The Product Marketing Experts

By Jeffrey Vocell, Sharebird

Technology Business

What's The Product Marketing Experts about?

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.

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Crossbeam Senior Director o...

08.30.2023

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 ...

The Product Marketing Experts episodes:

08.30.2023 Crossbeam Senior Director of Product Marketing, Amanda Groves on Go To Market 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 ...
08.16.2023 Meta Head of Product Marketing, Girija Sathyamurthy on Stakeholder Management Questions covered in this episode: 1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing? 4:05 How you think about what is the metaverse in general and how you really look at ...
08.09.2023 Observable VP Marketing, LaShaun Williams on Release Marketing 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 ...
08.02.2023 HyreSnap GTM Advisor, Abhishek Ratna on AI integration into product marketing Questions covered in this episode: 1:36 Opening Question: Journey into and through product marketing? 4:41 How do you think product marketing leaders and teams should start integrating AI into their strategy.? 8:34 What kind of AI tools are you using ...
07.26.2023 Klaviyo Director of Product Marketing, Katie Gerard on Product Launches Questions covered in this episode: 1:27 Opening Question: Tell us about your journey into and through product marketing? 4:06 How you've used the core business metrics to influence your team or your leadership at Klaviyo? 5:37 How have you and ...
07.19.2023 DigitalOcean VP Product Marketing, Raman Sharma on Building a Product Marketing Team Questions covered in this episode: 1:23 Opening Question: what's been your journey into and through product marketing? 4:15 What brought you to DigitalOcean and what does your current role encompass? 8:15 During the early stages how do you divide the ...
07.12.2023 Clari VP, Brand, Content and Product Marketing, Julien Sauvage on Growth Product Marketing Career Path and Product Launches Questions covered in this episode: 1:34 Opening Question: How you got into product marketing and what brought you to Clari? 4:17 Can you give a little bit of an overview about what Clari is, what you do at Clari? 8:41 ...
07.05.2023 Bitly VP PMM & Co-Founder / CEO of “Forget the Funnel” Georgiana Laudi on Customer Research Questions covered in this episode: 1:25 Opening Question: What led Claire and you to start ‘Forget the Funnel’? 3:50 Can you talk a little bit about the book that is derived from your consultancy ‘Forget the Funnel’? 9:10 Where do ...
06.28.2023 GitHub VP Product Marketing, Philippe Poutonnet on Developing Your PMM Career Questions covered in this episode: 1:25 Opening Question: Journey into and through product marketing 3:28 How you think about as the product marketing lead at Twilio, about how you think about team structure? 10:50 How you think about really helping ...
01.25.2023 Vishal Naik, Product Marketing Lead at Google on Influencing the Product Roadmap As a PM at Google, Vishal Naik focuses on Google Assistant integrations with other products. Before that, he spent valuable years at DocuSign and TriNet, getting to know the SaaS space inside out. In this episode, Jeffrey and Vishal talk ...
01.18.2023 Mary Sheehan, Head of Product Marketing for Adobe Lightroom on Product Launches Mary Sheehan’s career began in the early days of Google, where she started as an Account Manager fresh out of college. Switching lanes to Product Marketing, Sheehan now heads the Product Marketing team for Adobe Lightroom. In this interview, Jeffrey ...
12.21.2022 Sahil Sethi, Former VP of Marketing at Klaviyo on Product-led Growth "I define product marketing as a function which takes into account your market, your customer, and your product truths to drive go-to-market outcomes." -Sahil Sethi Before he was a VP of Marketing at Klaviyo, Sahil Sethi spent incredibly valuable years ...
12.14.2022 Tiffany Tooley, Head of Product Marketing at Hubspot on Company Culture and Talent Retention “I’m guided by a deep sense of curiosity.” - Tiffany Tooley Tiffany Tooley started her career as a one-person marketing team of a small cookie manufacturer. Today, she’s the Head of Product Marketing at Hubspot. Throughout her journey as a ...
12.07.2022 Chad Kimner, Product Marketing Director at Meta on Messaging and Positioning Chad Kimner is a Product Marketing Director for AR/VR solutions at Meta, where he is currently spearheading the go-to-market strategy for privacy and responsible innovation. In his role at Meta, Chad is embracing the powerful opportunity to shed more light ...
11.30.2022 Kristen Brophy, Senior Director of Marketing at the NBA on Structuring and Organization “You should be listening to your customers every day – it should be a fundamental part of what you do because you represent that customer, and you are their mouthpiece.” – Kristen Brophy Kristen Brophy is a Senior Director of ...
11.16.2022 Kevin Wu, Head of Solution & Category Product Marketing at Airtable on Messaging Kevin Wu is the Head of Solution and Category Product Marketing at Airtable, where he has been building a product marketing program from scratch. In his role at Airtable, Kevin has been reinventing the product’s messaging and positioning framework. When ...
11.09.2022 Jameelah Calhoun, Global Head of Product Marketing at Eventbrite on Market Research “Always put on your own personal research hat.” - Jameelah Calhoun Jameelah Calhoun currently serves as the Global Head of Product Marketing at Eventbrite, where she drives go-to-market and monetization efforts to launch new product experiences for both event creators ...
11.02.2022 Brianne Shally, Head of Product Marketing at Nextdoor on Consumer PMM and Influencing the Product Roadmap “Don’t launch it and leave it - launch and learn.” -Brianne Shally In this interview Jeffrey and Brianne discuss what being a PMM leader for a consumer product marketing brand is like as well as Brianne’s path into PMM. Brianne ...
10.26.2022 Rekha Srivatsan, VP Product Marketing, Service Cloud at Salesforce on Product Launches Rekha is an engineer turned marketer who has a technical background and fell in love with the PMM craft. Two aspects that she thoroughly enjoys in the GTM process are the naming and positioning of new products and features. She ...
12.15.2021 Accelerating Your PMM Career with Mike Berger, VP, Product Marketing at ClickUp Whether you’re looking to break into PMM or have been a practitioner for years, this interview is full of advice on how to further develop your career. We are joined this week by Mike, VP, Product Marketing at ClickUp, who ...
12.08.2021 Taking Products to Market with Grammarly's Head of Product Marketing, Natala Menezes In this week’s episode Natala and Jeffrey are talking all about product launches. How do you make the magic happen while getting the organization excited and aligned? It’s not just about storytelling and designing a great narrative for your product, ...
12.01.2021 Leveraging Qualitative and Quantitative Research with Alex Lobert, Product Marketing Lead, Measurement at Meta (Facebook) Alex is a former product manager and consultant who has found his way into the adtech world, and specifically measurement. This interview is all about how him and his team leverage research and measurement. When it comes to measurement, he ...
11.17.2021 Competitive Research That Helps You Stand Out with Sophia (Fox) Le, Lead PMM at GlassDoor We’re on a messaging kick! This week we are discussing how Sophia and her team approach messaging and positioning that serves both B2B and B2C target audiences. Sophia and Jeffrey discuss what Glassdoor has done to maintain a position of ...
11.10.2021 The Impact of PLG on the PMM Career with Jeff Hardison, Head of PMM at Calendly From startup companies to being at a large scale organization, Jeff has been doing product marketing work since before it was even defined as PMM. In this interview you’ll hear his point of view on the emergence of self serve ...
11.03.2021 Punchy Messaging with Alexandra Gutow, Director of PMM at Snowflake Messaging is a fundamental aspect of product marketing that includes testing, refining, and a huge amount of internal alignment across the organization. It’s a living breathing process that when done right, equates to an impactful impression left on your market. ...
10.27.2021 Owning the PMM Craft with Pallavi Vanacharla, Head of PMM, IoT at Twilio How do we become product marketers? Pallavi shares her extensive background in marketing and how she’s evolved to lead all marketing functions at a quickly growing company. She also shares her take on the 80/20 rule, how to structure your ...
10.20.2021 Cultivating Your PMM Career with Naman Khan, CMO at Zeplin Product marketing hasn’t always been recognized as a value ad to organizations, but more and more companies are recognizing the need for the function and therefore more roles in the field are being created. Keeping up on the trends in ...
10.13.2021 Iterating Your Messaging with Charlotte Norman, Head of PMM at Canva What makes your messaging stand out from competitors isn’t the simple task of stringing together a lovely sequence of words and putting pen to paper - it’s the constant evolution and iteration, rooted in testing and market research, that ultimately ...
10.06.2021 GTM Process with Andrew Forbes, Director Product Marketing at Zendesk In this week’s interview with Andrew Forbes, who directs PMM at Zendesk, him and Jeffrey discuss GTM strategy - from organizing your team, sales enablement, getting internal alignment, to the importance of market research - tune in to hear how ...
07.14.2021 The Journey to IPO with Diego Lomanto, Vice President, Product Marketing at UiPath Diego is a seasoned product marketer who has taken UiPath from an early stage startup, through IPO, to now a nearly $36 billion automation company. In this episode, we’ll hear about his journey guiding his team of 20 PMMs through ...
07.07.2021 Building a Customer-Centric Narrative with Alex Gammelgard, Sr. Director Go-To-Market Strategy at ActiveCampaign Since Alex joined ActiveCampaign as their Senior Director of Go-To-Market, the hypergrowth company has gained 50,000 new customers. At this point, the product story they told their early adopters will not resonate with this new, late-stage majority in the same ...
06.30.2021 Competitive Intelligence with Leah Brite, Head of Product Marketing, Core Product at Gusto Knowing your competitors is not only important for selling more effectively, but it allows you to verify if you’re achieving differentiation in the market. In this episode, Leah lays out how her team effectively handles the 3 different competitive intelligence ...
06.23.2021 Partnering with Product with Becky Trevino, Vice President Product Marketing and Operations at Snow Software Whether your team reports to Marketing or Product Management, it’s important to maintain a balance between your focus on the product and the customer. Too much time on the former and the voice of the customer gets neglected. Too much ...
06.16.2021 Owning Pricing with Axel Kirstetter, VP Product Marketing, Content Marketing & Pricing at Datasite Who should own pricing? Some argue it’s product marketing while others claim it should sit with product or sales. It differs from company-to-company, but with PMMs sitting at the heart of the organization, Axel says it’s a no brainer. After ...
06.09.2021 Developing your PMM Career with Kavya Nath, Senior Director of Product Marketing at Sprinklr Being an individual contributor versus leading a team entails very different responsibilities. As you grow from one role into the other, what are the things you should be thinking about? Getting in the driver’s seat means having to set attainable ...
06.02.2021 Establishing Product Marketing with Gregg Miller, Head of Product Marketing at Zapier Building out the product marketing function can be a daunting task. You have to consider the company’s goals, the needs of your cross functional teams, and the needs of the individuals on your team. Where do you start? How do ...
05.26.2021 Product Launch Strategy with Grace Kuo, Director of Product Marketing at Udemy Product marketers are the quarterback of the product launch, but even the best PMMs can’t throw the ball and catch it themselves; it takes a team effort and lots of planning. In this week’s episode, we’ll touch upon the specifics ...
05.19.2021 Evolution of the PMM Role with Francis Larkin, VP of Marketing at Clockwise As your company evolves, so does your role as product marketer. At an early stage startup, your goal is to find product-market fit and distribution channels that will help reach target customers in a sustainable manner. At a late-stage company, ...
05.12.2021 Managing Stakeholder Relationships with Jasmine Jaume, Director of Product Marketing, Support & Platform at Intercom Managing people from different teams seems like an impossible task when they don’t even report to you in the first place, but it’s a core requirement for being a successful PMM, and leader. Building trust with internal stakeholders takes time ...
04.28.2021 How I Positioned That: Ambient Strategy's Founder, April Dunford Just like a professional violinist playing in a NYC subway station, you could have a million dollar product that receives minimal returns because it’s been presented in the wrong context. Centered around the teachings of her book, "Obviously Awesome", April ...
04.21.2021 How I Positioned That: Spotify's Head of Creator Brand & Product Marketing, Sam Duboff Spotify fits the B2C category when it comes to their 345 million listeners, but it’s a whole other category when it comes to the creators pumping out their content. Sam operates on this B2B side, handling a large variety of ...
04.14.2021 How I Positioned That: Atlassian's Head of Product Marketing (Jira Align) Daniel Kuperman Many product marketers have learned the hard way that there’s a difference between creating a great positioning statement and actually getting your internal teams to use it. In this episode, Daniel guides us through his approach to sales enablement, sharing ...
04.07.2021 How I Positioned That: Pluralsight's CMO, Lindsay Bayuk When it comes to “training” vs. “learning”, which do you prefer? Lindsay noticed customers’ common answer was the latter, and her team pivoted Pluralsight's positioning as a “tech learning platform”. She was fulfilling the first of 4 pillars for positioning: ...
03.31.2021 How I Positioned That: Shopify's Director, Global GTM & Demand Generation, Tamara Niesen Shopify has a wide range of customers, from people with no management experience starting up a business from their basement, to companies with hundreds of employees working across the globe. Couple that with a rapidly growing, constantly evolving market and ...
03.24.2021 How I Positioned That: Airtable's Self-Serve Product Marketing Lead, Christy Roach Christy is knee-deep in a positioning sprint at Airtable, making her the perfect person to learn from when it comes to shaping how your company’s product is perceived in the market. Good positioning is the merging of your company’s aspirations ...
03.17.2021 How I Positioned That Mini Series hosted by Daniel J. Murphy PMMs might not be able to own KPIs like leads, revenue or churn but we do own one critical component that has an enormous impact on every business metric: positioning. Great positioning isn’t just a key ingredient for marketing success, ...
03.10.2021 Narrative Design with Dave Gerhardt, CMO at Privy Marketing has become democratized in many ways. We are all working with similar (good) playbooks, and as a result every category has millions of technology solutions all shouting that they have the best product. So how does a company break ...
03.03.2021 Segmentation for PMMs with Tamara Grominsky, VP Strategic Growth at Unbounce We say segmentation, you think buyer persona. But how do we move away from this traditional flawed tactic and take a more data-driven, inclusive approach to customer insights? After all, we use these insights to help align each aspect of ...
02.24.2021 The Path to PMM with Lauren Barraco, Sr. Director of Product Marketing at Sendoso Given the cross functional nature of product marketing, there is no straight line when it comes to the career path to PMM. So how does one typically break into product marketing? What roles make for good product marketers? And what ...
02.17.2021 Working Remote for PMMs with Sara Rosso, Director of Global Product Marketing at CloudBlue For the last year or so we’ve all been part of this massive experiment where suddenly we’ve found ourselves working 100% remote. It's likely when things get back to "normal" a lot of this will stick. This week’s expert, Sara, ...

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