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Jennifer Kay
Product Marketing Expert & Mentor, Yelp
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Jennifer Kay
Yelp Product Marketing Expert & Mentor • October 13
Every company and every growth stage is different so the evaluative framework you utilize needs some flexibility. I recommend that your framework is developed in tandem with your partner stakeholders early on and is communicated often. A reliable framework includes a clear organizing principal, i......Read More
717 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • November 9
I think a universal experience among product marketers is that the role and contribution of product marketing is highly dependent on the company or organization that you are working for/ applying to- size, focus, where the pmm's sit in the organization, all are influencing factors. To that end, b......Read More
675 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • June 20
As a Product Marketing Manager , effectively communicating and sharing competitor analysis with your team and stakeholders is crucial for aligning everyone on the competitive landscape and informing strategic decision-making. Here are some recommendations for how to approach this: 1. Clearly ar......Read More
597 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • June 21
1. Develop a Competitive Playbook: Create a comprehensive competitive playbook that outlines key information about each competitor, their offerings, strengths, weaknesses, and positioning. This playbook should serve as a go-to resource for your sales team, providing them with the nec......Read More
595 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • March 22
B2C product marketing is a critical aspect of many companies' business strategies, particularly those in the consumer goods, retail, and e-commerce industries. Often in these organizations, the marketing team is going to be comprised of bigger teams of functional specialists or channel experts su......Read More
585 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • March 22
The fundamental goal of building a strong position in the market remains the same between B2C and B2B: to understand the needs of your target audience and position your products or services as the best solution to meet those needs. And to move your customer to next action. In terms of tools an......Read More
575 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • March 22
The specific skills and criteria may vary depending on the company and industry. If you are unsure what these are in your specific role, it's a conversation to have with your manager to understand the leveling rubric in your org. With that here are a few key skills or focus areas that grow in imp......Read More
572 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • March 22
If the product marketing team is placed within the marketing department, they may be more focused on the promotion and positioning of products rather than on the development of the product itself. In this case, their ability to influence the product roadmap may be limited as they may not have a d......Read More
563 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • October 13
The question comes up a lot in product marketing. It is particularly challenging when you are in a product marketing role or on projects that lean heavy into influence or when your organization is stacked with channel owners. Simply put- there is no one metric that suits all product marketing. ......Read More
559 Views
Jennifer Kay
Yelp Product Marketing Expert & Mentor • March 21
The ability to effectively build cross-functional relationships is really important in product marketing and understanding the role that each functional area plays in making a product successful. I'd put into this bucket knowing how each team measures their contribution (KPI's), what their proces......Read More
555 Views
Credentials & Highlights
Product Marketing Expert & Mentor at Yelp
Formerly Homebase, Angi, The Knot
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Denver, CO
Knows About Brand Strategy, Competitive Positioning, Product Marketing Career Path, Product Launc......more