Product Marketing Life

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Your very own biweekly dose of all things product marketing. Whether you want a glimpse into the life of other PMMs or you’re after a deep dive into something specific, this is the only place you need to be.

Product Marketing Alliance


    • May 16, 2025 LATEST EPISODE
    • infrequent NEW EPISODES
    • 40m AVG DURATION
    • 143 EPISODES
    • 3 SEASONS


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    Latest episodes from Product Marketing Life

    What it takes to get promoted in product marketing with Steffi Li

    Play Episode Listen Later May 16, 2025 34:01


    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.

    The past, present and future of product marketing with Jeff Hardison, Calendly

    Play Episode Listen Later Jan 24, 2025 41:29


    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.

    Crafting effective GTM strategies for startups with Jonathan Pipek, CEO, Blue Manta Consulting

    Play Episode Listen Later Jan 10, 2025 45:47


    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.

    Unicorns, pricing and naming with Matt Hodges, Head of Product Marketing, Equals

    Play Episode Listen Later Dec 9, 2024 59:31


    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.

    The #1 thing to know about launching free trials with Allison Rona

    Play Episode Listen Later Nov 22, 2024 41:33


    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.

    The good, bad, and spicy of transparent pricing with Madeleine Work

    Play Episode Listen Later Nov 8, 2024 39:43


    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.

    "Death to one-page product documents" with Logan Hendrickson, PM Lead at 15Five

    Play Episode Listen Later Oct 14, 2024 39:13


    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.

    Navigating the inbound and outbound divide with Tamara Grominsky, Creator of PMM Camp

    Play Episode Listen Later Sep 27, 2024 46:15


    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.

    How to make your messaging punchy with Emma Stratton, Founder at Punchy

    Play Episode Listen Later Sep 13, 2024 43:13


    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!

    Bringing your product into the foreground with Jeff Chase, Mary Lim and Rachel Sheldon

    Play Episode Listen Later Aug 29, 2024 45:07


    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

    How Clari dominated the revenue platform category, with Julien Sauvage, Clari

    Play Episode Listen Later Aug 16, 2024 42:28


    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.

    Designing narratives customers actually resonate with, Marcus Andrews, Pendo

    Play Episode Listen Later Aug 2, 2024 44:34


    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.

    "Be 10 times bolder in your career" with Yi Lin Pei

    Play Episode Listen Later Jul 19, 2024 54:01


    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.

    “We're not marketers” and other spicy takes, with Eric Holland, Gab Bujold, and Zach Roberts

    Play Episode Listen Later Jul 5, 2024 51:05


    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.

    PMM charters and proof customers actually believe, with Mark Huber and Alex Eaton from UserEvidence

    Play Episode Listen Later Jun 7, 2024 43:45


    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.

    “PLG is not a free trial” with Madison Leonard, Consultant and Founder of SaaS Secrets

    Play Episode Listen Later May 24, 2024 49:39


    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.

    Building a PMM swipe file with Jason Oakley and Aubrey Chapnick, writers of PMM Files

    Play Episode Listen Later May 10, 2024 51:29


    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.

    Product marketing therapy with Maggie Bean, Co-Founder of Product Marketing Therapy

    Play Episode Listen Later Apr 29, 2024 42:17


    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.

    “Nobody cares about your vision” with Anthony Pierri, Co-Founder of FletchPMM

    Play Episode Listen Later Apr 12, 2024 56:42


    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.

    Fighting friendly with Andy McCotter-Bicknell, Head of Competitive Intel at Apollo.io

    Play Episode Listen Later Mar 29, 2024 55:02


    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.

    Powerlifting and PMMing at a Series A startup with Emily Pick, Senior PMM at Rattle

    Play Episode Listen Later Mar 15, 2024 43:14


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

    From PMM to VP in 3.5 years with Grant Duncan, VP of Marketing at HST Pathways

    Play Episode Listen Later Mar 1, 2024 48:34


    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.

    When and why to delay a product launch, passing the mic, and a fresh start, with Collin Mayjack, PMM at Dataro

    Play Episode Listen Later Feb 16, 2024 55:01


    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.

    How to launch the PMM function from scratch, with Jason Oakley, founder of Productive PMM

    Play Episode Listen Later Feb 2, 2024 48:59


    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).

    Vision selling in an AI-driven world, with Erica Dingman, Senior Product Marketing Manager at Movable Ink

    Play Episode Listen Later Jan 19, 2024 45:36


    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

    From engineering to marketing: Priya Gill's journey to strategic PMM mastery

    Play Episode Listen Later Jan 5, 2024 44:07


    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!

    The best of Product Marketing Life: Game-changing insights from 2023

    Play Episode Listen Later Dec 22, 2023 34:18


    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?

    Maximizing impact: How to elevate sales enablement value with Justin Dorfman, Co-Founder & CEO at AssetMule

    Play Episode Listen Later Dec 8, 2023 56:12


    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!

    From product marketer to founder: Why PMMs have an entrepreneurial edge with Tamara Grominsky, founder of PMM Camp

    Play Episode Listen Later Nov 24, 2023 50:15


    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.

    Casual chats won't cut it: How to plan productive customer interviews with Katharine Hibson

    Play Episode Listen Later Nov 10, 2023 42:47


    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.

    Lone wolf or pack mentality? The pros and cons of solo PMMing | Stuti Dutt and Kevin Chan

    Play Episode Listen Later Oct 27, 2023 47:35


    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.

    Emotional intelligence in product development: Why design thinking is the key to success | Bryan Zmijewski, President and Owner of ZURB

    Play Episode Listen Later Oct 13, 2023 49:25


    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.

    How to create a unified launch process: Insights from Crownpeak's PMM | Aline Bezerra

    Play Episode Listen Later Sep 28, 2023 49:32


    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.

    A PMM's guide to international launches | Olga Laul, Regional PMM at Google

    Play Episode Listen Later Sep 14, 2023 35:20


    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.

    Conversational marketing for personalized experiences | Joshua Diner, Group PMM at Infobip

    Play Episode Listen Later Sep 1, 2023 47:39


    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.

    Managing the balancing act of pricing | Vaishnavi Ravi, Founder of Market Maven

    Play Episode Listen Later Aug 18, 2023 55:52


    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.

    The Dos and Don'ts of Competitive Enablement | Dejan Gajsek, Founder & CEO, Grow + Scale

    Play Episode Listen Later Aug 4, 2023 38:47


    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.

    Increasing revenue and retention with win-loss analysis | Ryan Cuellar, Chief Delivery Officer at Primary Intelligence

    Play Episode Listen Later Jul 19, 2023 61:53


    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

    From aspiring F-18 pilot to high-flying PMM | Aubrey Chapnick, Senior Product Marketing Manager at Q4

    Play Episode Listen Later Jun 8, 2023 58:56


    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.

    Using ICP research when launching a new product | Jessica Andrews, VP Marketing at Copper

    Play Episode Listen Later May 25, 2023 44:30


    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.

    Your golden ticket to repeatable Go-to-Market processes | Devon O'Rourke, Fluvio

    Play Episode Listen Later May 11, 2023 43:23


    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.

    Product marketing life at a fast-moving startup | Bhargav Brahmbhatt, Senior Product Marketing Manager at Harness

    Play Episode Listen Later Apr 27, 2023 55:14


    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.

    How customer marketers contribute to product marketing | Zoey Morck, Customer Marketing Manager at Logz.io

    Play Episode Listen Later Apr 14, 2023 43:57


    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.

    Tailoring your go-to-market to your specific sub-vertical's ICP | Shaalin Parekh, Champify

    Play Episode Listen Later Mar 31, 2023 41:58


    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?

    A framework to achieve go-to-market success with horizontal products | Robert Kaminski, Fletch PMM

    Play Episode Listen Later Mar 17, 2023 54:10


    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?

    How to navigate your product marketing promotion | Sapir Segal, Fiverr

    Play Episode Listen Later Mar 3, 2023 51:14


    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?

    Transitioning from sales-led growth to a product-led growth hybrid model | Umang Sejpal, Cofenster

    Play Episode Listen Later Feb 17, 2023 33:40


    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.

    The API framework you need to improve cross-functional relationships | Ken Oestreich, Fountainhead Product Marketing

    Play Episode Listen Later Feb 3, 2023 37:14


    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?

    Empathy, networking, and storytelling - the three keys to product marketing success | Jen Jones, CMO at commercetools

    Play Episode Listen Later Jan 20, 2023 28:59


    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?

    The importance of a holistic approach to messaging | Esther Yoon, VP of Industry and Product Marketing at RingCentral

    Play Episode Listen Later Jan 6, 2023 29:21


    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?

    Reflecting on 2022 | Product Marketing Life highlights

    Play Episode Listen Later Dec 16, 2022 36:45


    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?

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