
The Product Marketing Experts
A deep dive into the craft of Product Marketing with the best Product Marketers in the world. Each week we sit down with Product Marketing experts at some of the fastest growing technology companies in the world. Hosted by Jeffrey Vocell, Director of Product Marketing at Iterable and brought to you by Sharebird.com, the leading Product Marketing question and answer site.
Latest episodes

Jun 9, 2021 • 32min
Developing your PMM Career with Kavya Nath, Senior Director of Product Marketing at Sprinklr
Connect with Kavya on LinkedIn.Join Kavya on Sharebird. Questions covered in this episode:1. Can you tell us a bit about yourself and your role at Sprinklr?2. Can you share a little bit about how you got into product marketing and what interested you about it?3. For a product marketer looking to get into leadership, how do you advise they approach it?4. Are there any skills or areas of opportunity you see a lot of product marketers need to address at this stage?5. As you grow, and as the company grows, eventually you need to learn to manage another layer and add managers to your team. How do you develop this skill as a leader? 6. Looking back, is there anything you'd do differently on your path to leading product marketing? Any particular situations you learned a lot from?7. One of your favorite questions to ask is what a candidate's superpower is. Can you share a bit more about why you like to ask that?8. What's your superpower?9. As a leader, how do you develop great relationships with other leaders across marketing, sales, and product? Certainly there's 1:1s, but beyond that?10. What's one or two books you've read recently that have had an impact on you?

Jun 2, 2021 • 30min
Establishing Product Marketing with Gregg Miller, Head of Product Marketing at Zapier
Connect with Gregg on LinkedIn. Join Gregg on Sharebird. Questions covered in this episode:1. Can you tell us a bit about yourself and your role?2. How have you structured the team at Zapier?3. What do you think about structuring product marketing teams? Why did you decided on the structure you just mentioned?4. As a leader, how have you balanced scaling yourself and your team/resources?5. We're seeing more specialization in product marketing lately. With specific roles for pricing, competitive intelligence, research, and more. What do you think the next few years of this looks like? What skills should aspiring product marketing leaders look to develop?6. A lot of product marketing leaders and experts alike are looking to make a leap similar to this. What skills should we all be thinking about?7. Have there been any mistakes you've made while growing or establishing the PMM function? If so, can you share with us what you've learned?8. What's one or two books you've read recently that have had an impact on you?

May 26, 2021 • 42min
Product Launch Strategy with Grace Kuo, Director of Product Marketing at Udemy
Connect with Grace on LinkedIn.Join Grace on Sharebird. Questions covered in this episode:1. Can you tell us a bit about yourself and your role at Udemy?2. As product marketing leaders, we need to build credibility with so many other groups such as product, demand gen, customer marketing, and more. How do you do this effectively, and how does your team build upon this for launches?3. How do you and the team at Udemy think about quarterly or yearly planning and how do launches fit into that?4. Does product marketing drive content or market themes that the broader marketing team should be focused on?5. With planning, how do you and your team prepare for launches and execute them cross-functionally?6. Can you tell us about what kind of internal marketing you do in the lead-up, and during a launch?7. Talk us through the week or two leading up to a major launch. What does that look like for you and your team?8. Do you have any memories or lessons you've learned recently from a launch that went well? Or didn't go according to plan?9. What are the check-in milestones you as a leader setup to ensure your team is on the right track?10. Are there any books you've read, or maybe podcasts you've listened to recently that have taught you new things?

May 19, 2021 • 33min
Evolution of the PMM Role with Francis Larkin, VP of Marketing at Clockwise
You can connect with Francis on LinkedIn. Join Francis on Sharebird!Questions covered in this episode:1. Can you tell us a bit about yourself and your role?2. You've held a number of product marketing roles. Tell us about what product marketing should look like in an early stage company?3. As a company evolves, maybe series B, or C, what does product marketing look like and how does it change from the earlier days? What skills do leaders, or senior members of the team need to relearn or focus on as the company grows?4. How about when a company IPOs or is public, what does product marketing look like and how does it change?5. Can you tell me a bit about why you decided to make this leap into an overall marketing leadership role?6. What skills should we all be thinking about in order to transition to general marketing?7. What do you think of the career path for product marketers?8. A number of leaders believe product marketing will come to own brand marketing, or that brand marketing will merge with product marketing. What do you think?9. As you've now taken over leading marketing, what are some of your key priorities in the coming months? What trends or resources are you paying attention to that we all should be aware of?10. What's one or two books you've read recently that have had an impact on you?

May 12, 2021 • 34min
Managing Stakeholder Relationships with Jasmine Jaume, Director of Product Marketing, Support & Platform at Intercom
Connect with Jasmine on LinkedIn.Join Jasmine on Sharebird. Questions covered in this episode:Tell me about your career path to becoming a PMM. So you work in one group with multiple PMMs- How do ensure you're telling stories that are aligned?Do these stories align to your personas and differ based on seniority or segment you sell into?How have you successfully built relationships across teams? Or what are some secrets you've seen work well?What’s one nuance about Stakeholder Management that you only know now because you understand it deeply?Question from your AMA: Responsibility without the authority - that seems to be the position of quite a few Product marketers. How do you manage people who don't necessarily report into you?How do you get your team, and other teams, to align around customer priorities?What's been one time where a launch or a campaign didn't go to plan? How did you work with stakeholders to fix that?How have you built deep and productive relationships with product and proven your value?What's your outlook on the career of product marketing? Is it a good place to be?

Apr 28, 2021 • 46min
How I Positioned That: Ambient Strategy's Founder, April Dunford
Connect with April on LinkedIn. If you haven't already, you can download April's book Obviously Awesome here.

Apr 21, 2021 • 26min
How I Positioned That: Spotify's Head of Creator Brand & Product Marketing, Sam Duboff
Connect with Sam on LinkedIn.Join Sam on Sharebird.

Apr 14, 2021 • 30min
How I Positioned That: Atlassian's Head of Product Marketing (Jira Align) Daniel Kuperman
Connect with Daniel on LinkedIn here: https://www.linkedin.com/in/danielkuperman/Join Daniel on Sharebird here: https://sharebird.com/profile/daniel-kuperman Book recommendations:Positioning: The Battle for Your Mind - by Al Ries and Jack TroutObviously Awesome - by April DunfordCrossing the Chasm - by Geoffrey Moore

Apr 7, 2021 • 25min
How I Positioned That: Pluralsight's CMO, Lindsay Bayuk
Connect with Lindsay on LinkedIn here: https://www.linkedin.com/in/lbayuk/Join Lindsay on Sharebird here: https://sharebird.com/profile/lindsay-bayuk-1 Questions covered in this episode:What’s your elevator pitch for Pluralsight? How did you come up with that? Did you use a framework to write it?When do you know it’s working? How do you know when your positioning is ready to ship? How often do you update the positioning for your company? How do you keep new features/products organized within a larger positioning framework?How do you research when working on positioning? Have you ever launched new positioning and realized it failed? What’s the one book a product marketer must buy if they’re going to own their company’s positioning? Who is another product marketing leader we should interview for this series?

Mar 31, 2021 • 24min
How I Positioned That: Shopify's Director, Global GTM & Demand Generation, Tamara Niesen
Connect with Tamara on LinkedIn here: https://www.linkedin.com/in/tamaraniesen/Join Tamara on Sharebird here: https://sharebird.com/profile/tamara-niesen Questions covered in this episode:What’s your elevator pitch for Shopify? How did you come up with that? Did you use a framework to write it?When do you know it’s working? How do you know when your positioning is ready to ship? How often do you update the positioning for your company? How do you keep new features/products organized within a larger positioning framework?How do you research when working on positioning? Have you ever launched new positioning and realized it failed? What’s the one book a product marketer must buy if they’re going to own their company’s positioning? Who is another product marketing leader we should interview for this series?