Emily Rugaber

Here are a few of the questions that I like to ask: 

- Tell me about a time that you influenced the product direction.

- How do you define the role of product marketing?

- What is the one thing that we can help you with, that you can take away from working here?

I also agree with Carrie that case studies are the best. I like to ask about a specific project from the resume and then go into great deal about that particular experience. I look for self-awareness and ability for the individual to describe success in terms of results as well as acknowledge learnings and areas to improve.

- It's all about being able to tell a story about how your previous experience tracks to what you want to do
- B2B and B2C are converging a bit so I think the skills are definitely transferrable. It might be hard to move from the far end of the spectrum all the way to the other far end
- What determines fit for a position isn’t just about B2B vs. B2C. It is also about:
- How well defined the product is
- What stage of life the company is in
- How well supported the role will be
- Whether or it is a big brand vs. nascent brand
- All of the above contribute to the kind of product marketing you are doing as much if not more than B2B vs. B2C

Key differences:
- B2B - You definitely have to work with challenging stakeholders
- B2C - See lots of PMMs in brand management, eye towards brand side. Both relevant and applicable…

For candidates, its all about where are you aiming. What excites you is as important.

In addition to the above, I also like Owler and LinkedIn Sales Navigator for keeping on top of news and updates.

I allocate one team member to focus on competitive and then that individual curates the updates for the internal audiences as appropriate. We make sure to share the right level of information with sales and we also make sure to keep product on their toes in terms of letting them know about all of the innovations are competitors are launching.