The Product Marketing Experts
Jeffrey Vocell, Sharebird
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Top 10 The Product Marketing Experts Episodes
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Sahil Sethi, Former VP of Marketing at Klaviyo on Product-led Growth
The Product Marketing Experts
12/21/22 • 35 min
"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 with McKinsey, Microsoft, and Qualtrics, among other companies.
In this episode, Jeffrey and Sahil tackle the topic of product-led growth (PLG), and challenge the idea of PLG and enterprise sales being polar opposites.
We also talk about the ways that product-led and sales-led growth can coexist, and discuss the eternal question: Should PMs have influence over the product roadmap?
Want more insights from Sahil? Check out his Sharebird profile.
Looking to connect? You can find Sahil on LinkedIn.
Questions covered in this episode:
1. How did you get into product marketing?
2. Can you provide us with an overview of what product-led growth (PLG) is, how you've used it, and how it intersects with enterprise sales?
3. How have you structured your team around supporting PLG? How does structuring a team in a traditional PLG-first company differ from an enterprise company?
4. How much of a role do PMMs have in the customer journey in your experience?
5. How do you test your messaging with PLG?
6. How do you build a strong relationship between the product leader and product teams?
7. Should PMs have some influence over the product roadmap, in your opinion?
8. How have you operationalized the feedback loop between product marketing and development?
9. Are there any books or other reading material that you found especially
impactful during your career as a product marketer and in your role as a leader?
Evolution of the PMM Role with Francis Larkin, VP of Marketing at Clockwise
The Product Marketing Experts
05/19/21 • 33 min
You can connect with Francis on LinkedIn.
Join Francis on Sharebird!
Questions covered in this episode:
1. Can you tell us a bit about yourself and your role?
2. You've held a number of product marketing roles. Tell us about what product marketing should look like in an early stage company?
3. As a company evolves, maybe series B, or C, what does product marketing look like and how does it change from the earlier days? What skills do leaders, or senior members of the team need to relearn or focus on as the company grows?
4. How about when a company IPOs or is public, what does product marketing look like and how does it change?
5. Can you tell me a bit about why you decided to make this leap into an overall marketing leadership role?
6. What skills should we all be thinking about in order to transition to general marketing?
7. What do you think of the career path for product marketers?
8. A number of leaders believe product marketing will come to own brand marketing, or that brand marketing will merge with product marketing. What do you think?
9. As you've now taken over leading marketing, what are some of your key priorities in the coming months? What trends or resources are you paying attention to that we all should be aware of?
10. What's one or two books you've read recently that have had an impact on you?
How I Positioned That: Ambient Strategy's Founder, April Dunford
The Product Marketing Experts
04/28/21 • 45 min
How I Positioned That: Spotify's Head of Creator Brand & Product Marketing, Sam Duboff
The Product Marketing Experts
04/21/21 • 26 min
How I Positioned That: Shopify's Director, Global GTM & Demand Generation, Tamara Niesen
The Product Marketing Experts
03/31/21 • 24 min
Connect with Tamara on LinkedIn here: https://www.linkedin.com/in/tamaraniesen/
Join Tamara on Sharebird here: https://sharebird.com/profile/tamara-niesen
Questions covered in this episode:
- What’s your elevator pitch for Shopify?
- How did you come up with that?
- Did you use a framework to write it?
- When do you know it’s working?
- How do you know when your positioning is ready to ship?
- How often do you update the positioning for your company?
- How do you keep new features/products organized within a larger positioning framework?
- How do you research when working on positioning?
- Have you ever launched new positioning and realized it failed?
- What’s the one book a product marketer must buy if they’re going to own their company’s positioning?
- Who is another product marketing leader we should interview for this series?
Narrative Design with Dave Gerhardt, CMO at Privy
The Product Marketing Experts
03/10/21 • 43 min
Connect with Dave on LinkedIn: https://www.linkedin.com/in/davegerhardt/
Join Dave on Sharebird: https://sharebird.com/profile/dave-gerhardt
Questions covered in this episode:
1. Why do so many B2B technology companies look and sound the same?
2. What is the company story - what does that mean to you? Like a mission statement?
3. Why design a narrative, why invest in this today as a CEO or CMO?
4. How is product marketing involved, how do you and Dan your Director of Product Marketing work together on this?
5. Let’s say you’ve built an amazing product, and that is going to be how I win. Do I still have to do this?
6. How do you work on the story? What’s the collaboration between the CEO and CMO look like - are there others in the development?
7. How does a great company story come to life? What’s important to get right?
8. Why does the old way vs the new work so well in a story?
9. So Drift invented Conversational Marketing - was the goal always to create a category? Or was it more just about having a new story?
10. A lot of people now also do Conversational marketing - you had to know that would happen, is that a scary thing? Are you helping those companies?
11. Your companies always have a clear identity, people know who you are what you care about. Is this a result of that strong story?
12. How does that create an advantage?
13. How do you build a voice to get attention in social?
14. What’s going on with DGMG and the vault? What things are changing?
Managing Tense Stakeholder Relationships with Sunny Manivannan, VP Product Marketing at Braze
The Product Marketing Experts
10/21/20 • 43 min
Connect with Sunny on Linkedin: https://www.linkedin.com/in/sunnymanivannan/
Join Sunny on Sharebird here: https://sharebird.com/profile/sunny-manivannan
Questions we cover in this episode:
- Tell me about your career path to becoming a product marketer.
- Can you tell me about some of your lessons learned from your time as a product marketer?
- I’ve heard Product Marketing described as the glue that holds companies together. What are your thoughts on that?
- Do product marketers have to be a jack of all trades? How well do you have to understand all the other functions at your company to be a great uniter?
- Question from your Sharebird AMA: What's your advice on improving a historically tense relationship between functions, specifically between Product Management and Product Marketing, as well as between Sales and Product Marketing?
- What’s one nuance about Stakeholder Management that you only know now because you understand it deeply?
- Let’s move on to metrics. How do you measure the success of the product marketing team at Braze?
- How do you measure the success of sales enablement efforts, given that product marketing plays a major role in this area?
- What’s your outlook on the career of Product Marketing? Is it a good place to be right now?
Pricing and Packaging with Chris Mills, VP of Product Marketing at SalesLoft
The Product Marketing Experts
09/30/20 • 31 min
Connect with Chris Mills on Linkedin: https://www.linkedin.com/in/chrisamills-sf/
Join Chris on Sharebird: https://sharebird.com/profile/chris-mills
Questions we cover on this episode:
- What does product marketing look like at SalesLoft? How did you make your way to VP there?
- What happens when you get pricing wrong? And what happens when you get it right?
- What’s the relationship between product positioning and pricing? Do they influence each other? If so how?
- What are the questions the business or Product Marketing leadership should be asking?
- Who should “own” pricing? And what’s the role of product marketing?
- Let’s say you are embarking on a major pricing overhaul, you’ve done this. Where do you start?
- What tools or resources do you use to figure this out?
- How do you bring sales in?
- What’s your take on discounting and pricing transparency?
- How is pricing and packaging changing? Any trends in what buyers expect from pricing pages or in the sales process?
- Do you “launch” it if so how?
- What mistakes do people always make along the way?
- What’s your outlook on the career of Product Marketing? Is it a good place to be right now?
Brand Strategy with Anthony Kennada, Chief Marketing Officer at Front
The Product Marketing Experts
08/19/20 • 41 min
Connect with Anthony Kennada on Linkedin: https://www.linkedin.com/in/akennada/
Join Anthony on Sharebird: https://sharebird.com/profile/anthony-kennada
Questions we covered in this episode:
- Lakers vs Celtics
- How Anthony got into marketing and his journey to becoming a CMO
- How does product marketing fit in at Front? What value does product marketing bring to your org?
- Why is it so important for an early stage company to invest in brand?
- Are product and brand marketing connected?
- What role does the product play into the brand story in your mind?
- Introducing a new category the risks and right approach.
- How you "will a market into existence"?
- Why communities are at the heart of category creation.
- How do you name a new category? How much did you guys fret over the name customer success?
- When it comes to category creation, how do product marketers come into play?
- What’s your outlook on the career of Product Marketing? Is it a good place to be right now?
- What he's launching next at Front.
Splunk Senior Director, Product Marketing, Michael Olson on Competitive Positioning
The Product Marketing Experts
11/13/24 • 32 min
Questions covered in this episode:
0:26 Opening Question: Journey into and through product marketing
4:14 How do you convince customers to care about what makes your product different?
7:32 Can you share an example of a time when you faced intense competition and walk us through some of the processes of how you crafted competitive positioning and ultimately won major deals?
11:16 How do you strike the balance between responding to some of those competitors and staying true to your vision and strategy?
23:11 Can you advise some advanced tactics that are overlooked or underutilized that product marketers can level up or learn as they're looking to go head-to-head with a potential competitor?
29:53 Any book or a piece of content that's helped you propel your PMM career and how you think about product marketing?
Want more insights from Michael? Check out her Sharebird Profile.
Looking to connect? You can find Michael here on LinkedIn.
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FAQ
How many episodes does The Product Marketing Experts have?
The Product Marketing Experts currently has 88 episodes available.
What topics does The Product Marketing Experts cover?
The podcast is about Product, Marketing, Podcasts, Technology and Business.
What is the most popular episode on The Product Marketing Experts?
The episode title 'Meta Head of Product Marketing, Girija Sathyamurthy on Stakeholder Management' is the most popular.
What is the average episode length on The Product Marketing Experts?
The average episode length on The Product Marketing Experts is 33 minutes.
How often are episodes of The Product Marketing Experts released?
Episodes of The Product Marketing Experts are typically released every 7 days.
When was the first episode of The Product Marketing Experts?
The first episode of The Product Marketing Experts was released on Jun 12, 2020.
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