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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

For PMM interviews, what are helpful resources you'd recommend and types of questions to prepare for from both hiring managers and cross-functional partners?

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

What is your favorite product marketing interview question and the best answer you've heard?

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

Do you have a messaging template/worksheet/framework that you like to use?

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

What are the most common mistakes you see candidates make during an interview for a product marketing position?

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

How do you work with the cross functional teams? And what are the key goals and deliverables for each of the below? 1) PMM with Sales 2) PMM with CSM 3) PMM with Marketing 4) PMM with Product

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

What would you rec highlighting in prod mar portfolio and what would make a candidate stand out to you?

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

What are some of the most common red flags that product marketing candidates make?

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

As a PMM charged with balancing both self-serve and enterprise customers of the same product, what are the nuances between the two?

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

In your experience, what KPIs "must haves" for any product marketing role or team?

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

How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work?

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