In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce.
Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more.
You will learn:
* The key responsibilities of a good product marketer.
* Why product marketers should know the product better than product managers.
* The differences between sales-led and product-led go-to-market strategies, plus the importance of mapping the buying journey and equipping the sales team with the right messages.
* The need for founders to be realistic about the skills and experience required for a startup product marketer.
* Why product launches don't need to be big or expensive to succeed, but they do need to be intentional about who the launch is for.
* Lessons from how Michelin Guide was launched to encourage more driving, with star ratings for destinations.
* The benefits of analyzing existing customers to identify best fit for product and value proposition.
* Why you should avoid creating marketing personas that are too fictional and instead create segment profiles that are based on quantitative data.
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If you want to skip ahead:
(3:27) Product marketing role and responsibilities.
(6:47) Product marketing challenges and hiring tips.
(12:24) Product launch strategies.
(16:08) Identifying target audience for product launches.
(20:13) Segmentation in marketing.
(25:10) Identifying customer segments.
(29:01) Product marketing personas.
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Connect with Tamara Grominsky on LinkedIn:
https://www.linkedin.com/in/tamaragrominsky/
Subscribe to “PMM Camp,” Tamara’s newsletter for product marketing leaders: https://newsletter.pmmcamp.com/subscribe
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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:
Work with April: https://www.aprildunford.com/contact
April’s newsletter: https://aprildunford.substack.com/
April’s LinkedIn: https://www.linkedin.com/in/aprildunford/
April’s Twitter/X: https://twitter.com/aprildunford
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Mentioned in this episode:
* PMM Camp, Tamara’s community for product marketing leaders: https://www.pmmcamp.com/
* The Leap, a platform by Thinkific that creators can use to create and sell digital products: https://www.theleap.co/
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Get April Dunford’s books and audiobooks:
“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”
“Sales Pitch: How to Craft a Story to Stand Out and Win.”
Amazon US: https://amzn.to/49l0ZRY
Amazon Canada: https://amzn.to/4ac9hgt
Amazon UK: https://amzn.to/3vosDzQ
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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.
Podcast website: https://www.positioning.show/
Subscribe on Apple Podcasts: https://apple.co/3PFHcWx
Subscribe on Spotify: https://spoti.fi/4aqyDqI
Subscribe on YouTube: https://www.youtube.com/@positioningshow
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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com
Positioning with April Dunford