Leanna Jackson

When pitching new messaging with senior stakeholders I start with a "soft launch". Usually, I keep it light and focus on asking for feedback rather than saying it's final. This happens in one-off Slack messages or in 1:1 conversations. Then I put together a formal document (typically a slide deck) that includes the data and research behind the messaging, relevant information about how I reached the final message, and the final messaging strategy. At this point, I'm still open to feedback but try ...Read More

Former Performance/Growth Marketer here! Here is what I did when I was looking to transition into Product Marketing: Listen to product marketing podcasts to learn from other's experiences (check out Women in Product Marketing, Thrills and Chills, and the other podcasts from PMA and Sharebird) Read articles online (Product Marketing Alliance is a great place to start) – if you're a member you can also access old webinars/conferences that are packed with helpful information Rewrite my resume – and ...Read More

I highly recommend checking out the content and templates available through the Product Marketing Alliance. When I transitioned from Growth to Product Marketing, PMA's resources (plus the free community in Slack) were very helpful in learning the fundamentals of product marketing. A few other things that were helpful to me: Talk with current product marketers and hiring managers to identify what skills would easily transfer into product marketing. Check out ADPList - although this platform is mo ...Read More

Love this question - we have recently been discussing this on our team! To me, brand marketing encompasses a broader view of messaging and campaign execution. This may include larger brand initiatives (such as one centered around a peak holiday or buying period) or a strategy around tone and voice overall. Brand likely consults or includes product marketing, but product marketing is only one piece of the puzzle. And finally, brand marketing can be the "hook" that catches the customer's attention ...Read More

I think it depends on the size of the organization. When I worked at Chatbooks, we had smaller, more tight-knit teams and I was one of two Product Marketers. Because of this, we had to think about the user experience as a full-cycle journey from top-of-funnel messaging leading into the product and out into retention marketing. In this situation, the in-app copy was owned by Design. However, PMMs could be both drivers and approvers depending on the visibility of the copy. We regularly reviewed pr ...Read More