Jennifer Kay Corridon

A case study is essentially a narrative that captures a specific moment of challenge or transformation in a business context. Similar to a story, a case study begins by setting the stage with the 'before' scenario, outlining the problem, obstacles, or goals faced by the business. This 'before' moment serves as the starting point, highlighting the context and significance of the situation. As the case study unfolds, it transitions to the 'after' phase, where the narrative evolves to showcase the ...Read More

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: Clearly articulate the purpose and benefits: Start by clearly explaining why conducting competitor analysis is important for the success of the product or business. Highlight the potential benefits, such as identifying ...Read More

Here are several key sources and frameworks that I find valuable for gaining clarity on the competitive position. Market and Competitive Research: This includes studying competitor websites, product documentation, press releases, industry reports, and analyst insights. User Feedback and Reviews: Actively listening to user feedback and reviews, both from our own customers and those of our competitors. For competitors I look at online forums, social media, reviews, G2, and other similar resources. ...Read More

An exceptional one-pager doesn’t explain the product — it reframes the buyer’s reality and gives the rep language they can use immediately. Average one-pagers list features and benefits. Great ones name what’s broken in the buyer’s world and why the status quo isn’t working anymore. They lead with a sharp point of view, make the buyer feel seen, and give the rep a credible way to challenge assumptions without sounding aggressive. If a rep can’t lift a sentence straight off the page and use it in ...Read More

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, inputs, outputs/ impact, measurements, and timelines. As a first product marketer, I'd also advocate including a line item for dependencies and cross functional asks. Once you start building momentum in a ...Read More

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 and data, both B2C and B2B companies use similar market research techniques such as surveys, focus groups, and data analytics to gain insights into their target audience. However, B2B companies also rely on i ...Read More

The short answer is this is highly dependent and should be greatly influenced by the product and the company that you are part of. This is the dilemma of all things product marketing, there is no one size fits all nor silver bullet answer. I've had equal success with pod models, where a product marketer is embedded with a cross functional teams to work on a particular product or vertical as I have had with creating teams solely focused on bringing products to market. I advocate begining by asses ...Read More

Here's how I've done it, even when there weren't existing customers that perfectly matched the persona criteria: Internal Teams and Stakeholders: I start by collaborating closely with internal teams, such as Sales, Customer Support, Product, other marketers. They often have valuable insights and interactions with potential persona candidates. Market Research: I conduct market research to identify potential candidates who fit the desired persona. This research can involve industry reports, forums ...Read More

Simply put, it's a big commitment of time, effort, and energy to both build and maintain. My advice here is before diving in to build or if your assuming the responsibility for a program that has become outdated, that you get stakeholder and partner alignment on what the goals are, what the key pieces of information that it useful and usable for functional areas, frequency of updates, and get clarity on how teams will utilize. If you've got a big field of competitors your tracking, get agreement ...Read More

Here are some tips on how to prepare for a Product Marketing Manager (PMM) interview: Research the company: Before going to the interview, make sure you have a good understanding of the company, its products or services, and its target customers. Visit the company website, read its mission statement, and review its recent press releases, and pricing pages to understand its operating model.  Understand the role of a PMM and product stage: Make sure you understand the responsibilities of a PMM suc ...Read More