Jeffrey Vocell

Director of Product Marketing, Iterable

AMA's

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Iterable Director of Product Marketing, Jeffrey Vocell on Influencing the Product Roadmap

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Hubspot Former Sr. Manager, Product Marketing, Jeffrey Vocell on Messaging

Content

The Product Marketing Experts

Hosted by Jeffrey Vocell

A deep dive into the craft of Product Marketing with the best Product Marketers in the world. Each week we sit down with Product Marketing experts at some of the fastest growing technology companies in the world. Hosted by Jeffrey Vocell, Director of Product Marketing at Iterable and brought to you by Sharebird.com, the leading Product Marketing question and answer site.

66 Episodes

Jeffrey Vocell

Director of Product Marketing

It seems like people in product marketing come from all different departments, yet it can be hard to interview & make that functional transfer breaking into product marketing. What tips would you share with someone who is looking to breaking into product marketing?

I wrote a post a while back about getting a job in Product Marketing that is still relevant and helpful. Overall though, think about your transferrable skills. Whether that's project leadership, storytelling, market intelligence and how it can apply to the job description of the PMM role you're l...more

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Jeffrey Vocell

Director of Product Marketing

In most B2B settings PMMs spend a LOT of time enabling Sales. Where does all that time get repurposed in self-serve PMM? What are some of the big categories of work where you over-invest in self-serve vs. traditional B2B PMM?

In most B2B settings, Product Marketing, or a distinct Enablement team (if your organization has one), spends a lot of time driving revenue and user growth through enabling Sales and CS. Whereas, in self-serve or consumer-facing teams, this time spend enabling should be redirected to users direct...more

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Jeffrey Vocell

Director of Product Marketing

I'm putting in my Product Marketing and Sales Enablement budget for next year. What line items should I consider / am I missing? I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.

Great question. Looks like you've captured a lot of the big rocks that normally go into the budget, but a few additional things to consider: * People Budget: Depending on the planned growth of your team for this year, and near-term priorities, knowing your people budget can ensure you can br...more

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Jeffrey Vocell

Director of Product Marketing

I've been working as Project Manager for Marketing Operations for almost 3 years now,I want to break into Product Marketing Management,is it possible, and if so how can a pivot and what skill sets from my current career translate well within the role

Yes! It's absolutely possible. A few ways you can think of the transition: * Look at some PMM job descriptions and think about transferrable skills. If you've worked as a Project Manager, then it's likely you've led cross-functional initiatives, so lean into that. * Highlight an internal...more

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Jeffrey Vocell

Director of Product Marketing

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio. I'm not sure what would be the best to present so I stand out from the crowd. What would you present? Can you give specific examples please?

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...more

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Jeffrey Vocell

Director of Product Marketing

How do you drive alignment across the exec team on messaging

This is so important, and not focused on enough so I'm glad you asked! A few thoughts around this: * Get your CEO and CMO involved early. Ideally you can get early drafts to them, and also get them bought into the importance of the process and value of this effort which will make every as...more

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Jeffrey Vocell

Director of Product Marketing

What does a product marketing team do differently when targeting SMB buyers vs enterprise buyers?

Great question. I think there's a number of different things in these motions - but fundamentally SMB is more of a "one to many" motion, whereas enterprise is a more ABM-centric motion. Given the team structure question here, this means that Solutions Marketing in SMB/Mid-Market thinks about a...more

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Jeffrey Vocell

Director of Product Marketing

How do you structure your Product Marketing team? How big is it, what does everyone do? How do you measure success of each function/person?

Team structure is always a hot topic in product marketing, and there's a lot of different ways of doing it. The product marketing team at Iterable recently re-organized into 5 groups: Release Marketing, Solutions Marketing, Pricing & Packaging, Platform Marketing, and Market Intelligence. Each...more

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JD Prater

Head Of Marketing at Osmos

Jeffrey Vocell

Director of Product Marketing

Credentials & Highlights

Director of Product Marketing at Iterable