The Product Marketing Experts

[00:01:00] - When you think about your own journey, what pulled you into product marketing in the first place, and how has that perspective evolved across Salesforce, Box, MuleSoft, Google Cloud, and now Canva?[00:06:00] - Can you unpack what your LinkedIn bio quote means: "A good platform is a good story and a good story is also a good platform"?[00:10:00] - Two-part question:In some ways this means that the company has to be at a certain level, right? Early stage startups aren't really gonna have ecosystems - is that something you look for in your next role?What is ecosystem? Break it down - what does ecosystem marketing entail, maybe your day-to-day or week to week of what that's like to be an ecosystem marketer?[00:17:00] - Let's talk about building a product marketing team in a global environment, multiple offices around lots of time zones. How do you approach that? How do you even think about that? And has anything changed in how you think about this coming out of Covid?[00:22:00] - What's one piece of advice that you wish you had earlier in your product marketing career? Or what would you wish you could go back and tell yourself 10, 15 years ago?[00:30:00] - What's inspiring you right now, outside of marketing, maybe outside of Canva?Want more insights from Indy? Check out her Sharebird Profile.Looking to connect? You can find Indy here on LinkedIn.

Questions covered in this episode: 00:21 Opening Question: Journey into and through product marketing02:29 How do you define growth product marketing and how it differ from traditional quote-unquote product marketing? 04:29 How do you like to sort through some of the signals to find the right stories to tell to the market? 08:13 How do you empower your team to make informed leaps and how do you build space for them to do it?10:51  How do you collaborate effectively with the rest of the marketing and product teams?14:20 For product marketing professionals seeking to join or currently collaborating with your organization, what key skills and strategic mindset transformations have you identified as critical for individual and team's success and growth?16:43 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Kelsey? Check out her Sharebird Profile.Looking to connect? You can find Kelsey here on LinkedIn.

Questions covered in this episode: 00:19 Opening Question: Journey into and through product marketing03:25 Can you share a little bit about how you think about crafting great product stories that resonate with customers? 06:08 How do you balance technical details, emotional storytelling, and the unique capabilities to tell a differentiated story at Lattice?08:50 Do you have any data points that you regularly look at or would like to look at to tell how some of the stories are working or how some of that differentiation is resonating?14:19  How do you prove to the org the changes we have to make in stories and show the ROI?18:18  How do you think about carrying the messaging through the journey to additional products or add ons that the company offers?   25:02 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Emi? Check out her Sharebird Profile.Looking to connect? You can find Emi here on LinkedIn.

Questions covered in this episode: 0:18 Opening Question: Journey into and through product marketing1:48  How do you think about deciding what KPIs truly reflect the success of product marketing efforts? Do you have any favorite KPIs that you feel have been overlooked but are useful for product marketing? 05:33 How do you think about the reporting cadence and how that's historically worked best for you and your teams?08:17  Do you have any advice for ensuring that KPIs are not just numbers on a spreadsheet but telling a compelling story?12:37 How do you think about working with enablement and bridging that to generating revenue and measuring the success of the effort that you tie into enablement?16:57  How do you ratchet up the maturity of those KPIs between enablement and product marketing as the organization grows and evolves? 21:08 Can you share how you made the jump from PMM to overall marketing and your biggest challenge faced during that transition? 27:39 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Charlene? Check out her Sharebird Profile.Looking to connect? You can find Charlene here on LinkedIn.

Questions covered in this episode: 0:32 Opening Question: Journey into and through product marketing2:57  Can you share any stories about a memorable launch that you've been a part of and how you've adapted to make it a success? 10:32 How do you think about messaging and working with analysts or cross-functional partners to ensure that messaging is cutting through the noise effectively? 18:35 How do you balance speed to market while ensuring that all of the launch elements are in place and fully ready?22:20 How do you whether as a Pendo or in another company you've been a part of integrate competitive insights into your launch strategy to ensure that your positioning not only stands out but counters any competitors?26:27  How do you encourage product marketers, whether its a brand new product marketer who's just joined your team or somebody who's joining your team as a fairly senior product marketer to have a thorough understanding of the competitive landscape?31: 17 How do you think about creating that rolling thunder and ensuring a launch not only goes smoothly, but it has a lasting impact beyond that initial day or event?Want more insights from Jackie? Check out her Sharebird Profile.Looking to connect? You can find Jackie here on LinkedIn.

Questions covered in this episode: 0:26 Opening Question: Journey into and through product marketing4:14  How do you convince customers to care about what makes your product different?  7:32 Can you share an example of a time when you faced intense competition and walk us through some of the processes of how you crafted competitive positioning and ultimately won major deals?11:16 How do you strike the balance between responding to some of those competitors and staying true to your vision and strategy?23:11 Can you advise some advanced tactics that are overlooked or underutilized that product marketers can level up or learn as they're looking to go head-to-head with a potential competitor? 29:53  Any book or a piece of content that's helped you propel your PMM career and how you think about product marketing?Want more insights from Michael? Check out her Sharebird Profile.Looking to connect? You can find Michael here on LinkedIn.

Questions covered in this episode: 0:24 Opening Question: Journey into and through product marketing2:24 How do you think about go-to-market strategy and how do you feel about audience segmentation, especially when dealing with a broad user base, like you have at LinkedIn?6:37 How do you think about executing the go-to-market strategy?11:45 How do you foresee and solve the complex go-to-market challenges? 19:25 Any advice for what product marketers should be thinking about or doing now to prepare for the changes coming from AI?Want more insights from Andrew? Check out her Sharebird Profile.Looking to connect? You can find Andrew here on LinkedIn.

Questions covered in this episode: 1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?4:22 How you and Crossbeam team think about creating successful go-to-market plan?7:37 how do you lay out the responisbilities and plan across your organization?10:03 How you think about defining that ownership and gaining buy-in cross-functionally.?13:57 How you approach different launch sizes or just different launches overall?17:14 How you think about defining KPIs for a successful go-to-market launch?19:46 How you've thought about differentiating yourselves and your messaging and ensuring that you retain leadership through launches?22:06 Can you share one piece of insight that has served you well throughout your product marketing career?Want more insights from Amanda? Check out her Sharebird Profile.Looking to connect? You can find Amanda  here on LinkedIn.

The podcast covers topics such as product marketing in the metaverse, aligning with counterparts in other divisions, three approaches to stakeholder management, and the importance of relationship building and stakeholder management in the tech industry.

Questions covered in this episode: 1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?6:32 How you handle release marketing at Observable and how you think about organizing and planning for releases at your current company??11:09 how did you work with leadership and your product team to kind of get that alignment initially upfront?13:27 How you've thought about this and how you've even empowered product marketers on your team at observable?18:37 How have you thought about as a manager, as a leader, how do you communicate that kind of across the org and up and down the org respectively as well? 22:43 How you've kind of advised pmms on your teams respectively to address some areas that you've seen launches go wrong?28:21 Can you share a little bit more about your journey, how you thought about it and how you actually took that or ather made the jump to being a PMM leader?33:34 Can you share one piece of insight that has served you well throughout your product marketing career?Want more insights from LaShaun? Check out her Sharebird Profile.Looking to connect? You can find LaShaun here on LinkedIn.