Behind the Scenes: Consumer Product Marketing

In this interview Meredith and Amber discuss Nike’s recent launch of the Nike SNKRS App, a digital platform focused on serving a passionate community of sneaker lovers. This high traffic app serves over 5+ million users on a weekly basis! Tune in to hear the role of PMM in launching Nike’s fastest growing digital platform for world-wide sneaker enthusiasts and how strong user insights lead to a consumer led innovative GTM strategy. Connect with Amber on LinkedIn [https://www.linkedin.com/in/amber-finlay-9728359/]. Join Amber on Sharebird [https://sharebird.com/p/amber-finlay].

A deep dive on the insights that went into influencing product teams ahead of their recent launch, explanations. Quizlet aims to shape the future of learning and is the most popular studying tool in the US. Tune in to hear the role of market insights and research as they were approaching one of their biggest product launches. Connect with Caroline on LinkedIn [https://www.linkedin.com/in/carolinewalthall/]. Join Caroline on Sharebird [https://sharebird.com/p/caroline-walthall].

Handshake serves over 18 million college students helping them get jobs and gain confidence as they transition from graduating to finding their first job and entering the workforce. Tune in to hear how Katie and her team service a 3-sided marketplace, structure their small, scrappy team that serves both B2B and B2C, and deliver crisp and clear messaging frameworks that inform their GTM strategy. Also covered in this interview is what the partnership looks like between PMM and product and how it influences the product roadmap. Connect with Katie on LinkedIn [https://www.linkedin.com/in/katielevinson/]. Join Katie on Sharebird [https://sharebird.com/p/katielevinson/product-marketing].

We’ve talked about the creator economy, but this week we’re learning more about the connection economy. Cameo is a product loved by both talent and fans, where you can request to get a personalized video from a celebrity of your choice. A day maker for sure, this product is a win-win in the marketplace creating authentic fan connections. Tune in to hear how to evaluate your GTM strategy based on the size of your company. Whether you’re at a small startup or a large tech company, there are key components and attributes that determine the impact of PMM. So how do you hire the talent you need for success, identify your northstar, stay up to date on customer insights, and remain organized when things are moving quickly? Connect with Mike on LinkedIn [https://www.linkedin.com/in/mikepolner/]. Join Mike on Sharebird [https://sharebird.com/p/mike-polner/product-marketing].

One of the most common questions that couples get is “how’d you meet?” Beginning in 2004, OkCupid has begun being a part of people’s stories - solving the pain points of finding a partner with the same core values and interests. Through data analysis and custom designed algorithms, OkCupid’s platform is able to match users on what matters most to them. Product marketing has been an essential piece of the company’s success through their market research, GTM strategy, internal alignment with the product team, and creation of messaging and positioning that helped them stay up on dating trends. Tune in to hear the role PMM has been playing in revolutionizing the dating scene and enabling users to incorporate their political and social views on their profiles yielding in quality connections and love stories. Connect with Jane on LinkedIn [https://www.linkedin.com/in/jane-reynolds-8b172270/]. Join Jane on Sharebird [https://sharebird.com/p/jane-reynolds/product-marketing].