Clare Hegg

Director of Product Marketing, Skopenow

About

With over a decade of experience in product marketing, branding, corporate strategy and sales enablement, I hold proven success in driving go-to-market planning, customer experience differentiation and building brand cohesion.

Content

What are some of the most common red flags that product marketing candidates make?

Clare Hegg

Skopenow Director of Product Marketing • October 3

In initial PMM interview screens I always ask the same question (partially because it just works and partially because it sets a nice running baseline for me); 'Describe to me your favourite product to me. Tell me what is it, why you like it, and what sets it apart.' This gets to the fundimental ......Read More

1743 Views

What does your product marketing team org structure look like?

Clare Hegg

Skopenow Director of Product Marketing • August 19

I've seen it work in many different ways. It's usually dependent upon where the PMM org lives, and what the other organizations look like along side of it. If it's in Marketing, it's very dependent on who the leader of marketing is. If it's in Product Management, it's usually broken out by produc......Read More

1538 Views

What are your thoughts on how to distinguish between what is a product, feature, and solution?

Clare Hegg

Skopenow Director of Product Marketing • August 31

I'm going to focus on just one part of that equation: Solution. This is an often misrepresented piece of the product marketers toolkit. I have found that so many companies put together a list of products an call it a solution, I would consider this a 'bundle' 'package' or 'toolkit.' A solution, a......Read More

761 Views

Should product marketing report into Product management or Marketing?

Clare Hegg

Skopenow Director of Product Marketing • August 19

It can work in many places, but I find it to be the most effective if it is either within Marketing or on its own entirely so that marketing is properly on message. I often draw a venn diagram of product marketing. Product marketing has changed dramatically since the days when the Pragmatic frame......Read More

746 Views

What tools do you use to monitor competitors in the news?

Clare Hegg

Skopenow Director of Product Marketing • August 19

Definitely good old Google Alerts is key. Also, social media monitoring with Social Mention. Key: Read their blog.

For product updates; keep tabs on their website changes with Visualping.io.

659 Views

How do you retain good talent, especially when Product Marketing role are in such high demand across the industry

Clare Hegg

Skopenow Director of Product Marketing • October 3

Retaining talent is one of those things that has no magic bullet. I believe keeping talent, begins with hiring the right talent in the first place. Obviously you need to be hiring for someone who aligns with your company culture, mission and is talented and make sure you pay them well, give them ......Read More

498 Views

How do you motivate your product marketing direct reports with upward movement when there may not be opportunities for people management.

Clare Hegg

Skopenow Director of Product Marketing • August 19

Keep them motivated, working on interesting things, help them continue their growth even if that growth means they're leaving the company. And the harder part in some ways... tell them your own aspiratations for growth and the potential for you to move up (and/or on) yourself.