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Continue with LinkedInNaman Khan
Cultivating Your PMM Career with Naman Khan, CMO at Zeplin
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Product marketing hasn’t always been recognized as a value ad to organizations,
but more and more companies are recognizing the need for the function and
therefore more roles in the field are being created. Keeping up on the trends in
the market and playing to your strengths will ultimately help ...more
Product Marketing • Follow Naman
Are there any companies whose product marketing you really admire, either overall or particular elements?
Chief Marketing Officer at Zeplin
Yes! Here are a few examples, mostly B2B SaaS.
Asana: I love how they take, what is a horizontal app, and position it to
address specific use cases by function & persona. Whether the target user is in
Sales, Product, Operations, HR or some other function, the PMM team at Asana
know your top us...more
Product Marketing • Follow Naman
What hard skills are must haves to be a PMM leader? What are nice to haves?
Chief Marketing Officer at Zeplin
I approach competenices in 2 areas: Functional and Core.
* Functional competenices are specific to the role, so for PMM these would
include messaging, pricing, content etc. I actually did a session on these
[https://gateway.on24.com/wcc/eh/2232582/lp/2374222/set-expectations-%26-establish...more
Product Marketing • Follow Naman
I’m the first PMM hire in my company. What advice would you give to someone tasked with establishing this function in an existing business structure?
Chief Marketing Officer at Zeplin
1. Goal Alignment: Given the broad span of PMM, its important to align on the
specific areas that you will focus on with your stakeholders (and by default,
the areas where you will not). You might need to focus on re-defining core
differentiation, value proposition, content and enabling the sale ...more
Product Marketing • Follow Naman
What are some things you wish you knew in your first few years of Product Marketing, that you have learnt since
Chief Marketing Officer at Zeplin
There is one key learning: Actively plan & manage your development.
Here is what is involved:
* Know the menu: Since Product Marketing is such a broad discipline, its
important to understand the various functional competenices
[https://gateway.on24.com/wcc/eh/2232582/lp/2374222/set-expec...more
Product Marketing • Follow Naman
How can PMMs show that they are adding value within the business to the leadership team? Are there any quick / day-to-day tactics that can help to get buy-in from senior leaders?
Chief Marketing Officer at Zeplin
It's tough to answer broadly as different business will have different needs but
if I were to pick one area that PMM can uniquely add value its: A compelling
understanding of the customer.
There are so many teams that have knowledge & insight into the customer but PMM
is in a unique position to ...more
Product Marketing • Follow Naman
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
Chief Marketing Officer at Zeplin
There is a ramp plan that I like & have used many times, both for myself and
members of the team. Like most things that are awesome, it takes the form of a
very simple looking table.
3 Columns:
* People: Meet with stakeholders and the team I will be working with,
understanding their needs...more
Product Marketing • Follow Naman
What’s your favorite part about working on the product marketing team?
Chief Marketing Officer at Zeplin
There are 2 for me:
1) Variety of Work: Unlike other roles, there is very little "routine" or
"repitition", in a given day we can be going deep on quatitative customer
research in the morning & brainstorming on "tone of voice" for copy in the
afternoon. The combination of analytics & creativit...more
Product Marketing • Follow Naman
How is the global PMM team at Dropbox organized? Is pricing/monetization handled by the PMM team? If not, which team handles it? Does PMM report into Marketing or Product?
Chief Marketing Officer at Zeplin
At Dropbox, PMM maps to the Product/Design/Engineering organization and reports
into Marketing. Our pricing teams report into an adjacent team to Marketing and
we have PMM's aligned to work on packaging. For the PMM team, we also focus on
balancing the work we do with Product across "pre build" w...more
Product Marketing • Follow Naman
What is your advice for someone who is a product marketing consultant for a startup, who works 90% remotely?
Chief Marketing Officer at Zeplin
With the increase in remote work overall, it is becoming much more the norm for
functions like PMM to be remote as well whereas even 5 years ago it was less
common to have a PMM role based remotely. With any remote based role, I think
making a greater effort to connect with your stakeholders beco...more