Profile
Marcus Andrews

Marcus Andrews

Sr. Director of Product Marketing, Pendo
About
I'm a Director of Product Marketing at Pendo. I live in near Boston now but also spent time in SF working at the startup Wildfire then Google, in GTM roles.

Content

Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
Product marketing is often defined as the people who position the products, but I think it's as equally important (especially as you grow bigger) that Product Marketing is also the most cross functional role in marketing. Creating alignment, securing buy-in, and building momentum around a launch ...Read More
4424 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
Going to cop out on this one a little bit (all the parts are important!) and just tell you how we did it at HubSpot. There are many ways to slice it but our approach has worked really well for us. We always start with the change in the world. How people are different today, where they are headed...Read More
4143 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
Great question!  First and foremost your launches have to have substance and that should dictate the cadence more than marketing need. I've seen some companies try and do a launch every week and it starts off great but then loses momentum quickly because people stop caring. Thats a bad situtat...Read More
3204 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
This is a bit hard without writing a novel but luckily I wrote that novel not too long ago - check out this post.  https://blog.hubspot.com/marketing/elements-flawless-product-launch-li  It's pretty easy to find a good framework that you like - the trick is tailoring it for your busienss and...Read More
2635 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingDecember 16
I think to be a great PMM leader, it's really important to have done the work. So to have owned massive product lauches, designed narratives, led sales trainings, etc. PMM can be an ambigous job so a leader that hasn't been there done that usually isn't succesful.  The hard skill then left to le...Read More
2384 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
There are a number of ways we keep everyone up to date on the progress during a launch. Luckily at HubSpot we also have project managers to help us. I’ll say it, I’m not a good project manager. It’s another level of organization that I was just not born with. These people really help during this ...Read More
2127 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
Strategic advice: Is it a good idea to do them at the same time? You could separate them and stretch out the pop you’d get from each. Also, can you tie them together? For many companies their brand story is tightly aligned to their product story, this is especially true for product driven compani...Read More
1823 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
At HubSpot our PMMs are aligned by product line and are aligned to a Product director and GM, although we still meet regularly with our individual PMs. I think in general we try and tell a higher level story that doesn't really focus too much on any one feature but often certain features are v...Read More
1772 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingAugust 6
Read more, write more, get more feedback. I think there are courses you can take to help but in my experience its more a matter of just getting more reps and experience. Writing and storytelling is like going to the gym. Reading more, especially non-business news will help. Read writers you like ...Read More
1757 Views
Marcus Andrews
Marcus Andrews
Pendo Sr. Director of Product MarketingJune 26
I think you’re asking if it’s behind a pay wall and not just a free product? If that’s the case, you need material (video!) that can act as a demo, people want to see product, not just read about it. Salespeople who can give great demos and free trials are often a really effective a launch tool. ...Read More
1753 Views
Credentials & Highlights
Sr. Director of Product Marketing at Pendo
Top Product Marketing Mentor List
Lives In Cambridge, Massachusetts
Knows About Product Marketing Soft and Hard Skills, Release Marketing, Establishing Product Marke...more