Product Marketing Life

This week on Product Marketing Life, host Mark Assini welcomes Alex McDonnell, Market Intelligence Lead at Airtable. During the episode, Mark and Alex discuss the increasingly important world of market intelligence.

This week on Product Marketing Life, host Mark Assini is joined by Kavya Nath, VP of Product Marketing at Krisp. Tune in, as they discuss the relationship between product marketing and demand generation, placing an emphasis on the role of how demand gen and growth marketing rely heavily on one another to drive action across the entire marketing funnel. 

This week on Product Marketing Life, Mark Assini welcomes Trevor Pyle, Director of Product Marketing at Quantum Metric. During the episode, they discuss the relationship between product marketing and sales.

This week on Product Marketing Life, Mark Assini welcomes Trevor Pyle, Director of Product Marketing at Quantum Metric. During the episode, they discuss the relationship between product marketing and sales.

In this episode of Product Marketing Life, host Mark Assini is joined by Kelly Anderson, Product Marketer Manager at Google. Kelly has carved out quite the niche for herself, not only as an incredibly skilled communicator and product marketer but also as a cloud security expert. That expertise has seen her make an impact at two behemoths of tech, first at Microsoft and now at Google. In her role, Kelly is the product marketing steward for a suite of user and business protection services, including ​​reCAPTCHA Enterprise, Web Risk, Security Command Center, and Anomaly Detection, to name just a few. Without a doubt, Google is one of the most ubiquitous companies on the planet. In fact, Google's offering spreads far beyond search, ads, and workplace documentation. Their Google Cloud solution, the area that Kelly supports, helps customers build apps faster, make smarter business decisions, and connect people anywhere. Mark and Kelly discuss the surprisingly dynamic yet challenging world of product marketing in the cloud security space.

In this episode of Product Marketing Life, host Mark Assini is joined by Kelly Anderson, Product Marketer Manager at Google. Kelly has carved out quite the niche for herself, not only as an incredibly skilled communicator and product marketer but also as a cloud security expert. That expertise has seen her make an impact at two behemoths of tech, first at Microsoft and now at Google. In her role, Kelly is the product marketing steward for a suite of user and business protection services, including ​​reCAPTCHA Enterprise, Web Risk, Security Command Center, and Anomaly Detection, to name just a few.Without a doubt, Google is one of the most ubiquitous companies on the planet. In fact, Google's offering spreads far beyond search, ads, and workplace documentation. Their Google Cloud solution, the area that Kelly supports, helps customers build apps faster, make smarter business decisions, and connect people anywhere.Mark and Kelly discuss the surprisingly dynamic yet challenging world of product marketing in the cloud security space.

This week on Product Marketing Life, host Mark Assini is joined by Averie Wong, Product Marketing Manager, Developer Platform & Experience at LinkedIn. Before diving into the world of product marketing head first, Averie was a classically trained accountant turned customer success manager, jumping from Credit Suisse to Princess Cruises in an accounting capacity, and then from Nielsen to App Annie in client-facing roles. Throughout her career, Averie has balanced her quantitative mindset against the need for a qualitative approach, which has paid dividends in her role as a product marketer at LinkedIn. Averie and Mark dig into the nuances that differentiate developer product marketing from traditional product marketing. They also discuss the unique challenges and benefits of marketing to developers, and why developer product marketing is likely to become an increasingly big part of the larger product marketing landscape in the coming years.

This week on Product Marketing Life, host Mark Assini is joined by Averie Wong, Product Marketing Manager, Developer Platform & Experience at LinkedIn.Before diving into the world of product marketing head first, Averie was a classically trained accountant turned customer success manager, jumping from Credit Suisse to Princess Cruises in an accounting capacity, and then from Nielsen to App Annie in client-facing roles. Throughout her career, Averie has balanced her quantitative mindset against the need for a qualitative approach, which has paid dividends in her role as a product marketer at LinkedIn.Averie and Mark dig into the nuances that differentiate developer product marketing from traditional product marketing. They also discuss the unique challenges and benefits of marketing to developers, and why developer product marketing is likely to become an increasingly big part of the larger product marketing landscape in the coming years.

This week on Product Marketing Life, host Mark Assini is joined by Edward Ramsden, Payments Product Marketing Manager at Clio. Before joining Clio, Edward owned and operated a successful lawn care business for seven years. It's through that business that he pursued his first product marketing role at Jobber, a company he was a customer of.  For three years, Edward was the product marketing manager for Jobber's emerging fintech offering, where he and Mark met when Mark joined Jobber earlier this year. Now at Clio, Edward finds himself leading the fintech charge yet again, this time for Clio's payments solution. The pair discuss the growing role fintech is playing at many SaaS businesses across the globe. Product marketing has had an impact on how these SaaS businesses adopt and go to market with new fintech offerings, which is where product marketers like Edward and Mark have found themselves today in their respective roles.

This week on Product Marketing Life, host Mark Assini is joined by Edward Ramsden, Payments Product Marketing Manager at Clio.Before joining Clio, Edward owned and operated a successful lawn care business for seven years. It's through that business that he pursued his first product marketing role at Jobber, a company he was a customer of. For three years, Edward was the product marketing manager for Jobber's emerging fintech offering, where he and Mark met when Mark joined Jobber earlier this year. Now at Clio, Edward finds himself leading the fintech charge yet again, this time for Clio's payments solution.The pair discuss the growing role fintech is playing at many SaaS businesses across the globe. Product marketing has had an impact on how these SaaS businesses adopt and go to market with new fintech offerings, which is where product marketers like Edward and Mark have found themselves today in their respective roles.

This week on Product Marketing Life, host Mark Assini is joined by Jack Preece, Product Marketing Executive at Linnworks.Jack is a data and design-led product marketer with 5 years of experience building and scaling ambitious startups. He's driven by working with a variety of stakeholders and putting end-users first, at all times.

This week on Product Marketing life, host Mark Assini looks back at some of the best highlights from the podcast in 2021.

This week on Product Marketing life, host Mark Assini looks back at some of the best highlights from the podcast in 2021.

This week on Product Marketing Life, host Mark Assini is joined by Yi Lin Pei, the Director of Product Marketing at Teachable.  She has over 11 years of experience in B2B and B2C SaaS, IoT, CPG, and consulting, and is also a tech and product marketing career coach, helping high-achieving individuals find and land their dream roles. The pair discussed how anyone can make the transition into product marketing, even without prior experience, and the differences between what being a product marketer means at different companies, whether they are B2B, B2C, SaaS, a startup, or a mature business. 

This week on Product Marketing Life, host Mark Assini is joined by Yi Lin Pei, the Director of Product Marketing at Teachable. She has over 11 years of experience in B2B and B2C SaaS, IoT, CPG, and consulting, and is also a tech and product marketing career coach, helping high-achieving individuals find and land their dream roles.The pair discussed how anyone can make the transition into product marketing, even without prior experience, and the differences between what being a product marketer means at different companies, whether they are B2B, B2C, SaaS, a startup, or a mature business.

This week on Product Marketing Life, host Mark Assini is joined by Raechel Lambert, Co-Founder and VP of Product Marketing at Olivine.  Rachel has held a variety of product marketing roles throughout the course of her career. In fact, she was one of the first product marketers to join Intercom in its early years. The pair discuss how product marketing changes across company stages and industries, as well as what it's like running a product marketing-focused agency, and how that differs from running product marketing in-house. 

This week on Product Marketing Life, host Mark Assini is joined by Raechel Lambert, Co-Founder and VP of Product Marketing at Olivine. Rachel has held a variety of product marketing roles throughout the course of her career. In fact, she was one of the first product marketers to join Intercom in its early years.The pair discuss how product marketing changes across company stages and industries, as well as what it's like running a product marketing-focused agency, and how that differs from running product marketing in-house.

This week on Product Marketing Life, host Mark Assini spoke to Mark Huber, Head of Brand & Product Marketing at metadata.io.  Though he has a lot of previous experience in marketing, this is Mark's first official product marketing role, and is taking the lead on all things brand and product marketing, two areas that he believes must work in harmony with one another. In this episode, the pair explore the relationship between brand and marketing, and why Mark Huber believes they need to be closely linked. They also talk about metadata's recent partnership with Dave Gerhardt, and how he's helping them shape their new strategic narrative.

This week on Product Marketing Life, host Mark Assini spoke to Mark Huber, Head of Brand & Product Marketing at metadata.io. Though he has a lot of previous experience in marketing, this is Mark's first official product marketing role, and is taking the lead on all things brand and product marketing, two areas that he believes must work in harmony with one another.In this episode, the pair explore the relationship between brand and marketing, and why Mark Huber believes they need to be closely linked. They also talk about metadata's recent partnership with Dave Gerhardt, and how he's helping them shape their new strategic narrative.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Clayton Pritchard, former Head of Marketing at Prelay and Product Marketing Manager at LinkedIn. The pair discuss how having a Go-to-Market playbook has helped Clayton and his former teams approach product releases and launches critically and practically, spending less time planning and more time on doing and driving results. 

On this week's episode of Product Marketing Life, host Mark Assini is joined by Clayton Pritchard, former Head of Marketing at Prelay and Product Marketing Manager at LinkedIn.The pair discuss how having a Go-to-Market playbook has helped Clayton and his former teams approach product releases and launches critically and practically, spending less time planning and more time on doing and driving results.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Andrew McCotter-Bicknell, Head of Competitive Intelligence at ClickUp. The pair discuss Andrew's transition from product marketing to competitive intelligence, why he thinks it was the natural next step, and what he loves about enabling others with competitive intel. 

On this week's episode of Product Marketing Life, host Mark Assini is joined by Andrew McCotter-Bicknell, Head of Competitive Intelligence at ClickUp.The pair discuss Andrew's transition from product marketing to competitive intelligence, why he thinks it was the natural next step, and what he loves about enabling others with competitive intel.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Dan Balcauski, Principal Consultant at Product Tranquility.  The pair discuss why Dan feels product marketing should have an active role in guiding pricing committees that drive pricing strategy, and what product marketers should look out for when approaching pricing.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Dan Balcauski, Principal Consultant at Product Tranquility. The pair discuss why Dan feels product marketing should have an active role in guiding pricing committees that drive pricing strategy, and what product marketers should look out for when approaching pricing.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Anna Daugherty, Product Marketing Manager at Stoplight. The pair discuss Anna's unique approach to product marketing when she first joined Spotlight, including how she engaged with her new colleagues who had never heard of the role before.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Anna Daugherty, Product Marketing Manager at Stoplight. The pair discuss Anna's unique approach to product marketing when she first joined Stoplight, including how she engaged with her new colleagues who had never heard of the role before.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Patrick Wall, Director of Competitive Intelligence at Imperva.  The pair discuss how being in sales and product marketing prepared Patrick for a career in competitive intelligence, what to prioritize when launching a CI program, and finally what good enablement material looks like and how to develop it.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Patrick Wall, Director of Competitive Intelligence at Imperva. The pair discuss how being in sales and product marketing prepared Patrick for a career in competitive intelligence, what to prioritize when launching a CI program, and finally what good enablement material looks like and how to develop it.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Zakry Chami, Product Marketing Manager at Paystone and NiceJob. The pair discuss the role of product marketing in customer-driven growth, and how companies like NiceJob are empowering small to medium-sized businesses with the tools they need to take advantage of the same customer-driven growth practices used by medium and large enterprises. 

On this week's episode of Product Marketing Life, host Mark Assini is joined by Zakry Chami, Product Marketing Manager at Paystone and NiceJob.The pair discuss the role of product marketing in customer-driven growth, and how companies like NiceJob are empowering small to medium-sized businesses with the tools they need to take advantage of the same customer-driven growth practices used by medium and large enterprises.

In this week's episode of Product Marketing Life, host Mark Assini is joined by Meghan Pfeifer, Senior Product Marketer and Brand Strategist at Innovatemap.  The pair discuss the relationship between product design and product marketing, how product marketing operates at a digital product agency, and why Innovatemap has put product marketing and brand on the same team.

In this week's episode of Product Marketing Life, host Mark Assini is joined by Meghan Pfeifer, Senior Product Marketer and Brand Strategist at Innovatemap. The pair discuss the relationship between product design and product marketing, how product marketing operates at a digital product agency, and why Innovatemap has put product marketing and brand on the same team.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Farhan Manjiyani, Product Marketing Manager at Grafana Labs. The pair discuss what successful enablement looks like, what enablement material should be built and who should own its creation, common mistakes product marketers make when approaching enablement, and finally, Farhan's framework for enablement success. 

On this week's episode of Product Marketing Life, host Mark Assini is joined by Farhan Manjiyani, Product Marketing Manager at Grafana Labs.The pair discuss what successful enablement looks like, what enablement material should be built and who should own its creation, common mistakes product marketers make when approaching enablement, and finally, Farhan's framework for enablement success

On this week's episode of Product Marketing Life, host Mark Assini is joined by Natasha Katson, Product Marketing Manager at Staffbase. The pair discuss how product marketers can create, manage, and evolve a healthy relationship with product managers and the broader product function.

In this week's episode of Product Marketing Life, host Mark Assini is joined by Derek Osgood, CEO, and Founder of Ignition. The pair discuss why go-to-market is such a widely known, but often misconstrued aspect of product marketing, and how Ignition is being built to address some of the biggest go-to-market-related pain points product marketers feel every day. They also share some practical tips on how product marketers can proactively address those problems.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Selin Tyler, Senior Director, Head of Product Marketing at Dolby Laboratories.The pair discuss how to set boundaries at work, whether that's boundaries between work and home, between teams, or between saying yes and no. Even non-PMMs will find helpful insights and tips that can help to maintain your sanity and health at work.

On this week's episode of Product Marketing Life, host Mark Assini is joined by Danny Peavey, Product Marketing & Sales Enablement at Story Sells.The pair discuss the role of storytelling in product marketing, including frameworks and best practices, as well as what product marketers can learn about effective storytelling through movies, television, interviews, and even hip hop. Want more on storytelling? Tune in to our StorySelling podcast. While you're at it, why not become a PMA Pro Member?

On this week's episode of Product Marketing Life, host Mark Assini is joined by Jon Neher, Product Marketing Manager at Vendasta.The pair discuss the power of qualitative data as part of a product marketer's storytelling toolkit including how to elevate the importance of qualitative data within a quantitative-focused environment, and some tools Jon's found useful in uncovering qualitative data that goes beyond traditional customer interviews.Want more on storytelling? Tune in to our StorySelling podcast. While you're at it, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Shirin Shahin, Product Marketing Leader and Consultant.The pair discuss the emergence of product marketing within the consultant space, where and when product marketing consultants tend to offer the most value to clients, and the unique challenges that come with running your own consulting practice. Looking for a consultant of your own? Check out PMA Consult. While you're at it, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Yi Lin Pei, Director of Product Marketing at Teachable.During their chat, Yi Lin shares her thoughts and recommendations on how to navigate the product marketing job market during the current economic downturn. She provides some really practical tips on how to assess your current situation, evaluate your next opportunity, and how to go about seeking it out. Looking for a PMM job? Check out PMM Hired. While you're at it, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Thomas Eugene, Senior Professional Services Engineer at Merydyan Technologies.During their chat, they discussed how critical it is to understand your customers and their unique learning needs when onboarding them to your product. Plus, Thomas shares some methods that he's used in his career to create a learning environment that puts customers at ease and makes them that much more willing to share valuable insights and feedback. Wanna learn more about customer research? Get Customer Research Certified. While you're at it, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Shira Atkins. Co-founder and CRO of Wonder Media Network.During their chat, they discussed how product marketers can leverage podcasts to help tell their company's stories and connect with a broader audience of customers. Shira also suggests other ways product marketers can leverage podcasts to promote their brand, acquire new customers and, interestingly, close deals.Wanna learn more about Storytelling? Get Storytelling Certified. While you're at it, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Jana Frejova, Team Lead of Growth and Product Marketing at Spendesk.During their chat, they discussed the unique and dynamic relationship between growth and product marketing teams. From the role product marketing plays in experimentation, to how they collaborate directly with their growth counterparts to drive conversion at every stage of the funnel, Jana provides great insight into how these two teams combine to generate tangible outcomes for the product and the customer. While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Andrew Hatfield, Founder and Marketing Strategist at Deepstar Strategic.During their chat, they discussed the concept of message-market fit. Andrew provides a very clear overview of what it is and how important it is for product marketers to help their company get it right. He also gives practical guidance on how to evaluate message-market fit, and how to identify when your messaging may need updating. Want to learn more about messaging? Get Messaging Certified. While you're here, why not become a PMA Pro Member?

In this special episode of Product Marketing Life, host Mark Assini reflects on some of his favorite soundbites from the last 12 months. He spoke to some incredibly talented product marketing experts over the year, so he thought he'd share a few that'll definitely be taking him through to 2023.While you're here, why not become a PMA Pro Member?

In this episode of the Product Marketing Life podcast, Collin Mayjack sits down with Yi Lin Pei, a renowned career coach and founder of Courageous Careers. Yi Lin brings a wealth of experience from her own journey in product marketing and offers invaluable insights into building a fulfilling and strategic career.

From the secrets of category creation to the art of structuring a top-tier product marketing team, Julien Sauvage shares valuable insights for any marketing leader looking to blaze a trail through their industry.

In this episode of Product Marketing Life, Collin Mayjack sits down with Jeff Chase, Mary Lim, and Rachel Sheldon to do a deep dive on interactive storytelling and product adoption. The Vitally team shared how they built their interactive demos from the ground up, the role that demos play in their customer journey, and how they build product guides that don't get ignored

In this episode, learn how to cut out the jargon and make sure your B2B messaging reigns supreme, with the "Queen of B2B messaging" Emma Stratton!You'll learn how to craft a unique brand identity and make your product stand out!

In this episode Collin sits down with every PMM's favorite camp counselor, Tamara Grominsky. Collin and Tamara went deep on the differences between inbound and outbound PMM (hint, we're not talking about your sales motion) and why the classic on the shelf/off the shelf analogy to explain PMM just doesn't work.

In this episode of Product Marketing Life, host Collin Mayjack caught up with Logan Hendrickson, Product Marketing Lead at 15Five. If you're tired of churning out one-pagers for your sales team, this one's for you.

Host Collin Mayjack spoke to Madeleine, the Product Marketing Manager at Chili Piper, about her career transition, as well as her company's unique approach to product marketing, transparent pricing, and positioning.

In this episode of the Product Marketing Life podcast, host Collin Mayjack sits down with Allison Rona, a Director of Product Marketing and PMA ambassador. Allison shares her firsthand experience launching a free trial at a sales-led organization, providing valuable insights into the complexities and challenges involved.

In this episode of the Product Marketing Life podcast, Collin Mayjack sits down with Matt Hodges, the Head of Product Marketing at Equals. Matt shares his impressive product marketing journey, from his early days at Atlassian to his experiences at high-growth companies like Intercom and Loom.Throughout the conversation, Matt provides valuable insights into building pricing models, navigating product naming decisions, and the challenges of scaling a product marketing function. He also reflects on the importance of understanding your target audience and being willing to adapt as the market evolves.

In this episode of Product Marketing Life, host Collin Mayjack sits down with Jonathan Pipek, a seasoned product marketing consultant, to dive deep into the world of startup product marketing. Jonathan shares his insights on the importance of getting the fundamentals right before investing in big marketing campaigns. He emphasizes the need for startups to focus on building a strong foundation around their ICP, positioning, messaging, and go-to-market strategy before attempting to scale through advertising or other channels.

In this episode of Product Marketing Life, host Collin Mayjack sits down with Jeff Hardison, the VP of Product Marketing at Calendly. They dive deep into Jeff's perspective on the evolution of product marketing, from its origins in consumer brands to its current state in the tech industry.

In this special episode of Product Marketing Life, host Mark Assini passes over the reins to Mikey Mioduski, Founder and CEO of GhostRanch, who sits down with Esther Yoon, VP of Industry and Product Marketing at RingCentral. They discuss visual storytelling, product keynotes, and the importance of a holistic approach to messaging. Esther also shares a refreshing outlook on what she anticipates for product marketers in 2023. While you're here, why not become a PMA Pro Member?

In this special episode of Product Marketing Life, host Mark Assini passes over the reins to Mikey Mioduski, Founder and CEO of GhostRanch, who sits down with Jen Jones, Chief Marketing Officer at commercetools. They discuss the value of networking and building mentor relationships throughout your career, why empathy and consistency matter in what we deliver to sales, capitalizing on storytelling opportunities, and more. While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Ken Oestreich, Founder of Fountainhead Product Marketing.During their chat, they discussed Ken's API-based framework for establishing streamlined and transparent exchanges of information between product marketing and its partner teams. This is a must-listen for anyone looking to formalize or improve cross-functional relationships. While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Umang Sejpal, Product Marketing Manager at Cofenster. During their chat, they discussed Cofenster's transition from a Sales Led Growth model, to a hybrid Product Led Growth Model. Umang's practical insights and recommendations will be incredibly helpful to anyone who finds themselves going through a similar shift.While you're here, why not become a PMA Pro Member? Plus, get Certified with our Product-Led Growth Core course.

In this episode of Product Marketing Life, host Mark Assini is joined by Sapir Segal, Senior Product Marketing Manager at Fiverr.During their chat, Sapir shares her experience as Fiverr's first official product marketing hire. She details her journey from its early days all the way up to her recent promotion into a senior role. For anyone looking to tackle their first role as a solo PMM or for guidance on how to navigate a promotion, Sapir offers some invaluable advice.While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Robert Kaminski, Head of Product Marketing at Fletch PMM. During their chat, Robert dives into his framework to achieve go-to-market success with horizontal products. He also shares his approach to creating and sharing actionable product marketing insights and guides on LinkedIn. In fact, it was one of those LinkedIn posts that spurred on the conversation you're about to hear.While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Shaalin Parekh, Founding Marketing Lead at Champify and Founder of IndustryGTM.During their chat, the pair discuss the approach Shaalin leveraged while at Seismic to spin up an industry-specific go-to-market strategy for a new sub-vertical. He shared his approach to identifying when an industry-specific go-to-market strategy is needed, and how to make sure it's unique enough from the core GTM by tailoring it to the sub-vertical's ICP and unique use case. His insights are super valuable to any product marketer tasked with taking on a GTM for a new industry segment.While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini welcomes Zoey Morck, Customer Marketing Manager at Logz.io.Zoey has held a number of marketing and sales-focused roles over the course of her career, finding a natural fit in the emerging world of customer marketing.Today, Zoey and the team at Logz help cloud-native businesses monitor and secure their environments with comprehensive open-source tools. Key discussion points:The role customer marketing plays within the broader sales and marketing orgs, and the role it plays in Go-to-Market.Zoey's thoughts on the recent shift around customer marketing and Go-to-Market - and why she thinks it's happening.The role customer marketing plays in helping product marketing define Go-to-Market strategy.How product marketing supports customer marketing, and vice versa.The ways in which customer marketing cooperates with lifecycle marketing.

In this episode, host Mark Assini is joined by Bhargav Brahmbhatt, Senior Product Marketing Manager at Harness.Bhargav has held a number of product-oriented roles, starting out first in software development, then getting into product management after pursuing an MBA, and finally landing in product marketing.Today, Bhargav and the team at Harness are building an intelligent software delivery platform that enables engineers to deliver software faster, with higher quality, and with less effort. During their chat, Bhargav and Mark explore what it's like to be a product marketer at a fast-moving startup and how to go about building out a product marketing team in a startup environment.For anyone looking to gain traction as a product marketer at a startup, this episode is a must-listen.

With 80.4% of product marketers earmarking the management of product launches as a core component of their role, what if we told you we hold the golden ticket to creating repeatable Go-to-Market processes?Make yourself comfortable, because in this episode, Devon O'Rourke, Founder & Manager Partner at Fluvio, shares a breadth of transferable insights sure to enhance your Go-to-Market strategy.Devon shares Fluvio's approach to creating repeatable Go-to-Market processes, outlining where most Go-to-Market plans tend to fall apart. He also shares his views on how product marketing can drive measurable impact at companies of various stages of growth.

In this episode, host Mark Assini is joined by Jessica Andrews, VP of Marketing at Copper.Jessica has recently taken on the role of VP of Marketing after spending the bulk of her career dedicated to product marketing. In fact, she credits her time in product marketing as one of the primary reasons she was able to take on the leadership position she currently holds.Today, Jessica and the team at Copper offer the only Google-recommended CRM that helps teams build better relationships to drive lasting revenue.During their chat, Jessica shares how she and a group of individuals at Copper brought their newest product, Wyndy, to market.She explains how ICP research helped to drive the decision to launch a new product, and how she and the team navigated entering a new customer segment with a new product.

In this episode, host Mark Assini is joined by Aubrey Chapnick, Senior Product Marketing Manager at Q4, a leading capital markets communications platform. Aubrey's path to PMM is highly unconventional. He initially wanted to join the military to become an F-18 fighter pilot but ended up going in a very different direction. Aubrey has done a lot of different things in his career including sales, management consulting, investment banking, equity research, HR, product, strategy, writing for the Globe and Mail, personal finance websites and even working as a catering chef before landing in product marketing. Today, Aubrey leads product marketing for Q4's growth products and is obsessed with helping Investor Relations professionals win in capital markets.During this chat, Aubrey dives into his path from no formal product marketing experience to Senior Product Marketing Manager in under a year.He also shares how he used unconventional experiences to his advantage when transitioning careers and trying to grow rapidly.

In this episode of Product Marketing Life, we're joined by Ryan Cuellar, Chief Delivery Officer at Primary Intelligence, where we discuss the ways in which win-loss analysis can be used to increase revenue and retention. Win-loss analysis is key to any successful product marketing endeavor. It delves into essential factors like why customers make certain decisions, and hones in on four categorical areas: price, product, sales motion, and company. But here's the catch, it's not just a deep product review; it goes deeper by exploring decision-making processes and the human element behind them. Key talking pointsFour categorial areas that interplay in the customer's decision-making processes.Understanding stakeholders' metrics, especially sales, to produce actionable recommendations.Building a strong relationship within the sales team and why it's crucial for a successful win-loss program.Metrics don't change on their own; they change with people.Overcoming sales objections and improving win rates.Demonstrating an understanding of buyers' unique needs.ResourcesFollow Ryan on LinkedInJoin the conversation in the PMA Community Slack channelAccess our eBook and explore the world of win-loss programs

This week on Product Marketing Life, Mark is joined by Dejan Gajsek, CEO and co-founder of Grow + Scale. Dejan shares his career journey, beginning with marketing roles at early-stage startups in Slovenia, before making the leap to found Grow + Scale – a competitive intelligence program provider for B2B and SaaS technology companies. Dejan takes us through the "dos and don'ts" of setting up competitive enablement programs, advising product marketers to start small and focus on one or two key competitors. He recommends creating a handful of assets like battlecards, and suggests leading with an "atomic battlecard" that covers 80% of scenarios to avoid overwhelming sales with too much information.If sales reps aren't using the new collateral, Dejan suggests diagnosing why by talking to them directly, getting leader endorsement, and highlighting successes from deals won using the assets. Looking ahead, he sees competitive intelligence remaining critical as competition increases. While AI is a hot topic, Dejan emphasizes preserving the human aspect of selling.Key talking pointsFor product marketers starting a competitive enablement program, Dejan advises starting small – focusing on 1-2 key competitors, ideal users like younger sales reps, and a few priority assets like battlecards.He shares tips on battle card creation - start with an "atomic battlecard" covering 80% of scenarios. Don't overwhelm sales reps with too much info.If sales reps don't use new enablement collateral, diagnose why – talk to them, get leader endorsement, and highlight successes.Looking ahead, competitive intelligence will remain critical as competition increases. AI is hot but be sure to preserve the human aspect of selling.

This week on Product Marketing Life, Mark is joined by Vaishnavi Ravi, founder and consultant at Market Maven, to discuss her experiences of leading major pricing changes. In their discussion, Vaishnavi advises treating pricing as an iterative process, requiring continuous testing and learning. She also stresses the importance of deeply understanding your customers and audiences as being critical for positioning and strategic direction. Overall, the discussion provides an inside look at the considerations and cross-functional collaboration vital for a successful pricing change.Key takeawaysPricing changes require balancing multiple factors like value delivered, customer impact, and business metrics. It's an iterative process of testing and learning.Research involves analysts, sales data, customer reactions, competitor pricing, and secondary research on pricing best practices.Important metrics to track include ARR, average revenue per user, deal sizes, customer acquisition costs, and churn.Change management is required to enable sales with the rationale and empathy for customers, staged rollout, and ongoing tracking of metrics and fine-tuning.Focus on truly understanding your customers and audiences will continue to be critical for product positioning and company direction.

In this episode of The Product Marketing Life podcast, host Mark Assini is joined by Joshua Diner, Group Product Marketing Manager at Infobip. They have an insightful conversation around conversational marketing and communication, and how it can be leveraged to provide highly personalized experiences.Here are the key takeaways from Mark and Joshua's discussion:Conversational communication blends chatbots, AI, and human interactions.Personalization is key for conversational marketing.Conversational communication can be applied across the entire customer journey.Cart abandonment is a prime use case for conversational communication. Personalization through conversational marketing can be a competitive advantage.

In this episode of Product Marketing Live, host Mark Assini interviews Olga Laul, Regional Product Marketing Manager at Google. Join us as Olga draws on her experience leading regional and global product launches and shares advice for effectively launching products internationally.Here are the key takeaways from Mark and Olga's discussion: Staggering product launches by geography and time is recommended.Work closely with product teams to align on key market prioritization.Focus on priority products and markets to manage the broad scope.Local testing and validation is crucial to avoid launch mistakes.Ongoing education and training are vital in keeping up with emerging innovations.

On this episode of Product Marketing Life, host Mark Assini is joined by Aline Bezerra, Senior Product Marketing Manager at Crownpeak. Aline shares insights from her experience navigating a merger and leading the effort to implement a unified launch process.With a background in international trade, Aline transitioned into product marketing nine years ago. She now leads the go-to-market strategy for Crownpeak's digital experience platform products. After Crownpeak acquired Attract, Aline faced the challenge of bringing together disparate launch processes from multiple merged teams.Key takeawaysHow to map out product launch backlogs effectively.Why building relationships and involving product managers (PMs) is key.How to test your launch process with a proof of concept.Why tracking metrics matters in process improvement.Why shifting focus to customer retention is essential.How to prioritize customer satisfaction for long-term success.

Product teams move fast – often keeping their heads down, chasing goals, and, unfortunately, overlooking the emotional needs of the customer, which is essential to providing positive user experiences.In this episode of Product Marketing Life host, Mark Assini, is joined by design expert Bryan Zmijewski, President and Owner of ZURB, to unpack how companies lose touch with users and provides proven tactics to close the disconnect. Key takeaways:Why adopting design thinking principles can create positive customer experiences.How losing touch with your users creates a disconnect between the product and customer needs.Why you need to facilitate an open dialogue between sales and product.How negative feedback presents invaluable opportunities for improvement. Why diverse opinions – united behind customer insights – produce better outcomes than isolated decisions by one specialized team.

Get the inside scoop on life as a solo product marketing manager and how this compares to being part of a team.In this episode, host Mark Assini is joined by two guests, Stuti Dutt, Senior Product Marketing Manager at Compass Digital, and Kevin Chan, Director of Product Marketing at Fleetio.During their chat, Stuti, Kevin, and Mark explore what it takes to not just survive, but excel as a product marketer, both as a solo PMM or as part of a team. Stuti and Kevin have worked on their own and as part of a larger group, so they have experienced the benefits and challenges of both dynamics. Stuti gives us the lowdown on flying solo, like the need to work cross-functionally and build strong relationships across the organization. Kevin echoes the perks of cross-functional relationships that solo PMMs can use to test-drive ideas quickly. But it can get lonely without a squad to strategize with.Key takeawaysHow to build strong cross-functional relationships when you're a solo PMM. Why you need to create a PMM charter to stay focused.How to watch out for mental health red flags and why joining groups like PMA can help.How to get buy-in from leadership.Why you need to quantify your impact as a solo PMM. How to grow the PMM function over time.

In this episode of Product Marketing Life, Mark Assini is joined by experienced marketing consultant at Broadridge, Katharine Hibson.Katharine shares her expert insights on conducting effective customer interviews, stressing that customer conversations require strategy and planning, not a casual approach. She outlines her process for preparing an interview guide, including motivational topics to cover and open-ended questions that draw out insights.Join Katharine and Mark as they discuss what success looks like, common mistakes you can make, templates she's created to guide customer interviews, and everything in between! Key takeawaysHow proper planning and strategy, not a casual approach, lead to productive customer conversations.The benefits of letting customers speak openly and without interruption. How asking ‘why' can help you dig deeper and gauge pain points.Why having a consistent interview structure is fundamental.And more.

In this episode of Product Marketing Life, Mark Assini is joined by Tamara Grominsky, a seasoned product marketing leader and founder of PMM Camp. They dive into the growing trend of product marketers becoming founders, striking out on their own as entrepreneurs. Tamara shares how her career has always embodied an entrepreneurial spirit, from partnering directly with founders during her PMM roles to recently stepping out on her own. She discusses why product marketers make natural entrepreneurs, given their business acumen, customer orientation, and ability to thrive in uncertainty.They discuss launching new products and services – both within companies and as entrepreneurs. Tamara outlines key differences like limited resources and vulnerability when launching your own business. She also details her journey of co-creating a new course, Ready to Launch.Key TakeawaysWhy product marketers make strong entrepreneursThe ups and downs of self-launching: How launching a personal venture differsThe benefits of partnering with PMMs with diverse strengths and expertiseWhy many experienced product marketers still seek validationHow financial acuity is integral in driving impactAnd more.

In this episode of Product Marketing Life, Mark Assini is joined by Justin Dorfman, Co-Founder & CEO of AssetMule. During their chat, Justin shares his thoughts on the difference between good and great enablement and what product marketers can do to build enablement into a function that delivers enough value to warrant its own dedicated resourcing.As a veteran in the tech and SaaS industry, Justin shares his comprehensive journey that spans from a foundational role in sales to an evolution into product marketing, culminating in his current entrepreneurial venture. Mark and Justin get to the core of effective sales enablement, emphasizing the importance of a strategic approach where ongoing dialogue between the enablement and sales teams leads to more dynamic and impactful support. By moving beyond the traditional reactive nature of enablement, organizations can develop sustainable, scalable strategies that truly support their sales teams in a rapidly evolving market.Not only that, Justin shares the inspiration and vision behind AssetMule, talking about addressing the common challenges in creating sales assets, especially for non-designers in product marketing roles.Key takeawaysWhy product marketers make strong entrepreneursThe ups and downs of self-launchingThe benefits of partnering with PMMs with diverse strengths and expertiseWhy many experienced product marketers still seek validationHow financial acuity is integral in driving impactAnd more insights throughout the episode!

In this episode of Product Marketing Life – the final episode of 2023 – host Mark Assini has orchestrated an insightful series of discussions with some of the foremost experts in product marketing. This season, we've journeyed through a series of candid conversations, each offering fresh perspectives and real-world experiences that shed light on the multifaceted nature of product marketing.We've explored various topics, from the intricacies of horizontal product marketing strategies to the art of quantifying marketing's impact in a tangible way. You were treated to an array of episodes that delved into the heart of PMMs' challenges, from navigating go-to-market strategies and effectively demonstrating marketing impacts to leveraging customer feedback for sustained growth.Featuring a diverse group of guests, including: Robert Kaminski from FletchZoey Morck from Logz.ioDevon O'Rourk from FluvioRyan Cueller from TruVoiceOlga Laul from GoogleStuti Dutt from Compass DigitalKevin Chan from FleetioThis episode – the final episode of 2023 – offers a recap of some of Mark's favorite conversations of the year. Key takeawaysHow to achieve GTM successHow to demonstrate impact in a role that doesn't always get tied to quantifiable metricsWhy companies often fail at the hands of their inability to sustain and repeat successful launches.What a win-loss program is and isn't What it's like to be a PMM on a truly global scaleWhat's the difference between being a solo PMM vs. working in a large team?

In this episode of Product Marketing Life – the first episode of 2024 – host Mark Assini is joined by Priya Gill, Vice President of Product Marketing at SurveyMonkey. During their chat, Priya and Mark discuss the core three areas product marketers need to nail in order to drive an effective go-to-market strategy. Priya also shares her thoughts on how to invest your time wisely, elaborates on the significance of grasping the buyer's pain points, aspirations, and motivations, and gets into how AI tools can augment research and content creation to enhance productivity and efficiency. About our guestPriya is an accomplished marketing executive who has worked in the tech industry for over 15 years with experiences in a wide range of disciplines including engineering, product management, finance, and marketing.Today, Priya leads the product marketing, web, growth, and localization teams, driving SurveyMonkey's go-to-market strategy, web strategy and growth, and international experiences.Key takeawaysWhy understanding market trends and the competitive landscape mattersWhy target buyer insights are crucial to crafting messaging that resonatesHow a deep understanding of your product translates into customer benefitsThe importance of cross-functional partnerships in strategy cohesionHow utilizing AI tools can enhance productivity and efficiency in product marketingAnd more insights throughout the episode!

In this episode of Product Marketing Life, host Mark Assini speaks with Erica Dingman, Senior Product Marketing Manager at Movable Ink, about the difference between vision selling and product selling.Key takeawaysWhy vision selling takes a more transformational approachHow to convince customers to adopt a new way of workingBuilding an incremental pathway to sophistication for each customerMaintaining a core narrative while customizing for each clientThe increasing value of face-to-face marketing and human connections

In this episode of Product Marketing Life, Mark Assini, speaks with Jason Oakley, founder of Productive PMM, about what it means to be a founding product marketing manager (PMM).

In the 100th episode of Product Marketing Life, host Mark Assini bids farewell and hands over the reins to new host, Collin Mayjack, PMM at Dataro. The pair discuss Collin's experience as a product marketing manager, when and why to delay a product launch, and what he's looking forward to as the new host of the series.

Grant Duncan, VP of Marketing at HST Pathways, shares his experience and tips for moving up the ranks to become a senior marketing leader in such a short timeframe.

Emily Pick, Senior Product Marketing Manager at Rattle, shares her experience as a founding PMM at a Series A startup.

On this episode of Product Marketing Life, host Collin Mayjack is joined by Andy McCotter-Bicknell, Head of Competitive Intelligence at Apollo. They delve into the world of competitive analysis – covering Andy's gradual transition from ZoomInfo to their major rival Apollo, common myths about competitive intelligence, and strategies for differentiating your offering while still presenting competitors in a fair light.

In this episode of Product Marketing Life, host Collin Mayjack and guest Anthony Pierri, Co-Founder of FletchPMM, talk about throwing out your product vision, finding clear homepage messaging, and what product marketers can learn from the Baja Men.

In this episode of Product Marketing Life, Collin goes to therapy. Well, sort of. Collin sat down with Maggie Bean, Co-Founder of Product Marketing Therapy. Collin and Maggie get personal, covering everything from anxiety and imposter syndrome to self care and finding community.

In this episode, Collin sits down with the writers of his favorite newsletter, The PMM Files. Collin, Jason, and Aubrey talk about borrowed creativity, three of their favorite product marketing examples, and how to build a swipe file of your own.

In this episode, Collin sits down with the queen of PLG herself, Madison Leonard. Collin and Madison chat through mistakes product marketers make in segmentation, how companies can become more product led, and why features don't make a product #1.

In this episode of Product Marketing Life, our host Collin Mayjack sits down with the boys behind UserEvidence, Mark Huber & Alex Eaton. Mark peeled back the curtain on his first PMM hire, Alex shared about building his PMM charter, and the three of them talked about what UserEvidence does best – customer proof.

In this episode Collin sits down with the 3 the boys behind the We're Not Marketers podcast: Eric Holland, Gab Bujold, and Zach Roberts. This episode is all about hot takes, including the hot take that started it all: Product Marketers are not marketers.

In this episode of Product Marketing Life, host Collin Mayjack sits down with the king of narrative design, Marcus Andrews.Collin and Marcus talk about how narrative design can help you gain influence, writing narratives that your customers actually resonate with, and how you know your narrative is working.

In this episode, our host, Sid Khaitan, spoke with Steffi Li, Head of Product Marketing, about her path from advertising to building a career in technical B2B product marketing. She shares how a research background shaped her PMM instincts, what it's like breaking into the field without a technical degree, and why domain knowledge and foundational processes matter – especially in early-stage startups.