Catlyn Origitano
Senior Director of Product Marketing, Fivetran
Content
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
At Fivetran, we actually have a few different Product Marketing teams in order to be able to do both core product messaging as well as more portfolio messaging. At Fivetran, folks find us / use us for particular analytic challenges - like Marketing Analytics, Finance Analytics, Sales Analytics, e......Read More
531 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
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......Read More
483 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
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......Read More
467 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
Generally speaking, the way we've gone about it at Fivetran is with a few key gates. First, we have a messaging doc template that we use. It contains things like business pain points, personas, messaging in 10 words, 25 words, glossary of terms, etc. This is usually developed with the lead PM on ......Read More
423 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
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......Read More
412 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
Start with the facts. Then add in what actual customers or prospects have said. Or if you don't have that yet - a respected third party - like a Gartner. And only then try to make it clever. I think too often marketing folks start with the clever and work backwards - but especially developers, th......Read More
389 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
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......Read More
374 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
At my previous company, Sojern, we had this very problem! We wanted to translate all of our sales decks and materials but every time we tried we found that it took more effort, time, and money than it seemed to be worth - that is, the translations would always come back and be considered poor by ......Read More
371 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
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......Read More
361 Views
Catlyn Origitano
Fivetran Senior Director of Product Marketing • April 13
Most of our PMMs are in Pods - where a PM and PMM focus on a certain area of the business. Each pod shares a North Star Metric - most of which are revenue based and come down from our overall business goals. While of course we aren't 100% responsible for that goal - that is, sales has to sell it!......Read More
351 Views