Hila Segal
VP Product & Customer Marketing, Observe.AI
About
I am a product marketing leader with over 15 years of experience designing and executing GTM strategies for innovative, high-growth SaaS solutions. I helped early-stage start-ups and large enterprise software companies drive market awareness and r......more
Content
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
What is the role of product marketing, and why do you want to do the job. I care about not just what the answer is but also how candidates deliver it. Are they giving me a textbook answer or telling me a story about their proudest PMM experience or a project that significantly impacted the busine......Read More
2861 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
Strong PMMs are good writers, know their product inside and out, experts of the competitive landscape, messaging geniuses and storytellers, BFFs with the sales team, GTM architects and excellent project managers. I like to think about a good PMM as a: * A psychologist who can develop a deep und......Read More
1413 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
Advancing to a director level can happen as an individual contributor when the scope of the role is expanded, and more responsibility is given to you—for example, leading product marketing for a product line or multiple product lines. You can also step into a people manager role. No matter what p......Read More
1223 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
Building diverse working relationships with different stakeholders across the organization is one of the most critical secret powers of a successful product marketer. Doing that not only gives you access to information and knowledge, but it will also help you collaborate more effectively on major......Read More
1178 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
Today, there are so many fantastic resources and community groups, certainly more than when I started as a pmm. So I'll focus my answer on other ways you can continue to grow professionally: * Find a mentor. Identify a product marketer who's further on in their career than you and ask them t......Read More
1168 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
The role of a product marketer is very different in every company. Still, I believe you shape up the position in your organization - the strengths, interests, and passions you bring with you can expand the role beyond its initial job description. Whether you're a PMM at a global enterprise with t......Read More
1019 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
Start by writing down your career goals. Answer questions like: * What experiences are you looking to get in the next phase of your career, and why? * Why do you think this is the right role, time, and environment to deliver on those experiences? * What things have you done in your past......Read More
960 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • January 28
Switching companies as part of your PMM journey is a good thing (if you're not jumping around too much). It will give you a broader perspective on different GTM channels, business models, org structures, sales processes, etc. You just need to make sure you are growing and acquiring new skills wit......Read More
929 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • June 1
Naming a new category is a big deal. Don't name it just by the scope and capabilities of your own solution - think bigger. A few things to help the naming process: 1. Talk to customers and try not to lead the witness. Understand what terms they use to describe the pain points and expected busine......Read More
521 Views
Hila Segal
Observe.AI VP Product & Customer Marketing • June 1
Have a strong point of view on the market and don't be afraid to reframe the current definition, but be prepared to invest heavily in education and thought leadership. Rely on proof points to support your narrative in the form of customer advocates that evangelize your definition and why it drive......Read More
518 Views
Credentials & Highlights
VP Product & Customer Marketing at Observe.AI
Formerly Clari, Vendavo, Amdocs
Product Marketing AMA Contributor
Studied at Industrial Engineering
Lives In San Mateo, California
Hobbies include Reading, hiking, traveling, food traveling, spending time with friends and family
Knows About Category Creation, Multi-Year Product Launches, Product Launches, Building a Product ......more
Speaks English, Hebrew