Mike Polner
VP Marketing, Cameo
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Mike Polner
VP Marketing
Building Product Marketing from the Ground Up with Mike Polner, Vice President, Marketing at Cameo
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We’ve talked about the creator economy, but this week we’re learning more about
the connection economy. Cameo is a product loved by both talent and fans, where
you can request to get a personalized video from a celebrity of your choice. A
day maker for sure, this product is a win-win in the marke...more
VP Marketing
Every organization looks dramatically different, so I don't think there's one
size fits all for a template. I would generally say:
1. Understand what problem you're solving
2. Understand what skills are important in solving this problem (ie., you'll
need somebody creative, you'll need some re...more
VP Marketing
The biggest change between an initial product launch and subsequent smaller
launches comes with how you move between truly top-of-funnel tactics into more
mid or lower funnel engagement. In an initial launch you're trying to tell
people that this new thing that you could have never imagined now e...more
VP Marketing
Broadly, alignment with Product should happen in an OKR or goals planning
process at some regular interval. That's the real moment to align with you
product partners on what problems you're trying to solve and what success means
for a number of initiatives.
More specifically, I push that Prod...more
VP Marketing
I think the basics called out here are nice building blocks, but a few more
tactical examples to help:
* Listen to customers. "Know your audience" is too broad of a term, but
actually listening to what they have to say - and most importantly - what
they react to is key to a great story. S...more
VP Marketing
Good question! A lot of this nuance comes from what stage you're at and the type
of excitement you're looking to drive. A steady drumbleat of regular product
launches keeps momentum up - helps shape an ongoing story, and can build
excitement up for a big launch. I generally prefer the big splash....more
VP Marketing
I wish I could say I have some secret weapon tool that's truly magical,
unfortunately, I am just a Google Docs power user. More broadly, I should say
that keeping stakeholders engaged comes more from a tight operating cadence than
just a tool. This boils down to:
1. Have a clear goal and vision....more
VP Marketing
Love this question. I take a 1 is greater than 0, even if it's less than 100
strategy here. Talking to any customers is better than talking to no customers.
Obviously if you have sufficient time you'll want to gather feedback (qual +
quant) on both the product experience, the positioning, and any...more
VP Marketing
I've tried a tiering system a few times, but honestly, have never made it stick.
There needs to be a relative sizing of a launch, but I don't think it's so black
and white where you can say this is Tier 1 and Tier 1 gets XYZ and this is Tier
3 and Tier 3 only gets X. I think a better way to do it...more
VP Marketing
It may not be unique, but I think one that both startups and large companies
alike don't prioritize enough is a clear, concise PR strategy with launch. Early
on Eats we didn't have a lot of money to spend on paid media or flashy
integrated campaigns to get the word out, but we had the fortune of ...more
Credentials & Highlights
VP Marketing at Cameo
Formerly Uber, Fivestars, Electronic Arts
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA