Jenna Crane
Senior Director of Product Marketing, Klaviyo
AMA's
AMAKlaviyo Senior Director of Product Marketing, Jenna Crane on B2B Product Marketing KPI’s
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Jenna Crane
Senior Director of Product Marketing
Bringing New Product Lines to Market with Jenna Crane, Director of Product Marketing at Klaviyo
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Jenna began her career in journalism and now leads the PMM team at Klaviyo. Her
and Mary discuss strategizing and bringing new product lines to market, one of
Jenna’s specialties. She is passionate and skilled at bringing new product lines
to the market and especially enjoys storytelling. In this...more
Senior Director of Product Marketing
I think the best product marketing candidates — and product marketers — have one
thing in common: empathy. Empathy helps you understand where others are coming
from, and that is the foundation of great messaging & positioning as well as
great collaboration.
If you can put yourselves in your cus...more
Senior Director of Product Marketing
Prep and practice!
Prep your answers beforehand, have them on hand for reference if you need them.
Practice by getting in more reps. Talking about yourself and your experience
gets easier every time, and you get more insight into the types of questions
that come up (so you can improve your pr...more
Senior Director of Product Marketing
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...more
Senior Director of Product Marketing
As you can probably tell, I am a big fan of focusing on process, not just
outcomes. I like to ask people to walk me through a project they led, and I ask
them plenty of questions — things like 'why did you decide to position it that
way?' or 'what was the most difficult part of the process, and h...more
Senior Director of Product Marketing
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...more
Senior Director of Product Marketing
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 ...more
Senior Director of Product Marketing
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...more
Senior Director of Product Marketing
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...more
Senior Director of Product Marketing
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 ...more
Credentials & Highlights
Senior Director of Product Marketing at Klaviyo
Formerly Drift, Dropbox, Upwork
Top Product Marketing Mentor List
Lives In Boston, MA
Work with Jenna
Remote - US