Irina Nica

Congrats on considering a pivot into product marketing! As someone who transitioned from SEO to product marketing, I can share a few insights from my experience. First, it's important to recognize that product marketing roles can vary significantly between companies and even between teams within the same organization. Some roles are more generalist, while others focus on specific areas such as messaging, sales enablement, or competitive intelligence. When applying for a position, carefully revie ...Read More

I just joined a new company recently as a Senior Product Marketing Manager and, before that, I interviewed for several well-known tech brands (and got to the final stages with most of them). Here are the most common questions I got, split by interview stage: Stage 1 -- HR Screening: Walk me through your career progression to date. Why are you looking for a new role? What drew you to our company? How would you describe your ideal team culture? What's your availability to start a new position? Sta ...Read More

Combining ChatGPT, SEO tools, and review websites can help uncover customer insights and bring the voice of the customer into your messaging framework. That’s because on review websites, customers speak candidly about your product, share real use cases, and highlight both wins and frustrations without the filter of a formal interview.Here's what I did to get quick insights from a review website, using an SEO tool (I used ScreamingFrom for this) and ChatGPT prompts:☑️ Used ScreamingFrog to crawl ...Read More

From my own experience breaking into PMM after years in SEO: I’ve done this switch myself a few years ago (from SEO to PMM at HubSpot), and I love being a Product Marketer. What worked for me was an internal transition strategy: keep performing at the current role, build PMM skills and connections on the side, and make my readiness visible. Context: A few years ago, I realized I missed being a Product Marketer and being close to product launches and GTM strategies. Back in the day, I used to do ...Read More

I think it really depends who is reading the post-mortem. If you’re presenting to executives, you need to take it a few steps further from what worked, what didn't, and what's next.  Don't just report the numbers. Diagnose them. "Conversion dropped at checkout" isn't an insight, it's an observation. The real work is figuring out why. Is it a missing price preview, a confusing step, a trust gap? And assigning someone to go confirm it. If your post-mortem doesn't end with a hypothesis someone's ac ...Read More