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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LAST EPISODE

Accelerating Your PMM Caree...

12.15.2021

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 ...

The Product Marketing Experts episodes:

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, ...
02.10.2021 Product Led Growth with Jessica Webb, Product Marketing Senior Team Lead at Trello (Atlassian) In this week’s episode we’re continuing to explore the question - what is the role of product marketing in a company who focuses on PLG and self-service? It’s very likely that PLG will be the future of how we do ...
02.03.2021 PLG and Self Serve Products with Christy Roach, Self-Serve Product Marketing Lead at Airtable New go-to-market models are disrupting B2B right now. Will PLG and self service replace you? Or is it an opportunity to take advantage of? Self serve products allow the customer to discover, try, and use your product without any human ...
01.27.2021 PMM First 90 Days with JD Prater, Head of Product Marketing at Amazon AWS Startups In this week’s episode, we’re discussing PMM onboarding in the first 90 days. What does the PMM 30/60/90 look like? It’s a time of learning, absorbing new knowledge and a time that when well utilized, sets up a foundation for ...
01.20.2021 The Art of Writing with Meghan Keaney Anderson, CMO at Wanderlust Group "I write almost entirely to find out what I'm thinking" -Joan Didion Have you ever thought of product marketers as translators? You are creating a narrative that is being translated from the product organization to the sales team, and eventually ...
01.13.2021 Building Out a Product Marketing Team with Thomas Dong, VP of Product Marketing at Heap Product marketing is an exciting and emerging career, but isn't always a role that is included early on in companies. This week’s expert, Thomas, is currently working on building out his PMM team and shares his perspective on the steps ...
01.06.2021 Pricing for Growth and Profitability with Yannick Kpodar, Global Director, Product Marketing at PayFit In this episode we’re diving deep into pricing and packaging on a global scale. PMM’s are so well positioned to own pricing and packaging and when you have a strong point of view combined with the tools to figure out ...
12.23.2020 Market Research and Personas with Agustina Sacerdote, Product Marketing Lead at Square The market and your product are core to being successful as a PMM. When you're good at this, you really command knowledge and power. No one in the company is better situated to know that intersection of where the product, ...
12.16.2020 Cross-Functional Work with Natalie Louie, Senior Director of Product Marketing at Zuora I like to say that a great product marketer is a cross-functional momentum maker. We align groups, ideas, and enable separate teams with different goals to get energized and focused on the product. To make cross-functional work possible, we have ...
12.09.2020 Let's Talk Revenue with Robin Pam, Senior Director of Product Marketing at Optimizely "Too often we are fixated in product marketing on getting the next launch out the door, but how can we get off the launch treadmill and actually drive revenue for the business?" - This week's guest summed up this episode ...
12.02.2020 Solutions Marketing with Jon Rooney, SVP Product & Solutions Marketing at New Relic In this week's episode we're diving deep into solutions marketing and where it meets product marketing. Solutions marketing might seem like a new thing, but it's been around for a pretty long time. Jon and I discuss where it's at ...
11.25.2020 A Highlight of our Top 5 Episodes ever & Happy Thanksgiving. Thanks for listening! To take a little break, we're doing a short episode that highlights our top 5 episodes ever. We'll be back next week with a new content!
11.18.2020 Working with Sales with Jeff Beckham, Head of Product & Content Marketing at Mixpanel If you can build a really great working relationship with your sales team, it can be a huge boon for you and the company. If you help sales go bigger and faster, that's a direct tie to revenue and a ...
11.11.2020 Global and Remote Product Marketing with Susan J. Park, Head of Product Marketing, Global Gaming Ads at Facebook In this week’s episode we do a deep dive into the ever-growing global economy and how working remotely is impacting us as product marketers. For many of us, working from home is a newer phenomenon, but for Susan working remotely ...
11.04.2020 Developing Your Product Marketing Career with Madeline Ng, Head of Marketing at Google Maps Product Marketing is a unique career that attracts many people with diverse backgrounds and experiences. In this week's episode I sit down with Madeline Ng of Google Maps to hear her journey into becoming a successful product marketer. Whether you're ...
10.28.2020 Product Launches with Daniel J. Murphy, Director of Marketing at Privy We've covered the topic of product launches before, but you know what, we'll cover it again because Product Launches are so core and important to being good at Product Marketing. In this week's episode Daniel J. Murphy of Privy, just ...
10.21.2020 Managing Tense Stakeholder Relationships with Sunny Manivannan, VP Product Marketing at Braze "It's much easier to walk out of a meeting feeling like everyone likes you." Most of us would agree with this statement, right? In this episode, Sunny Manivannan of Braze challenges us to not be afraid to fail. He gives ...
10.14.2020 Creating The Product Marketing Function at Your Company with Jeffrey Vocell, Director of Product Marketing at Iterable This one's for all you CEO's and CMO's out there who don't have a product marketing team currently, but have realized that you need one and are trying to figure out how to approach the problem. Having a strong product ...
10.07.2020 Product Marketing at a Hypergrowth Company (Stripe) with Krithika Muthukumar and Tanya Khakbaz, Product Marketing at Stripe There are a lot of PMMS who understand MarTech but very few who know how to connect and reach developers. In this week's episode I interview not one, but TWO experts. Krithika Muthukumar, Marketing Team Lead and Tanya Khakbaz, Head ...
09.30.2020 Pricing and Packaging with Chris Mills, VP of Product Marketing at SalesLoft Pricing and packaging are obviously critical to a business, but it’s tricky to know how to approach it. In this week’s interview, I sit down with Chris Mills of SalesLoft. Chris shares invaluable advice that will leave you feeling confident ...

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