Jacki Brown

Fractional CMO | Product Marketing Leader

About

With nearly two decades of marketing experience, I specialize in global B2B SaaS marketing strategy and product marketing. I lean on my B2C experiences to tell compelling stories that convert.

Content

Do you prefer to conduct qualitative or quantitative research for what you are solving for?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 20

It depends on how much information you already have to start with. I've found (and the Pragramatic Institute agrees) that you need to do qualitative research first. Then, once you have some idea, you can formulate that information into a quantitative assessment. But you need to have enough inform......Read More

316 Views

How can a PMM effectively approach product marketing when the primary focus is not on a tangible product, but rather on intangible factors such as safety and reputation management?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 26

What I believe you are describing is selling a Service vs. a Product. Ultimately, it's the same thing. For instance, a Marketing Agency's product is their marketing ideas, creative work, etc. but really, they provide a service. Like any other product, for a service, you should know the targ......Read More

315 Views

What are your favorite PMM interview questions?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 20

* What are you looking for in your next role? * Tell me about a time when you created positioning for a new solution. What was the process you took? * Tell me about a time when you navigated a challenging stakeholder. * What is your approach to learning a new industry? * Tell me about......Read More

236 Views

How do you define roles and responsibilities around product research between product management and product marketing?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 20

I recommend using an established framework like the Pragmatic Marketing Framework. That being said, nearly every company defines the handoff between Product and Product Marketing differently and it is an ongoing challenge. Ultimately, this comes down to the leadership between both groups to find ......Read More

229 Views

What are some surprising ways that candidates have stood out to you in PMM interviews? What are your biggest watchouts?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 20

Stood out: * Being innately curious and asking relevant questions * Demonstrating excellent writing I once took a chance and hired a product marketer who had no prior marketing experience. What did he have then? He was a self-published author. That tells you something about his ability to ......Read More

218 Views

How do you go beyond basic messaging to create messaging that converts and wins?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 26

Make sure your messaging is tailored to the needs of the buyer. It should be specific, concise, and direct. Make it very clear what it is that you are selling and what the value will be for the buyer. Then introduce what could happen if they don't address that challenge. Add a timeliness to......Read More

211 Views

How do you translate market research insights into the right phrasing or "consumer speak" to reach customers effectively?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 20

First - remember that customers are people! In B2B world we tend to overcomplicate. Instead, we need to simplify our messaging. What are you selling? Who is it for? What problem does it solve? Be as concise as possible. Of course, every industry does have its own lingo and it does help to......Read More

208 Views

What are your favorite tools for conducting market and customer research to inform messaging?

Jacki Brown

Fractional CMO | Product Marketing Leader • March 26

You definitely want to use a number of tactics to round out the research for your messaging. * Talk to the Product / Leadership team - why did they create the product? What makes it unique? * Talking to the Sales team - what do prospects get most excited about when Sales is pitching? ......Read More