
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
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
3581 Views

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
2389 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
1048 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
1034 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
797 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
792 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
737 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
705 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 17
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......Read More
653 Views

Jenna Crane
Klaviyo Head of Product Marketing • November 17
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......Read More
641 Views
Credentials & Highlights
Head of Product Marketing at Klaviyo
Formerly Drift, Dropbox, Upwork
Product Marketing AMA Contributor
Lives In Boston, MA
Knows About Competitive Positioning, Developer Product Marketing, Category Creation, Product Mark......more