Katie Levinson

As someone who started in consumer brand, then went to B2B2C product marketing, then back to B2C product marketing, these are the areas of overlap I’ve seen between the t...

First, stakeholders should be involved in your market research before it is even started. Get their buy-in on what the goal is, key learning objectives, and the questions...

One of the things I love most about product marketing is the opportunity to help shape the consumer experience, both in product and through various marketing channels. It...

Great question, and one we’ve been discussing at Handshake. It’s important to establish a strong collaborative partnership with UXR, ideally with shared goals. Every comp...

One: talk to as many different product marketers as you can across a wide variety of company sizes and industries. What you’ll hear from each of them is that product mark...

The shift from individual contributor to director is less about product marketing skills and more about leadership, strategy and influence. In my opinion, the most import...

Any VoC insights/data should be shared internally, along with the “so what.” It’s not enough to just share results from a survey or what you’ve heard from your consumers ...

Partnerships can have a great multiplier effect on your product marketing efforts, depending on how strategic the partnership is and also what you’re hoping to get out of...

You should define the success of your launch BEFORE you actually launch, and even before you finalize your go-to-market (GTM) strategy. This should be done in partnership...

Yes! There are many reasons why you may want to hold off on launching a feature or product after it’s already been released. This often happens when you want to either bu...