Building for People, Not Just Products - Talk Product Marketing with Aaron Mendoza

Joseph Diaz and product marketer Aaron Mendoza explore what product marketing is and why it matters.

From his start in product management to leading go-to-market strategy at Bill, Aaron shares how product marketers serve as strategic quarterbacks inside a business, aligning cross-functional teams, crafting messaging, and ensuring that products don’t just launch—they land.

You'll hear how product marketing overlaps with sales enablement and instructional design, what it means to build with the customer in mind, and why research, not assumptions, should guide your strategy. Whether you're in L&D, sales, or product, this episode offers insights into how teams can better communicate value and meet real needs.

• What product marketers actually do (and how it differs from product management)

• The role of storytelling and research in shaping product success

• How to break into the field of product marketing

• Differences in PMM roles at startups vs. large organizations

• Why customer insights > assumptions

• Strategic alignment across teams, from sales to customer success

Organizations & Communities:

• Product Marketing Alliance (PMA)

Books:

• Obviously Awesome by April Dunford

• Make It Punchy by Emma Stratton

Podcasts:

• Positioning with April Dunford

• Product Marketing Life by PMA

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