Jason Perocho

Jason PerochoShare

Vice President, Product Marketing, Braze
US Veteran and life long learner who brings his loves matching people with technology that improve their lives.
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Video: Adventures in Messaging S02E04: With Jason Perocho, VP Product Marketing at Braze
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
We understand what marketing channels work best for a feature rollout by talking to our customer. Everything we do always comes back to understanding the customer better than anyone else in the company.  For example, if I talk to a customer and I ask them why they haven't enabled a specific feature, I would ask them how would they like to learn about new features. I'd run surveys, focus groups, and A/B testing to determine the most effective communication strategy to ensure customers adopot our features. SaaS companies should also not over look using utilization reports to segment the...
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
The best approach would be to ensure you have some great facing public content that you can attach to your CV when applying for a job. Post-MBA PMMs tend to be content workhorses. Leaders need PMMs that can write clearly, concisely, and relatably.  I also recommend MBAs go out and get some practical demand gen marketing experience. Start a blog and then invest a few dollars to promote it. Try and get syndicated on a content hungry site like Business Insider, HuffPo, or Forbes. This will give you a great story in interviews marketing something that you're truly passionate about. 
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
You're absolutley right! The first starts by understanding how much emphasis the company puts on distribution vs. product. An observation I've made is that companies who have a CEO with a sales/marketing background give PMMs more authority over product development and GTM. Companies with CEOs with an engineering/product background tend to give PMMs a more limited scope focused on market validation, positioning, and messaging.  What has made me successful in a PMM career was starting on a nascent product in which we were "firefighting" every single day. I thrive in startups or ambiguous e...
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
Product Marketing is an interesting role because it puts you at the intersection of so many different functions, allowing you to "run the business". Outside of CMO, a couple other logical steps I've seen PMMs take are Chief Revenue Officer (CRO) or General Manager (GM). Chief Revenue Officer is the most interesting of the bunch because it puts you at the center of all revenue growth. Most of the time, you would find a sales leader occupying this role, but I have seen several with a strong product marketing background. General Manager is perhaps the easiest to get into beause the ultimate ...
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
Product Marketing at a SaaS company requires two distinct motions:  1. Acquiring new logos 2. Expanding your install base through upsell and cross sell products.  In general, most SaaS companies lead with a core product to attract new logos. Acquiring new logos in the B2B space is a heavy lift, usually with very long deal cycle times. Product marketers must depply understand not only the persona, but must intimately understand the buying team and how decisions are made. Content should be aligned to help these buying teams come to consensus at each stage of your sales proces.  They th...
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
I wish I understood how product marketing ideally works. Based on my experience, here's how product marketing teams should work together: 1. A Product marketing lead identifes a goal. The three goals are usually to create pipe, mature pipe, or close deals. 2. The PMM will select a target based off what the business needs. They can double down on a region/segment/geo that is working, or try to lift a poor performing area.  3. They'll create a positioning statement and messaging hierarchy that will be used for this initiative.  4. They'll allocate a portion of their budge...
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
Tough question since titles vary from company to company. My answer for this question is strictly from a Salesforce perspective.  My expectation for a Sr. PMM to Director would be that they are able to build a team across all functions of PMM and align cross functional partners (PMs, AR, PR, Campaigns, Content) around an initiative that has a significant business impact. This includes, but not limited to, launching a product, repositioning a product in the marketplace, coordinating a worldwide enablement effort, or driving new, innovative marketing programs across a large area. Each of th...
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
Seed funding is when I've generally seen PMMs hired. They're generally hired at the same time or just after a PM. Legendary HBS professor Clayton Christensen's research shows that 95% of products fail because there is no market fit. A product marketer's role in an early stage company should be to validate the market, research the customer, and identify the pain points. This type of qualitative and quantitative research is necessary to ensure your company is developing a product the market needs.
Jason Perocho
Jason Perocho
Vice President, Product Marketing, BrazeMarch 10
The path towards senior management is anything but a straight line. The best product marketers I've encountered worked in something other than product marketing early in their careers. These roles include sales, demand gen, or engineering.  Personally, I career transitioned a lot in my 20s and pursued whatever interested me. I started by studying IT (Database systems) and was an engineer, wrote speeches in the government, became a product manager in the Pentagon, and then became a product marketer. I did not  "move up" quickly, but rather was building a wide range of skills that I'd event...
Credentials & Highlights
Vice President, Product Marketing at Braze
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Herndon, Virginia
Knows About Product Marketing Career Path, Product Launches, Product Marketing Soft and Hard Skil...more