#25 Ashley Herbert Popa: Mastering Product Marketing | Grow with the Flow

Does your company really understand the role of product marketing?

Let's try to find the answer to some of the biggest questions around the topic including:

- When should you invest in product marketing?

- How does the role evolve as your company scales?

- And what separates great product marketers from the rest?

Join us for the latest episode of Grow with the Flow, Clément Dumont and Joliene van Grieken sits down with Ashley Herbert Popa, a searial head of Product Marketing for some companies Sendclound, Tellent and Virtuagym.

Within the episode we covered various topics including:

✅ The real role of product marketing in B2B SaaS

✅ Kickstarting the product marketing function (even as an early-stage company)

✅ Gathering customer insights & competitive intelligence effectively

✅ Balancing between strategy & execution as a product marketer

and most importantly, answering if the product marketing be its own function!

If you want to sharpen your go-to-market strategy and build a product marketing function that truly drives impact, this episode is for you!

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Useful links:

Connect with Ashley on LinkedIn / https://www.linkedin.com/in/ashley-herbert-popa-561b6930/

Check out Sendcloud https://www.sendcloud.com/

Follow The Growth Syndicate on LinkedIn / thegrowthsyndicate

Check our exclusive community for B2B Marketing leaders https://www.thegrowthsyndicate.com/community

Episode Highlights:

1:07 – Ashley’s story: From the US to Europe & into product marketing

6:47 – What is product marketing, really?

7:48 – The role of product marketing in B2B SaaS

9:50 – How to build a product marketing function from scratch

11:52– Setting boundaries as a product marketer

14:22– Gathering customer insights to influence product & GTM

17:27– Competitive intelligence: How great product marketers do it

20:27 – The role of product marketing in early-stage vs. late-stage companies

23:22– Delivering value as a product marketer in early-stage B2B SaaS

28:45 – Should product marketing be a standalone function or part of GTM?

33:10 – Fixed Q&A: Hard lessons, best practices & hot takes

45:45 – Why product marketing & demand gen don’t always mix

52:07– Rapid-fire: Product marketing trends, biggest mistakes & the future

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com