Product marketing is the process of taking the right product to the right market with the right narrative to the right audience and at the right time. More specifically, a product marketer is the voice of the customer, helping organizations uncover insights that can inform product and marketing p...more
What are some things you wish you knew in your first few years of Product Marketing, that you have learnt since
When you're starting out your career as a PMM, it is very important to remember that your value promise is to customers and not internal stakeholders. I don't mean to say that internal alignment and buy-in isn't important but it should never take priority over serving your customers. In my early ...more
What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?
Successful product marketers are both right and left brained. Thus, in addition to the hard skills, they must possess soft skills to rally teams behind their ideas. There are five fundamental soft skills that product marketers must demonstrate: * Passion * Adaptability * Cross-functional lea...more
Unlike highly specialized roles like Finance, Engineering or even HR that traditionally have vertical careers, I don’t believe Product Marketing has a typical career path. As a generalist role, working as a Product Marketer allows you to gain exposure and experience across different functions, fr...more
How do you determine success metrics for a promotion for product marketing managers? Are there any key metrics someone must meet before they qualify?
The best way for a product marketer to get promoted is by demonstrating the impact of their work. To do this, I incentivize all my PMMs to befriend data and tie their deliverables to key business and customer metrics. To me, the two most important categories of metrics are: 1) Customer insig...more
The most important thing you should expect from your new manager when you first join an organization is a detailed onboarding document with a 90-day plan. The document should provide background information on the company, industries, and competitors with links to source files and documents. It sh...more
How do you split the PMM function vs general marketing function responsibilities, and how do you better manage this relationship?
Product marketing and Marketing are all working towards the same goals: raise awareness, drive product adoption and drive business conversion to serve customers and help the company grow. Marketing has existed since the late 1800's with the invention of the first mail product catalogue. Tiffany'...more
What's the best way to prepare for a product marketing interview at a big tech company? What resources would you recommend to a prospective so they can best showcase their experience and aptitude for role.
There are three key types of interviews you should consider preparing for when applying to a small or big tech company: · Product marketing core competency interviews · Behavioral interviews · Case interview / portfolio review assignments The skills companies look for are consistent, but ea...more
That’s a great question. The most successful salespeople build relationships with customers by selling them the promise of a product or platform that will evolve, as their needs evolve. And in today’s digital environment where most transactions happen online, Product Marketing teams are the new S...more