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Nina Seth

Nina Seth

Product Marketing Director, Blue Yonder

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Video: How you know if your go-to-market process is working with Nina Seth, Director of PMM at Blue Yonder
How do you know if your go-to-market process is working or not? While most marketing actions can be measured, many parts of the go-to-market process are more of a qualitative exercise that most companies don’t know how to value. Some signals that your go-to-market process isn't working: miscommun...more
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Nina Seth
Product Marketing Director at Blue Yonder
Product Marketing Insider | Nina Seth, Blue Yonder
Product Marketing Insider | Nina Seth, Blue Yonder
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In the first product marketing insider podcast of 2021, we got together with Nina Seth, Product Marketing Director at Blue Yonder to discuss all things PMM. She shares her journey into the role, insights into working as a PMM at Blue Yonder, her advice for new and aspiring PMMs, what a day in the...more
Nina Seth
Nina Seth
Product Marketing Director
Are there ways to test our messaging without spending a dollar on external validation?
Many organizations have customer advisory boards or customer councils. These are great venues to validate messaging and even directly ask key customers how they view your message. I generally work closely with product management and sales as I'm crafting messaging. Both organizatons along with p...more
7 Saves
Nina Seth
Nina Seth
Product Marketing Director
What's a good strategy to always be talking to customers? It seems so hard to get account teams attention, then get a customers interest, then actually get a call scheduled to for persona, messaging, content, or user research.
It takes a great relationship between sales and marketing to systematically contact customers. In my experience at small companies, you can much more easily contact customers without sales being the gate-keeper. With easier access to customer lists, you can set goals for customer calls (feedback ...more
14 Saves
Nina Seth
Nina Seth
Product Marketing Director
Do you recommend a Senior Product Marketer who is looking to advance his/her career and has worked at start-ups for 5 years to join another smaller start-up or a larger more established company?
I would suggest going to a smaller organization where you will have a chance to build out a team and get promoted. When you go to another small start up that let's you build a team and promotes you to Director, you have the ability to show that experience when you want to land a similiar Director...more
11 Saves
Nina Seth
Nina Seth
Product Marketing Director
What tools does your PMM team use to manage different projects, deadlines, owners, and deliverables?
I have used Excel, Trello, Confluence, and Kapost. Honestly, a sharable spreadsheet works the best especially if you are collaborating with teams outside of marketing. Kapost is work-flow management but this requires a bit of training and is license based. It's best to use a tool that all stakeh...more
25 Saves
Nina Seth
Nina Seth
Product Marketing Director
As a person looking to break into the product marketing space, what project experience, academic material or training courses would you recommend to build a relevant background?
You need to have strong writing and communication skills. A huge part of this job is communicating information across teams. In all product marketing roles, you will be evangelizing your product to sales teams. You need to clearly articulate the value of the solution you are marketing. The first ...more
29 Saves
Nina Seth
Nina Seth
Product Marketing Director
How do you easily project manage a product launch?
I have used a number of applications in the past to project manage product launches. You can use Trello, Kapost, or even Excel. The key to driving sucess is alignment across marketing groups and other teams. I set up weekly meetings where we go over set agenda items and deliverables. Frequently ...more
37 Saves
Nina Seth
Nina Seth
Product Marketing Director
What role should a product launch have with your existing customers?

Existing customers should be your product champions. You should be getting them involved in betas, cusotmer advisory panels and the like.  They can help shape product direction and help you understand messaging that will resonate in the market.

16 Saves
Nina Seth
Nina Seth
Product Marketing Director
What are the pros and cons of getting an MBA when you're already in product marketing/marketing and looking to stay in this field? Who/under what circumstances does an MBA help?

MBAs are definitely great if you are switching fields. They are also great from a networking perspective.  

 

There are plenty of people who studied business or marketing as an undergrad who have gone on to have successful PMM careers.

24 Saves
Credentials & Highlights
Product Marketing Director at Blue Yonder
Lives In Sunnyvale, California
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