Product Marketing Adventures

You're leading a product marketing initiative you genuinely believe in, but every direction you turn, someone else is fighting for the same limited resources, stakeholder attention, and executive patience. If you don't sell your vision, your project gets cut or starved of support before it ever has a chance to shine. That's the reality for PMMs inside big organisations, where the work isn't just about go-to-market strategy but winning the time and space to actually do it right.John McKiernan joins us as a product marketing leader at Postman who previously led the launch for Jira Product Discovery, the fastest growing product in Atlassian's history. John shares how he's mastered internal buy-in using frameworks that simplify complexity, narratives that create emotional connection, and experimentation that builds credibility when everyone's fighting for limited resources.He reveals his strategy of treating internal projects like public product launches by giving them brands and compelling stories. John walks us through his Race Car Growth Framework that uses analogies like growth engines and turbo boosts to simplify complex strategies for executives. Central to this approach is genuine commitment to experimentation that builds trust with stakeholders who've been burned by overpromised initiatives before.We also critique the messaging of Lovable, an AI-powered software development platform that builds full-stack applications from natural language prompts. John spots opportunities to strengthen their narrative by aligning storytelling with measurable outcomes and integrating clear evidence of success that ties back to tangible business objectives.Key Takeaways: • Treat internal initiatives like external product launches with brands and compelling narratives • Use the Race Car Growth Framework to simplify complex strategies for executive audiences • Build credibility through documented experimentation rather than gut-feel proposals • Align product storytelling with measurable outcomes and stakeholder KPIsLINKSLenny’s Racecar Growth Framework Lovable (messaging critique):  https://lovable.dev/ Connect with John: LinkedIn: https://www.linkedin.com/in/john-mckiernan-1a6b2719/ Connect with Elle:Website: www.productmarketingadventures.com  LinkedIn: https://www.linkedin.com/in/elle3izabeth/

Remember when Netflix was just a DVD-by-mail rental service? Or when Apple only sold computers? Every giant brand started with a single, simple product story, but once you expand with more offerings, the narrative gets messy fast. Most PMMs face this brutal reality: you've built something genuinely valuable that solves multiple problems, but explaining it without confusing everyone feels impossible. You're stuck in the platform storytelling paradox where companies either lose deals or leave massive opportunities untapped.Jonathan Pipek and Craig Brown join us as two experts who've cracked this code across dozens of companies. Jonathan is the founder of Blue Manta Consulting, having built PMM departments from scratch and mentored over 90 PMMs across 20 countries. Craig is the founder of Troubadour, the UK's first dedicated product marketing consultancy for B2B tech, and founding product marketer at fast-growing startups like Beamery and Invisible. Together, they walk us through a transformative case study where they helped a European legal tech company transition from single product story to platform narrative whilst entering the US market.Their process reveals a five-step playbook for platform storytelling that actually sticks, starting with comprehensive internal alignment and market research before building flexible messaging frameworks. Jonathan emphasizes handling the potential sales cycle slowdowns that accompany strategic shifts, whilst Craig focuses on creating messages centered on problem-solving and clear benefits rather than feature lists. The key insight? Platform storytelling is as much an internal alignment process as it is an external marketing exercise.We also dive into our messaging critique of Metomic's data privacy solutions, where Jonathan and Craig illustrate how subtle shifts in language and strategic positioning transform overly technical narratives into clear, compelling stories aligned with customer pain points. Their experience proves that platform messaging isn't just strategic repositioning but crafting stories that resonate internally and externally, guiding companies toward future growth whilst maintaining what made the original story work.LINKSMetomic (messaging critique): https://www.metomic.io/ Connect with Jonathan: LinkedIn: https://www.linkedin.com/in/jonathanpipek/ Connect with Craig:LinkedIn: https://www.linkedin.com/in/craigobrown Connect with Elle:Website: www.productmarketingadventures.com  LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Change messes with our brains. Psychologists call it a threat state where our amygdalas light up and we resist anything unfamiliar. That's the reality Anand Patel faced at Goldcast when shifting from "just a webinar tool" to owning the full video platform story. Anand joins us as Senior Director of Product Marketing at Goldcast, having built PMM functions from scratch at four different companies and launched over 10 tier-one products. His approach to navigating stakeholder resistance during massive repositioning is what separates attempts that fizzle from ones that fundamentally transform market perception.The challenge isn't just managing different opinions. It's managing different threat responses across sales, customer success, leadership, and customers, each with legitimate concerns rooted in human resistance to uncertainty. Anand reveals his strategy for treating stakeholders as individuals with distinct needs, fears, and motivations rather than a monolithic group that needs to "get on board." His approach combines transparency with continuous communication, genuine flexibility to alter plans based on feedback, and something most PMMs overlook: openly acknowledging discomfort whilst painting a compelling picture of what's possible.We also dive into our messaging critique of Remarkable's digital notebook, evaluating how their innovation-focused storytelling could better align with diverse user needs and specific stakeholder pain points. Anand's playbook proves that effective change leadership is both art and science: strategic in approach, empathetic in execution, and relentlessly focused on understanding that resistance isn't the enemy, it's just stakeholders' brains doing exactly what they're designed to do.LINKSRemarkable (messaging critique): https://remarkable.com/ Connect with Anand: LinkedIn: https://www.linkedin.com/in/anandmpatel/ Connect with Elle:Website: www.productmarketingadventures.com LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Launching into a new ideal customer profile is like being traded to a completely different sports league. The rules are different, the competition is unfamiliar, and you've got to earn trust from scratch. Natalie Marcotullio joins us as a rising star in product marketing at Navattic and two-time solo marketer for early-stage SaaS startups who's mastered wearing every hat whilst delivering results. Today, Natalie walks us through her step-by-step playbook for navigating uncharted ICP territory with strategic precision that separates successful launches from expensive experiments. We dive into her foundation-first approach, including how she leveraged insider insights from Navattic's founder to build narratives that genuinely resonated with solution engineers, and her revolutionary use of custom GPT for internal enablement that replaced endless Google docs with interactive, targeted messaging support.We cover Natalie's data-driven segmentation strategy that combines rigorous science with creative intuition, her sophisticated launch execution featuring tiered email campaigns and CEO-level personalization, and the momentum-building tactics that kept conversations flowing through webinars and strategic partnerships. We also explore our messaging critique of Loop and Tie's sustainable gifting platform, brainstorming ways to enhance clarity and spotlight real customer impact through authentic storytelling.If you're gearing up for an ICP launch or questioning your current strategy, Natalie's playbook offers something most frameworks miss: heart and purpose behind every tactical decision. It's not just about launching with momentum. It's about launching with intention that sustains long after the initial excitement fades.LINKSLoop & Tie (messaging critique): https://www.loopandtie.com/ Connect with Natalie: LinkedIn: https://www.linkedin.com/in/natalie-marcotullio/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

We all talk about customer obsession, but here's where most PMMs fall short: workload. We carry so much ownership that carving out time for true customer insight feels impossible, yet without it, your ICP is a guess and your go-to-market strategy rests on hope instead of evidence. Today, we're unpacking how to stop talking about customer obsession and start building a voice of customer system that actually scales within the constraints of a busy PMM's reality.Langley Barth joins us with an unconventional path from US Naval officer leading warships and ballistic missile defense missions to lead PMM at Intuit, where he's reimagining professional tax software for high-value firms. His foundation of empathy, discipline, and service has translated beautifully into championing customer voices. When he's not mentoring hundreds of military veterans or working at Intuit, you'll find him tending to his San Diego backyard mini orchard of 16 fruit trees and thousands of honeybees.Lang reveals his structured approach to building scalable voice of customer systems that fit into already packed PMM schedules, including how he leverages AI tools like Google's Notebook LM to extract patterns from customer feedback and transforms insights into actionable strategies through cross-functional alignment. We also explore our messaging critique of Eight Sleep's compelling but stats-heavy approach to sleep technology marketing, discussing how brands can weave more storytelling into impressive performance claims.LINKSEight Sleep (messaging critique): https://www.eightsleep.com Connect with Langley: LinkedIn: https://www.linkedin.com/in/langleybarth/  Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Feeling overlooked as a Product Marketing Manager? If you're not evangelizing your value, someone else is defining it for you. PMMs possess a powerful blend of strategy, insight, and impact, yet we're often the best-kept secret in our own organizations.Today I'm sharing insights from my conversation with Hattie, PMM founder of productmarketers.com. By her twenties, she'd built and exited her own company, then became CMO at Tempo Software where she drove substantial ARR growth as their sole PMM. Hattie's become the voice PMMs turn to when they're ready to be seen for their authentic expertise—not just as messengers delivering someone else's vision.We explore Hattie's strategic playbook for making your value undeniable: mapping your internal power players, cultivating champions who advocate for you, and creating a visibility system that connects your work to business outcomes. The biggest shift is embracing your authentic strengths as your competitive edge. Recognition isn't about working harder—it's about strategic positioning and consistent communication.We also dive into our messaging critique of Guideflow's website. Despite delightful animations, they were underselling themselves with scattered messaging. Their challenge mirrors our own as PMMs: stop apologising for your expertise and start owning your unique value proposition. Diluted messaging gets diluted results.Consider joining initiatives like Hattie's PMM challenge for practical strategies and community support. Because the best PMMs don't just execute campaigns—they shape how organizations understand and value product marketing itself.Your expertise deserves recognition. Time to make sure it gets it.LINKSThe Profitable PMM ChallengeGuideflow (messaging critique): https://www.guideflow.com/ Connect with Hattie:Website: https://www.productmarketers.com/ LinkedIn: https://www.linkedin.com/in/hattiethepmm Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Moving upmarket to Fortune 1000 accounts isn't just about great products—it's about building trust with complex buying committees. Kevin Gough joins us as one of the most creative problem solvers in product marketing, from launching Google Cloud products to leading category-defining efforts at Okta, Asana, and Grammarly. Today he's sharing how he built trust strategies that opened enterprise doors and helped Okta beat Microsoft at their own game.Kevin reveals his approach to mapping each stakeholder's unique trust requirements—treating trust like a product with features and proof points. We explore Okta's "trust ecosystem," including their genius microsite showcasing uptime data and compliance documentation usually buried in legal folders. This wasn't transparency theater; it was demonstrating trust with actual receipts that transformed market perceptions.The magic happened when Kevin mobilized the entire go-to-market team around trust, transforming it from marketing message to company-wide mission. His approach proves platform storytelling isn't about louder claims—it's about earning trust one stakeholder at a time, proving even Microsoft-sized giants become beatable when you get trust right.LINKSRippling (messaging critique): https://www.rippling.com/ Connect with Kevin:LinkedIn: https://www.linkedin.com/in/kevingough/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

What happens when the market shifts or your product evolves so dramatically that your positioning story no longer fits? Today we're exploring one of the boldest moves a PMM can make—shaping or even creating an entire market category. Whether you're redefining your space, staking a claim in an emerging category, or building one from scratch, this is where strategy, narrative, and business collide in ways that can make or break your product's future.Michael Olson joins us as Senior Director of Product Marketing at Splunk, recognized as a top 100 PMM on ShareBird and founder of the Product Marketer blog. Michael's the person teams turn to for tough questions, customer advocacy, and thoughtful strategy. He walks us through his decision-making framework for category creation: creating a new market category for game-changing products, redefining existing categories with fresh twists, or expanding into adjacent markets with new perspectives.Our conversation covers Michael's five-step narrative crafting process—identifying big changes, framing problems, de-positioning the status quo, describing the promised land, and framing your category as the pathway forward. We dive into securing internal buy-in through company roadshows and external activation via analyst engagements and strategic marketing campaigns. Michael shares a real case study from Splunk's challenge of associating with the observability market, resulting in improved brand recall and industry leadership status.Michael's advice for aspiring PMMs centers on being pragmatic whilst keeping customers front and center, using language that genuinely resonates with your audience. He encourages PMMs to venture beyond product expertise and become market maestros who understand competitor strategies and market nuances—because there's nothing quite like market mastery to bolster your career journey!Key Takeaways:• Market category creation requires strategic decision-making - Choose between creating new categories, redefining existing ones, or expanding into adjacent markets based on your product's unique position• Five-step narrative framework drives category success - Identify big changes, frame problems, de-position status quo, describe the promised land, and frame your category as the solution pathway• Internal buy-in precedes external activation - Run company roadshows to secure internal support before launching analyst engagements and strategic marketing campaigns• Customer-centric language trumps product expertise - Use terminology that resonates with your audience rather than internal jargon or technical specifications• Market mastery accelerates PMM careers - Understanding competitor strategies and market nuances beyond product knowledge creates significant career advancement opportunitiesLINKSWalnut io (messaging critique): https://www.walnut.io/ Connect with Michael:Website: https://theproductmarketer.com/ LinkedIn: https://www.linkedin.com/in/michaelolson1/ Sharebird: https://sharebird.com/profile/michael-olson Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Most PMMs pride themselves on being customer obsessed, but there's another critical audience we often overlook—our own sales teams. If you want your product to win in the market, you have to win over the people taking it to market. Today we're exploring how to move beyond handing off enablement decks to truly influencing how your sales team operates, transforming them from order-takers into strategic partners who genuinely understand your product's value.Sharon Markowitz joins us with experience leading product and partner marketing at Atlassian, LinkedIn, Intuit, and Zoom. Named a top 100 product marketing mentor by ShareBird, Sharon's also founder of Your Career Wings, coaching marketers on upskilling and career development. At Zoom, she encountered a classic challenge during rapid expansion—standard functionalities weren't meeting customer expectations, creating conversion bottlenecks that required innovative solutions beyond traditional PMM approaches.Sharon's breakthrough came when she stepped outside conventional PMM roles, establishing a sales incentive program funded by the marketing budget. By listening to sales reps who wanted simple perks like company swag, she built a program that energized the sales force and propelled deals forward. Her deep engagement wasn't just about meetings or chat channels—it was fostering genuine relationships and maintaining alignment with sales objectives, ultimately driving millions in new customer value.We also dive into Sharon's four-step playbook for sales influence: listen attentively to both external customers and internal teams, embed yourself in sales calls to understand their needs, build initiatives collaboratively with the sales team, and be bold enough to step outside your lane when business demands it. Plus, we explore our messaging critique of Time Left, a B2C app connecting strangers for midweek dinners, and Sharon shares insights on keeping messaging simple while identifying growth opportunities.For those looking to tap into Sharon's expertise further, she is offering personalized coaching with Your Career Wings & a 20% discount with PODCAST20 on your first paid booking of 1:1 Career Coaching Session through August 31, 2025.This is an incredibly insightful conversation with Sharon, and I hope you're inspired to transform your approach and break creative boundaries in your own career.LINKSTime Left (messaging critique): https://timeleft.com/ Connect with Sharon Markowitz on LinkedInConnect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Most PMMs don't track customer lifetime value, but we absolutely should. When you understand CLV, every trade-off becomes crystal clear—you know exactly where to focus your energy and can shape strategies around what actually retains your best customers. Today we're diving into how Visa built their lifecycle marketing practice from scratch, turning one-and-done transactions into proper repeat engagement.Terry Setiz joins me with 20+ years at Coca-Cola, HBO, Hasbro, and Visa. Here's what surprised me: Visa isn't a credit card company—they're a payment tech powerhouse (obvious, once you think about it!). Terry’s team embraced e-commerce with Visa Checkout, smashed down silos between marketing and IT, and created the genius 'One Hand' campaign featuring NFL stars making touchdowns while checking out simultaneously.Terry's golden advice? Stop treating product launches like tick-box exercises. Think long game, experiment like a mad scientist, and don't be scared to pivot when data tells you to. His approach proves that understanding your market and solid KPIs keep everyone aligned whilst building for both today's wins and tomorrow's growth.For our messaging critique segment of the show, Terry chose Modelo Beer as our subject. He praises their authentic tagline 'Brewed for those with a fighting spirit' for genuinely resonating with working-class audiences who take pride in hard work. However, he warns against generic sponsorships and endless product extensions that could water down their strong brand identity.Terry brings us a masterclass in turning CLV insights into actionable strategy. Consider this your guide to understanding how your customers' true long-term value can transform every strategic decision you make as a PMM.Key Takeaways:CLV clarity transforms every PMM decision because you finally know the actual long-term payoff, not just vanity metrics.Breaking down silos between marketing and IT creates go-to-market magic that addresses real needs whilst making life easier for users.Treat launches as continuous journeys focused on repeat engagement rather than forgettable one-time events.Creative campaigns with relatable stories demolish feature-focused messaging, especially when solving actual pain points.Strategic KPI alignment with executives keeps long-term vision intact whilst smashing immediate growth targets.Terry’s Formula:Customer Lifetime Value = (Average Purchase Value x Purchase Frequency x Customer Lifespan)LINKSModelo Beer: https://www.modelousa.com/ Connect with Terry:LinkedIn: https://www.linkedin.com/in/terry-seitz-57aa654/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Here's the truth about meaningful growth: you either sell more of your current product to more people, or you build something entirely new to attract fresh customers. The second path is where innovation meets strategy, where positioning becomes an art form, and where go-to-market plans can make or break your future. Today's story centers on Ember—yes, those temperature-controlled smart mugs you've seen at Starbucks—but here's the twist: they didn't stay content as a coffee mug company.This episode unpacks exactly how Ember executed their bold leap into an entirely different category, chasing new audiences with completely different products. I'm joined by Daniel Alvarez, who's led product strategy at Ember, Dole, and Jacuzzi, bringing that rare mix of engineering depth and business acumen. Also with us is Connor O'Neill, who's spent over a decade crafting brand stories that genuinely resonate with luxury customers, from Ember to Babylist and Jaguar Land Rover.Daniel and Connor reveal the four critical moves that transformed Ember's market expansion from risky gamble to roaring success. We also dive into our messaging critique segment, dissecting the Oura Ring's complex challenge of translating intricate health insights into relatable, digestible messages for everyday users.The wisdom bomb from our guests? Market expansion isn't just about being different—it's about being meaningful. Remember that even the most cutting-edge innovations must connect through clear, compelling storytelling. Ready to explore new market spaces and dare to innovate beyond the usual boundaries? Let’s go!Key Takeaways:• Consumer insight drives everything - Deep analytics and behaviour understanding form your foundation for connecting with untapped market desires• Leverage proven technology - Innovation doesn't mean starting from scratch; build on what works to create smooth transitions for existing customers whilst attracting new ones• Craft aspirational narratives - Authentic storytelling that speaks to your audience's dreams and lifestyle aspirations is essential for market expansion success• Simplify complex messaging - Even cutting-edge innovations must translate technical benefits into relatable, digestible messages that everyday users can understand and connect with• Be meaningful, not just different - Successful market expansion focuses on addressing real customer needs rather than simply being novel or disruptiveLINKSOura Ring: https://ouraring.com/  Connect with Daniel and Connor:Website: https://revelhorizon.com/ Instagram: @revelhorizon  Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Ever wondered how product marketers can thrive when everything's constantly changing? This episode explores exactly that with Stephanie Sosa, a product marketing powerhouse who's worked at Slack, Airtable and Credit Karma. We dive into how embracing cultural moments can transform challenges into game-changing opportunities, using Slack's Huddles as the perfect case study. Remember 2020's chaotic shift to remote work? While most were scrambling, Stephanie's team spotted opportunity. Huddles wasn't just a new feature—it captured our collective need for connection in virtual spaces, born from understanding genuine customer needs during massive change.Stephanie shares her practical blueprint for capturing these moments. Spot the signals by watching your customers and market closely, do your homework on competitors and industry shifts, stay present during beta phases to test messaging, and keep everything customer-centric from start to finish. The magic happens when you craft stories, not just launch features. Huddles positioned Slack as the ultimate digital headquarters—a promise about how work could feel meaningful in a virtual age. We also critique Sierra AI's messaging, noting their refreshingly human language but suggesting they need stronger differentiation in the crowded AI space through "show don't tell" interactions.Stephanie has mastered the art of learning from customers and using those insights to guide launches that actually resonate because they're built on real needs. Her approach is a masterclass in timing, adaptation, and creating messaging that connects authentically. The world's ripe with possibilities for product marketers willing to pay attention—keep your ears open, connect genuinely with your audience, and the next big cultural wave might just be your defining moment.Key Takeaways:• Cultural moments create massive opportunities for product marketers who know how to spot and seize them• Success comes from understanding genuine customer needs during times of change, not just following trends• Beta phases are crucial for PMMs to gather insights and test messaging before launch• Effective product marketing tells stories, not just features - position your product within your customer's real-world narrative• Clear, human language beats jargon every time, but differentiation is essential in crowded markets• Customer feedback should shape product development from start to finishLINKSSierra AI: https://sierra.ai/Previous episode mentioned: Find Product-Market Fit Like an OpenAI PMM Connect with Stephanie:LinkedIn: https://www.linkedin.com/in/stephaniesosa/  Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Finding product-market fit is like striking gold—when you hit it, your product practically sells itself. But how do you know when you’re onto a winner, or when you might be barking up the wrong tree?I recently chatted with incredible product marketer Pranav Deshpande, whose journey through Twilio, Modern Treasury, and now OpenAI offers a treasure map for this elusive quest. At Twilio, he saw both stunning success and timing missteps. At Modern Treasury, he learned the power of a laser-focused customer profile. Now at OpenAI, he's riding the wave of perfect product-market fit with ChatGPT.In our conversation, we dive into the signals that show you've struck gold: repeatable sales patterns, evolving customer feedback, and the delicate balance between being your product's champion and critic. Plus, we analyze Notion's AI strategy—brilliant in execution but sometimes missing the mark in messaging.Perhaps the most important insight? Product-market fit isn't a destination but a moving target. Markets evolve, competitors emerge from nowhere, and customer needs shift constantly. What fits perfectly today might need serious adjustment tomorrow—making the journey more marathon than sprint.Actionable TakeawaysSchedule regular "reality check" sessions to honestly assess your product-market fitStudy your happiest customers like they're rare specimens—what makes them tick?Know your pivot triggers before you need them—what market signals would make you change course?Remember that even revolutionary products need solid execution—brilliance without follow-through is just a good ideaAccept that finding product-market fit is an ongoing journey of tweaking and refining, not a one-time achievementLINKSNotion: https://www.notion.com/ Connect with Pranav:LinkedIn: https://www.linkedin.com/in/pranav808/  Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Let’s be honest—every product marketing manager dreams of having a hand in shaping the product roadmap. But what’s the secret to actually getting a seat at that roadmap table? It all starts with trust. Today, I’ve got the perfect blueprint for you, thanks to our special guest—Sheryl Li, the brilliant product marketing leader at Confluent. Sheryl isn’t just any PMM. From turning her science fair win into an asteroid named by MIT (yes, seriously!) to spearheading game-changing projects at Twilio and Confluent, her story is incredibly inspiring. Sheryl’s scientific mindset—think curiosity, experimentation, and pattern recognition—has become her superpower in crafting killer product strategies.Drawing from her experiences at both Twilio and Confluent, Sheryl reveals her methodical approach to boosting product adoption through deep customer understanding and cross-functional collaboration. She emphasizes the critical role of trust-building with product partners and the importance of maintaining regular dialogues with product and data science teams, especially in consumption-based pricing models. Through her work with Confluent's cloud connectors, Sheryl demonstrates how combining investigative research with strategic storytelling can drive meaningful product improvements.The episode concludes with an analysis of two fascinating case studies: Apple's Dynamic Island feature marketing and Dust's approach to AI messaging. These examples showcase how different companies, from established tech giants to emerging startups, can craft compelling narratives that resonate with their target audience while maintaining clear differentiation in crowded markets.Key Takeaways:Build trust with product partners through consistent collaboration and shared ownershipMaintain regular check-ins with product and data science teams to monitor adoption metricsUse customer interviews to craft compelling narratives that influence product strategyFollow up with customers to maintain relationships and gather ongoing feedbackTransform technical features into customer-centric stories that drive engagementBalance innovation with clear, focused messaging that cuts through market noiseResources mentioned: Apple Dynamic Island Feature video: https://youtu.be/rFB7uSgFEsYDust AI: https://dust.tt/ Connect with Sheryl:LinkedIn: https://www.linkedin.com/in/lisheryl/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Want to boost your sales without coming across as pushy? The art of cross-selling isn't about bombarding customers with products—it's about striking when the iron is hot. Just ask Leah Brite, Head of Benefits Product Marketing at Gusto and three-time Top 100 Product Marketing Mentor, who's turned this delicate dance into a science.In this conversation, Leah and I explore her winning strategy which lies in the customer readiness score—a game-changing approach that combines data-driven insights with human intuition. Her team identifies key triggers that signal when a business might need additional services, such as reaching specific employee thresholds or experiencing significant growth phases.The proof is in the pudding: Leah's methodical approach, which includes multiple call-to-action options and a 50% holdout strategy for campaign validation, resulted in an impressive 20% lift in new sales opportunities. This success stems from meeting customers exactly where they are in their journey, whether they're ready to buy immediately or just starting to explore their options.I’m so grateful to Leah for sharing her time, knowledge, and warmth with us - her insights are absolutely invaluable for any product marketers seeking inspiration or guidance in the realm of cross-selling.Key Takeaways:• Focus on customer readiness signals rather than pushing products• Use the RICE model to prioritize cross-selling opportunities• Offer multiple engagement options to match different customer needs• Validate campaign effectiveness through controlled testing• Build cross-functional teams for comprehensive strategy developmentTwilio Segment: https://segment.com/ Connect with Leah:LinkedIn: https://www.linkedin.com/in/leahbrite Sharebird: https://sharebird.com/profile/leah-brite  Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

 As product marketers, we look at metrics from all over the business. One metric that's commonly tracked is win-loss. There are many factors that influence win-loss from sales effectiveness to positioning.Today, we’re talking about how one product marketer studied win-loss deals and turned it into a highly targeted pre-sales marketing program for Twilio. That product marketer is Brandon Penn, a B2B marketing and go-to market leader who has helped scale some of the biggest names in tech. He’s a force to be reckoned with in the tech industry, having scaled enterprise go-to-market programs during Twilio's hyper-growth phase and led pivotal marketing initiatives at Shopify Logistics and Runway. In this conversation, Brandon is sharing his incredible insights on crafting strategies that not only resonate with customers, but deliver tangible success.Understanding Win-Loss AnalysisWe begin by discussing the importance of win-loss analysis. For Brandon, it was about donning the customer’s shoes and identifying the reasons behind wins and losses. At Twilio, he discovered that the primary obstacle was often not about losing to competitors but simply losing to inaction—companies deciding not to move forward with Twilio because they couldn't fully grasp its ROI or how to leverage its suite of communication APIs effectively. This realization was pivotal, steering Twilio towards creating battle cards and objection-handling materials that refined their positioning.Creating Tailored Marketing StrategiesThrough collaboration with the product marketing team, Brandon helped craft a program that enabled Twilio's sales teams to compete more effectively, catering messages specifically to company scales and industries. He talks about the approach that not only enhanced deal expansions but also accelerated enterprise sales cycles, demonstrating remarkable improvement.Crafting ROI Calculators and Technical BlueprintsA highlight of our conversation is Twilio’s creation of ROI calculators and technical blueprints. These tools were designed to provide potential customers with tangible evidence of the value they could derive from Twilio’s solutions. Brandon explains how he and his team utilized internal benchmarks and customer case studies to build these calculators, allowing prospects to visualize ROI outcomes over several years. Simultaneously, technical blueprints provided a roadmap for implementing Twilio solutions, dovetailing each customer's unique journey towards digital transformation.Sponsorship and Successful Program ImplementationWe also touch on the program’s official branding, Foundry. Initially a pilot effort to support sales reps, it quickly became integral to Twilio's strategy. Foundry offered customizable sessions that showcased what clients could achieve with Twilio, eventually acting as a growth channel that continues to attract valuable leads.Building a Customer-Centric CultureAs product marketers, putting ourselves in our clients' shoes and focusing on their needs is paramount. Brandon emphasizes that every marketing tactic must be rooted deeply in customer understanding. Whether devising new programs or enhancing product offerings, centering decisions around customer pain points ensures genuine value creation.The Message Critique SegmentFinally, we segued into a message critique of Default.com, analyzing its messaging strategies and drawing comparisons with Ramp.com. Brandon discusses the importance of clear, simplified messaging that easily communicates core value propositions. This discussion inspired our “barbecue test”—if your messaging wouldn’t make sense while bantering at a barbecue, it’s likely in need of simplification.Brandon’s unique insights are invaluable for any product marketer eager to enhance their win rates, tuning into customer needs and thinking outside traditional frameworks to see impressive results.LINKSConnect with Brandon:LinkedIn: https://www.linkedin.com/in/brandoncpenn/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

 Have you ever launched a campaign that went nowhere, or spent months chasing accounts that never convert? That's what happens when you don't have an ideal customer profile (ICP). When you’re marketing to everyone, you’re truly connecting with no one. Today, I’m bringing you a product marketing expert with an amazing ICP story, Chris Piwinski. As product marketing lead at Adobe's Frame io, he is someone who truly gets both sales and product marketing at a deep level - because he's lived both worlds. Starting his career in sales at LinkedIn, Chris learned from some of the best sales leaders in the game while selling sales navigators to sales leaders. That experience gave him an inside look at what makes high performing sales organizations tick. He’s spent years perfecting the art of aligning sales strategies and marketing initiatives with customer needs—and he’s here to share it all with you.He takes us through his strategy around: Data-Driven Foundation: thorough win-loss analysisCustomer Voice Integration: Using tools like Gong to capture authentic customer insightsInternal Alignment: Focusing on getting stakeholder buy-in with data-backed narrativesTargeted External Engagement: Delivering tailored messages to key personasThe success of Chris's approach lies in its practical simplicity: creatively using existing content, maximizing brand assets, and equipping sales teams with targeted messaging. His golden rule? "Be customer obsessed." This philosophy drives better marketing campaigns and builds lasting customer relationships by letting customer needs guide all marketing efforts.Chris’s expertise has been shaped by a community of remarkable product marketers, which he shares with us, and I know you’ll be incredibly inspired to take his insights into the next steps of your own journey. LINKSConnect with Chris:LinkedIn: https://www.linkedin.com/in/christopherpiwinski/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

 Getting your pricing strategy right can make or break market share. Great product marketers know that a well executed strategy doesn't just drive revenue; it shapes perception, influences adoption, and can determine whether your product wins or loses in the market.Joining us on this journey is someone who knows all about turning the tides with pricing—Nupur Bhade Vilas, who heads up product marketing at Kustomer. She's a force, well-known for pushing AI-powered customer experiences and driving go-to-market strategies that make waves. Having led game-changing initiatives at places like Twilio, Nupur brings this incredible insight in our conversation on aligning pricing with real customer value. The Underrated Power of PricingNupur highlights a vital point: in many companies, pricing is this often-overlooked lever that doesn't sit with product marketing. Instead, it lives in finance or sales. But when PMMs get to steer the ship, it’s magic. She stresses that pricing must evolve alongside the market, especially now with AI shaping the landscape.4 Phases of Pricing TransformationTogether, Nupur and I explore the essential phases of transforming your pricing strategy: Discovery, Research, Design, and Operationalization:1. Discovery: This phase is all about clarifying the problem you aim to solve, leveraging insights from leadership to uncover the roots and shape your strategy.2. Research: From diving deep into competitor tactics to customer surveys, it’s a journey of learning and understanding industry norms and disrupters.3. Design: This is where you build your pricing packages with precision, ensuring clarity and safeguarding margins, guided by a solid, data-driven approach.4. Operationalization: Moving from concept to execution—this phase requires tight collaboration across departments to ensure consistency and avoid customer confusion.Securing Stakeholder Buy-InWe face the reality of winning over stakeholders, from the executive level to the operational groups. Nupur speaks about the clever use of a ‘SWAT team’ post-rollout to maintain nimbleness and keep the strategy aligned and responsive.Embracing Evolution and FlexibilityNupur emphasizes that pricing isn’t a ‘set and forget’ aspect of product marketing. It requires ongoing feedback and the freedom to adapt. Her comparison with Netflix’s paced transition from DVDs to streaming nailed the point—you’ve got to give change its space, allowing customers to ease into it.Ultimate Takeaways for PMMsFor any PMM on the brink of a pricing transformation, remember: flexibility is key. Stay customer-focused, and let your strategy grow with your business dynamics. Keep tweaking based on feedback and ensure that your pricing approach continually aligns with customer needs.A Nod to Creativity and Authentic BrandingBefore signing off, Nupur shares her take on Pierre, a company that grabbed her attention with its audacious branding around code review collaboration. It’s a brilliant reminder of how creativity and authenticity can redefine market norms. We also talk through ideas about beneficial next phases for Pierre’s new product rollout, and Nupur discusses her thoughts on how they could more clearly convey what they have on offer. So, here’s to all product marketers—embrace change, step into your customer's shoes, and inject your strategy with the boldness and creativity that define leaders like Nupur.LINKSConnect with Nupur:LinkedIn: https://www.linkedin.com/in/nupurbhade/ Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

 Online communities are a goldmine for finding customer advocates who can supercharge your product launch - but too often companies rely on things like email blasts and paid campaigns, completely overlooking the power of engaged customers.Within your own community are passionate advocates, ready to champion your product and influence others.  Leveraging these voices in a launch isn't just about buzz - it’s about creating credibility, driving adoption and igniting that word of mouth growth that sustains long after the launch.  In this episode, I have the pleasure of sitting down with Kaavya Gupta, who currently leads a product marketing team at Reddit. Her specialty is caring for products that make it easy for anyone to find and engage with communities on Reddit. In our conversation, Kaavya gives us the inside scoop on community-driven product launches and why they’ve become a model for most of her team’s launches. Understanding the Role of Community in Product LaunchesKaavya believes that the true heartbeat of a successful launch lies not in what the brand dictates, but in what the users themselves express. Kaavya walks us through a recent launch that capitalized on community advocacy, demonstrating the importance of bringing users into the fold early through co-creation. The result was an enhanced product experience, validated and refined by the very community it was meant to serve.The Process: From Research to ExecutionFor those wanting to replicate this community-driven model, understanding your audience deeply is the first step. Define who your product touches, quantify the impact and empathize with what matters to them. Once you have this foundational understanding, Kaavya recommends outlining the key phases of your activation strategy: collecting user feedback, enabling internal teams and launching the product while always keeping an ear to the ground to gauge community sentiment. She steps us through the process of hypothesising, researching, segmenting and continually refining your messaging based on feedback from your community and stakeholders.The Art of Messaging and EngagementKaavya emphasizes the crucial role that messaging plays in product launches. Messaging isn't just about the right words; it's about creating a narrative that resonates with your audience on a deeper level. This narrative acts as the backbone of your strategy, guiding the advocates to communicate the product’s value effectively. By crafting messages that speak to emotions and needs, you empower your advocates to become true evangelists of your brand.Remember, at the heart of groundbreaking product marketing is the passion and authenticity driven by your community. Kaavya shares so many valuable insights with us, and  I hope this episode leaves you with inspiration in taking the next step in your own PMM journey!LINKSConnect with Kaavya:LinkedIn: https://www.linkedin.com/in/kaavyag/Connect with Elle:LinkedIn: https://www.linkedin.com/in/elle3izabeth/ 

Welcome to Product Marketing Adventures, the only show that takes you beyond theory and into the real execution of product marketing. I'm Elle Grossenbacher, your trusted PMM guide and host. This podcast has been a dream I've nurtured for years and I’m so excited to finally share it with you all!Throughout my career, I've had the pleasure of working at companies of all sizes, from industry giants like Twilio, Gartner, and Cisco, to small startups. I've celebrated many proud career moments and have crafted go-to-market strategies for some of the world's biggest brands. My true passion lies in helping others grow and succeed and one thing has consistently stood out to me: finding in-depth case studies of exceptional product marketing in action isn't easy. You can easily find definitions or endless discussions about messaging and launches, but seeing outstanding product marketing? That's a different story. That's exactly why I’m bringing this podcast to life. In each episode, I’ll bring in the best of the best in product marketing. I'm talking about PMMs who have launched category-defining products, nailed positioning, and executed game changing go-to market strategies.This is how it’s going to work: these PMM experts will co-pilot two segments of the show with me. First, they'll coach us through a case study example of their work. This segment will be packed with practical guidance you can leverage in your product marketing career. Then, after the case study, we'll do a message critique on companies we admire. No negativity - just a thoughtful, constructive critique! If you're a product marketer who wants to go beyond theory and actually see what exceptional product marketing looks like in practice, you're in the right place. I could not be more excited about this, hit subscribe and get ready to join me. It's going to be a fun adventure.Let's go!