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Hien Phan

Director of Product Marketing, Amplitude

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

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

Hien Phan

Amplitude Director of Product Marketing • October 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

1673 Views

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

Hien Phan

Amplitude Director of Product Marketing • October 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

1256 Views

How do you use market research to inform priority verticals to go after in your go to market efforts?

Hien Phan

Amplitude Director of Product Marketing • March 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

1103 Views

What are some cornerstone KPIs that product marketers should use for every Go-To-Market strategy?

Hien Phan

Amplitude Director of Product Marketing • March 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

1089 Views

What are the common mistakes you see product marketers making when they launch new sales enablement programs?

Hien Phan

Amplitude Director of Product Marketing • February 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

1088 Views

How do you think of GTM? What does it include, and what does it not include?

Hien Phan

Amplitude Director of Product Marketing • March 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

1068 Views

What would you say are the core elements of a strong, repeatable GTM framework?

Hien Phan

Amplitude Director of Product Marketing • March 15

(1) It's a strategy, not a goal. You're diagnosing the problem and focused on how you should go to market. (2) There is an operationalization aspect for your marketing team. Marketers need the audience, message, and channels/communities these people live in. (3) There is an operationalization ......Read More

1017 Views

Once you have a go to market strategy in place, how do you "convince" everyone on the marketing team, and get the ball rolling around the strategy you've built?

Hien Phan

Amplitude Director of Product Marketing • March 16

This question is a great one. First, you don't build the GTM strategy in a vacuum. It's not an exercise of a product marketer where she goes into a dark room for ten days and comes out with a brilliant strategy. You must co-build this with your stakeholders—marketing, and sales. Otherwise, you wi......Read More

1007 Views

How do you start with a GTM strategy?

Hien Phan

Amplitude Director of Product Marketing • March 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

986 Views

How do you decide on the right amount of detail to share in Go-To-Market materials?

Hien Phan

Amplitude Director of Product Marketing • March 15

I think this depends on the material and your audience. If it is customer-facing, the rule of thumb is less is more. Get to the point. The details can go in the appendix. Suppose your execs aren't into detailed, same as the above. However, if your execs are like those at Amazon, then do t......Read More

982 Views

Credentials & Highlights

Director of Product Marketing at Amplitude