Profile
Jenna Crane

Jenna Crane

Head of Product Marketing, Klaviyo
About
Jenna Crane is the Head of Product Marketing at Klaviyo. She has more than a decade of experience marketing B2B technology, at companies like Dropbox, Upwork, and Drift. As an early employee at Dropbox and oDesk (now Upwork), she fell in love with......more

Content

Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingNovember 18
I'd recommend having on hand: * Your story. Be prepared to give a brief walkthrough of your background and experience. I always like to see when someone has a strong narrative about their career — why they made each move, the highlights of their experience and what they learned, and wh......Read More
8406 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingNovember 17
My favorite question is "What would be your positioning statement for yourself as a product marketer?"  I love that question because it shows me how comfortable they are with the basics of positioning, and it tells me a lot about the aspects of product marketing that they care most about. For ex......Read More
6147 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingJune 30
Cross-functional work is Product Marketing's middle name!  PMM <> Sales * Key deliverables: Pitch decks, enablement assets (internal resources like battlecards and personas, external resources like one-pagers and case studies), and trainings  * Key goals: Improve win rates, improve co......Read More
2368 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingJuly 16
I find that it depends on the scale of what I’m messaging. If it’s for a small project (a landing page, a video, etc.) I like to go with: * Key message * 3 supporting value propositions, with taglines and descriptions * Supporting points for each of those value props — whether those are uniqu......Read More
1877 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingNovember 17
1. They didn't prepare. It's really hard to justify moving a candidate forward if they don't know basic details about our company, their answers lack details and depth, and/or they don't have questions for the interviewer. 2. They are too long-winded or rambling, and/or their answers are mostly ......Read More
1514 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingOctober 20
Courses, certifications, and books can definitely help transition into product marketing, but the best way to learn is by doing. I would see if there are side projects you can take on with the PMM team, in addition to self-driven learning.  For courses and certifications: * I typically recom......Read More
1490 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingNovember 18
Absolutely writing samples! I always ask for those. (As you can tell from my other answers, communication is something I care deeply about!)  Case studies, landing pages, pitch decks / other enablement assets, and messaging frameworks can also be great additions to a portfolio. Just make sure yo......Read More
1294 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingJune 30
Depending on where the team focuses, Product Marketing can have a few different KPIs that are 'must-haves.' But the most common ones are: * Product adoption -- definitely for features that PMM launches/brings to market, but if certain PMMs 'own' an area of the product then they should als......Read More
1162 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingNovember 18
Getting on my soapbox here for a second (though I suppose I've been on it this whole time) — make sure your resume is concise and clear. It should be 2 pages MAX, ideally 1 page. I don't care if you've been in the industry for 30 years, you should be able to distill down your experience into 1 or......Read More
1150 Views
Jenna Crane
Jenna Crane
Klaviyo Head of Product MarketingNovember 18
Make sure you talk about the process! That includes:  * What was the existing state when you started (i.e. messaging didn't exist, it did exist but it was falling flat / was outdated, etc.)?  * How did you go about developing the messaging (i.e. what inputs did you use)?  * How did you ......Read More
1076 Views
Credentials & Highlights
Head of Product Marketing at Klaviyo
Formerly Drift, Dropbox, Upwork
Top Product Marketing Mentor List
Top 10 Product Marketing Contributor
Lives In Boston, MA
Knows About Product Marketing Soft and Hard Skills, Release Marketing, B2B Product Marketing KPI'......more