The Product Marketing Experts

Questions covered in this episode: 00:21 Opening Question: Journey into and through product marketing02:29 How do you define growth product marketing and how it differ from traditional quote-unquote product marketing? 04:29 How do you like to sort through some of the signals to find the right stories to tell to the market? 08:13 How do you empower your team to make informed leaps and how do you build space for them to do it?10:51  How do you collaborate effectively with the rest of the marketing and product teams?14:20 For product marketing professionals seeking to join or currently collaborating with your organization, what key skills and strategic mindset transformations have you identified as critical for individual and team's success and growth?16:43 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Kelsey? Check out her Sharebird Profile.Looking to connect? You can find Kelsey here on LinkedIn.

Questions covered in this episode: 00:19 Opening Question: Journey into and through product marketing03:25 Can you share a little bit about how you think about crafting great product stories that resonate with customers? 06:08 How do you balance technical details, emotional storytelling, and the unique capabilities to tell a differentiated story at Lattice?08:50 Do you have any data points that you regularly look at or would like to look at to tell how some of the stories are working or how some of that differentiation is resonating?14:19  How do you prove to the org the changes we have to make in stories and show the ROI?18:18  How do you think about carrying the messaging through the journey to additional products or add ons that the company offers?   25:02 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Emi? Check out her Sharebird Profile.Looking to connect? You can find Emi here on LinkedIn.

Questions covered in this episode: 0:18 Opening Question: Journey into and through product marketing1:48  How do you think about deciding what KPIs truly reflect the success of product marketing efforts? Do you have any favorite KPIs that you feel have been overlooked but are useful for product marketing? 05:33 How do you think about the reporting cadence and how that's historically worked best for you and your teams?08:17  Do you have any advice for ensuring that KPIs are not just numbers on a spreadsheet but telling a compelling story?12:37 How do you think about working with enablement and bridging that to generating revenue and measuring the success of the effort that you tie into enablement?16:57  How do you ratchet up the maturity of those KPIs between enablement and product marketing as the organization grows and evolves? 21:08 Can you share how you made the jump from PMM to overall marketing and your biggest challenge faced during that transition? 27:39 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Charlene? Check out her Sharebird Profile.Looking to connect? You can find Charlene here on LinkedIn.

Questions covered in this episode: 0:32 Opening Question: Journey into and through product marketing2:57  Can you share any stories about a memorable launch that you've been a part of and how you've adapted to make it a success? 10:32 How do you think about messaging and working with analysts or cross-functional partners to ensure that messaging is cutting through the noise effectively? 18:35 How do you balance speed to market while ensuring that all of the launch elements are in place and fully ready?22:20 How do you whether as a Pendo or in another company you've been a part of integrate competitive insights into your launch strategy to ensure that your positioning not only stands out but counters any competitors?26:27  How do you encourage product marketers, whether its a brand new product marketer who's just joined your team or somebody who's joining your team as a fairly senior product marketer to have a thorough understanding of the competitive landscape?31: 17 How do you think about creating that rolling thunder and ensuring a launch not only goes smoothly, but it has a lasting impact beyond that initial day or event?Want more insights from Jackie? Check out her Sharebird Profile.Looking to connect? You can find Jackie here on LinkedIn.

Questions covered in this episode: 0:26 Opening Question: Journey into and through product marketing4:14  How do you convince customers to care about what makes your product different?  7:32 Can you share an example of a time when you faced intense competition and walk us through some of the processes of how you crafted competitive positioning and ultimately won major deals?11:16 How do you strike the balance between responding to some of those competitors and staying true to your vision and strategy?23:11 Can you advise some advanced tactics that are overlooked or underutilized that product marketers can level up or learn as they're looking to go head-to-head with a potential competitor? 29:53  Any book or a piece of content that's helped you propel your PMM career and how you think about product marketing?Want more insights from Michael? Check out her Sharebird Profile.Looking to connect? You can find Michael here on LinkedIn.

Questions covered in this episode: 0:24 Opening Question: Journey into and through product marketing2:24 How do you think about go-to-market strategy and how do you feel about audience segmentation, especially when dealing with a broad user base, like you have at LinkedIn?6:37 How do you think about executing the go-to-market strategy?11:45 How do you foresee and solve the complex go-to-market challenges? 19:25 Any advice for what product marketers should be thinking about or doing now to prepare for the changes coming from AI?Want more insights from Andrew? Check out her Sharebird Profile.Looking to connect? You can find Andrew here on LinkedIn.

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 her Sharebird Profile.Looking to connect? You can find Amanda  here on LinkedIn.

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 her Sharebird Profile.Looking to connect? You can find Girija here on LinkedIn.

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.

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 on LinkedIn.

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 on LinkedIn.

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 on LinkedIn.

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 on LinkedIn.

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 on LinkedIn.

Questions covered in this episode: 1:25 Opening Question: Journey into and through product marketing3:28 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 on LinkedIn.

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?

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.

"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 SethiBefore 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?

“I’m guided by a deep sense of curiosity.” - Tiffany TooleyTiffany 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?

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?