Product Marketing: Recent Episodes
Product Marketing Alliance
Welcome to the Product marketing insider podcast brought to you by the Product Marketing alliance. Behind the scenes, we’ve been talking to lots of product marketers from across the globe to get insider info about their journey into the world of product marketing.
This week on Product Marketing Insider, we're joined by Kelly Anderson, Product Marketing Manager at Google. Kelly is a product marketing leader with diverse experience in bringing solutions to the market, driving product adoption, building product strategies, influencing senior and international teams, and learning technical concepts quickly. Previously a PMM at Microsoft, Kelly has a proven ability to clearly communicate, collaborate with multiple stakeholders, and deliver solutions that meet customer needs. We discuss a variety of key topics, including: What Kelly's product marketing team looks like at Google, in terms of numbers and roles. Important things to consider when creating a go-to-market strategy. How to develop an existing GTM strategy. Challenges Kelly has faced when devising strategies - and how she overcame them. The process of taking products and features to market at Google, and how this compares with Microsoft.
This week on Product Marketing Insider, we're joined by Jeremy Castile, Senior Director, Product & Alliance Marketing, Docker. Jeremy counts GTM among his specialties and shared how product marketers can refine their strategy.
This week on Product Marketing Insider, RapidSOS' May Lauren Arad discusses her product marketing journey and gives an insight into life as a product marketing consultant.
This week on Product Marketing insider, we're joined by Aggelos Mouzakitis, CEO & Growth Product Manager at Growth Sandwich. Aggelos founded Growth Sandwich in 2017 in an effort to move on from his corporate product management job and is an expert in customer churn.
Growth Sandwich is one of the most prominent Customer-led Growth agencies helping B2B SaaS companies make their marketing efforts work through win/loss data and deep customer empathy.
This week on Product Marketing Insider, we're thrilled to be joined by Su Simha, a PMM expert with extensive experience spanning 20 years. Su has worked with companies like Microsoft and has held roles such as VP & Head of Product Marketing at Bombardier, and Global Director of Product Marketing at N26.
This week on Product Marketing Insider, we're delighted to be joined by Lisa Edwards, Senior Product Marketing Manager at HubSpot. We lift the lid on her exciting product marketing journey so far, which skills she thinks are critical for product marketers, her top tips for product marketing newbies, and a whole lot more.
This week, we’re joined by Sonduren Fanarredha, Director of Product Marketing at Airbase and recognized YouTube partner. We discussed all things PMM, including the role of video in product marketing. Sonduren shares his journey to the role, views on the future value of video, top tips, and more.
"I think video is going to continue to be a big heavy medium that people focus on. I think we saw that 85% of the traffic number two to Google was through YouTube and video content. I think you're seeing lots of B2B tech companies using video in a variety of different ways, for demand gen purposes, for adoption and consumption into the customer group that you have and your customer base. "
This week on Product Marketing Insider, we're joined by Olivia Michaud, Product Marketing Lead at Tresorit. Olivia helps companies build compelling products by uniting product, marketing, and sales teams. Join us, as she outlines her product marketing journey.
"You need to be the one reminding everyone who you're building for, and who you're marketing to. That's what I see as my responsibility as well. Just always reminding everyone there's a person at the center of this, and this is who that person is and this is what they care about. And finally, maybe to communicate clearly and early with your stakeholders. "You'll have to understand their pressures, I would look to understand exactly what they need to do their job well, and position yourself where you can add the most value. For example, what does the product team need most from you? It depends on how many product managers you work with, but what is it that you can do for them that will help them most."
This week on Insider we’re joined by Head of Product Marketing at LinkedIn, Jennifer Bunting. Jennifer shares her unique journey into the role, what life is like as a PMM working for one of the biggest known platforms in the world, the challenges of global collaboration, messaging and launch tips and tricks, hopes for the future, and heaps more.
"I think product marketers have an opportunity to take a page out of the brand marketers book, it's really hard to sometimes get as wide a net as you want in terms of your focus groups and building your product from the ground up. "But if you have an employee resource group at your organization, you could have a way to start thinking about diversity, inclusion, and belonging early on in the process rather than waiting and then finding out you've kind of missed a beat somewhere. I'm kind of optimistic that maybe product marketers will start doing more of that in the future."
This week on Insider we’re joined by Marie Le, VP of Marketing at MoneyLion. Marie shares her impressive career to date, what got her into product marketing, what product marketers can do to improve internal communication, her hopes for the future of the industry, and top tips for PMM newbies.
"I'd like to see a better definition of the role. Because as the product marketing function becomes more prominent, there are overlaps with functions such as life cycle, growth marketing. And I think that there are opportunities here to better define the role of product marketing and the distinction between all the other functions and the value that product marketing brings."
This week on Insider we’re joined by Eric Moeller, Director of Product Marketing at Sage. Eric discusses his journey into product marketing, what he loves about the role, how his career progressed, his top three skills that have helped him get where he is today, top tips for aspiring PMMs, and more.
"When you think about how you can develop your skill set, sure, you can take a course, you can read a book, you can get a mentor, you could create your own mastermind group of other product marketers and maybe you can create a small group of people across different businesses where you share stuff, and you can get feedback. But being really open to feedback is really important. It's a very difficult thing to do but it's also one of the most beneficial things that you can do professionally."
This week on Insider we’re joined by Erik Mansur, VP of Product Marketing at Crayon for an unmissable chat about all things PMM. Erik shares his fascinating career journey to date, why he’s so passionate about the role, a standard day in the life at Crayon, which teams he interacts with most, the beauty of being a PMM at a startup, the PM-PMM relationship, and tons more, plus, a special treat for listeners of Insider...
"I think it's imperative for people who want to break into the product marketing industry to start doing some research, putting themselves through 101 and 201 and 301 courses on their own, to be able to have those conversations and be able to speak fervently about the role that them as a new and young, as an up and coming product marketer should have within the company that they're currently a part of."
This week on Insider we’re joined by Ajit Ghuman, Head of Product Marketing at Narvar to discuss all things PMM and pricing ahead of the release of his new book Price to Scale: Practical Pricing for Your High Growth Software Startup. Ajit shares his inspiration for the book, what readers can expect, and then dives into the world of PMM sharing his experiences and unique insights on the role.
"What's kept me inside the profession and doing it all these years is really the... it's kind of more fun for me, maybe it depends, some people it may be less are more fun for but just the ability to be strategic one day and be very tactically creative the next day, and wear so many multiple hats, that has been the most enjoyable facet of the profession."
This week on Insider we’re joined by Head of Product Marketing and GTM Strategy at Olive, Jennifer Royer, to discuss all things PMM. Jennifer shares her journey into the role, why it’s the perfect job for her, the PM-PMM relationship, the top three skills that have helped in her career, tips for aspiring PMMs, and more.
"Stay hungry. I mean that along a few dimensions, one is the markets always changing so keeping a pulse on that and knowing the key channels to get information will really strengthen your leadership position and the relationships that you have across the organization. It also goes back to that skill set of five levels of why and asking questions. There's no constant but change. That's certainly true in the world of a product marketer."
This week, we’re joined by Mary Sheehan, Head of Product Marketing at Adobe Advertising Cloud. Mary discusses her podcast, Women in Product Marketing, her remarkable career journey to date, why she loves the role of a PMM, the differences between working at a startup and giants like Adobe, and more.
"To a prospective product marketer, I'd say just have fun along the way - this is a journey. I think it's all supposed to be something that you are having a great time doing and hopefully, this career brings you a lot of joy. So if it's not for you, it's not doing that, maybe try something else. Life is short."
On Insider this week we had a fascinating chat with Abdul Rastagar, GTM Leader and Marketing Author. Abdul explains how he made his way into product marketing, shares insights from his must-read book ‘Up Your Game’ and how it came about, common pitfalls PMMs stumble into, where he thinks the role can improve, his visions for the future, plus heaps more.
"When I first got into product marketing, it wasn't that common, it's grown a lot since then. It was a bit of a suggestion from somebody, I was a Marketing Manager and they said, 'You know what, you think differently, you might actually make a good product marketer'. And I thought to myself, what on earth is a product marketer? What do those guys do?"
This week we’re joined by Rory Woodbridge, Director of Product Marketing at Whereby, to discuss all things PMM. Rory shares his journey into the role, compares PMM life at an international brand like Google to that at a startup, digs into the PM-PMM relationship, visions for the future of the role, tips for aspiring PMMs, and more.
"Think about the products that you're using where product marketing is strong, like who are the apps or things that you spend money on that are doing a good job on their website of making it really clear about who their product is for or why their users or customers lives are going to improve by making that purchase?"
On Product Marketing Insider this week we’re joined by Priyanka Srinivasan, Director of Marketing at Qualia. Priyanka shares her journey to becoming a PMM and tips for others looking to transition into the role, insights on how to nail a go-to-market strategy, the quintessential ingredients for good messaging, areas for improvement within product marketing, and as always, heaps more.
"The way that you earn that is by getting out there and doing the research and really understanding the market well, and then you have a seat at the table in terms of the strategy of the business, not only in terms of the product that we build but also how we go to market, what are the different channels, all that kind of stuff. I think product marketing has that, in a lot of companies I think it can feel like a playbook."
This week on Product Marketing Insider we’re joined by Kacy Boone, Director of Product Marketing at InVision. We discuss her journey into product marketing, career path to date, why she loves the role, the PM-PMM relationship, essential ingredients for a successful launch, top skills, tips for others, the future of PMM, and more.
"I think there are always things to improve. Product marketing is still kind of a new role. It's not as far along I would say as other roles like product design used to be super new and foreign. I think product marketing is following a similar path. I think we're getting better at the PM to PMM ratio, they can still be painful, I think where you're talking about it more and that's good and I think a lot of companies are aware that there should be an ideal ratio, of course, that changes based on the company."
We were joined this week by April Rassa, Head of Global Product Marketing at HackerOne, to discuss all things PMM. We dived into her career, why she wanted a career in product marketing, a day in the life, the PM-PMM relationship, the current state and future of the role, tips for newcomers, and heaps more.
"think people not features. Whether you're in B2C or B2B it doesn't matter. You sell to people so listen to them, understand them, and speak their language."
This week on product marketing insider we’re joined by Beth Bourg, Director of Product Marketing at Appify. She shares insights from her 20-year career in marketing including some of the similarities and differences in being a PMM at companies big and small, her view on the PM-PMM relationship, top three soft skills, tips for aspiring PMMs, and more.
"Ask a lot of questions, especially early on in your career. If you're at a company, a bigger company, as I said, the idea of you may not have oversight or responsibility for every single aspect of product marketing, you may only be focused on one or two areas, but really get a chance to know and learn about the other areas as well."
In the first product marketing insider podcast of 2021, we got together with Nina Seth, Product Marketing Director at Blue Yonder to discuss all things PMM. She shares her journey into the role, insights into working as a PMM at Blue Yonder, her advice for new and aspiring PMMs, what a day in the life looks like, opinion on the PM-PMM relationship, hopes for the future of the org, and heaps more.
"I think it's always good to dip your toe, see whether it really is a good fit. I think if you're new in product marketing, soak up as much knowledge as you can, people are always willing to help, I am ever so grateful for all the knowledge that my peers gave me when I started my career."
On Product Marketing Insider this week we got together with Loren Elia, Director of Product Marketing at Honeybook and experienced PMM to take a deep dive into the world of product marketing, what it looks like at her company, why and how she got into the role, her hopes for the future of the org, top three skills that have influenced her career, tips for aspiring PMMS, and tons more.
"(To a new product marketer) I'd say, just go for it, if you're contemplating doing it, go for it, do it, it's a great career, it's lots of fun, it's super rewarding. So do it. The second one, I would say is, to know your basics. Know your basics about marketing, have your marketing basics really down. Know your four P's, your five S's all that so that when you come into a company, you're able to bring value to that company, almost immediately. All of that value comes from really having your foundations firm."
In this week’s episode of Product Marketing Insider, we were joined by Greg Davis, an experienced product marketer and Gusto’s former PMM. We discussed his career spanning PMM, PM, start-ups, and more and how product marketing has played a role in each, how the teams he worked with changed based on the org and his views on the perfect PMM scope, his passion for product, his top tips for PMMs planning to go solo, advice for aspiring PMMs and heaps more.
"PMM is definitely more focused on the go-to-market, is taking whatever it is that we're building, and putting the best face on it humanly possible to get the most people to adopt, appreciate or, want to spend money on your product. Obviously, that's the part we own. The PM definitely owns the build phase, where we're actually trying to bring this concept to life."
We caught up with Amy Shortman, Director of Product Marketing at Overhaul, a product marketer with a diverse career spanning 23 years. Amy discussed her initial exposure to the product marketing role, areas she’d like to see change within product marketing, and also offered her expertise for prospective PMMs who are considering entering the industry. Enjoy these talking points, and much more, in this episode of Product Marketing Insider.
"I think one of the interesting things about product marketing is I didn't really know that it existed certainly not at the beginning of my career, but it was always something that I was drawn to. And now I understand the kind of components that make up product marketing. It's much more evident to me that naturally I would have found it at some point."
Madison Moyd, Senior Product Marketing Manager at Dropbox, takes a deep dive into the world of product marketing with us, including why and how she made it her career, her journey to her current role, and where she thinks the industry needs to change. Plus, her top three skills that have helped in her career, tips for aspiring PMMs, and heaps more.
"I really think that customer research is important, because almost everything that we do, not only as a product marketer but as a product team, I truly believe should be rooted in the customer and what the customer needs and the value that they're looking to get out of your product. "
New Relic’s Director of Product Marketing, Michael Olson, takes a deep dive into the world of product marketing with us, including why and how he made it his career, his journey to his current role, and where he thinks the industry needs to change. Plus, his advice for any PMMs considering moving into consultancy, top three skills that have helped in his career, tips for aspiring PMMs, and heaps more.
"A good product marketer really gets to be both an expert on the market, a voice of the customer within the organization, and a sort of a general manager responsible for the success of your product and market."
Shutterstock’s Product Marketing Manager of Platform Solutions, Jing Gu, tells us why she decided to make product marketing her career, despite it not being in her plans at the time, how she’s landed her dream job at Shutterstock, her opinion on the PM-PMM debate, top tips for aspiring PMMs, three most important skills and tons more.
"Failure, I think is inevitable in marketing, you're not going to get home runs every time you launch something, and that's fine. It's a data point. And the more you do, the higher your batting average goes. And then, when your batting average is high, you're more likely to have a super impactful product launch, that can be really great for your company, really great for your career."
Babbel’s Head of Product Marketing, Elliott Rayner, shares his fascinating journey starting his product marketing career at Adidas and eventually transitioning over to the digital arena at Babbel, explaining the vast differences in ‘a day in the life’ within those spheres, his key learnings as well as his opinions on the PM-PMM relationship, top three skills that have propelled his career, advice for aspiring PMMs and heaps more good stuff.
"Physical products definitely aren't going anywhere, I think they've had a tough time in two areas. One, from the retail perspective, of course, it's been very difficult on the high street to boost sales. And the other part is sustainability. I think in a lot of areas, people are now very conscious of consumerism, and how much they buy, especially when it comes to my old world of fashion."
We caught up with Lemax’s Product Marketing Lead, Igor Kranjcec, and in our fascinating conversation, he tells us why he decided to switch jobs to become the first product marketer at a travel company in the midst of a global pandemic, his advice for PMMs considering moving to a company as their first PMM, where he thinks the line should be drawn between PMMs and PMs, plus his top three skills that have propelled his career, visions for the future, and heaps more.
"Product marketers often wear a lot of hats, a lot of different hats. They're often juggling between different responsibilities. And especially in smaller teams, there's a lot of things that they do. There's not a lot of being specialists in one field, it's more being the generalist. And especially in smaller teams and in the early days of the teams, I think that if you're a newcomer to product marketing, you need to be persistent. You need to be sometimes loud and you know, have your say, in the whole thing and show everyone the value of your work because if you show them the value of product marketing, it will be easier from there on."
Head of Product Marketing at Farfetch, Eve Brill, shares with us how she transitioned over to a role in product marketing and her top tips for others wanting to make the move, how she elevated the role of PMMs at Farfetch and her advice for others looking to do the same, plus the three most important skills she believes have helped her grow the PMM function and her views on the future of the role.
"(To anyone transitioning into product marketing) I'd say don't have the mindset that 'I haven't been a product marketer before, so I can't be one now.' I guess generally in the marketing roles and in the technology industry, we do have a free flow skill set, but particularly for product marketing, because it's a relatively new and emerging skill set, I've found they're people with very diverse backgrounds and interests that have, in various ways, either consciously or unconsciously ended up in a product marketing role. In my career experience, I think this is the most diverse skill set role that I have seen."
We caught up with Morningstar’s Product Marketing Manager, Maria Massad, and found out why she’s so passionate about storytelling in her role as a PMM, how her experience in demand Gen has helped her career in product marketing, what her top tips are for aspiring product marketers, and how she thinks the role needs to change including her views on the damaging effects of false-empathy, and heaps more.
"The product marketers at Morningstar are putting on two hats essentially. We have our product marketing hat, where we focus on the positioning and the messaging, diving in deep into competitive analyses, making sure that sales is properly enabled with the appropriate teams and collaborating cross-functionally. But we also do a lot of demand generation as well."
Product Marketing Manager at Trint, and PMA ambassador, Phill Brougham, shares his experience of moving from a role as an account executive to a solo PMM, what attracted him to a career in product marketing, how the level of understanding he has for sales has helped him succeed, his top three skills in the role; curiosity, empathy, and communication, plus his tips for others wanting to move into the role. ___
"In the last year, our business has evolved in such a great way that subsequently my focus has changed and evolved many times as a product marketer. At Trint I really focus on the sales enablement piece and making sure that we're aligned across the business, making sure that we had repeatability in our go-to-market for the sales team specifically. At Trint that became much more of a holistic approach."
Associate Product Marketing Manager at Qu POS, and founding 500 member and associate at PMA, Farhan Manjiyani, shares his experience of moving into a PMM role following a career in sales, what attracted him to the role, how that perspective has helped him work with his salesforce, the importance of internal empathy, how to thinks the role needs to change in the future and heaps more good stuff. ___ "I think important for empathy, when you are so cross-functional, you need to intimately understand everyone else's KPIs. You need to know, how do they win? And how can you align yourself to that winning and part of that is understanding what a day in the life is like, for each of these people."
Digit’s Head of Product Marketing, Aleesha Patel, shares her experiences taking the leap from a PMM team of 50+ at LinkedIn, to a solo PMM at tech start-up Digit, as well as the art of prioritizing as a one-woman PMM org, the top skills she believes have helped her career, and why she’s so passionate about the role. ___ "What's helped me get into product marketing is having a very strong empathy for the end-user and having the skill set and also the intention to really understand who that end-user is. So, through research, whether that's quantitative or qualitative, and then being able to take those insights and actually converting that into then actionable takeaways."
We had the pleasure of chatting with Litera’s Senior Product Marketing Manager, Gwendolyn Smith about her fascinating views on where the PMM function should sit; product vs marketing, how the role has evolved throughout her career, plus how implementing an agile workflow framework has led to some exciting improvements. Tune in for all this and heaps more of the good stuff. ___ "I didn't know I wanted to be in product marketing. But now that I am here, I think I really found my place. Before product marketing, I worked in sales, customer success, marketing, and some UX research as well. And I think I found my perfect fit because product marketing, to me, elegantly embodies each of those practice areas."
We caught up with WeTransfer’s Product Marketing Manager Melanie Linehan, and delved into topics like the challenges she faces reporting to someone on another continent and how she makes it work, the value of executive-level buy-in for PMMs, the cruciality of communication as a core competency plus other skills she believes have boosted her career, and heaps more. ___ "You're always kind of facilitating a conversation or ensuring the progression of a project, whether it's a launch or ensuring that there's a constant conversation or flow of communication about what's going on with various stakeholders. I would say that that would be something that is continuously standard across my work."
We chatted with Patreon’s Head of Product Marketing Robin Fontaine about her fascinating journey into the role, her views on whether PMMs should report to Marketing or Product, why she thinks the lack of definition for what the role entails is a good thing, plus heaps more. ___ "I think product marketing is a little bit different, depending on the company that you're at, and the skills that you have. And I actually think that's a good thing. I really like the flexibility that we have, and I don't subscribe to the philosophy that we should sort of narrowly define it. And, you know, have everything nailed down with no sort of leeway to change things. I think it's great the way it is with the kind of flexibility that we have."
We caught up with MINDBODY's Head of Product Marketing, Jessica Wright, about the evolution of the company's PMM function, how the PMM and PM teams are structured and work together, product roadmap planning, and a ton more.
"My preference is being in the product org and just because it enables the function to be more strategic and working hand in hand with products in what we're building and for who and when. As opposed to I think whenever it's under marketing it can become a little bit more of a tactical role."
We celebrated the 15th episode of the Insider series with CARTO's Senior Product Marketing Manager, Virginia Diego, and spoke about everything from her journey into the industry, the transition from a financial services company to a tech start-up, the art of saying no, what she's measured on, and a ton more.
"I share goals with the broader marketing team which I think is positive because it really ensures that alignment. And especially because as a product marketer, very often the work you're doing it's feeding through other marketing areas. "
In episode 14 of our Insider series, we [virtually] sat down with Andrew McCotter-Bicknell, a Product Marketing Manager over at ZoomInfo, about his journey into the industry, his day-to-day, and his experience of going through an acquisition.
"The acquisition was definitely an interesting few months. But at the end of the day, all of our goals were very much the same, we wanted each other to be successful, we wanted the product to be successful, and once we found that common ground, it was really easy to set aside those competitive feelings that we initially harboured and we were able to work together really well."
We got some one-on-one time with Lauren Culbertson, the Co-founder and CEO of LoopVOC, to chat about all things product marketing. From how she first got into the industry to how much it forms part of her day-to-day now, we asked it all.
"Honestly, I think that product marketers are the best-suited people to start their own companies because the role is naturally a catch-all in the middle of the strategy of how a product is going to market and making sure that it is growing and making sure that it is functional and that it's sold and that's really what the role of the founder is."
We spoke to Podium's Product Marketing Manager and our newly appointed PMA Ambassador, Steven Pelham, about the difference between in-house and agency product marketing, which roles he dabbled in before PMM, which parts of the job he enjoys most, reporting structures, and a whole load more.
"I really enjoy launches, the kind of rush of launch, it's exciting to see things come together. I also really enjoy getting customer insights that are then able to impact strategy."
In episode 11 of our Insider series, we caught up with Karim Zuhri, Global Head of Product Marketing and Product Research at SafetyCulture, about the ins and outs of his role, how he kickstarted his career in product marketing, as well as how - living down under - he manages all the time differences that come hand-in-hand with leading a global function.
"I think that to be a product marketer, a very strong product marketer, you have to have a lot of knowledge that is technical, and be very tech savvy, and also interested and curious on what you are selling, on what you are actually marketing and pushing to the market."
In episode 10 of the show, we caught up with Jeff Curie, Principal at The Curie Point, about everything from what drew him into the product marketing industry, the shifts he's seen in the last 20 years, the problems most CEOs face and how to get sales teams to understand the role and value of product marketing.
"In terms of what needs to change, I think it's getting more executives to understand what product marketing is, and the fact that it is a critical discipline to the success of companies. And I think there's been various studies that have shown that most companies, I think the majority of companies, don't actually understand what their customers really want from them."
We caught up with Linda Wang, Senior Product Marketing Manager at Teachers Pay Teachers, about how she first fell into the product marketing role, her busy launch schedule, her team's overlap with Product Management, and a whole load more.
"I'd say maybe it's like 15% overlap with PMs, 85% not when you've already like normed on the team and you've been working together for a while and you're in a rhythm. And when you're probably first getting started on a team, maybe like 20% overlap."
We caught up with Liza Collin, Market Readiness Director at Visma, a few weeks before she took to the stage at London's Product Marketing Summit. In the show, she tells us more about her Market Readiness role, how she got into product marketing in the first place, and what her relationships and dynamics look like with the rest of the business.
"I think that when we talk about product marketing, we tend to talk about the marketing side, but for me going with a new product to market, somebody has to take the ownership of the commercialization part."
Shortly after she picked up our Product Marketing Leader of the Year award in San Francisco, we set some time aside to chat to Elizabeth about her product marketing journey, a day in her life, the top skills that have helped her get where she is today, and some words of wisdom for new and aspiring product marketers. Oh, and her reaction to receiving the award too, of course.
"I feel like I've tried to do my best to be a steward and an advocate for the discipline for many, many years, so I very much appreciate the award. It was an incredible honour."
In this week's episode, we spoke to Russian-based product marketer Natasha Katson on how she found her way into product marketing, what strategies she uses to communicate with her 29-strong team, and coffee. Lots of coffee.
"Communication, the ability to quickly get to information and deal with it and for my company, I would say some technical skills because our products are really technical. I'd say they've been the most important skills for me."
In the fifth week of the show, we caught up with G2 trio Yoni Solomon, Aubyn Casady and Gina Carr who took home our coveted Product Marketing Team of the Year award in San Francisco. During the show, we dig into their dynamic, each's path into product marketing, their hectic release schedule, what exactly it is that makes their team work so well, and a whole load more.
"At G2, we have this implicit trust from leadership and so there's way less red tape and fewer places we might get stuck in the queue. We don't have executives reviewing our messaging, they trust us and they know that they hired us because we're experienced product marketers."
We quiz Kirk on everything from how he self-taught himself product marketing and what a day in his role looks like, to his relationships with the wider business, where the line sits between product marketing and product management, and more.
"I think a lot of people in general who are working in the digital marketing field are just kind of figuring it out as they go along, you know, especially the folks that are mid career. When we started, digital was in its infancy and we were just like, okay, this is the internet, let's figure it out."
In episode three, we speak to Garrett about what lured him into product marketing, his quarterly targets, how he interacts with product and sales, the importance of technical credibility, and a whole load more in between.
"We try to over-communicate, I have never had somebody from sales or engineering or product ever once say we communicate too much. That just tells me the more we can sync all of these teams around here's what's going on, here's why, and here's when it's going to go to market or you know, impact customers, the better."
We take a 50-minute look into the life of Div Manickam and talk about all things B2B, no-meeting-Wednesdays, product portfolios, and elevating the role of product marketing on an industry-wide scale.
"9 out of 10 times I would have people come to us, primarily the product team, and say "hey, here's the roadmap presentation, pretty it up." Or I would have sales say "okay, I'll put these slides together, can you pretty them up?" Like, yes, I can, but I can also help you shape the message so it does a better job."
We kick off our Insider series with Martin Aguinis, Global Marketing Lead at Flutter, for Google, who recently walked away with our 2019 Rising Star in Product Marketing award. In the show, Martin chats about his university ventures, life at one of the world's biggest brands, and what winning the award meant to him.
"Receiving an award like this is a huge honour and it was never something I thought I would win, but it’s been a great additional motivator to just really continue doing what I’m doing, giving back and passing along help so the next person can win.”