Episode Summary

In this episode of Sunny Side Up, Corrine Kasman interviews Daniella Latham on the evolving landscape of product marketing. Daniella emphasises the importance of voicing customer needs from the outset of product development, advocating for oneself, and crafting compelling, data-backed narratives. Her approach to building strong, genuine relationships across departments, particularly between product marketing and sales, underscores the necessity of understanding and aligning with sales goals for mutual success. She also shares insights into the role of AI in product marketing and how marketers can utilise AI as a tool to augment human capabilities to focus on solving customer problems.

About the Guest

Daniella Latham is a curious product marketer with experience leading marketing and growth strategies at some of the fastest-growing and innovative SaaS companies in the world She is passionate about product marketing craft, product-led growth, crafting rich narratives, and AI for business. Daniella has twice been named a top 100 product marketing influencer by the Product Marketing Alliance. Daniella is currently working at Atlassian on AI features across their product portfolio.

Connect with Daniella Latham

Key Takeaways

- Voice customer needs and opinions from the beginning of the product development process.

- You need to advocate for yourself. Promote your work and achievements, ensuring visibility and recognition within your organisation.

- Develop the ability to craft compelling narratives backed by data to communicate with target audiences effectively.

- Proactively contact sales teams to offer feedback and insights, fostering solid interdepartmental relationships.

- Recognise the sales team's objectives, such as closing deals and customer satisfaction, to align marketing strategies accordingly.

- Build genuine relationships rather than viewing interactions as mere transactions.

- AI should be used to augment, not replace, human capabilities.

- Focus on how AI solves customer problems rather than just listing features.

- Listen to sales calls to identify knowledge gaps and customer concerns.

- Embrace AI for automating tasks and mining insights from various data sources.

- Shift towards more targeted, specific marketing that addresses core customer segments.

- Recognise the growing importance of community in establishing brand trust and authenticity.

- Prioritise genuine, human-centric approaches in an increasingly AI-driven world.

Quote

"Understand what the sales team’s goals are and then frame how you build relationships around that."

Recommended Resource

Wes Kao’s Newsletter

Lenny’s Newsletter 

Lenny's Podcast: Product | Growth | Career with Lenny Rachitsky

Product Marketing Alliance

Shout-Outs

Matt Hodges – Head of Product Marketing at Equals

Andrew Capland – Founder of Delivering Value

Mary Sheehan – Head of Lightroom Product Marketing at Adobe

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