Jeff Rezabek

The great thing about Product Marketing is that there are so many different entry points. I came from more of a content marketing background, but I've known amazing PMMs with a product background or customer success background that also crush it. Each path comes with its own strengths and value to the organization. So there isn't a wrong path. If you want to go into PMM, try getting involved with more PMM activities that will give you the experience to add to a resume. Find a mentor (when I disc ...Read More

If you're creating a two-pager sales enablement asset, always assume it will be shared externally at some point, so make it so that if it gets in the hands of a prospect, the branding is the same, and the information isn't confidential.Without knowing much about your product or audience, I would look for themes and create multiple documents if available. For the customer quotes and case study stats, I've always used those as sidebar callouts. The themes I would look for include: Product - This i ...Read More

I've done this a few different ways in the past. One way is by partnering with Product Management to grade a release item and then assign a launch level to a release based on a grade (is it new/innovative, is it going to match the market, impact to customers, impact to the market, etc.). The product team will launch the feature if something doesn't fall into the launch level threshold. When that happens, we will collect data and look for opportunities to package the feature into a future release ...Read More

To help with this, you must think like you're new to tech or the industry. Even if you don't use it in external-facing messaging, you need to gather as much info as possible to help craft it and enable your internal teams. While "serverless" or "fully managed" may mean something to your champion, it may mean nothing to their executive or budget holder. Further, there may be competitive advantages to your fully managed offering of features that set you apart. One of the best tips for this is cons ...Read More

The top skills I'd recommend for someone new to Product Marketing include: Communication: Even in an age of AI, it is incredibly important to write focused copy well. Sure, AI can help, but you need to craft the prompt and refine and revise the copy to provide the touch of the human factor. Outside of written communication, you'll also need to be a skillful verbal communicator. Asking Questions: Part of the role of a product marketer is asking questions and then sitting back and listening to the ...Read More

When there are limited resources and conflicting goals. Look for ways to consolidate. In the case of a webinar to support a product launch, position the webinar towards the prospect and focus on the value the launch and the new capabilities bring. You might not be able to go deep into the platform or give away too much of the how like you would if it were a customer-facing webinar. With the approach of having a launch webinar positioned for all audiences, follow-up is key. Make sure you prep you ...Read More

My approach to developing messaging for a new product or feature is to set time with the product owner to fully understand what's being developed, why, and for whom. Ask as many questions as you can, even the ones that seem simple or obvious.Ask about functionality. If it does X, ask why and then say so what? I've worked with many great product owners in my career, and this type of questioning was welcomed because it helped them see the big picture (and sometimes opened the possibility of future ...Read More

A few strategies that I've used to share messaging pillars with my organization include: Creating a hub in our intranet that provides view-only access to personas and high-level messaging (I share the full messaging doc only to the teams that need it) Conduct an internal enablement session where you go over the messaging Bonus points if you do a Voice of the Customer enablement session where you interview the customer and rephrase their response to validate the value pillars Create an interactiv ...Read More