Product Marketing strategist and leader who supports MobileCoin's internal
teams, the market, and target customers to achieve competitive advantage,
increase users, amplify our story, find a path t...more
Research and get smart on your positioning, message, personas, competitors,
customer journey, ICP (ideal customer profile), market sizing with TAM (total
addressable market), SAM (serviceable available market), SOM (serviceable
obtainable market). Know your customers, the pain point you are solvi...more
3. Personas / Competitors
Always focus on the top 2 first, as this will impact how everyone talks and
writes about your company – which ultimately brings in users and wallet share.
Good templates for positioning and messaging are here. And these are different,
Understand the needs each leader has as they will be different from your CEO to
your CFO, CRO, CMO (personas), etc...and mental map what value you can bring
through your playbooks, framework and content (customery journey). You are
bascially running your own integrated marketing campaign and you ...more
Hire contractors to fill in gaps as they pop up and if they are rockstars and
you find yourself with open head count, convert them to full time.
Know what your weaknesses are and hire PMMs who balance those. Hire PMMs with
different superpowers – you want a well rounded team. PMM teams are in co...more
Being a launch project manager is part of the job – PMMs own product launches,
the creation, strategy and management of it.
Being a strong copywriter for releases is also part of the job. We write a lot
of content or partner with writers and clean up their content so we can use
these for our pro...more
FKO, SKO, RKO, AKO to ZKO, put whatever letter in front – they are all company
kickoffs. Sales teams are now being called Revenue teams –- I've also seen
marketing departments rolling up into a larger Revenue org. Take the
stakeholders going (personas) and map their typical and ideal work flow
Remind them that in your title 'product' is first, you are a Product Marketer.
You see yourself as part of their org and are an active participant in all their
meetings. You are team members who always need to be aligned. Initially you rely
on them for KT (knowledge transfer) of the product roadm...more
You can switch from right brain to left brain activities and fire both at the
same time. You have to be analytical and strategic, you like art and science,
numbers and words. You have to be able to go 1 level deeper than marketers to
understand the technology, make sense of it then explain it in ...more
I start with my phases of success for a PMM in my first 100 days here. Through
this process I create my priorities and ensure I have executive alignment on
them. I always get feedback from my leadership team.
I find that people often want the same thing but are saying it differently –
Map and tie yourself to the company level OKRs, mirror the ones in marketing and
product or create and define your own KR’s if they don’t exist.
Every Marketing Dept has 2 focuses:
1. Customer: # of signups, downloads, purchases, engagement, interactions,
industries/verticals, you define t...more