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Consumer Product Marketing

How is your PMM team structured? Are some PMMs focused on B2B and others on B2C or the same product line or does one PMM work on both?

7 Answers

Mike Polner

Discord Head of Marketing • December 12

Highlighted this one in another question, so will point you there, but overall, yes - we break PMM responsibilities down by audience. Some PMMs will work only on Consumer and some only on Restaurant for example. In a three-sided marketplace, there is naturally a ton of organic collaboration acros......Read More

1663 Views

How do partnerships with other brands/companies impact the success of product marketing?

1 Answer

Katie Levinson

MyFitnessPal Vice President Product Marketing • May 7

Partnerships can have a great multiplier effect on your product marketing efforts, depending on how strategic the partnership is and also what you’re hoping to get out of it. But, your GTM strategy, your value propositions, messaging and overall marketing and product strategy have to be solid fir......Read More

311 Views

What guidance would you give to those moving from more generalist marketing roles to pmm?

1 Answer

Katie Levinson

MyFitnessPal Vice President Product Marketing • May 7

One: talk to as many different product marketers as you can across a wide variety of company sizes and industries. What you’ll hear from each of them is that product marketing means different things at different companies, and they aren’t kidding. It’s good to get a sense of what the role entails......Read More

297 Views

What most inspires you about product marketing, versus other types?

2 Answers

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 3

I love that product marketing sits at the intersection of Product and Marketing and that we're able to help inform the product roadmap in a meaningful way by bringing consumer insights to the table. Our ability to influence the product roadmap and to really understand the why behind product devel......Read More

1124 Views

What do you look for in the backgrounds of aspiring consumer product marketers (who have never held the role before) as a signal that they will be a good hire?

9 Answers

Mike Polner

Discord Head of Marketing • December 12

In general, I don't really think "background" is that important. To me, background does not = skills. I hire for signal on skill and not for whether or not somebody has done something before. We have some absolutely incredible PMMs on Eats and almost all of them came from a background that wa......Read More

1937 Views

What qualities in a B2B marketer do you think are applicable to Consumer Product marketing? What are skill gaps that a B2B marketer could improve on to become more consumer-focused?

4 Answers

Brandon McGraw

DoorDash Senior Director, Head of Product Marketing • March 31

Business customers are all consumers at the core, but there are really important distinctions. For one, businesses have totally different buying patterns and a myriad of channels to reach them through. When you're working for a traditional consumer technology company you're most often relying......Read More

1913 Views

How do you break down responsibilities and KPI's for product launches between demand generation and product marketing?

12 Answers

Jennifer Ottovegio

Narvar Fmr Director of Product Marketing • October 17

I believe that the person ultimately responsible for the results, will most incentivized to succeed. So it comes down to ensuring incentives are aligned and expectations and responsibilities are clear. For every product or feature launch, I create a go-to-market checklist that includes timeli......Read More

2477 Views

What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?

20 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

At Zapier I approached this by starting with a mission statement to describe why our team exists and the work we aim to uniquely do for the company: “PMM exists to maximize Zapier’s market opportunities by (1) clarifying where we win and (2) driving GTM strategy for product success.” I then defin......Read More

5702 Views

How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?

17 Answers

Gregg Miller

PandaDoc VP of Product Marketing & Brand • October 8

30 days: Balance being an absolute sponge and learning by doing. Be a sponge by reading every doc you can get your hands on (enablement materials, case studies, team quarterly/annual plans, research studies, etc.), talking to as many prospects and customers as possible, and scheduling 1:1s with b......Read More

9785 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

13 Answers

Christy Roach

AssemblyAI VP of Marketing • October 8

Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft......Read More

6435 Views

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