Steve Feyer
Product Marketing Director, Eightfold
About
I like to grow new technology categories. Current: AI for talent management, hiring & diversity.
Content
Steve Feyer
Eightfold.ai Product Marketing Director • January 10
This is a tough one for me because I've tried several things in the last few years that DON'T work. I've used several different "message map" formats, and you can find a lot of examples online. The online formats are good, very professional, well-structured. They are useful ways to think about wh......Read More
1922 Views
Steve Feyer
Eightfold.ai Product Marketing Director • April 5
We use a formal leveling rubric to evaluate levels. This is used across all market-facing roles, other than sales reps. To summarize a few of the key differences across levels: SENIOR MANAGER * A Senior Manager independent works cross-functionally; a Manager does not. * A Senior Manager can......Read More
1458 Views
Steve Feyer
Eightfold.ai Product Marketing Director • November 8
I had a PMM candidate tell me that he was not comfortable presenting to audiences. Obviously a deal-breaker there. Every PMM needs to present. I've reviewed resumes or LinkedIn pages which were poorly written. Not someone I am going to call, as every PMM needs to write well. If writing isn't y......Read More
1444 Views
Steve Feyer
Eightfold.ai Product Marketing Director • May 22
I don't believe that any technical skills are required in product marketing. However there are a few caveats to that blanket statement. * You should be as technically proficient as your target customer. So if you sell to developers, then you should have enough technical background to speak......Read More
1065 Views
Steve Feyer
Eightfold.ai Product Marketing Director • January 10
I don't think there is a single answer here---it is the fundamental messaging & content marketing concern! As you know, we all see hundreds of commercial and noncommercial messages every day (I've seen an estimate that the average American views 3000 advertisements daily). Breaking through is HAR......Read More
1050 Views
Steve Feyer
Eightfold.ai Product Marketing Director • January 10
I use surveys and interviews too, but in general I don't do a whole lot of testing or any "A/B" comparison of two messages. I'll put something out, and if it isn't converting leads or getting used by sellers then I'll try something else. Now let me caution here, my approach can work because I......Read More
994 Views
Steve Feyer
Eightfold.ai Product Marketing Director • October 25
I have to partly disagree with Mike--PMM can be an excellent path to CRO/GM/President or to CEO, albeit with stops in between. I know people in the Valley who have this progression. Typically after succeeding as a PMM they take on responsibility for managing sales, and can then own the P&L for a ......Read More
974 Views
Steve Feyer
Eightfold.ai Product Marketing Director • October 25
I say: "You don't have to deal with the sales people anymore. Just send them to me." Tears in their eyes... [There is a 300 character minimum, but my answer was already complete so I'll fill this out with haiku. Sales guy got too drunk Who can save our key meeting? Product marketing Si......Read More
862 Views
Steve Feyer
Eightfold.ai Product Marketing Director • January 10
Great question! But I'm going to blow up your premise right away: You can't prevent others from copying you. Imitation is the sincerest form of flattery, right? So instead of telling you how to dam up the ocean, let me suggest how you can turn this dynamic to your advantage. I have the privil......Read More
850 Views
Steve Feyer
Eightfold.ai Product Marketing Director • August 20
I agree with everything Courtney wrote and would add that the sales materials need to train the sales team on a compelling event that will drive interest in the product. This could be externally driven or something you define yourself; you need to articulate how you are creating demand. I don't p......Read More
844 Views