Claire Drumond

Customer proof. The real question you're asking is how do you get consensus around a lot of opinions. Getting messaging approved can feel like being stuck in a wave pool. It's because messaging uniquely forces uncomfortable reflections like what do we stand for and why will anyone care? You can't know the answers without deeply understanding your customer. And that deep customer empathy is what makes a great PMM. I always go back to the customer's pain points when trying to drive exec alignment, ...Read More

My PMM team is built like a funnel. Our focus is to land new customers, which we only count when those customers start to pay. Therefore, the job of my PMM team ranges from raising awareness of our brand to getting new customers to upgrade to our paid editions. I have three groups focused on the following parts of the funnel: Buyer Journey: This team focuses on connecting our marketing efforts at the top of the funnel through to the product. This team is goaled on Day1-6 Daily Active Instances t ...Read More

You have a very tall order ahead of you! These two motions aren't nuanced differences -- they are completely different playbooks. Most of my AMA questions are about comparing the two, so I'll summarize the key differences here: The buyer Often a self-serve buyer is a team lead/director level or an end-user, looking to try out the product to see if it could work for themselves or their team. They are rarely thinking about their entire company's needs. These buyers want to validate the product fas ...Read More

I think the most effective model here is the hub and spoke, (while remembering the wheel is the most important). PMM is the center of the wheel, setting the strategic direction along with their product counterparts. PMM should be aligning on business goals, developing competitive and differentiated roadmap & GTM strategy, and ensuring that your messaging and positioning is competitive and compelling. If PMMs are doing their jobs correctly, this direction should help all your general marketin ...Read More

LinkedIn. I recommend you spend time building a strong profile, use the features to showcase links to your work and take the time to write your bio & description for all of your work experience. While I review resumes during interview processes, I always look people up on Linkedin for more detail. Another great place to invest is on your Google Search Results themselves. There's a lot you can do to clean those up and make sure that anything you've published comes up when people search your n ...Read More

I really believe doing is the best way to advance your PMM career over certifications. That said, courses can give you a good baseline for frameworks and vocabulary, especially if you are changing careers or just getting started. I've taken these course and have found them useful for getting alignment in a newly formed product marketing team, for example. However, I really believe there's nothing more powerful than simply time in seat paired with a great network or mentor. My advice instead of t ...Read More

I have a new hack for this: it's called Loom. I swear I'm not trying to promote this product, but marketers gonna market ;) Seriously though, Loom has been a game changer for us to keep tight feedback loops, stakeholders informed, and identifying when there needs to be a deeper dive on an area of disagreement. Record your presentation on Loom and send it to your stakeholders for feedback. Ask them to comment on the video directly and then either respond to their comments directly, or use the com ...Read More

A lot of questions about self-serve PMM vs enterprise PMM activities, so I'll summarize here! A self-serve PMM's day looks very different from an enterprise PMM. Some might even call you a cross between a growth marketer and a product marketer. Here are three of the biggest differences: MetricsSelf-serve PMMs look at funnel metrics. Funnel metrics can (and should) include things like website traffic, sign-ups w/ activation, and purchase (especially in Freemium, your job isn't done with a signup, ...Read More

"If targeting entreprise customers requires ABM and a heavy sales movement, is it still possible to do PLG?"It's possible, but it's hard. PLG requires a company commitment to how you build products. A PLG product is focused on user experience for the end-user first and foremost. In a Sales-led company, your product is focused on meeting requirements for your buyer, getting them to install, and keeping them happy (less about the end-user). Think Workday vs. Trello. When it comes to ABM vs. Self-s ...Read More

I attribute my career progress to two things: curiosity & persistence. Curiosity: I started my career as a journalist, and I find great satisfaction in trying to understand the why behind most things. In a professional setting, this has led to me learning about all aspects of the business I'm apart of, from marketing to data science to product development. This has helped me tremendously as a product marketer because our craft sits in the middle of so many different business functions. The b ...Read More