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Jeffrey Vocell
Head of Product Marketing, Panorama Education
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Jeffrey Vocell
Panorama Education Head of Product Marketing • September 2
I think every product marketing team should! Ultimately, at Iterable we have 3 key documents: * Product GTM Launch Plan - This is a spreadsheet that includes every team involved in a launch, what set of activities are being done, where they are in the development process, and more. It's r......Read More
3144 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • September 2
Yes! At HubSpot we had a template for this, and I’ve created one at Iterable as well. I think there are a few phases of a launch that include different people from your organization. Phase 1: Research - Every product launch HAS to start with research. This is a phase I find many PMMs skip, but t......Read More
2376 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 11
The best way I've found is to start small, and grow over-time. To explain that further, when a brand-new product marketer starts I will typically walk through step-by-step the messaging process with them at a granular feature level just to get them some repetition practicing. After doing that a n......Read More
2343 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 11
I think it’s hard to showcase messaging in an interview unless you’re specifically bringing up documented work. At HubSpot, we like to give candidates an exercise before an interview that typically ties into positioning and messaging. Oftentimes this exercise will tie back to a recently released ......Read More
2123 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 11
At HubSpot we have a “master” positioning guide that exists for every core product and is shared on a central wiki that everyone can access. This positioning guide helps inform the work of marketers, sales enablement, and many other customer-facing teams. To ensure alignment we work closely with ......Read More
1754 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • December 11
This is a great question. As product marketers, I think we often confuse this terminology, and due to the common use of these terms it amplifies the perception they are different. From my point of view, there are differences between positioning and messaging which I’ll cover here, but everything ......Read More
1713 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • April 8
There's a lot of potential variability here depending on company, exact role, industry, and more. That said, here are a few ideas of what you can show: * Cross-functional Initiative: If you've directly led a cross-functional initiatve that drovesome key business results, showcase them! For e......Read More
1632 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • September 2
I feel like the answer to this could be it's own book. 😊 Ultimately, a PMM should be the "quarterback" of a launch and should be driving success at each stage. From the moment you hear about a large launch coming you should focus on: * Aligning the team around that product * Communicating c......Read More
1598 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • September 2
It depends on the launch, but I will usually do a mix of these: Customer Research: Talk with existing customers, or survey your existing customer base (or a segment of it) if a solution your launching is directly related or adjacent to an existing product you have. If you need deep insight into ......Read More
1457 Views
Jeffrey Vocell
Panorama Education Head of Product Marketing • September 2
Great questions. Product Marketing should be involved, or at least aware of, every launch in my opinion. I think it's important to establish launch levels, or some process around it though - a very minor feature update shouldn't get the same amount of time dedicated as an all-new product line. At......Read More
1452 Views
Credentials & Highlights
Head of Product Marketing at Panorama Education
Formerly Narvar, Iterable, HubSpot, IBM
Product Marketing AMA Contributor
Lives In Boxford, MA
Knows About Customer Research, Product Launches, Sales Enablement, SMB Product Marketing, B2B Pro......more