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Jena Donlin

Jena Donlin

Product Marketing Lead at Snowflake

San Leandro, California

Content

What is the best tool to store/distribute your marketing and sales assets?

Jena Donlin
Jena Donlin

Snowflake Product Marketing Lead • 7y

We currently use Highspot — before this we've used a number of CMS systems including Drive & Google Docs, Dropbox Paper, Percolate, and Docurated. We also evluated Guru and some others. We also use Confluence for internal documentation. No tool has been perfect — but we've seen good traction with Highspot. The biggest challenge imho is on the usage side and getting solid adoption of the tool for all use cases (remixing, pitching, etc). I want good analytics and an understanding of how sales ...Read More

2,063 Views

What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

Jena Donlin
Jena Donlin

Snowflake Product Marketing Lead • 7y

Building on Jennifer's reply above, we have 4 tiers. We aim to do proactive work (meaning working with BDRs, sales, account managers, success team) to identify a way to engage, grow, or expand an account within the top 10 accounts. This hits all points in the funnel and often involved multiple teams and units. This could include sponsoring a company event and creating custom content to get in front of a big portion of their employee base. In the second tier (100 accounts), we have a request fiel ...Read More

1,060 Views

How far into the future do you believe Product Marketers need visibility into the product roadmap to be effective and why?

Jena Donlin
Jena Donlin

Snowflake Product Marketing Lead • 7y

I would highly recommend having visibility and clarity on your product vision and mission as part of undersetanding the roadmap. To me, the product roadmap should be the path to fulfill this larger mission and objective. 

There is a 20-year-roadmap exercise in Jake Knapp's Brand Design sprint that I found really helpful for understanding long term objectives and positioning for the brand (and ultimately the product for my company): https://library.gv.com/the-three-hour-brand-sprint-3ccabf4b768a

631 Views

Posted podcast

Product Marketing Life | Jena Donlin, Snowflake

Product Marketing Life | Jena Donlin, Snowflake

In the first Product Marketing Life podcast of 2021, we got together with Jena Donlin, Senior Product Marketing Manager at Snowflake, and discussed onboarding as a new product marketer. Jena shares how she prepared for her move to Snowflake, what she thinks helped her secure the role, expectation versus reality, personal KPIs, tips for nailing working from home, and more.  --- I think we often feel this pressure to put on this act, that we're perfect at everything. I think one of the things that I really appreciate in colleagues and I'm trying to live is showing that vulnerability and being really open and honest about 'here's what I think I bring to the table and here's where I'm leaning in on you to be the excellent professional that you are'.