Product Marketing

In this episode of Product Marketing Insider, Lawrence Chapman is joined by Robbie Ware, Product Marketing Consultant, Platform Partnerships at TransUnion.Fresh off his first year as a PMM, Robbie discusses his transition into the industry, and what he's done to settle into his role having previously worked in digital marketing.In this must-listen episode, Robbie discusses:The nuances of working with partners, and how his role differs from a conventional product marketing position.Transferable skills he's taken from the world of digital marketing and applied to his product marketing position.Ingredients for a successful GTM campaign.How product marketers can establish their product as the MVP in its respective field.Effective ways to secure the support of key stakeholders when planning and executing a GTM plan.Golden pieces of advice for product marketers launching products on a global scale, and how such launches differ from domestic, low-key campaigns.

Ever wondered what the world of a VP of Product Marketing looks like?Well, in this extra special episode, we've managed to pin down time in the diary of Harvey Lee, VP of Product Marketing at Product Marketing Alliance, who offers an exposé into his life in the upper echelon of the industry.Harvey has over 25 years of experience working in senior product marketing roles for companies such as Virgin, Microsoft, Kaspersky, Avast and Seiko Epson. He has a track record of helping businesses of all shapes, sizes and growth stages find the true value of their product or service.Now, he's offering invaluable insights into a VP role, offering his intel on discussion points such as:How he prioritizes and manages daily tasks and responsibilities?The biggest challenges he's faced as a VP, and how he's overcome them.Methods used to measure the success of product marketing initiatives.How he gathers customer insights and feedback to inform product and marketing decisions.Tips for collaborating with other departments within the company, such as sales, customer success, and finance.A step-by-step walkthrough of a recent product launch you oversaw, from ideation to execution.Tips for managing and developing a product marketing team.

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Sandeep Bhara, Sandeep Bhara, Fintech Marketing Director.Sandeep is a full-stack marketer, as well as a PMA Ambassador, and in this episode, he discusses:• His experience transitioning from B2C to B2B• Why he pursued a career as a full-stack marketer • Transferable product marketing skills he's applied in his full-stack role• Managing a team comprising team members situated across different countries and continents• Predictions for the future of full-stack marketingPlus much more...

In this episode of the Product Marketing Insider podcast, Ana Serrano, Global Product Marketing Lead at Salesforce, joins host Lawrence Chapman, Senior Copywriter at Product Marketing Alliance.In 2022, Ana was included in our list of Top 100 Product Marketing Influencers and has more than 15 years of experience, during which time, she has gained expertise in B2B productivity, collaboration, and CRM solutions across regions and industries.Ana challenges a common assumption that PMMs need to occupy a senior position to lead from the front at their company and shares ways in which product marketers can lead with authority.

In this special episode of Product Marketing Insider, GhostRanch CEO Mikey Mioduski sits down with Chris Lynch, CMO at Mindtickle. They discuss why presentations are so important, how demos have evolved and why they're so hard to nail, packaging and positioning through storytelling, and more.

In this episode of the Product Marketing Insider podcast, host Lawrence Chapman welcomes Gayathri Krishnamurthy, AVP of Product Marketing at RingCentral. Gayathri shares her expertise on how to plan and execute a perfect product launch.

In this special episode of Product Marketing Insider, Mikey Mioduski, Kelsey Jones, and Allie Wilson from GhostRanch Communications take the reins.Looking ahead to the rest of 2023, Allie and Kelsey highlight three C's to look out for in presentation materials: Cohesion, Composability, and Continued Learning. Tune in for some fresh ideas to bring to your team and how to keep up in the rapidly evolving presentation and visual storytelling space.

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Scott Varner, a Senior Consultant at Clozd.Scott manages win-loss programs to help enterprise organizations systematically and helps them uncover why they win and lose deals in order to improve win rates.During the discussion, Scott shared how product marketers can win at win/loss analysis, focusing particularly on:What an effective win/loss program looks like,How product marketers can incorporate win/loss into sales,The role of VoC in the win/loss process,How product marketers can get buy-in from key stakeholders when conducting win/loss research,Top tips for analyzing the results of win/loss interviews and how findings can be used to improve a product or service, andThe measures that can be introduced to ensure win/loss takeaways are being shared effectively.

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Prashanth Shankara, Senior Manager of Product Marketing at Tonkean.Prashanth is one of the growing legions of professionals that've transitioned into product marketing from another industry, having previously worked as an Aerospace Engineer.In this episode, Prashanth discusses a number of topics, including:How he transitioned into the product marketing industry.The most essential skills he's taken from his previous role to help him successfully transition into product marketing.Advice for professionals who may be considering transitioning into a career as a product marketer.How he believes life as a product marketer differs at a start-up, compared to life at larger organizations.Challenges faced when transitioning into the industry - and how he navigated them.Plus much more...

In this episode of the Product Marketing Insider podcast, host Lawrence Chapman is joined by Holly Watson, Senior Product Marketing Manager at Amazon Web Services (AWS).Holly is a seasoned practitioner with 12 years of experience in the product marketing field and in this episode, we explore a variety of discussion points, including:What the product marketing team looks like at AWS.Her product marketing highlight of 2022.The significant industry shifts she's observed in the last year.The traits of an effective product marketer. KPIs she uses to track team performance.How PMMs improve awareness amongst internal teams.How she thinks product marketing will evolve in 2023.Her biggest product marketing success story, to date?

In this episode of the Product Marketing Insider podcast, host Lawrence Chapman is joined by Rebecca Geraghty, VP of Product Marketing at Publicis Media.The pair discussed how product marketers can work cross-functionally to establish product marketing OKRs.Rebecca touches on a variety of talking points, including:Her product marketing highlight of 2022,Which KPIs she uses to establish whether short and long-term product marketing goals are being achieved,How she prioritizes team goals, and whether there's a degree of flexibility with these goals,The processes in place to achieve short and long-term goals,Which teams she works with most to achieve your targets, and how tasks are delegated,Top tips for building a diverse team with the expertise needed to achieve common goals, andWhat she deems the best practices for developing and managing cross-functional teams.

In this episode of Product Marketing Insider, Lawrence Chapman is joined by Harvey Lee, VP of Product Marketing at Product Marketing Alliance. They discuss everything it means to successfully communicate the value of your product to your intended target audience.A seasoned product marketer with experience working with a range of stellar companies most notably Microsoft during the launch of the Xbox video games console, Harvey gave his views on:How he perceives true product value.How companies can define their product's value to their target market.The main challenges he's you've faced when trying to communicate product value, and the approaches he took to overcome such obstacles.How he and his previous teams demonstrated how products fulfilled customer needs, whilst differentiating themselves from market alternatives.The most common mistake he's seen from teams when they're trying to communicate product value.His key piece of advice for conveying the value of products.The most innovative piece of marketing he's seen a company use to position a product and demonstrate its value.

In this episode of Product Marketing Insider, Lawrence Chapman is joined by Selin Tyler, Senior Director & Head of Product Marketing at Dolby Laboratories.During this discussion, the pair discuss how product marketers can build and scale their teams, with Selin sharing her insights on a range of topics, including: How the product marketing team is structured at Dolby Laboratories. Essential hard and soft skills to look out for when recruiting new additions. Identifying when the time's right to scale your team. The signs your team is scaling too quickly - and the risks this can pose. What're the toughest lessons you've learned when building and scaling your teams? Essential ingredients for a successful team. Her favored approach when leading teams. Which product marketing leaders do you admire? Have you applied any of their traits in your own practice?

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by accomplished leader Sudha Ranganathan, Director of Product Marketing at LinkedIn.A product marketer with a wealth of experience, Sudha is a well-respected leader within the field.She gives her insights on a range of topics, including:What an effective product marketing leader looks like.Advice for leading teams in times of adversity.The most important leadership traits when establishing high-performing, cohesive teams.How her leadership has developed during her career.Her biggest product marketing success story.Key questions product marketers can ask themselves to gauge an understanding of how customer-centric their organization is.

In the first episode of the second season of Product Marketing Insider, host Lawrence Chapman welcomes Madison Leonard, Head of PLG Product Marketing at Vanta.Madison is a creative, innovative marketer with a passion for amplifying product potential, creating unparalleled user experiences, and creating powerful platform narratives.Madison was awarded with the Product Launch of the Year Award 2022, as part of the Product Marketing Awards, in recognition of her work on the launch for ClickUp Whiteboards, and in this episode, she discusses product launch strategy in further detail.

This week on Product Marketing Insider, Lawrence Chapman welcomes Harish Peri, Head of Product Marketing at Salesforce.Harish discusses how product marketers can establish a collaborative culture in their team.Harish is a growth-oriented SaaS CMO & GM with 20 years of cross-industry product management & product marketing experience. Harish has a proven track record of growing sustainable revenue and is passionate about the business of technology.

This week on Product Marketing insider, Lawrence Chapman, Senior Copywriter at Product Marketing Alliance, is joined by Jana Frejova, Product Marketing Lead at Spendesk.A PMA Ambassador and Top 100 Product Marketing Influencer in 2021, Jana's currently establishing a new marketing function at Spendesk focused on product-led growth.She has global experience in marketing and strategy roles refining her skills in Paris, London, the USA, and Brussels and has taken products from early concepts to full market launches and adoption, led strategic initiatives, and oversee product marketing for key solution lines.In this episode, the pair explore the topic of analyst relations, honing in on why it's important in product marketing, tips for implementing new analyst relations strategies and improving existing practices, plus much more.

This week on Product Marketing Insider, TELUS International's Kirsten Jepson discusses the role of digital transformation in product marketing.During the episode, Kirsten focuses on a breadth of discussion points, including how she defines digital transformation and how it can be integrated into a product marketing strategy to optimize the customer journey and improve conversion rates.Kirsten addresses the role digital transformation can have on refining digital channels such as company websites, social media channels, and automation tools and offers advice to teams and companies in the early stages of shifting to digital.She also highlights how product marketers can secure buy-in from key stakeholders when laying the groundwork for their transformation program.

In the opening episode of the second series of Product Marketing Insider, host Lawrence Chapman is joined by Ashley Wood, Head Of Product Marketing at LANDR Audio Inc. who shares her expertise on product messaging.Ashley lifts the lid on a variety of transferable insights, including how to elevate brand messaging to target C-suiters, tips for developing and evaluating existing messaging, how to use messaging to effectively highlight your USPs, and a whole lot more.

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 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.

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.

Ali Hanyaloglu, Product Marketing Director at Akeneo joins us to discuss all things PMM: his passion for the role, journey to PMM, hopes and visions for the future, and more.---"If I was to summarise product marketing in one word, one word I use is that we are storytellers at the end of the day. And so having the skill to be able to tell a compelling story no matter the audience that you're talking to, is something that product marketing can uniquely bring to the organization."

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 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."