Kaitlin Yount

Senior Director, Product Marketing, LinkedIn

Content

Senior Director, Product Marketing, LinkedIn

What approach do you take to build internal consensus among stakeholders when you have limited data to prove/disprove an idea?

First of all, I’m super transparent about the genesis of my idea. In my experience you’ll lose credibility quickly if you aren’t upfront about the fact that you don’t have a ton of data to support an idea you’re passionate about. Hopefully, you do have at least some good reason for your instinct....more

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Kaitlin Yount

Senior Director, Product Marketing, LinkedIn

I'm curious about the experience of others, which group has been harder to work with––Product or Sales? And why and how y'all work through issues?

I’ve been in consumer businesses during my career as a Product Marketing so I can only speak to working with Product. I’ve had a lot of great experiences with Product partners. First and foremost, when starting a new business relationship I find ways to add value before I start offering criticis...more

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Kaitlin Yount

Senior Director, Product Marketing, LinkedIn

Tips for managing stakeholder input: are there any templates or best practices for when to gather input and how to incorporate (i.e. whose feedback to incorporate vs. ignore, etc.), especially as it relates to a timeline?

Build a RAPID (or choose your decision making framework of preference). Ideally, this isn’t such a problem in your organization that you need a RAPID for everything. But don’t waste time trying to backchannel this and figure out whose opinion really matters - be transparent and ask your manager o...more

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Kaitlin Yount

Senior Director, Product Marketing, LinkedIn

How does your company define the difference between product marketing and integrated/brand/customer marketing? Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.

On the Consumer side (where I sit) we have Brand Marketers and Product Marketers. Product Marketers need to deeply understand the value prop, positioning and user needs of the product. A big part of the PMM role is Inbound - leveraging research and insights to influence product strategy. When a P...more

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Credentials & Highlights

Senior Director, Product Marketing at LinkedIn

Product Marketing AMA Contributor

Stakeholder Management

Lives In San Francisco, CA