Sonia Moaiery
Vice President, Product Marketing, Clearbit
Content
Sonia Moaiery
Clearbit Vice President, Product Marketing • October 18
Like any good working relationship, you have to take the time to build trust. Here’s a few things I do to build trust and position myself as a strategic partner to PM. * Meet regularly and come with a prepared agenda. It doesn’t necessarily have to be weekly but know how you want to use the......Read More
873 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • October 18
I’ll outline where I see PM and PMM overlap and diverge, and what signals to look out for to assess the better fit for you. I had a chance to test out a PM role in the past and was a CPG Brand Manager which is similar to a PM. PM/PMM Overlap. They both: * Have the end goal of solving a cust......Read More
725 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • October 18
At one point pricing and packaging sat in the PMM team at Intercom but as pricing and packaging became more complex for us with many, many plans, we actually now have a dedicated pricing and packaging team that PMM works closely with when it comes to new product releases to determine if they fit ......Read More
647 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
It depends on the company and if you have a formal research function or not! I've done everything from recruit participants, write discussion guides, field surveys, moderate research, synthesize insights. Or, I've given a researcher objectives and key questions and then sat in on a few interviews......Read More
640 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • October 18
I think there’s a high degree of overlap. The two functions may cut metrics differently or over different time horizons but for the most part many metrics are shared. A few examples that are top of mind: * Acquisition / Conversion / Activation - if you’re at a self serve or PLG company, Gro......Read More
628 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
I think it’s helpful to have a customer advisory board - this is a select group of 5-10 customers who you meet with every 3-6 months to talk about big strategy topics like - company strategy, product roadmap and problems you can solve for them. This high-touch tactic generally requires a lot of p......Read More
563 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
It really depends on a few factors: time, resources and who the competitive research helps. I would answer these questions to help you gauge how deep you go. There are entire PMMs dedicated to competitive research and you may not have that type of time/resource so you need to determine the level ......Read More
529 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
Understanding the market landscape and how it breaks down is a good first step. For example, within the broader category of "customer engagement" there are sub categories like marketing and advertising tech, support/enagement channels, call analytics and contact centers and CRM. And then there ar......Read More
508 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • May 5
It really depends on the stage/GTM motion your company is in. You might want to focus on the user if you are really focused on product-led-growth (PLG) and reaching that point of 'activation' - aka the aha moment when a new user gets the value of your product and why they need it. If you have no ......Read More
505 Views
Sonia Moaiery
Clearbit Vice President, Product Marketing • October 18
Many different functions gather customer feedback - we have a customer feedback hub that attempts to centralize all the different streams of customer feedback from various teams into one dashboard / engine. This includes everything from NPS surveys, feature requests logged in product, win/loss no......Read More
476 Views
Credentials & Highlights
Vice President, Product Marketing at Clearbit
Formerly Glassdoor, Prophet, Kraft
Top Product Marketing Mentor List
Lives In Berkeley, California
Knows About Competitive Positioning, Self-Serve Product Marketing, Vertical Product Marketing, Pr......more