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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
Klaviyo Head of Product Marketing • November 17
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
5204 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 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
4975 Views

Jenna Crane
Klaviyo Head of Product Marketing • July 15
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
1291 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 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
1237 Views

Jenna Crane
Klaviyo Head of Product Marketing • June 29
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
1225 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 17
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
984 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 17
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
925 Views

Jenna Crane
Klaviyo Head of Product Marketing • October 19
I know this situation well; it's the same here at Klaviyo! First, you need to understand the composition of both audiences. Are the self-serve customers smaller businesses that don't need to talk to sales to feel comfortable using the product? Are at least some of them actually enterprise cus......Read More
916 Views

Jenna Crane
Klaviyo Head of Product Marketing • June 29
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
806 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 17
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
802 Views
Credentials & Highlights
Head of Product Marketing at Klaviyo
Formerly Drift, Dropbox, Upwork
Product Marketing AMA Contributor
Lives In Boston, MA
Knows About Category Creation, Competitive Positioning, Product Launches, Release Marketing, Prod......more