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What's your best product marketing 30-60-90 day plan to make a big impact at a new company?

24 Answers

187,202 Views

Charlotte Norman

Canva Head Of Product Marketing • May 20

The first 90 days is such an exciting and sometimes overwhelming time in a person's career. The best way to set up for success in 90 days is as follows: Day 1 - 30: Learn, learn, learn The first task I complete (and subsequently ask my newbies to complete) is an end-to-end product audit. Th......Read More

28849 Views

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For PMM interviews, what are helpful resources you'd recommend and types of questions to prepare for from both hiring managers and cross-functional partners?

6 Answers

22,088 Views

Jenna Crane

Klaviyo Head of Product Marketing • November 17

I'd recommend having on hand: * Your story. Be prepared to give a brief walkthrough of your background and experience. I always like to see when someone has a strong narrative about their career — why they made each move, the highlights of their experience and what they learned, and wh......Read More

7975 Views

What messaging and persona framework do you use and how much of competitive positioning do you cover in Messaging?

17 Answers

53,133 Views

Vikas Bhagat

Webflow Senior Director, Brand & Product Marketing • July 13

I use a pretty simple framework for messaging - namely, the messaging house. I typically focus on the following sections of the house (top to bottom): Brand prop, product description, customer context (the problem), Needs and wants, 3-5 value props, Benefits & features that address needs and want......Read More

5618 Views

As a hiring manager, what do the best product marketing candidates have in common?

13 Answers

27,214 Views

Kevin Zentmeyer

Square Head of Product Marketing, Square Point of Sale • April 26

The best product marketers have the following traits in common: 1) They are type A. All of them. 2) They have a growth mindset. There is no finished product product marketer. This role requires constant learning to succeed day-to-day and only people who enjoy the treadmill of non-stop skill bui......Read More

8483 Views

How do you measure the effectiveness of messaging and positioning? What are your KPIs?

5 Answers

24,073 Views

Mike Greenberg

SurveyMonkey Director of Product Marketing • January 4

This is probably one of the toughest problems we face as marketers. A lot of times, teams will look at a combination of leading quantitative indicators (clicks, conversions, time spent, etc.) and qualitative signals (from buyer interviews, listening to sales calls, etc.), to take a best guess at ......Read More

1891 Views

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How do you measure the impact of product marketing in your company?

4 Answers

4,505 Views

Priya Gill

SurveyMonkey Head of Global Marketing • December 8

There are 3 that I primarily look at that PMM influences (not directly drives): * Pipeline / Bookings (Demand gen / monetization efforts) * Win rates (Sales enablement and content) * Product adoption (Growth efforts) There are metrics that we can directly tie to PMM but that I find to be les......Read More

2061 Views

What are your tips for creating an ICP from scratch?

2 Answers

4,411 Views

Liz Gonzalez

Zendesk Director of Product Marketing - Global Enterprise (previously NYSE: ZEN) • August 23

Ideal customer profile (ICP) is a great way to focus on the most valuable prospects likely to purchase your product and align all areas of the Go-To-Market (GTM) strategy on targeting those accounts. I recommend taking a three-pronged approach when it comes to collecting data for ICP. 1) Do the q......Read More

1767 Views

Relying on narrative differentiation is obviously essential when products are essentially the same across you and your competitor set, but it's also a tough thing to do? Any advice?

11 Answers

9,790 Views

Christina Lhi

Square Head Of Product Marketing • September 14

This is a great question. Overall, product differentiation is key and one of the roles I really enjoy within PMM is having such a pulse and influence on what differentiates your product in the market - but it's not enough to just be different, it needs to matter to your customer and it needs to c......Read More

3143 Views

For a team member newer to the discipline, how do you train messaging and positioning?

5 Answers

54,402 Views

Diego Lomanto

Ada Chief Marketing Officer • May 11

There are a host of good training options out there. Sharebird is a good place to start and you can google alternatives as well. I mentioned a few books earlier on as well - Al Ries and Jack Trout and it's called "Positioning: The Battle for your Mind" and "Obviously Awesome: How to Nail Product ......Read More

2030 Views

Do you ask candidates to do case studies / homework as part of the application process? What are you looking for and what tips would you share with candidates?

1 Answer

1,272 Views

Sahil Sethi

BetterUp Former Senior Vice President, Product Marketing • November 22

For tenured PMM roles (e.g. team leads/directors or senior/principal PMMs who may not be team leads), I do ask for an assignment We usually give an open question that mimics a real business situation (often a challenge we are facing). It could be around marketing to a new audience, or launchin......Read More