Podcasts by Category
A deep dive into the craft of Product Marketing with the best Product Marketers in the world. Each week we sit down with Product Marketing experts at some of the fastest growing technology companies in the world. Hosted by Jeffrey Vocell, Director of Product Marketing at Iterable and brought to you by Sharebird.com, the leading Product Marketing question and answer site.
- 85 - Crossbeam Senior Director of Product Marketing, Amanda Groves on Go To Market
Questions covered in this episode:
1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?
4:22 How you and Crossbeam team think about creating successful go-to-market plan?
7:37 how do you lay out the responisbilities and plan across your organization?
10:03 How you think about defining that ownership and gaining buy-in cross-functionally.?
13:57 How you approach different launch sizes or just different launches overall?
17:14 How you think about defining KPIs for a successful go-to-market launch?
19:46 How you've thought about differentiating yourselves and your messaging and ensuring that you retain leadership through launches?
22:06 Can you share one piece of insight that has served you well throughout your product marketing career?
Want more insights from Amanda? Check out herSharebird Profile.
Looking to connect? You can find Amanda here on LinkedIn.
Wed, 30 Aug 2023 - 84 - Meta Head of Product Marketing, Girija Sathyamurthy on Stakeholder Management
Questions covered in this episode:
1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?
4:05 How you think about what is the metaverse in general and how you really look at it through a product marketing lens?
7:35 How is your product marketing team oriented?
12:18 Do you use any data for about prioritizing the roadmap with your product management colleagues?
14:55 How do you think about aligning with your counterparts, who are overseeing other divisions or other product lines and aligning strategy with them as well?
19:53 How do you get leaders all at once in a room and have and have discussions around?
21:26 How do you build your relationship with the broader executive leadership team?
25:03 Can you share one piece of insight that has served you well throughout your product marketing career?
Want more insights from Girija ? Check out herSharebird Profile.
Looking to connect? You can find Girija here on LinkedIn.
Wed, 16 Aug 2023 - 83 - Observable VP Marketing, LaShaun Williams on Release Marketing
Questions covered in this episode:
1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?
6:32 How you handle release marketing at Observable and how you think about organizing and planning for releases at your current company??
11:09 how did you work with leadership and your product team to kind of get that alignment initially upfront?
13:27 How you've thought about this and how you've even empowered product marketers on your team at observable?
18:37 How have you thought about as a manager, as a leader, how do you communicate that kind of across the org and up and down the org respectively as well?
22:43 How you've kind of advised pmms on your teams respectively to address some areas that you've seen launches go wrong?
28:21 Can you share a little bit more about your journey, how you thought about it and how you actually took that or ather made the jump to being a PMM leader?
33:34 Can you share one piece of insight that has served you well throughout your product marketing career?
Want more insights from LaShaun? Check out her Sharebird Profile.
Looking to connect? You can find LaShaun here on LinkedIn.
Wed, 09 Aug 2023 - 82 - HyreSnap GTM Advisor, Abhishek Ratna on AI integration into product marketing
Questions covered in this episode:
1:36 Opening Question: Journey into and through product marketing?
4:41 How do you think product marketing leaders and teams should start integrating AI into their strategy.?
8:34 What kind of AI tools are you using around segmentation and market research and copywriting?
11:38 How do you ensure that you're writing the right prompt to get the best information from the respective AI source that you're using?
15:26 How you're thinking about or even advising other product marketers to position AI enriched offerings within their strategy or their product?
18:45 Can you share one piece of insight that has served you well throughout your product marketing career?
20:20 As product marketing leaders should we be preparing for over the next few months to move into AI?
Want more insights from Abhishek ? Check out his Sharebird Profile.
Looking to connect? You can find Abhishek here onLinkedIn.
Wed, 02 Aug 2023 - 81 - Klaviyo Director of Product Marketing, Katie Gerard on Product Launches
Questions covered in this episode:
1:27 Opening Question: Tell us about your journey into and through product marketing?
4:06 How you've used the core business metrics to influence your team or your leadership at Klaviyo?
5:37 How have you and the product marketing team at Klaviyo thought about differentiating yourself in the MarTech landscape?
7:50 How have you kicked off the process of repositioning Klaviyo?
10:29 What are some of the success metrics for you and the team?
11:52 How have you incorporated or planning to incorporate GenAI at Klaviyo?13:44 How do you work with your GTM partners across sales and CS and how you handle the volume of launches?
14:29 What are some ways that you've successfully enabled your internal teams and maybe more specifically your go-to-market teams like sales marketing?
18:45 Can you share one piece of insight that has served you well throughout your product marketing career?19:22 Can just share one piece of insight that has served you well throughout your product marketing?
Want more insights from Katie ? Check out her Sharebird Profile.
Looking to connect? You can find Katie here onLinkedIn.
Wed, 26 Jul 2023 - 80 - DigitalOcean VP Product Marketing, Raman Sharma on Building a Product Marketing Team
Questions covered in this episode:
1:23 Opening Question: what's been your journey into and through product marketing?
4:15 What brought you to DigitalOcean and what does your current role encompass?
8:15 During the early stages how do you divide the work and handle all the requests while also handing some of the strategy?
11:33 How do you navigate all of those sometimes disparate priorities and get to a mutually agreed on one point of view?
14:59 How have you successfully developed bidirectional relationships with executives and other functional leaders across the business to achieve not only the goals of your group but drive momentum for the business?
18:19 How do you influence product decisions?
22:39 How have you worked on prioritizing framework and how have you effectively made those trade-offs?
25:51 How has building the product marketing function at DigitalOcean been a little bit different in your eyes than building product marketing at some of the other companies you've been a part of?
30:27 How do you think about getting into a more technical industry or company and specifically into product marketing?
33:16 Can you share one piece of insight that has served you well throughout your product marketing career?
Want more insights from Raman? Check out his Sharebird Profile.
Looking to connect? You can find Raman onLinkedIn.
Wed, 19 Jul 2023 - 79 - Clari VP, Brand, Content and Product Marketing, Julien Sauvage on Growth Product Marketing Career Path and Product Launches
Questions covered in this episode:
1:34 Opening Question: How you got into product marketing and what brought you to Clari?
4:17 Can you give a little bit of an overview about what Clari is, what you do at Clari?
8:41 What are some of the differences in your mind between what makes a good launch versus a great launch and how do you prepare your team for a great launch?
12:01 How do you ensure that your exec's opinions are taken into account?
14:50 How you've aligned your go-to-market teams and how you've successfully enabled those folks?
17:32 How do you ensure that the GTM teams or revenue focused teams are aware of and keyed in on the right updates without kind of feeding them all the noise and trying to make them pay attention to every little thing?
19:32 What's one thing, maybe a mentor or another leader that has kinda shared with you or that you've learned from them that's really served you well in your career?
Want more insights from Julien? Check out his Sharebird Profile.
Looking to connect? You can find Julien here onLinkedIn.
Wed, 12 Jul 2023 - 78 - Bitly VP PMM & Co-Founder / CEO of “Forget the Funnel” Georgiana Laudi on Customer Research
Questions covered in this episode:
1:25 Opening Question: What led Claire and you to start ‘Forget the Funnel’?
3:50 Can you talk a little bit about the book that is derived from your consultancy ‘Forget the Funnel’?
9:10 Where do you recommend even starting with customer research?
18:53 How you've taken the crawl, walk, run, run approach and learning from these insights what survey or interview methods that you've seen that work best?
26:16 How you think about then taking the segments that you're learning from prioritizing some segments versus maybe other segments, and then actually operationalizing that?
32:34 Who you think should be the champion of customer life growth internally within a company. Should it be maybe its own independent team? Should it be a part of an existing team?
36:50 Can just share one piece of insight that has served you well throughout your product marketing career?
Want more insights from Georgiana? Check out her Sharebird Profile.
Looking to connect? You can find Georgiana here onLinkedIn.
Wed, 05 Jul 2023 - 77 - GitHub VP Product Marketing, Philippe Poutonnet on Developing Your PMM Career
Questions covered in this episode:
1:25 Opening Question: Journey into and through product marketing
3:28 How you think about as the product marketing lead at Twilio, about how you think about team structure?
10:50 How you think about really helping truly drive that demand gen engine, from a product marketing lens?
23:52 How the economy and the pandemic has potentially impacted your messaging?
29:54 Can just share one piece of insight that has served you well throughout your product marketing?
Want more insights from Philippe? Check out her Sharebird Profile.
Looking to connect? You can find Philippe here onLinkedIn.
Wed, 28 Jun 2023 - 76 - Vishal Naik, Product Marketing Lead at Google on Influencing the Product Roadmap
As a PM at Google, Vishal Naik focuses on Google Assistant integrations with other products. Before that, he spent valuable years at DocuSign and TriNet, getting to know the SaaS space inside out.
In this episode, Jeffrey and Vishal talk about his experience at Google, the ways in which a product marketer can influence the product roadmap, and how operations are set up when you work on a product used by more than 500 million people.
Want more insights from Vishal? Check out his Sharebird profile.
Looking to connect? You can find Vishal on LinkedIn.
Questions covered in this episode:
- Can you tell us a little bit about your journey into product marketing?What does the average day look like for a Google Assistant product marketer?How do you approach the cross-functional nature of your role? How are you building connections between different product teams at such a huge company like Google?As a product marketer, how are you bringing the customer’s voice into the conversation?PMMs sometimes run the risk of becoming the middleman between teams. How are you ensuring you are adding unique value?Do you think product marketers should be able to influence the product roadmap?What’s a piece of advice you picked up during your career that has served you well?
Wed, 25 Jan 2023 - 75 - Mary Sheehan, Head of Product Marketing for Adobe Lightroom on Product Launches
Mary Sheehan’s career began in the early days of Google, where she started as an Account Manager fresh out of college. Switching lanes to Product Marketing, Sheehan now heads the Product Marketing team for Adobe Lightroom.
In this interview, Jeffrey and Mary talk about her newly launched book “The Pocket Guide to Product Launches”. In this interview, you'll hear her tips on product tiering and what kind of metrics are best for determining the success of a product launch.Mary's book is now available on Amazon - you can check it out here!
Questions covered in this episode:1. Please share a little bit about yourself and how you got into product marketing?
2. How would you advise others to start building out their go-to-market strategy? Where to begin?
3. In your experience, how long does it take to execute a gold launch versus a bronze launch?
4. How do you bring people along for process X? Especially given different, overlapping timelines and priorities, for example in the cases when a product marketing team is pulled in a number of different directions — how do you make sure that everything is going according to plan?
5. Can you tell us a bit more about how you measure the effectiveness of the launch process?
Want to learn more from Mary? Check out her most recent AMAs on Sharebird.
Connect with Mary on LinkedIn.Wed, 18 Jan 2023 - 74 - Sahil Sethi, Former VP of Marketing at Klaviyo on Product-led Growth
"I define product marketing as a function which takes into account your market, your customer, and your product truths to drive go-to-market outcomes." -Sahil Sethi
Before he was a VP of Marketing at Klaviyo, Sahil Sethi spent incredibly valuable years with McKinsey, Microsoft, and Qualtrics, among other companies.
In this episode, Jeffrey and Sahil tackle the topic of product-led growth (PLG), and challenge the idea of PLG and enterprise sales being polar opposites.
We also talk about the ways that product-led and sales-led growth can coexist, and discuss the eternal question: Should PMs have influence over the product roadmap?
Want more insights from Sahil? Check out his Sharebird profile.
Looking to connect? You can find Sahil on LinkedIn.
Questions covered in this episode:
1. How did you get into product marketing?
2. Can you provide us with an overview of what product-led growth (PLG) is, how you've used it, and how it intersects with enterprise sales?
3. How have you structured your team around supporting PLG? How does structuring a team in a traditional PLG-first company differ from an enterprise company?
4. How much of a role do PMMs have in the customer journey in your experience?
5. How do you test your messaging with PLG?
6. How do you build a strong relationship between the product leader and product teams?
7. Should PMs have some influence over the product roadmap, in your opinion?
8. How have you operationalized the feedback loop between product marketing and development?
9. Are there any books or other reading material that you found especially
impactful during your career as a product marketer and in your role as a leader?
Wed, 21 Dec 2022 - 73 - Tiffany Tooley, Head of Product Marketing at Hubspot on Company Culture and Talent Retention
“I’m guided by a deep sense of curiosity.” - Tiffany Tooley
Tiffany Tooley started her career as a one-person marketing team of a small cookie manufacturer. Today, she’s the Head of Product Marketing at Hubspot. Throughout her journey as a product marketer, she nurtured a strong growth mindset – as someone who thrives when presented with a challenge, Tiffany’s always ready to learn new things and tackle problems as they arise.
In this episode, Jeffrey and Tiffany talk about her career path, share tips for ensuring employee satisfaction and promoting growth, and discuss Gartner’s, as well as her own, guidelines on what makes a world-class PM.
Looking to connect? You can find Tiffany on LinkedIn.
Questions covered in this episode:
- How did you get into product marketing?2022 has been a rough year for many. How is Hubspot walking that tightrope between handling the effects of the recession and retaining talent?How do you set your team goals and align them with wider company initiatives?Hubspot is one of the leaders when it comes to building an inclusive, welcoming company culture. Can you tell us a bit more about the organization’s approach to DE&I programs?A big part of building strong teams and driving employee engagement is giving praise and recognition where it’s due. What are some strategies Hubspot employs to this end? What are some of the skills you look for in your PM candidates?
Wed, 14 Dec 2022 - 72 - Chad Kimner, Product Marketing Director at Meta on Messaging and Positioning
Chad Kimner is a Product Marketing Director for AR/VR solutions at Meta, where he is currently spearheading the go-to-market strategy for privacy and responsible innovation.
In his role at Meta, Chad is embracing the powerful opportunity to shed more light on the capabilities of augmented and virtual reality, and be part of Meta’s exciting venture into the AR/VR space. One of the most important things he’s learned in the role is what it takes to create a trustworthy product – to meet consumer expectations when it comes to data privacy, diversity, and inclusion, feeding consumer insights back into the product every step of the way is essential.
In this interview, Chad and Jeffrey go into detail about the role AR/VR plays in Meta, quality product-specific messaging and organizational models for PM teams, as well as chat about Chad’s love for music and how it‘s shaped his approach to product marketing.
Want more insights from Chad? Check out his Sharebird profile.
Looking to connect? You can find Chad on LinkedIn.
Questions covered in this episode:
- Can you tell us a bit more about the role of the AR/VR division at Meta?What has your passion for music taught you about marketing?How does product messaging and positioning tie into the Meta ecosystem as a whole? How do you approach product-specific messaging?In your previous role at Mozilla, how did you structure your work? Did your team operate in sprints and have goals in the kind of traditional agile methodology framework?What are some of the most effective organizational models for product marketing you’ve picked up over the years?Many consider messaging and positioning as synonymous, or complementary. Where do you draw the line between the two?What are some useful tips on messaging you’d like to share?
Wed, 07 Dec 2022 - 71 - Kristen Brophy, Senior Director of Marketing at the NBA on Structuring and Organization
“You should be listening to your customers every day – it should be a fundamental part of what you do because you represent that customer, and you are their mouthpiece.” – Kristen Brophy
Kristen Brophy is a Senior Director of Marketing at the NBA, leading product marketing efforts on NBA’s direct to consumer side, including the NBA app and the association’s streaming service Lead Pass.
Before coming to the NBA, Kristen was part of Uber and Square, where she picked up important lessons on scaling and strategic alignment. When building a strategy, Kristen doesn’t start with a goal – she outlines the outcome first.
In this episode, you’ll hear about the evolution of NBA’s product marketing, ways to maintain strategic alignment with cross-functional partners, and the importance of creative briefs for positioning.
Want more insights from Kristen? Check out her content on Sharebird.
Looking to connect? You can find Kristen on LinkedIn.
Questions covered in this episode:
- Tell us a bit about yourself and your current role at the NBA.What are your thoughts on the function of product marketing? How do you approach structuring PM teams?In your current position, have you noticed the role of the product marketing team change over time?How is your team at the NBA organized? How do you approach their organization in order to reach viewers and new subscribers?How do you and your team approach strategic alignment with cross-functional partners?As you build your team, how do you equip them for career growth?
Wed, 30 Nov 2022 - 70 - Kevin Wu, Head of Solution & Category Product Marketing at Airtable on Messaging
Kevin Wu is the Head of Solution and Category Product Marketing at Airtable, where he has been building a product marketing program from scratch.
In his role at Airtable, Kevin has been reinventing the product’s messaging and positioning framework. When it comes to SaaS B2B companies, he says, the messaging should start at the demo.
In this episode, you’ll hear essential questions to ask when building product demos, how Kevin’s experience at Salesforce shaped his later approach to PMM, and how he enables his team to grow.
Want more insights from Kevin? Check out his content on Sharebird.
Looking to connect? You can find Kevin on LinkedIn.
Questions covered in this episode:
- Tell us a bit about yourself and your role at Airtable.How do you think about the production and messaging around huge events like Dreamforce? What goes into the product side of these events?When it comes to product positioning, there is a very specific balance that needs to be struck between the executives’ vision and voice and a PMM’s knowledge of the product. How do you achieve that balance?For a company that size, Salesforce moves at an incredible pace. How do you look at your experience at Salesforce overallHave you kept the same kind of lens on messaging and positioning once you moved from your role at Salesforce to AppDynamics and Airtable?What are the key ingredients for building a great product demo?How do you approach your team’s organization and ensure your team members have room to grow?
Wed, 16 Nov 2022 - 69 - Jameelah Calhoun, Global Head of Product Marketing at Eventbrite on Market Research
“Always put on your own personal research hat.” - Jameelah Calhoun
Jameelah Calhoun currently serves as the Global Head of Product Marketing at Eventbrite, where she drives go-to-market and monetization efforts to launch new product experiences for both event creators and consumers.
In her role at Eventbrite, she is working on continuing the evolution of Eventbrite from its roots as a ticketing tool to a platform that covers the intersection of helping creators and small businesses alike thrive.
As a PMM, Jameelah considers market research the bedrock of everything she does. Analytics and UX research are the foundation of understanding the customer and championing their needs – and that’s why the synergy of market research and product marketing is becoming increasingly important in rapidly shifting market conditions.
Want more insights from Jameelah? Check out her {Sharebird profile.}
Looking to connect? You can find Jameelah on {LinkedIn.}
Wed, 09 Nov 2022 - 68 - Brianne Shally, Head of Product Marketing at Nextdoor on Consumer PMM and Influencing the Product Roadmap
“Don’t launch it and leave it - launch and learn.” -Brianne Shally
In this interview Jeffrey and Brianne discuss what being a PMM leader for a consumer product marketing brand is like as well as Brianne’s path into PMM. Brianne is a former strategy consultant who considers herself a business leader first, and pmm second. What she loves to solve is, how can she and her team accelerate the growth of local businesses and make word of mouth in communities more innovative to serve SMBs? As product marketers, they are passionate about helping small businesses be successful and bringing communities together.
As we know, small businesses are challenged more than ever to grow and tools and products like Nextdoor help to facilitate growth and better serve the community by fueling SMBs, creating messaging and positioning that ties back to the market trends, and using insights to inform their GTM strategy.
Want more insights from Brianne? Check out her Sharebird profile.
Looking to connect? You can find Brianne onLinkedIn.
Questions covered in this episode:
- Tell us a bit about yourself and your path into Product Marketing at Nextdoor.Since you focus specifically on SMB, can you share what that entails at Nextdoor? How do you think about the success of SMB and the strategies of your PMM team?What are some of the differences from your strategy to ones Enterprise is executing? And how do you work together with any colleagues focused on up-market activities?How have the past ~2 years changed your PMM strategy and SMBs you're working with, or targeting?How do you work with, and “power” SMB-focused marketing and GTM efforts at Nextdoor?As a leader, what is one key challenge you're facing and how have you thought about overcoming it? What recommendations would you have for aspiring product marketing experts to level-up their own career or skill set?
Wed, 02 Nov 2022 - 67 - Rekha Srivatsan, VP Product Marketing, Service Cloud at Salesforce on Product Launches
Rekha is an engineer turned marketer who has a technical background and fell in love with the PMM craft. Two aspects that she thoroughly enjoys in the GTM process are the naming and positioning of new products and features. She advocates for involving every team in the launch process and both internally and externally creating messaging that clearly states the nuances of new releases. She also discusses how Salesforce tiers their launches on a 1-3 scale and reiterates the importance and value that comes from conversations with customers.
Want more insights from Rekha? Check out her Sharebird profile.
Looking to connect? You can find Rekha onLinkedIn.
Wed, 26 Oct 2022 - 66 - Accelerating Your PMM Career with Mike Berger, VP, Product Marketing at ClickUp
Whether you’re looking to break into PMM or have been a practitioner for years, this interview is full of advice on how to further develop your career. We are joined this week by Mike, VP, Product Marketing at ClickUp, who has had an amazing career finding the right roles and ultimately landing him a VP role. Mike and Jeffrey discuss how to gain credibility, evaluate your future role, prioritize the right goals to advance your career, and expand your horizons outside of product.
Connect with Mike on LinkedIn.
Join Mike on Sharebird.Questions covered in this interview:
- Tell me about your career path to becoming a PMM? What’s your outlook on the career of Product Marketing? Is it a good place to be right now? What’s one nuance about Developing Your Product Marketing Career that you only know now because you understand it deeply? Around doing it effectively.
Wed, 15 Dec 2021 - 65 - Taking Products to Market with Grammarly's Head of Product Marketing, Natala Menezes
In this week’s episode Natala and Jeffrey are talking all about product launches. How do you make the magic happen while getting the organization excited and aligned? It’s not just about storytelling and designing a great narrative for your product, rather it’s creating a product that delivers on those items. Tune in to hear how to create a distinctive narrative and story in a competitive landscape, what it means to “work backwards”, and how to conquer any divisions and fractions amongst teams by serving as the “glue” to repair. Also, Grammarly is hiring. So be sure to check out their available positions!
Connect with Natala on LinkedIn.
Join Natala on Sharebird.Questions covered in this interview:
- Tell me about your career path to becoming a PMM? What’s your outlook on the career of Product Marketing? Is it a good place to be right now? What’s one nuance about Product Launches that you only know now because you understand it deeply? Around doing it effectively.
Wed, 08 Dec 2021 - 64 - Leveraging Qualitative and Quantitative Research with Alex Lobert, Product Marketing Lead, Measurement at Meta (Facebook)
Alex is a former product manager and consultant who has found his way into the adtech world, and specifically measurement. This interview is all about how him and his team leverage research and measurement. When it comes to measurement, he and his team look at how well advertising is working and it’s overall performance. In regards to research, he talks about what it’s like to work for a company that is incredibly data and experiment driven, the importance of talking to customers, and how research informs what they build. Tune in to hear how him and his team build and manage a large ecosystem of products.
Connect with Alex on LinkedIn.
Join Alex on Sharebird.Questions covered in this interview:
- Can you tell me a bit more about your path into product marketing and also more specifically measurement?Can you share a bit more about how you think about Measurement at Facebook?How do you use that data you gather at Facebook to influence other activities like the roadmap, marketing strategy/campaigns, product launches, and more?How have you gone about segmenting your audience and then use that information to inform content?What’s one thing a manager, colleague, or mentor has taught you that’s served you well in your career? Can you share a bit about it?
Wed, 01 Dec 2021 - 63 - Competitive Research That Helps You Stand Out with Sophia (Fox) Le, Lead PMM at GlassDoor
We’re on a messaging kick! This week we are discussing how Sophia and her team approach messaging and positioning that serves both B2B and B2C target audiences. Sophia and Jeffrey discuss what Glassdoor has done to maintain a position of leadership in a crowded market and how they’ve evolved their messaging while remaining true to the core values of the company that have not changed since day one. They also discuss how to measure the success of messaging and positioning and navigate the competitive landscape.
Connect with Sophia on LinkedIn.
Join Sophia on Sharebird.Questions covered in this interview:
- Can you share a bit more about your path into PMM and how you got into product marketing?Can you share a bit about how you think of the category Glassdoor is in, and how you made some of the tradeoffs in positioning and messaging?With a lot of different use cases and audiences, how do you ensure the messaging you and your team are releasing is consistent?How are you measuring the success of your messaging and positioning?Differentiating from competition is crucial as we know, but how do you think about competitive intelligence and how your key competitors are positioning themselves as a part of your messaging process?What’s one mistake you’ve found a lot of PMMs make with messaging?What’s one thing you’ve learned from a mentor, colleague, or manager that has served you well in your career? Can you tell me a little bit about it?
Wed, 17 Nov 2021 - 62 - The Impact of PLG on the PMM Career with Jeff Hardison, Head of PMM at Calendly
From startup companies to being at a large scale organization, Jeff has been doing product marketing work since before it was even defined as PMM. In this interview you’ll hear his point of view on the emergence of self serve and how it’s impacted the role of product marketing. He shares how the environment at many companies has made the switch from a sales led environment to product led and why product marketers are earning their seat at the table in making big decisions.
He also discusses the co-creation that exists with sales, how to position yourself in the market, advice on how to conduct listening tours and better serve as the cross functional diplomat to reduce friction amongst teams and champion stakeholders.
Connect with Jeff on LinkedIn.
Join Jeff on Sharebird.Questions covered in this interview:
- Can you share a bit more about how you got into product marketing, and also into more of a growth role?Product-led Growth is clearly a hot topic everywhere around us. How do you think about product marketing differently in a product-left growth company versus a more traditional sales or marketing led company?How have you structured your growth PMM team? How would you say it’s different from a traditional team?Beyond just structure, how is the role different for an individual PMM? Are there different traits or skills your looking for that a traditional PMM would need to develop?With your focus on growth, how do you draw lines on what you and your team handle versus others in marketing or product development?How do you think about driving user adoption at Calendly?Is there anything that a mentor, colleague, or manager has taught you that has served you well in your career? Can you share a bit about it?
Wed, 10 Nov 2021 - 61 - Punchy Messaging with Alexandra Gutow, Director of PMM at Snowflake
Messaging is a fundamental aspect of product marketing that includes testing, refining, and a huge amount of internal alignment across the organization. It’s a living breathing process that when done right, equates to an impactful impression left on your market. Tune in to hear messaging frameworks that will help you win deals and make your GTM process that much more effective.
Crisply articulating the unique aspects of your product that you’re bringing to market is key to the success of your GTM process!
Follow Alexandra on LinkedIn.
Join Alexandra on Sharebird.Questions covered in this episode:
- Tell me about your career path to becoming a PMM?What’s your outlook on the career of Product Marketing? Is it a good place to be right now? What’s one nuance about Messaging that you only know now because you understand it deeply? Around doing it effectively.
Wed, 03 Nov 2021 - 60 - Owning the PMM Craft with Pallavi Vanacharla, Head of PMM, IoT at Twilio
How do we become product marketers? Pallavi shares her extensive background in marketing and how she’s evolved to lead all marketing functions at a quickly growing company. She also shares her take on the 80/20 rule, how to structure your team, and achieve KPI’s. You’ll also hear why she values happiness and believes that “the success of the company depends on the manager”.
Follow Pallavi on LinkedIn.
Join Pallavi on Sharebird.- Tell me about your career path to becoming a PMM? What’s your outlook on the career of Product Marketing? Is it a good place to be right now? What’s one nuance about Product Marketing Org and KPI's that you only know now because you understand it deeply? Around doing it effectively. How do you think of structuring your product marketing team, or just generally?Based on the structure, how do you coordinate work across the team and have similar goals with PMs and other groups you’re working with?Speaking of goals, as a leader how do you measure the success of your team? How do you set goals differently for individuals on your team who are at different levels?What are some mistakes you’ve made and what you’ve learned from them?
Wed, 27 Oct 2021 - 59 - Cultivating Your PMM Career with Naman Khan, CMO at Zeplin
Product marketing hasn’t always been recognized as a value ad to organizations, but more and more companies are recognizing the need for the function and therefore more roles in the field are being created. Keeping up on the trends in the market and playing to your strengths will ultimately help you not only land the role you desire, but keep that role and excel in it. This week’s expert shares his twist on the 80/20 rule and how identifying the areas you currently excel in and the areas you need to further develop leads to success in your career. Also, never underestimate the power of kindness and being a nice person.
Wed, 20 Oct 2021 - 58 - Iterating Your Messaging with Charlotte Norman, Head of PMM at Canva
What makes your messaging stand out from competitors isn’t the simple task of stringing together a lovely sequence of words and putting pen to paper - it’s the constant evolution and iteration, rooted in testing and market research, that ultimately sets your marketing apart. In order to know how to reach your target audience, you’re going to have to get customer insights and collect the data and feedback necessary to prove why your product is valuable, how it differs from others on the market, and what language best resonates with your customer.
Wed, 13 Oct 2021 - 57 - GTM Process with Andrew Forbes, Director Product Marketing at ZendeskWed, 06 Oct 2021
- 56 - The Journey to IPO with Diego Lomanto, Vice President, Product Marketing at UiPath
Diego is a seasoned product marketer who has taken UiPath from an early stage startup, through IPO, to now a nearly $36 billion automation company. In this episode, we’ll hear about his journey guiding his team of 20 PMMs through each stage leading up to (and following) the IPO, from scaling processes to evolving the business narrative to match each growth stage. You won’t want to miss this season finale!
Wed, 14 Jul 2021 - 55 - Building a Customer-Centric Narrative with Alex Gammelgard, Sr. Director Go-To-Market Strategy at ActiveCampaign
Since Alex joined ActiveCampaign as their Senior Director of Go-To-Market, the hypergrowth company has gained 50,000 new customers. At this point, the product story they told their early adopters will not resonate with this new, late-stage majority in the same way. Like any company, even if the product hasn’t changed, the messaging needs to evolve as the customer base evolves. In this episode, Alex will break down how they’ve adapted their customer-centric narrative to keep up with and fuel their continued growth.
Wed, 07 Jul 2021 - 54 - Competitive Intelligence with Leah Brite, Head of Product Marketing, Core Product at Gusto
Knowing your competitors is not only important for selling more effectively, but it allows you to verify if you’re achieving differentiation in the market. In this episode, Leah lays out how her team effectively handles the 3 different competitive intelligence programs running at Gusto. She’ll also cover how to enable your internal teams with the information you’re gathering. Because it’s one thing to know the competition, but it’s another thing to actually use that info to implement change within your company.
Wed, 30 Jun 2021 - 53 - Partnering with Product with Becky Trevino, Vice President Product Marketing and Operations at Snow Software
Whether your team reports to Marketing or Product Management, it’s important to maintain a balance between your focus on the product and the customer. Too much time on the former and the voice of the customer gets neglected. Too much focus on the latter and you may risk a lack of alignment with the product team. Here to enlighten us on how and when to keep your focus on the right areas, Becky will share her strategy for successful partnership between product management and product marketing.
Wed, 23 Jun 2021 - 52 - Owning Pricing with Axel Kirstetter, VP Product Marketing, Content Marketing & Pricing at Datasite
Who should own pricing? Some argue it’s product marketing while others claim it should sit with product or sales. It differs from company-to-company, but with PMMs sitting at the heart of the organization, Axel says it’s a no brainer. After 25 years in the pricing game, he knows a thing or two about how to do it right and what to know before slapping a dollar sign on your company’s product. Tune into this episode to hear what key elements go into pricing from the expert himself.
Wed, 16 Jun 2021 - 51 - Developing your PMM Career with Kavya Nath, Senior Director of Product Marketing at Sprinklr
Being an individual contributor versus leading a team entails very different responsibilities. As you grow from one role into the other, what are the things you should be thinking about? Getting in the driver’s seat means having to set attainable goals for your team, help them develop individual skills, and make sure you’re aligned with other parts of the business all at the same time. It may sound like a lot, but Kavya is here to explain how she’s managed the balancing act during her time at Sprinklr.
Wed, 09 Jun 2021 - 50 - Establishing Product Marketing with Gregg Miller, Head of Product Marketing at Zapier
Building out the product marketing function can be a daunting task. You have to consider the company’s goals, the needs of your cross functional teams, and the needs of the individuals on your team. Where do you start? How do you ensure you’re continuously empowering your team members while also driving adoption across all parts of the organization? Tune into this episode to hear Gregg break it down for us using what he’s learned while establishing the function at Zapier.
Wed, 02 Jun 2021 - 49 - Product Launch Strategy with Grace Kuo, Director of Product Marketing at Udemy
Product marketers are the quarterback of the product launch, but even the best PMMs can’t throw the ball and catch it themselves; it takes a team effort and lots of planning. In this week’s episode, we’ll touch upon the specifics of product launch strategy- how to keep your cross functional teams informed, prioritize over the long term, and bundle launches all while keeping your customer’s perspective at the forefront.
Wed, 26 May 2021 - 48 - Evolution of the PMM Role with Francis Larkin, VP of Marketing at Clockwise
As your company evolves, so does your role as product marketer. At an early stage startup, your goal is to find product-market fit and distribution channels that will help reach target customers in a sustainable manner. At a late-stage company, your focus steers towards expanding into new markets. And then it varies widely for every stage in between. Tune into this episode where Francis uses his experience to break it down for us and help identify your potential sweet spot.
Wed, 19 May 2021 - 47 - Managing Stakeholder Relationships with Jasmine Jaume, Director of Product Marketing, Support & Platform at Intercom
Managing people from different teams seems like an impossible task when they don’t even report to you in the first place, but it’s a core requirement for being a successful PMM, and leader. Building trust with internal stakeholders takes time and effort. As an expert in the area, Jasmine says there are a few things to consider that will help get your cross functional teams on the same page (Hint: it takes more than a few coffee-side chats).
Wed, 12 May 2021 - 46 - How I Positioned That: Ambient Strategy's Founder, April Dunford
Just like a professional violinist playing in a NYC subway station, you could have a million dollar product that receives minimal returns because it’s been presented in the wrong context. Centered around the teachings of her book, "Obviously Awesome", April is here to set the record straight on the power of positioning and what methods you should use to do it right. Tune in to hear her expert advice, plus input on who should own positioning, how to navigate today’s overwhelming amount of data, and how you can found a successful company without reinventing the wheel.
Wed, 28 Apr 2021 - 45 - How I Positioned That: Spotify's Head of Creator Brand & Product Marketing, Sam Duboff
Spotify fits the B2C category when it comes to their 345 million listeners, but it’s a whole other category when it comes to the creators pumping out their content. Sam operates on this B2B side, handling a large variety of personas for their brand and product marketing. Today he’s here to talk about how operations at Spotify are a little different than your typical B2B, as well as his 4 quadrant framework for successfully positioning new products and features.
Wed, 21 Apr 2021 - 44 - How I Positioned That: Atlassian's Head of Product Marketing (Jira Align) Daniel Kuperman
Many product marketers have learned the hard way that there’s a difference between creating a great positioning statement and actually getting your internal teams to use it. In this episode, Daniel guides us through his approach to sales enablement, sharing the key tricks he uses for getting your sales team on script. Sometimes it starts with a single sales rep! We also touch upon various aspects of product portfolio management, including the pros and cons of consulting an outside agency.
Wed, 14 Apr 2021 - 43 - How I Positioned That: Pluralsight's CMO, Lindsay Bayuk
When it comes to “training” vs. “learning”, which do you prefer? Lindsay noticed customers’ common answer was the latter, and her team pivoted Pluralsight's positioning as a “tech learning platform”. She was fulfilling the first of 4 pillars for positioning: Intelligence, or continuous research that informs all positioning decisions at the company. Tune in to hear about the other 3 pillars of positioning, as well as the 3 tier framework and the importance of establishing different customer personas.
Wed, 07 Apr 2021 - 42 - How I Positioned That: Shopify's Director, Global GTM & Demand Generation, Tamara Niesen
Shopify has a wide range of customers, from people with no management experience starting up a business from their basement, to companies with hundreds of employees working across the globe. Couple that with a rapidly growing, constantly evolving market and you’ve got yourself quite the positioning challenge. In this episode, Tamara uses her experience helping launch Shopify Plus for enterprises to advise us on how to tackle this positioning beast. Tune in to hear her insider knowledge on what frameworks to follow, including remaining “merchant obsessed” and finding the “why” behind a less than successful product launch.
Wed, 31 Mar 2021 - 41 - How I Positioned That: Airtable's Self-Serve Product Marketing Lead, Christy Roach
Christy is knee-deep in a positioning sprint at Airtable, making her the perfect person to learn from when it comes to shaping how your company’s product is perceived in the market. Good positioning is the merging of your company’s aspirations with what is possible today – easier said than done for PMMs trying to strike that balance. Daniel and Christy also discuss the confusion around the difference between positioning, messaging, and copy. Tune into this first episode of the mini-series to hear Christy correct common product positioning blunders and break down a positioning sprint from beginning to end.
Wed, 24 Mar 2021 - 40 - How I Positioned That Mini Series hosted by Daniel J. Murphy
PMMs might not be able to own KPIs like leads, revenue or churn but we do own one critical component that has an enormous impact on every business metric: positioning. Great positioning isn’t just a key ingredient for marketing success, but the business itself. And yet we've found that there are very few resources to help B2B product marketers start sharp on positioning. Over the next 6 weeks Dan is taking over the podcast to interview 6 product marketing leaders about how they approach positioning, answering your burning questions surrounding best frameworks to use, testing positioning, and measuring impact.
Wed, 17 Mar 2021 - 39 - Narrative Design with Dave Gerhardt, CMO at Privy
Marketing has become democratized in many ways. We are all working with similar (good) playbooks, and as a result every category has millions of technology solutions all shouting that they have the best product. So how does a company break free from the status quo and avoid drowning in the sea of lookalike solutions? In this episode, DG walks us through what he’s found to be a key element in overcoming this issue- compelling storytelling.
Wed, 10 Mar 2021 - 38 - Segmentation for PMMs with Tamara Grominsky, VP Strategic Growth at Unbounce
We say segmentation, you think buyer persona. But how do we move away from this traditional flawed tactic and take a more data-driven, inclusive approach to customer insights? After all, we use these insights to help align each aspect of the business around the customer. In this episode, Tamara walks us through her model for optimal segmentation, including where to start, what kind of data to gather, and how to put it to use with tangible examples from her experience.
Wed, 03 Mar 2021 - 37 - The Path to PMM with Lauren Barraco, Sr. Director of Product Marketing at Sendoso
Given the cross functional nature of product marketing, there is no straight line when it comes to the career path to PMM. So how does one typically break into product marketing? What roles make for good product marketers? And what skills will be important to develop along the way? In this episode, Lauren uses her experience to break it all down for us.
Wed, 24 Feb 2021 - 36 - Working Remote for PMMs with Sara Rosso, Director of Global Product Marketing at CloudBlue
For the last year or so we’ve all been part of this massive experiment where suddenly we’ve found ourselves working 100% remote. It's likely when things get back to "normal" a lot of this will stick. This week’s expert, Sara, shares how we can remain productive, communicate effectively, and maybe even thrive in a distributed remote world.. We also talk about building a long-term culture and maintaining psychological safety amidst our remote environments.
Wed, 17 Feb 2021 - 35 - Product Led Growth with Jessica Webb, Product Marketing Senior Team Lead at Trello (Atlassian)
In this week’s episode we’re continuing to explore the question - what is the role of product marketing in a company who focuses on PLG and self-service? It’s very likely that PLG will be the future of how we do business and I think it’s a huge learning opportunity for the craft of PMM. Tune in to hear more about what this means and how your team can adapt to this new go-to-market model.
Wed, 10 Feb 2021 - 34 - PLG and Self Serve Products with Christy Roach, Self-Serve Product Marketing Lead at Airtable
New go-to-market models are disrupting B2B right now. Will PLG and self service replace you? Or is it an opportunity to take advantage of? Self serve products allow the customer to discover, try, and use your product without any human interaction. People love this, but what is the role of marketing at this type of company? How does it differ or face unique challenges? This week's expert, Christy of Airtable, breaks it down for us.
Wed, 03 Feb 2021 - 33 - PMM First 90 Days with JD Prater, Head of Product Marketing at Amazon AWS Startups
In this week’s episode, we’re discussing PMM onboarding in the first 90 days. What does the PMM 30/60/90 look like? It’s a time of learning, absorbing new knowledge and a time that when well utilized, sets up a foundation for success. The first 90 days are an opportunity to start deeply understanding the product, the market and the customer. Tune in to hear what you should be doing and thinking about to make the most of this time.
Wed, 27 Jan 2021 - 32 - The Art of Writing with Meghan Keaney Anderson, CMO at Wanderlust Group
"I write almost entirely to find out what I'm thinking" -Joan Didion Have you ever thought of product marketers as translators? You are creating a narrative that is being translated from the product organization to the sales team, and eventually to the outside audience. So how do you simplify the complex? This week’s expert, Meghan, challenges PMMs to see writing not just as a bonus, but as an essential part of the PMM role.
Wed, 20 Jan 2021 - 31 - Building Out a Product Marketing Team with Thomas Dong, VP of Product Marketing at Heap
Product marketing is an exciting and emerging career, but isn't always a role that is included early on in companies. This week’s expert, Thomas, is currently working on building out his PMM team and shares his perspective on the steps he's taking to make this happen. Tune in to hear what he is doing to build a strong team that will focus on GTM strategy, positioning, messaging, content, sales enablement, and product launches.
Wed, 13 Jan 2021 - 30 - Pricing for Growth and Profitability with Yannick Kpodar, Global Director, Product Marketing at PayFit
In this episode we’re diving deep into pricing and packaging on a global scale. PMM’s are so well positioned to own pricing and packaging and when you have a strong point of view combined with the tools to figure out profitability, that is a huge value add to your arsenal of skills and your company.
Wed, 06 Jan 2021 - 29 - Market Research and Personas with Agustina Sacerdote, Product Marketing Lead at Square
The market and your product are core to being successful as a PMM. When you're good at this, you really command knowledge and power. No one in the company is better situated to know that intersection of where the product, customer, and market meet. This week's expert, Agustina Sacerdote of Square is personally invested in her work. In this interview you’ll hear her passion for research and the hands-on approach that she takes.
Wed, 23 Dec 2020 - 28 - Cross-Functional Work with Natalie Louie, Senior Director of Product Marketing at Zuora
I like to say that a great product marketer is a cross-functional momentum maker. We align groups, ideas, and enable separate teams with different goals to get energized and focused on the product. To make cross-functional work possible, we have to build strong relationships across the company. You have to know how the machine works to invoke, influence, and motivate others, but how? Tune in to hear this week’s expert, Natalie Louie of Zuora, break it down for us.
Wed, 16 Dec 2020 - 27 - Let's Talk Revenue with Robin Pam, Senior Director of Product Marketing at Optimizely
"Too often we are fixated in product marketing on getting the next launch out the door, but how can we get off the launch treadmill and actually drive revenue for the business?" - This week's guest summed up this episode really well! Tune into talk money money money.
Wed, 09 Dec 2020 - 26 - Solutions Marketing with Jon Rooney, SVP Product & Solutions Marketing at New Relic
In this week's episode we're diving deep into solutions marketing and where it meets product marketing. Solutions marketing might seem like a new thing, but it's been around for a pretty long time. Jon and I discuss where it's at today and why we are seeing it paired with product marketing teams.
Wed, 02 Dec 2020 - 25 - A Highlight of our Top 5 Episodes ever & Happy Thanksgiving.
Thanks for listening! To take a little break, we're doing a short episode that highlights our top 5 episodes ever. We'll be back next week with a new content!
Wed, 25 Nov 2020 - 24 - Working with Sales with Jeff Beckham, Head of Product & Content Marketing at Mixpanel
If you can build a really great working relationship with your sales team, it can be a huge boon for you and the company. If you help sales go bigger and faster, that's a direct tie to revenue and a great way to prove the value of product marketing, which sometimes is hard to do. Jeff, an expert at sales enablement, highlights the importance of allyship between PMM's and Sales teams.
Wed, 18 Nov 2020 - 23 - Global and Remote Product Marketing with Susan J. Park, Head of Product Marketing, Global Gaming Ads at Facebook
In this week’s episode we do a deep dive into the ever-growing global economy and how working remotely is impacting us as product marketers. For many of us, working from home is a newer phenomenon, but for Susan working remotely is something she’s been doing for almost a decade! She’s learned a lesson or two that you'll certainly want to hear whether you're accustomed to remote life or looking for ways to improve. She believes it all starts with your team.
Wed, 11 Nov 2020 - 22 - Developing Your Product Marketing Career with Madeline Ng, Head of Marketing at Google Maps
Product Marketing is a unique career that attracts many people with diverse backgrounds and experiences. In this week's episode I sit down with Madeline Ng of Google Maps to hear her journey into becoming a successful product marketer. Whether you're looking to break into the role or advance your career, you won't want to miss this one.
Wed, 04 Nov 2020 - 21 - Product Launches with Daniel J. Murphy, Director of Marketing at Privy
We've covered the topic of product launches before, but you know what, we'll cover it again because Product Launches are so core and important to being good at Product Marketing. In this week's episode Daniel J. Murphy of Privy, just coming down from the high of a launch earlier this week, shares tactical tips and an expert opinion for what makes for a successful product launch. Stay tuned and stay sharp.
Wed, 28 Oct 2020 - 20 - Managing Tense Stakeholder Relationships with Sunny Manivannan, VP Product Marketing at Braze
"It's much easier to walk out of a meeting feeling like everyone likes you." Most of us would agree with this statement, right? In this episode, Sunny Manivannan of Braze challenges us to not be afraid to fail. He gives tactical advice on how to make us better Product Marketers and ultimately do what is going to make both you and the company better.
Wed, 21 Oct 2020 - 19 - Creating The Product Marketing Function at Your Company with Jeffrey Vocell, Director of Product Marketing at Iterable
This one's for all you CEO's and CMO's out there who don't have a product marketing team currently, but have realized that you need one and are trying to figure out how to approach the problem. Having a strong product marketing team will give your company an identity. It'll make it more product driven, help you execute world-class products launches solidify your unique position in the market, multiply the impact of your sales and marketing team, and so much more. But where do you start with building out this team? In this episode, Jeffrey Vocell of Iterable breaks it down for us.
Wed, 14 Oct 2020 - 18 - Product Marketing at a Hypergrowth Company (Stripe) with Krithika Muthukumar and Tanya Khakbaz, Product Marketing at Stripe
There are a lot of PMMS who understand MarTech but very few who know how to connect and reach developers. In this week's episode I interview not one, but TWO experts. Krithika Muthukumar, Marketing Team Lead and Tanya Khakbaz, Head of Product Marketing at Stripe both share their insights on Product Marketing at a Hyper Growth Company. Stripe has grown exponentially and is a great example of a company that succeeds in payments industry structure technology. It's a complicated product used by technical teams. They excel in product marketing and truly understand their persona and how to connect with them.
Wed, 07 Oct 2020 - 17 - Pricing and Packaging with Chris Mills, VP of Product Marketing at SalesLoft
Pricing and packaging are obviously critical to a business, but it’s tricky to know how to approach it. In this week’s interview, I sit down with Chris Mills of SalesLoft. Chris shares invaluable advice that will leave you feeling confident and improve how you approach this topic.
Wed, 30 Sep 2020 - 16 - Product Launches with Mary Sheehan, Head of Product Marketing at Adobe (Part 2)
There's just no other single effort that really unites your entire company like a product launch. Product launches create alignment, motivate products, push marketing, inspire sales and dazzle the market. When done well, they generate more revenue than any other marketing strategy that your team can pull off. In this week's episode Mary Sheehan of Adobe and I dive deep into her experience and successful product launches. There was so much good content here that our interview is broken into two parts. If you haven't already, be sure to listen to part one of this episode and join us here to continue the conversation with Mary.
Wed, 23 Sep 2020 - 15 - Product Launches with Mary Sheehan, Head of Product Marketing at Adobe (Part 1)
There's just no other single effort that really unites your entire company like a product launch. Product launches create alignment, motivate products, push marketing, inspire sales and dazzle the market. When done well, they generate more revenue than any other marketing strategy that your team can pull off. In this week's episode Mary Sheehan of Adobe and I dive deep into her experience and successful product launches. There was so much good content here that our interview is broken into two parts. Today’s episode is part one. Stay tuned for part two next week!
Wed, 16 Sep 2020 - 14 - Working with Product with April Rassa, Head of Product Marketing at HackerOne
April and I discuss everything that can go wrong for Product Marketing when working with product, why it happens, and how you can fix it. Another great episode for anyone looking to strengthen the foundational bound between product and marketing.
Wed, 09 Sep 2020 - 13 - Brand & Product Marketing with Diana Smith, Director of Brand & Product Marketing at Twilio.org
A deep dive into the intersection of brand and product marketing with one of the best, Diana Smith of Twilio.org and formerly Director of Product Marketing at Segment.
Wed, 02 Sep 2020 - 12 - Breaking into Product Marketing with Naike Romain, Sr. PMM at Foursquare
How can you break into product marketing? I get that question a lot. Naike Romain did it with a ton of purpose and you can too. We chatted about her career path, how she thinks about product marketing, her advice on building a diverse team and much more.
Wed, 26 Aug 2020 - 11 - Brand Strategy with Anthony Kennada, Chief Marketing Officer at Front
Anthony Kennada (CMO Front) and I sit down to dissect brand, category creation, and the role product marketers play in both. Anthony shared really interesting insights into the challenges PMMs face, why companies need to be focused on people before products, his time at Gainsight, and what he's working on at Front.
Wed, 19 Aug 2020 - 10 - Consumer Psychology, with Phill Agnew, Director of Product Marketing at Brandwatch
A deep dive into the concepts of consumer psychology and how they can be applied to product marketing. Our guest Phill Agnew believe strongly that marketing shouldn't be so much of an "art" and that we can apply the known science of consumer psychology to our work. And after talking to him a gotta say I agree. It's time for PMMs to go behind gut feel and start using science to build a case for why our work matters so much.
Wed, 12 Aug 2020 - 9 - Product Led Growth with Eric Keating, VP of Marketing at Appcues
Is your company going product led? What does that mean for you as a product marketer? What role should PMMs play in PLG companies? How do you work with sales or not? Lots to unpack in this episode with PLG expert Eric Keating, VP of Marketing at Appcues.
Wed, 05 Aug 2020 - 8 - Interviewing for a PMM Role with Abdul Rastagar, Director at TalkDesk
Landing a job in product marketing can be hard. There is a lot to learn, everyone does it differently, and you may need to do a lot of interviews before you find the one. One thing most people overlook is the actual interview itself. Some people are naturally good at interviewing, so aren't. And if you aren't it can cost you. Interviewing is a skill, and one that can be taught. In this episode we break it down.
Wed, 29 Jul 2020 - 7 - Working with Product with Dan Laufer, Head of Growth & Product Marketing at Nextdoor
Dan Laufer of Nextdoor and I dive deep into working with product. How do you build a rock solid foundation with your product team? Work through disagreements? Partner on the product roadmap? And overall succeed as a joint team focused on the growth and health of your product or product line? And much more.
Wed, 22 Jul 2020 - 6 - Product Positioning with April Dunford, Author of Obv!ously Awesome
April Dunford, product positioning expert, and I dive deep into the craft of product positioning. We cover her book, the role product marketers, can and should play, why positioning statements suck, why great positioning is the underpinning of great marketing ad much more.
Wed, 15 Jul 2020 - 5 - B2C Product Marketing with Mike Polner, Global Head of Product Marketing, Uber Eats
A deep dive into B2C Marketing with Global Head of Product Marketing at Uber Eats Mike Polner. Mike's done both B2B and B2C and helps us breakdown what B2B marketers can learn from B2C and much much more.
Wed, 08 Jul 2020 - 4 - Messaging with Kevin Garcia, Director of Product Marketing, Segment
Developing great messaging is core product marketing. But it’s really challenging. You need a certain skills to get good at it, you have to learn how to sell your messaging, test it, and build a consistent process to create it. Most people have to write a LOT of bad messaging before they can write good messaging. On this episode we break down the process of messaging with Kevin Garcia, Director of Product Marketing at Segment.
Wed, 01 Jul 2020 - 3 - Building a Product Marketing Team with Patrick Cuttica, Director of PMM Sprout Social
Building and scaling a product marketing team as your company grows means constantly reinventing your teams work and yourself. In this episode we talk with Patrick Cuttica, Product Marketing Director at Sprout Social about adapting to growth in product marketing. He also introduced an idea I'm in love with, product marketing as an incubator for marketing at your company. Tune in to hear more.
Wed, 24 Jun 2020 - 2 - The Product Marketing Career Path, with Teresa Haun, Director PMM, Zendesk
Navigating and taking control of your career as a pmm is really really important. I LOVE product marketing but growing your career as a PMM can be a struggle. To help us out and really dive into the topic - we’ve got Teresa Haun with us. Teresa is the Director of Product Marketing at Zendesk.
Mon, 15 Jun 2020 - 1 - Welcome to the Product Marketing Experts
Intro episode to tell you what The Product Marketing Experts Podcast is all about. Bringing together the best PMMs in the world to talk shop.
Fri, 12 Jun 2020
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