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Sahil Sethi

Former Senior Vice President, Product Marketing, BetterUp

About

Deep experience in product and growth marketing in companies like Betterup, Klaviyo, Qualtrics and Microsoft. Believe that Product Marketing is one of the most important and strategic functions in any B2B company

Content

Do you ask candidates to do case studies / homework as part of the application process? What are you looking for and what tips would you share with candidates?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

For tenured PMM roles (e.g. team leads/directors or senior/principal PMMs who may not be team leads), I do ask for an assignment We usually give an open question that mimics a real business situation (often a challenge we are facing). It could be around marketing to a new audience, or launchin......Read More

1267 Views

How do you tier your launches, and what KPI's do you assign to each tier?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • October 8

There are so many good responses to launch tiering here. I am going to focus on KPIs in my response here I broadly categorize launch KPIs into three parts - Engagement, Adoption and Revenue 1. Engagement KPIs - measure engagement with launch content. Anything from # attendees, # visitors, #......Read More

1225 Views

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 and under what circumstances does an MBA help?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

MBA certainly provides access to a network and usually a world-class quality education and introduction to marketing frameworks which are useful in any marketing job. But it also comes with a huge opportunity, and often, financial cost My personal take is that MBA can help in functional transi......Read More

1179 Views

Interview Question: How should I answer when someone says how do you measure your own ROI in your current role as a product marketer?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

Good question. As PMMs, our roles touch so many aspects of the company that ROI could be hard to define. My advice to every PMM is to think through the impact of their work, and the process of measuring their impact --- on a day to day basis, and not after the activity. So when the question does ......Read More

1144 Views

What is the most common mistake you see from product marketers during their job interview?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

* Not being able to strongly respond to the question “Can you pitch your product to me ?” * Not being ready with good writing samples * Not coming with strong examples of your leadership skills - influence, persuasion, relationship building, collaboration and more These questions demo......Read More

1095 Views

How do you showcase or describe to interviewers your work in messaging and positioning, without actually showing documented work?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

This is such a good question There are many ways to demonstrate success of messaging/positioning work 1. Talk through the process - Explain your approach to developing messaging and positioning. Talk about the customer interviews you did, the drafts you wrote, the messaging pillars you......Read More

1035 Views

What is your favorite product marketing interview question and the best answer you've heard?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

My favorite question is very simple I ask them “Can you pitch me your product?” (if they come from any marketing role) It allows me to understand their storytelling skills. It helps me understand if they are truly comfortable with the idea of messaging and positioning (which I think is fund......Read More

978 Views

How does your PMM team work with Demand Gen? Who drives ideas for campaigns?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • February 14

TLDR In the large majority of B2B SaaS companies, PMM owns messaging/positioning for products/solutions and demand-gen/performance marketing owns the deployment of that messaging appropriately into acquisition channels like paid social, paid search, web, webinars, events etc. Campaign idea......Read More

949 Views

How do you enable your teams to win when faced with other competitors in your space?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

Differentiators Good messaging smartly incorporates differentiators. Yes messaging is about the outcomes and benefits, it is about the category and the disruptions , it is about value pillars but great messaging smartly incorporates differentiators in that work When you describe your produc......Read More

906 Views

When running a refresh / update or complete transformation of messaging and positioning how do you kick this off in a structured way and then drive alignment?

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • October 5

Really good question. I think of the following steps before a kick-off - a) Leadership buy-in b) Compelling story c) Project plan d) Customer validation and testing plan. Doing these well will naturally bring about strong alignment First - Leadership buy-in . Make sure there is leadership b......Read More

875 Views

Credentials & Highlights

Former Senior Vice President, Product Marketing at BetterUp

Formerly Klaviyo, Qualtrics, Microsoft, MckInsey