Strong preference toward "any seat on a rocketship". It's much better to join a
strong company, in any role, then to take a role in a company that's going into
a ditch. All that said, identifying the best companies vs. the ditch-bound is
challenging, especially for a startup company and extra-esp...more
Video: Adventures in Messaging: E05 with Steve Feyer, Director of Product Marketing, Eightfold
It’s easy to play it safe with messaging and say what everyone else is saying.
(LOTS of companies do it.) But safe messaging gets ignored. If you want to grab
people’s attention, your messaging needs to go out on a limb and say something
different. In this episode of Adventures in Messaging, Stev...more
In B2B: Make sure your sales team is activated to share information with you.
Much important competitive information will not be public, and your sales reps
are in the best position to hear about and gather new data. Just keep in mind
that you don't need to react the same way they do to new infor...more
I think this question is addressed repeatedly on Sharebird, and elsewhere. All I
will note here is that B2B and B2C product marketing are very different, in my
experience. B2B jobs are heavily focused on sales and sales enablement, while
B2C jobs often focus on optimization and feature-function a...more
I wouldn't recommend a PMM first, specifically. The first hire should be someone
who can help to test and then execute effective methods of generating demand.
This could be a PMM with demand generation interest and experience, or it could
be a demand gen/growth marketer with a strong understandin...more
In the B2B world, I wouldn't consider hiring a product marketer who is truly new
to the workforce. They will need too much handholding and don't have experience
with a variety of tasks---I want at least 2 years of experience in a relevant
role such as sales, demand generation marketing, consultin...more
Definitely read what the analysts are talking about, as they guide the trends in
technology buying. Gartner is the king of the hill, Forrester and IDC are good,
and there are many others including (probably) specialists in your industry.
If you don't have a subscription to analyst research, yo...more
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...more
Product marketing or content marketing teams. Content marketing tends to be more
often responsible for high-velocity content such as daily blogs and social
media. More strategic pieces like product briefs/datasheets and white papers are
more likely come from a product marketer.
I would think o...more
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 ...more