Questions covered in this episode: 00:21 Opening Question: Journey into and through product marketing 02:29 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 marketin...
Dec 18, 2024•19 min•Ep. 91
Questions covered in this episode: 00:19 Opening Question: Journey into and through product marketing 03:25 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 so...
Dec 11, 2024•27 min•Ep. 90
Questions covered in this episode: 0:18 Opening Question: Journey into and through product marketing 1:48 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 ...
Dec 04, 2024•29 min•Ep. 89
Questions covered in this episode: 0:32 Opening Question: Journey into and through product marketing 2:57 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...
Nov 20, 2024•35 min•Ep. 88
Questions covered in this episode: 0:26 Opening Question: Journey into and through product marketing 4:14 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 str...
Nov 13, 2024•33 min•Ep. 87
Questions covered in this episode: 0:24 Opening Question: Journey into and through product marketing 2:24 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 pre...
Nov 06, 2024•23 min•Ep. 86
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...
Aug 30, 2023•25 min•Ep. 85
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...
Aug 16, 2023•27 min•Ep. 84
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?...
Aug 09, 2023•37 min•Ep. 83
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...
Aug 02, 2023•27 min•Ep. 82
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 in...
Jul 26, 2023•21 min•Ep. 81
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 bidirectiona...
Jul 19, 2023•35 min•Ep. 80
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 h...
Jul 12, 2023•23 min•Ep. 79
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'...
Jul 05, 2023•41 min•Ep. 78
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? W...
Jun 28, 2023•33 min•Ep. 77
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...
Jan 25, 2023•31 min•Ep. 76
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 avail...
Jan 18, 2023•28 min•Ep. 75
"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 ...
Dec 21, 2022•36 min•Ep. 74
“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, shar...
Dec 14, 2022•38 min•Ep. 73
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 ex...
Dec 07, 2022•36 min•Ep. 72
“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...
Nov 30, 2022•28 min•Ep. 71
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 h...
Nov 16, 2022•36 min•Ep. 70
“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....
Nov 09, 2022•30 min•Ep. 69
“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 ma...
Nov 02, 2022•23 min•Ep. 68
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 th...
Oct 26, 2022•29 min•Ep. 67
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 Mik...
Dec 15, 2021•42 min•Ep. 66
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 b...
Dec 08, 2021•23 min•Ep. 65
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 resear...
Dec 01, 2021•35 min•Ep. 64
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 competit...
Nov 17, 2021•32 min•Ep. 63
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 ...
Nov 10, 2021•37 min•Ep. 62
