Stephanie Kelman

The most effective approach to rolling out messaging that internal GTM teams will use is to bring them along on the journey with you. It's important to build trust and show them that you have validated the messaging through market and customer research. Make sure your messaging framework is already locked down and your close cross-functional partners are aligned (i.e. product). Your specific product messaging needs to be in line with the overall company or product positioning. Meet with your GTM ...Read More

The marketing landscape is evolving significantly and it's a great opportunity to shift our approach to product marketing tactics. Here are some the biggest trends I think of when I plan campaigns: Digital-First Everything Virtual product launches becoming standard Digital tools and platforms taking center stage Remote/hybrid customer engagement models Data & Personalization More sophisticated use of customer data AI-driven personalization at scale Focus on measurable outcomes Content Evolut ...Read More

I love this question because I love using customer quotes and data proof points to craft impactful messaging. You are already in a great position to create a strong sales enablement asset. If it’s only 2 pages - you need to keep things short and succinct. This isn’t the place to write a full case study (but I would do that later if you have time and link to it from this asset).  What is the big message that you are trying to get across? This should tie back to your main value prop for your produ ...Read More

Yes! There is a template attached to the AMA that I use with my team at Shopify. You can also create your own with these guidelines in mind. Separate your audiences Write a really strong main value proposition for each audience. This is the main message you want to get across. Make sure it is outcome and benefit focused. Support your main value proposition with 3-4 pillars. Each supporting pillar should have a few messaging points to explain how the product helps users achieve this outcome. Add ...Read More

Great question! Our end-to-end process is definitely segmented based on both funnel stage and lead type. We have different journeys based on if they are a net-new customer (i.e. lead) or an existing customer (cross-sell). The key is making sure sales never has to guess what content to use when. We use different CRM integrations to tag opportunities so that the right assets get surfaced automatically. Here's how we approach it: Lead Qualification & Routing - We segment immediately: Net new vs ...Read More

Great question! I bombed a few executive presentations early on by going too deep into the weeds. Now I always ask myself: "If they had only 2 minutes to hear this, what absolutely needs to make the cut?" Also, I've learned to read the room. If a senior leader starts checking slack or asking pointed questions, I adjust on the fly to get to the business impact faster. When I'm chatting with senior leaders: I get straight to the point - Executives are time-poor, so I front-load the big stuff. Inst ...Read More

I've seen many product marketers who work really hard on a product launch, ship a beautiful campaign, and report back on their email open rates, click thru, page views, etc. While these types of metrics can be useful for an early signal of the product launch's success, they are not the best way to measure success and influence the future product roadmap. The best measure of success is true product adoption that can be attributed to you launch activities. Are customers using the product that you ...Read More

Our stack has evolved over time, and I've learned that integrations between tools is often more important than individual feature sets. We are optimizing big time with AI to automate these tools and bring feedback into our internal channels. Our team's favorite new tool is Gumloop. We use it to create automated workflows between different enablement tools. Biggest Learning: Don't over-tool early. Start with basic solutions and added complexity as your needs became clearer. The best enablement te ...Read More

I started my product marketing career in SaaS startups and this is a topic I discussed with my early mentors often. Being a solo PMM can be a lonely world and it's so important to stay connected to communities like Sharebird and other PMMs. The key success factors to keep in mind to be an all-star PMM at a startup are the ability to move fast and be scrappy, focus on high-impact activities, wearing multiple hats, and data-driven decision making. Stay focused on what moves the needle for growth a ...Read More

The main difference between inbound and outbound PMM work is that inbound marketing pulls customers in through value and education. Outbound marketing pushes messages out to drive immediate action. Inbound marketing can also be described as conducting customer and market research in order to inform product and marketing strategies. While outbound marketing is your traditional marketing and GTM campaigns. Here's a quick breakdown of skills for inbound v. outbound PMM work: Inbound PMM Skills: Str ...Read More