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Jon Rooney
Vice President Product Marketing, Unity
About
Product marketing leader with marketing strategy, product management and client services experience at the world's largest software company, the world's largest consulting firm, hyper-growth technology companies and several small technology start-......more
Content
Jon Rooney
Unity Vice President Product Marketing
Summary
In this playbook, you will hear how a structured, disciplined approach to messaging can power a successful launch. In a previous role, where my team was responsible for launching a critical new product, we had to find out how to position the new product amidst expectations and biases around adjac......Read More
Unity Templates Included
Jon Rooney
Unity Vice President Product Marketing • August 23
For new senior PMM hires (like Sr. Director/Director team leads), I think of 30-60-90 plans to follow a basic flow: assess (30 days), design (60 days), run (90 days). During the "assess" phase, a senior PMM has to listen, observe and learn as much as possible: meet the team and figure out the......Read More
7579 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
I don’t count internal debate/discussion or “inside the building” opinions to be testing per se, so I assume you mean external validation. In the realm of enterprise software (which is where I’m coming from), I’ve found 4 ways (best run in parallel then rationalized) to test messaging once you ha......Read More
1724 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
Some years ago, I was running a PMM team at Splunk when we introduced a new product that was a persona-driven solution for IT built on top of the core platform - it even featured machine learning capabilities before AIOps was a thing (Gartner was calling it ITOA at the time). To date, we had had ......Read More
1502 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
At New Relic, the PMM team is organized by buying center/persona with a platform team that works on foundational capabilities and use cases. Rolling out new messaging is generally tied to a big event (user conference, sales kickoff, etc) and starts at the top, with delivery from the most senior l......Read More
1346 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
Everyone having a natural gift for messaging is an amazing coincidence, indeed :) Per "ways of testing question", the best approach is backing your messaging with methodical research that shows validation by customers, prospects and industry analysts/influencers. You still need to do your homewor......Read More
1321 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
Selling to developers can be difficult, often because they have a ton of say over the decision but not explicitly the budget, but marketing to developers is simpler than people think. Quickly and concretely explain what your product does and how it works/fits in with other stacks (as much as deve......Read More
1268 Views
Jon Rooney
Unity Vice President Product Marketing • February 9
The early work Twilio did to quickly convey what the service did and who it's for then get developers to dig into the product and have an a-ha moment with a couple of lines of code was pretty great. All of it tic and tied back to the brand and voice of the company, which had a sort of open source......Read More
1264 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
I’ll (mercifully) go away from tech here: My go-to example is Thomas Moser, which makes really high-end, handmade furniture in Maine, has limited distribution and sells their designs at a decidedly premium price point. Years ago, before owning even a single chair was remotely in my budget, I came......Read More
1166 Views
Jon Rooney
Unity Vice President Product Marketing • August 23
Product marketing performance should absolutely be measured, and both the outcomes and measurement parameters should be well-understood from the start to avoid a whole lot of folks running around doing stuff without a clear sense of "why?" and "how do we know if it's going well?". Every industry ......Read More
1097 Views
Jon Rooney
Unity Vice President Product Marketing • March 12
Consistency is super critical and the modern agile/”move fast and break stuff” ethos does nothing but make that effort feel Sisyphean at times. If you’re in tech (particularly in an engineering-driven culture), you will fight this battle every day since, as the saying goes, everyone wants to buil......Read More
1077 Views
Credentials & Highlights
Vice President Product Marketing at Unity
Formerly Splunk, New Relic, Microsoft, Oracle
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Industry Product Marketing, Vertical Product Marketing, Messaging, Product Marketing ......more
Work At Unity
Product Marketing Manager, Platforms & Partners
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