Profile
Hien Phan

Hien Phan

Head of Product Marketing, Partner, and Customer Marketing, Pinecone
About
I started my career in finance and investing, moved into consulting, then transitioned into Product Marketing. My Product Marketing superpowers are Competitive Analysis, Sales Enablement, Product Launches, GTM Strategy, AR, and Solution Marketing.......more

Content

Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 6
Oy! First, good luck! I have done the "first" before. I don't think you have the luxury of 30/60/90. I think it's more like 30 days to identify the problem and tackle easy wins. Sixty days build out a basic launch framework, then a GTM strategy, align both with leadership. Then 90 days to test an......Read More
2437 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 6
First, welcome to PMM. It would depend on what kind of PMM they are looking to hire. I would do three buckets. (1) a thought leadership piece or website/landing page (2) a launch plan or GTM plan (3) examples of enablement like slides etc. They want to see if you have done core PMM activities: me......Read More
1802 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingMarch 16
When I think of GTM, it's from demand to advocacy. You aren't responsible for every step of this journey but are a significant contributor to enabling and owning the customer buying journey. Questions I always ask myself when I join as a GTM PMM are as follows: 1. Do my fellow marketers have w......Read More
1649 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingMarch 15
KPIs are hard for PMMs.  (1) we don't directly influence everything.  (2) we have a lot of indirect influence.  But my rule of thumb is figuring out your North Star Metric, meaning what is that one metric you can influence that drives say, pipeline, and what are those input metrics? For ex......Read More
1634 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 5
I have no idea how you prep your presentation. But for an assignment like this one, I think what employers want to test is your ability to assess the problem and provide a solution. So before I would even start on the assignment, I would try to highlight the problem statement. What problem is thi......Read More
1571 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingMarch 15
1. Diagnosis - what's my opportunity? What's the pain I'm solving? What's the problem?   2. Guiding Principles - given the above. How should I address this problem? This section arent' tactics.  3. Coherent Actions - your tactics.  Remember, if #1#1 isn't clear, focused, and concise, then #2......Read More
1354 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingMarch 15
I'm biased. I'm a former consultant and market researcher— market research always follows priority verticals and market efforts.   Depending on the stage of your organization, you might not have the luxury of full fledge research, but you need to at least talk to customers. Get some contextual......Read More
1217 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingNovember 13
I have had experience with Highspot, Showpad, DocSend, and Seismic. I would recommend HighSpot and Showpad as they both are great for organizing content and gathering adoption metrics. ShowPad also has an LMS, but they are still working to integrate the LMS portion with its main CMS platform. I w......Read More
1206 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingOctober 5
The main difference is around change management. When SMB and mid-market companies buy software, there isn't a huge change management aspect because of their size. "Enterprise," defined as more established companies like (P&G, etc.), would like to know how you will help them succeed with your sof......Read More
1192 Views
Hien Phan
Hien Phan
Pinecone Head of Product Marketing, Partner, and Customer MarketingFebruary 19
I see a few issues: (1) not think about the sales process and the customer journey (CS version, not the marketing version). You need to think about when they will need collateral and what kind of collateral. This will help you with effectiveness.  (2) build persona and product messaging witho......Read More
1181 Views
Credentials & Highlights
Head of Product Marketing, Partner, and Customer Marketing at Pinecone
Top Product Marketing Mentor List
Lives In San Francisco, California
Knows About Product Marketing Soft and Hard Skills, Solutions and Platform Product Marketing, Rel......more