Rachel Cheyfitz

Rachel CheyfitzShare

Head of Product Marketing and Documentation, Coro
I'm an experienced leader in strategic Product Marketing and product documentation, having built teams and infrastructures from the ground up. I believe that Product Marketing is the meeting point ...more
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Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 5
  • Create a template that includes the guidance always
  • Only add as much detail as you need based on the other available product documentation 
  • Always indicate the value for all features inside the RN
  • Have a PMM review the RN
  • Consider additional doc efforts to provide the relevant marketing language as well 
Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 15

Everything delivered external to your company should be properly branded, which means that as a product marketer you should ensure that you understand your company's branding guidelines and/or procedures. 

Beyond that, branding doesn't have much involvement in product launches; typically these are owned and led by product marketers in collaboration with other Marketing teams aside from branding. 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetSeptember 8

I'm strongly against tests except for under very certain circumstances for specific candidates - only when my intuition is a little wavy - and even then, I often skip the test and reject the candidate actually. 

Instead of this, I suggest making sure you ask the right questions during the interview, and making sure your hiring team also supports you in validating impressions and getting those answers. 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 12

Make as much content and strategy knowledge as self-serve as possible. When asked to do something you can't prioritize, serve up the self-serve suggestion, suggest they create the content they need and deliver it to you for review only - and make sure you and your leaders are prepared to settle for "good-enough" sometimes. 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 12

I'll start by saying - ask them! The best way to approach product marketing is to become intimately familiar with your personas. 

Having said that - remember also that developers are human beings. 

As such, when at work - they value (each prioritizing individually of course) the same things that everyone else does: 

- success at your job/the task at hand - finding the right code for the right goal 

- productivity and the ability to solve immediate issues as fast as possible - debugging easily; identifying points for improvement in your code

- quality of output - clean and efficient code 

- collaboration - working smoothly with the rest of the team and other stakeholders 

- learning and developing 

- mentoring each other 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 5

I'm unaware of any specific platforms that offer information for these services. I also don't find PMM as a service to bring the ROI you'd want b/c the PMM needs to have in-depth awareness of the product to perform. However, I do know of people offering PMM consulting services and personally can provide that information to anyone interested - offline only though. 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 17

These aren't different things. Competitive is part of overall positioning. 

Product positioning should include evidence, details and decisions based on: 

- Competitive intelligence 

- Pricing decisions 

- Market need

- Market potential 

- Your product and, based on the above, its differentiators

- The value proposition and mission that your teams establish, based on the above 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 11

Treat it like any other campaign. Plan down to the granular level and execute. 

- Evaluate personas and understand how to contact them 

- Try AB testing to identify the language that succeeds best

- Be clear about your purposes in every ad, email, etc. 

- Speak with friends and influencers and recruit them to help get the word out 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetNovember 17

Even if you don't have access to the product: 

- See if you can find their product documentation online 

- Similarly, look for API documentation  

- Speak with your Sales people regularly - prospects give away tons of secrets

- Stay in touch with HR - ex-employees also have a lot of information that they ARE allowed to share and can be helpful; and when they join your company, conduct a recorded debriefing with them whenever possible 

Rachel Cheyfitz
Rachel Cheyfitz
Head of Product Marketing and Documentation, Coro | Formerly Lytx, Cisco, Snyk, Lightrun, ComeetDecember 6

Atlassian is closely associated with engineering/development. For this reason, I'd suggest the following - for starters: 

- Reddit

- Stack overflow

- Twitter

- LinkedIn

- dev.to

- CodeProject

- Forem

- Slack communities

- Atlassian communities

Before interacting, take into account: 

- Community rules - and abide by them. There's always a way to get your message across without breaking the rules. 

- This is only a short list. There are plenty of other relevant communities and platforms!

- Providing thought leadership will attract many more people than simple advertising on these platforms. 

Credentials & Highlights
Head of Product Marketing and Documentation at Coro
Formerly Lytx, Cisco, Snyk, Lightrun, Comeet
Studied at University of Chicago and the University of Liverpool
Lives In Tel Aviv
Hobbies include reading, writing, analyzing, politics, research
Knows About Building a Product Marketing Team, Developer Product Marketing, Messaging, Product La...more
Speaks Hebrew and English