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Catlyn Origitano

Catlyn Origitano

Senior Director Product Marketing, Fivetran

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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
Curious — where does in-app copy fit in your org? Is it under PMM? Design? Other? Particularly interested in technical products, but also curious for nontechnical.
In-app copy does fit with Product Marketing - and Product! So technically, our PM team owns the in-product experience but PMM has full access to the tool. We have a slack channel for all in-app messaging and anyone who wants to do one posts in there following a format that says the purpose, how l...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
How do you ensure that product marketers you manage are creating great messaging, and hitting the right milestones?
I am a project manager at heart. So I push the team to be the same. We have our roadmaps which we present and then turn into tickets for overall tracking. We also have a monthly reivew on areas of the business - so this let's us check in on how things are going and what is getting done.  For m...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
How do you prioritize your product marketing projects and still make time for ad-hoc requests?
We work with our PM team to create a quarterly roadmap. This helps us align with them on the major releases that are happening, discovery work we need to do, and align on key activities to influence growth.  We also then do a big marketing team-wide planning every quarter to ensure that, for e...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
How can you create urgency in messaging to convince prospective buyers to buy now?
If it is a new product or feature, we use promotions to get customers to adopt asap. The other tactic we look to weave throughout our messaging is the promise of what their workloads could look like if they adopted this new system, tool, feature, etc. If we make it about them, about what they cou...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
Everyone in our company has an opinion about messaging. How do you defend the messaging that you’ve created?
200%. The way that, when necessary, I defend messaging is with customer feedback and validation. For example, with our website copy and billboard - I got some push back that it wouldn't really resonate. So I scheduled some sessions with customers to get their feedback. With that in hand, it was a...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
When various audiences have differing levels of required depth or technical literacy and interest, how do you organize your messaging so that the most relevant information, reaches the intended audience?
Ultimately, we make both kinds of information available - or at least we try to! So for example, our website has a lot of high level messaging about our secruity capabilities, for example. But we also have links to our security whitepaper - which most security teams need to read as part of the pr...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
How do you communicate product marketing updates and activities to the rest of the company?
We are a slack heavy company. So we have our own announcement channel for all things Marketing that I actually started so that we could share our updates!  We also do quarterly roadmaps and retros where PM + PMMs present their upcoming roadmap and a retro on their activities from the past quar...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
Would you recommend a SaaS startup's first marketing hire to be a PMM? What value does bringing on a product minded marketer early make?
Absolutely! I have been hearing more and more PMMs being the first hire - or leading the team. Our own CMO is a former PMM. I think a lot of it has to do with the industry - when you talk to a technical buyer, having a PMM as your first hire can really help accelerate your ability to find the rig...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
How difficult it is to become a PMM after MBA without prior marketing experience? What can be done when companies ask for prior PMM experience?
Our PMM intern - who is now a full-time Associate PMM - has this exact background! And we will be hiring another such intern in a month or so! :)  If you don't have the PMM experience per se, try to do activities associated with PMM work - like creating sales enablement, doing customer intervi...more
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Catlyn Origitano
Catlyn Origitano
Senior Director Product Marketing
Do you have a methodology for validating messaging with users before a campaign goes live? I'm thinking of marketing campaigns here, not product or UX.
We do - but we are also iterating here as we speak! In the past, I have reached out to some customers and folks I know in the industry to sit down and do some quick validation on messaing. For example, when we launched our new website and put up our first billboards, we had a good sense of what w...more
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Credentials & Highlights
Senior Director Product Marketing at Fivetran
Product Marketing AMA Contributor
Messaging
Lives In Los Angeles, California
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