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Jessica Webb Kennedy

Head Of Marketing, Hummingbirds

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How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

Hummingbirds Head Of Marketing • June 16

PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist - and where the biggest holes that can be plugged are. This can be a......Read More

4237 Views

If product marketing is a relatively new function at your company (relative to product), what advice do you have on becoming a strategic partner and more involved earlier in the product roadmap development process?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • December 8

This happens a lot, PMMs are brought in quite frantically once a team already has a very specific way of working and it's on the PMM to figure out how to slot themselves in. I think the first thing that needs to happen is to clearly delineate and articulate team members' roles and responsibilitie......Read More

2390 Views

If you have to improve the adoption rate of a SaaS product, where would you start?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • December 8

I'd start with the data! This may mean tapping your data analysts, marketing analysts, basically anybody who is knee-deep in the metrics. What I would do first is attempt to map out the funnel for the product in question (if this doesn't already exist) - figuring out how people get to your websit......Read More

2046 Views

What are short and sweet messaging templates or frameworks that you and your team use?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • November 18

A great way to think about framing your messaging is by starting out with a short paragraph outlining who you are talking to and why they should care or need your solution/product. At Atlassian, we often start with these questions: Is this how you want your product or service to be represented? A......Read More

1980 Views

How do you advocate for adding a new feature to the roadmap when it's something competitors have launched and customers are asking for, but internally it isn't seen as a priority?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • December 8

This is always tough, for Trello this was trello.com/templates, it's something we had thought about doing for a long time but we didn't want to be overly prescriptive about how people should use our product. That being said, we got a lot of inquiries about templates - and a LOT of other tools pro......Read More

1897 Views

What made you decide to choose Product Marketing over Product Management?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • December 8

Great question and I've thought about this a lot, I LOVE watching Product Managers work and think that the problems they tackle are super fascinating, that being said, I'm a marketer at heart. I think PMMs are lucky to be in a position where we get to work super closely with PMs but our jobs are ......Read More

1700 Views

What's the best template for process organisation that you have used as a PMM bridging different company circles?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • December 8

I definitely think the process when it comes to PMM life is very important. Especially for things like GTMs. One of my team's go-to resources is the Confluence Messaging House Template - I like this one because it really is essential for getting everyone on the same page about a product or featur......Read More

1691 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • June 16

As stated above, PMM wears so many hats it's important to recognize what is needed at any stage of a company. When first coming into an organization as the first PMM I think the most important thing to do is establish what does and doesn't exist. I think this is the right order of things that sho......Read More

1340 Views

How does your company define the difference between product marketing and integrated / brand / customer marketing?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • June 16

I think there is a ton of value in having these teams work closely but separated into specific pods. As you noted, there are different skillsets here and they can be even more effective when given the space to own their domain expertise. That being said I think when PMM and Brand get too far from......Read More

1225 Views

As a product marketer, how do you prioritize the features that you are requesting in the roadmap?

Jessica Webb Kennedy

Hummingbirds Head Of Marketing • December 8

Some of the best prioritization I've seen and been a part of is based on the ICE framework: * Impact: what do we think this feature will do for our user-base, our metrics, our bottom-line. This is also a place to consider the size of the opportunity, is it going to impact your whole userb......Read More

1095 Views

Credentials & Highlights

Head Of Marketing at Hummingbirds

Formerly Atlassian (Trello), HubSpot, Lyft