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Kelly Kipkalov

Kelly Kipkalov

Sr Director, Product Marketing, BILL

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Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingDecember 20
I'm going to answer your question slightly differently. PMMs can acquire skills as they develop in their careers, that's a given. So when I hire PMMs, I'm not just looking for skills, I'm looking for a specific customer-first mindset. Do you understand the customer problem you're trying to solve?...Read More
729 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingDecember 20
I've hired people straight out of undergrad, it's possible. Look for entry level titles like product marketing analyst, or specialist...they are out there. BUT, I will say don't despair if you don't see a lot of entry level PMM roles, and instead just try and land a marketing role in a company wh...Read More
484 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingApril 18

Anything by Trout and Ries (ancient, I realize), or April Dunford. April's 'Obviously Awesome' book is an quick and fascinating read, and while it focusses on positioning, good messaging falls out of great positioning. So start there and everything else follows!

457 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingApril 18
I guess I'll have to pile on the Chat GPT bandwagon! But I will also say that we haven't used Chat GPT to create messages as much as we have used it to fine tune them, and to help with voice and tone. Some PMMs struggle with brevity and I've found Chat GPT helpful to take longer messages and skin...Read More
446 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingDecember 20
In our PMM career ladder at BILL we evaluate PMM career progression in the following areas: * Ability to uncover market insights * Influence product strategy and development * Create positioning and messaging * Orchestrate Go To Market plans At the level you're asking about - PMM to ...Read More
414 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingApril 18
I don't use a lot of variety in the way I approach strategic messaging - you have to be able to tell a good, cohesive story regardless of how you acquire customers. But with PLG, it becomes a lot more important to make sure that you're following the customer journey and have really tight alignmen...Read More
413 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingDecember 20
There's another question I fielded about soft skills, so take a look at that one in the feed. The soft skills I listed there: * Clear and confident written and verbal communication * Ability to influence others (particularly product) * Strong drive for results/taking initiative There's ...Read More
409 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingDecember 20
My answer to this is that 'it depends' on where you are in your career. If you are early career and just starting as a PMM, I would typically be making a hiring decision solely based on soft skills. There's no expectation that you have a well rounded set of hard PMM skills as an entry level ca...Read More
402 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingApril 18
Customer quotes are incredibly validating for prospects considering your product. One practice I've seen though is for marketers to build customer stories or quotes that a particular customer uses and loves a product, but they stop short of explaining why. To your point about story telling, these...Read More
401 Views
Kelly Kipkalov
Kelly Kipkalov
BILL Sr Director, Product MarketingApril 18
Whether the audience is technical or non technical, you just need to speak their language and use their vocabulary. Using overly simple language for a technical audience won't help build credibility with that audience; using technical language with a layperson audience will just lose them in the ...Read More
395 Views
Credentials & Highlights
Sr Director, Product Marketing at BILL
Top Product Marketing Mentor List
Top 10 Product Marketing Contributor
Knows About SMB Product Marketing, Messaging, Category Creation, Product Marketing KPI's, Go-To-M...more
Work At BILL
Director of Product Marketing, Partnerships
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