Rachel Cheyfitz

Head of Product Marketing and Documentation, Coro

About

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 between in- and outbound activities and it's our j......more

Content

When considering a PMM candidate, do you recommend including a case study/project as part of the interview process?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • September 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 inte......Read More

1008 Views

release notes - any recommendations/guidelines you use in order to keep it informative and yet support the marketing efforts related?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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 m......Read More

994 Views

What do developers care about?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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 t......Read More

984 Views

What is the brand's involvement in a new product launch by (product by acquisition) and what's product marketing's?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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......Read More

950 Views

I am looking for recommendation on independent PMMs who work on a contract basis? Are there networks that support the discovery of these people?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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 ......Read More

906 Views

Which platform is the best in your opinion to reach the target audience of an Atlassian app? (inbound, outbound opportunities, events, anything)

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • December 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: ......Read More

905 Views

How do you obtain intelligence on technical components of a competitor when you don't have access to it?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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 informati......Read More

888 Views

How to make tech persons such as sys admin, backend dev and so on, to try your product (prototype/demo version/ MVP) to get their feedback while you don't have the promotion goal in mind at all. But they don't believe you

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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 ......Read More

881 Views

How do you ensure you have the most accurate description/version of the datasheet when features are changing constantly?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • December 10

There are several steps that you can take to ensure that you have the most accurate description and version of a datasheet when features are changing constantly. These steps include: 1. Work closely with the product development team to stay up-to-date on any changes to the product's feature......Read More

809 Views

How do you say 'no' to small asks for a PMM but that AEs/Sales think will win an individual deal?

Rachel Cheyfitz

Coro Head of Product Marketing and Documentation • November 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 f......Read More