Communities

Feng Hong

Global Product Marketing Manager, TikTok

Content

What's a typical product marketing career path?

Feng Hong

TikTok Global Product Marketing Manager • August 17

Well, that depends on the role. If you're writing a lot of content and not driving a lot of strategy, you probably should be a content marketer or a writer. If you own strategy of product marketing, and product marketing is an important marketing function to drive growth, then I'd say there's a c......Read More

2929 Views

How have your product marketing teams traditionally worked with your demand generation / growth marketing team?

Feng Hong

TikTok Global Product Marketing Manager • July 19

Always an interesting question. 1. What's the leadership structure of the marketing team? 2. Is there a director of product marketing 3. and what does the demand gen team expect from the PMM team? To me, those sorts of things dictate the relationship between the two. Also, if a company is......Read More

1539 Views

Should product marketing report into Product management or Marketing?

Feng Hong

TikTok Global Product Marketing Manager • August 3

This depends on the company and what it needs the role of product marketing to be. This boils down to: what gap is the company trying to fill? I'll use my role as an example, and for context, Full Circle Insights is a six year old startup with a sort of technical product aimed at enterprises/busi......Read More

1317 Views

What do you think the ideal role of a product marketing manager should be in roadmap planning?

Feng Hong

TikTok Global Product Marketing Manager • July 19

I think it depends on what the priorities are at the company and the other roles pre-existing (they both affect what the PMM needs to do more of), but I think the PMM contributes input for the roadmap based on the market feedback they are in tune with. The pmm can also do whitespace evaluation in......Read More

1042 Views

Do you have a good framework for quarterly product marketing plans across multiple product portfolios? Looking for inspiration on how other organizations organize product marketing planning.

Feng Hong

TikTok Global Product Marketing Manager • July 19

I started with the hubspot template but definitely don't let the format limit the amount you want to write in there. it looks nice but i definitely had to augment it to make it more actionable. That's one of the main challenges of buyer persona research: operationalizing the deck and not letting ......Read More

966 Views

How do you convince your company that it's worth the time to invest in researching and making buyer personas?

Feng Hong

TikTok Global Product Marketing Manager • July 22

There's a lot of reluctance around investing in buyer persona research that comes from a "so what" sort of experience in the past. You're going to have to establish what you want to accomplish with the buyer persona research as well as how to operationalize the research so that it isn't just a de......Read More

865 Views

How important are brand marketing skills for product marketers compared to analytical skills?

Feng Hong

TikTok Global Product Marketing Manager • December 22

For companies of a certain DNA (Bay Area, technology), brand marketing is not a priority compared to being able to measure the performance of your own marketing, with a philosophy of investigating what works and what doesn't. That's because the company likely has a demand problem, not a brand pro......Read More

818 Views

How do I get my sales team to use the content that I produce?

Feng Hong

TikTok Global Product Marketing Manager • July 22

There needs to be alignment on the content itself between you and the sales team. Is the content answering a pain point they have? Is it actually useful in answering questions their audience has? Are you prescribing or pushing a specific time and place to use the content? Is the content actually ......Read More

741 Views

How do you develop messaging that grabs attention in a crowded market?

Feng Hong

TikTok Global Product Marketing Manager • July 22

What medium and what specific messaging? Depends on those two things (e.g., emails that capture people's attention vs website messaging that enables a staged, conversion-optimized flow of learning). Plenty of more in-depth stuff here if you could clarify what you mean. If it's the value propo......Read More