Liz Tassey (she/her)

Vice President Product Marketing, Highspot

Content

We are standing up a new competitive intelligence function at my current company. What do you consider must-haves?

Highspot Vice President Product Marketing • July 8

A good competitive intelligence function starts with great listening. Engaging your frontline (both sales AND customer success...why you are losing deals is good insight, but why you are losing customers is incredibly powerful), win/loss reports, gleaning insights from your customer experience an......Read More

979 Views

Should product marketing decisions be data-driven or more so data-informed? Should PMMs lead with intuition and use data to back up their assumptions?

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

I love the data debate. A couple of my favorite quotes: "If you torture the data long enough, it will confess to anything" - Ronald Coase. "If I had asked people what they wanted, they would have said faster horses" - maybe Henry Ford I dont think it's an either-or answer. Data is obviousl......Read More

854 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

1. Messaging and storytelling: this continues to be the hallmark of a great PMM. In particular, really leaning in on differentiation and value to the customer (not speeds and feeds) while also simplifying concepts down in a memorable way that makes it easy for sales to land, marketin......Read More

755 Views

What should I include in my product marketing budget?

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

I would recommend doing a listening tour with your key stakeholder teams in the organization (product, sales, growth, enablement, partner) to help inform your priorities, as budget items could be almost limitless. It's also important to understand the state of your product and where it might need......Read More

727 Views

What are mistakes product marketers make when trying to influence the roadmap that end up damaging their relationship with product managers?

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

1. Not knowing the product: I've known PMMs who had never...used...the product. For real. This is job #1 - get familiar with the product, build and do demos with customers, spend time with the product managers understanding the roadmap, what's been the history, what is the vision for......Read More

448 Views

How important are brand marketing skills for product marketers compared to analytical skills?

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

Brand is more than just a logo or color palette or tag line. Brand is the combination of customer touchpoints that create meaning and belonging for that customer...Brand attracts the customer in the first place, for sure, but brand shows up in how the product delivers on its promise, how customer......Read More

419 Views

What are the most important product marketing skills or perspectives that others inside an organization could benefit from that would improve their day to day? Running a "Think Like a Product Marketer" course next month and would love to hear others' thoughts!

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

Wow I love this idea! A couple of thoughts: 1. Customer-obsession: This is probably the #1 skill/perspective that we can help other teams embrace. Is this driving value for the customer, is this something they can easily understand, are we solving the pain point in a unique and diff......Read More

311 Views

When joining a new team, is it better to have the right soft skills and have to learn the hard skills of the job or vice versa?

Liz Tassey (she/her)

Highspot Vice President Product Marketing • July 8

I think it's a balance, but if I had to choose, leaning in to those soft skills is a great strategy when you are starting out. It's really important to go into a new team / company with a really strong growth mindset and a relationship building / collaboration ethos. Be curious, meet with yo......Read More