Yvonne Chow
Director of Product Marketing, Zennify
About
Hello from your friendly global PMM expert! I have over 15 years of product marketing experience across the Asia Pacific and North American regions, spanning B2C and B2B start-ups and companies in tech, fintech, and SaaS. I've honed my skills at a......more
Content
Yvonne Chow
Zennify Director of Product Marketing • October 17
Successful multi-channel marketing strategies require careful planning and coordination - here are some thoughts from my experience: During my time at Hootsuite and LinkedIn, I had incredibly talented global marketing colleagues and we often coordinated product, brand messaging, and event laun......Read More
646 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
A GTM (go-to-market) plan is imperative for both PMMs and stakeholders, for several reasons: * Provides clarity & alignment on target audiences, customer personas, value prop, and messaging * Helps with resource optimization - ensuring that the right budget, tech, and talent are availab......Read More
403 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
The first 30/60/90 day goals as the new Head of Product Marketing for a start-up without a product marketing function can be broken down into these 3 parts: 1. First 30 days: Listen & learn. Set expectations. * The goal is to understand the business and cultural context, without any ......Read More
321 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
Great question. The decision to delay a product release announcement should be based on a combination of factors, including product readiness, market conditions, competition, regulatory requirements, and overall business strategy. I've listed them below: * How important is this release? This is......Read More
298 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
Product marketing in a product-led growth company plays a pivotal role in aligning the product with market needs. This means encouraging product adoption, stickiness, and expansion with compelling user experiences and driving growth through seamless buyer experiences. This means that PMMs: *......Read More
270 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
This question is a good reminder that not all product releases are launches. On a related note, I had a team member who constantly worked on product deprecations, which aren't viewed as traditional releases, but equally as important in terms of communicating to end users and sometimes, buyers. ......Read More
251 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
I think it's a nice idea to have an online portfolio, but not a necessity for a product marketer. When I interview candidates, I find it a better use of everyone's time and efforts to provide a case study that they can work on, within a specific context. Would an online portfolio add weight to m......Read More
240 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
Product marketers can make the most impact by deeply understanding the entire buyer-to-user lifecycle. In addition to working very closely with the Product org, I would add that we need to work closely with: * The Sales org: * Presales and Sales: These teams help us understand what makes......Read More
237 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
I wish I knew these things when I first started in product marketing in 2008: * Relationships matter. Make connections with different teams, including those that you may not have a direct impact on (or vice versa). Benefits include: * Reduce redundancies. I've managed to streamline di......Read More
219 Views
Yvonne Chow
Zennify Director of Product Marketing • October 12
Stakeholder management is the most important skill/expertise for a junior PMM, and it will set them apart. Stakeholder management is the umbrella term I use that encompasses: * Cross-functional team communications * Cross-functional team management * Transparent, timely, and concise communi......Read More
193 Views
Credentials & Highlights
Director of Product Marketing at Zennify
Formerly Maxis Telecommunications, Singtel (Singapore Telecommunications), LinkedIn, Hootsuite, Certn, BenchSci, Zennify
Studied at B. Comm in Management and Marketing
Lives In British Columbia, Canada
Hobbies include Rock climbing, reading, and being a working mom of 1.
Knows About Scaling Product Marketing, SMB Product Marketing, Establishing Product Marketing, Ind......more
Speaks English, Malay, Indonesian, Cantonese