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Jessica Shields

Jessica Shields

Director of Product Marketing at Mastercard

Ontario, Canada

Content

What are the new trends that would set us up for a great PMM career in next 10 years? I see there is a huge focus on influencer marketing programs these days. Is this something you would recommend to focus on or are there any new skills you would recommend us to develop?

Jessica Shields
Jessica Shields

Mastercard Director of Product Marketing | Formerly Cognizant, Extreme Networks, Forescout, AT&T • 8y

In my most recent search, I noticed a real change in the job descriptions for product marketing. Previously, it was more around positioning and go-to-market. Recently, it seems to have morphed into more campaign and social media expertise with the campaign work being product focused (rather than corporate or brand marketing). I've also noticed more demand for public speaking / presentation skills.

1,326 Views

What are the most common hurdles you encounter that prevent launches from achieving their goals and conversely are there challenges you prepare for that never really materialize?

Jessica Shields
Jessica Shields

Mastercard Director of Product Marketing | Formerly Cognizant, Extreme Networks, Forescout, AT&T • 7y

From my experience in Enterprise SaaS, I would add that companies often inflate the burn-in time for a new software solution to be successful in the marketplace and along with it, how long the sales cycle will be. Quite often they believe that there are a bunch of prospects lined-up to buy when in actuality, there are few. In Enterprise SaaS, there is often a need for a variety of good references which also stall the process. 

512 Views

What are some messaging courses you would recommend?

Jessica Shields
Jessica Shields

Mastercard Director of Product Marketing | Formerly Cognizant, Extreme Networks, Forescout, AT&T • 5y

I would recommend checking out April Dunford's book (she has many interviews / podcasts online as well). She wrote a book called Obviously Awesome. 

https://www.amazon.ca/Obviously-Awesome-Product-Positioning-Customers-ebook/dp/B07PPW5V9C

As for additional courses, I would recommend some storytelling courses. Coursera has a few. This is an area I am researching as well.

510 Views

How can you prove to hiring managers in the interview process that you can hit the ground running as someone transitioning to product marketing?

Jessica Shields
Jessica Shields

Mastercard Director of Product Marketing | Formerly Cognizant, Extreme Networks, Forescout, AT&T • 4y

I have found that creating a sample 30-60-90 day plan (just a one slide with a small grid) based on how you would approach the position and challenges that were discussed. Ask to take 5 minutes on a Zoom call to walk the hiring manager through it and position it in such a way to level set how that you are on the same page. 

307 Views