Katie Levinson
Product Marketing Consultant
Content
Katie Levinson
Product Marketing Consultant • February 4
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 you’ll be asking / data you’ll be uncovering. If you are doing any qualitative interviews, ask stakeholders to be notetakers o......Read More
721 Views
Katie Levinson
Product Marketing Consultant • February 4
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 company is different, but at a startup with limited resources and a lot of work to do, we would outline our needs for the quarter, ......Read More
565 Views
Katie Levinson
Product Marketing Consultant • February 4
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 - you have to package it up in a way for stakeholders to understand why it’s important, and what should be done with the inform......Read More
471 Views
Katie Levinson
Product Marketing Consultant • February 4
I’ve been there, a few times! Some tips: 1. Prioritize with your key stakeholders. What is truly the #1 problem/question that your leadership team and/or product manager counterparts looking to understand/solve? Spend your time on the projects that benefit these stakeholders. 2. Ho......Read More
415 Views
Katie Levinson
Product Marketing Consultant • February 4
First, it’s important to understand what the product team’s goals (and really the company level goals) are, to help you 1) focus in on the insights you need to gather and 2) package those up in a way that is meaningful to the organization. As a PMM, you would own any competitive landscape and mar......Read More
404 Views
Katie Levinson
Product Marketing Consultant • February 4
Sure do! I like to start with some qualitative research first to help get at any nuances in messaging, especially across different audience segments. Then, run a survey (max diff is a great technique) to understand what resonates most with your different segments. If you also have the budget and/......Read More
389 Views
Katie Levinson
Product Marketing Consultant • April 12
I'm going to focus on just the messaging piece, but within your framework you should also be teeing up your messaging with who your audience is, their key pain points/issues your product and/or company solve, and quick context on what you're launching and why (if this messaging framework is for a......Read More
352 Views
Katie Levinson
Product Marketing Consultant • February 4
It seems like there aren’t that many entry level PMM jobs, outside of established associate PMM programs at larger tech companies. If you don’t get one of those (or another PMM role), try looking for other marketing roles that put you in a highly cross-functional position. This could be a program......Read More
328 Views
Katie Levinson
Product Marketing Consultant
Maximizing Your PMM Resources with Katie Levinson, Head of Product Marketing at Handshake
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Handshake serves over 18 million college students helping them get jobs and gain confidence as they transition from graduating to finding their first job and entering the workforce. Tune in to hear how Katie and her team service a 3-sided marketplace, structure their small, scrappy team that serv......more
Credentials & Highlights
Product Marketing Consultant
Formerly LinkedIn, Credit Karma, Handshake
Product Marketing AMA Contributor
Lives In San Francisco, California
Knows About Consumer Product Marketing, Product Launches, Product Marketing Skills, Messaging, Br......more