buyer journey, and Sales Enablement ensures reps...more
April Rassa
Vice President of Product Marketing
This will continue to be an ongoing challenge for those in Product Marketing. Because this role sits at the nexus of all the functional teams within the organization, its easy to get pulled into the "problem du jour" and try to address it. It starts with defining the mission of the PMM team with...more
April Rassa
Vice President of Product Marketing
Use customer insights and data to your advantage.  Your customers should be the “why” behind your product vision and at the end of the day, there shouldn’t be anything that goes on your roadmap that doesn’t help address customer pain and solve their problems. Maintaining customer focus within yo...more
April Rassa
Vice President of Product Marketing
Brand marketing and product marketing perform very different roles in a company’s overall brand strategy, but when done well, they work together seamlessly to create a brand experience customers can trust. Let’s start with a basic analogy we use when helping a company create or improve its brand...more
Credentials & Highlights
Vice President of Product Marketing at HackerOne
Top Product Marketing Mentor List
Lives In Bay Area, California