Product Marketing for You

Stop Guessing on Launch Day: Meet Your New Message Testing Framework w/Shannon Kearns

Most PMMs pressure test the product, the roadmap, the sales deck — but the messaging itself just ships. Shannon Kearns thinks that's exactly why so many launches leave CAC on the table, and she's got a framework to fix it. Shannon is a GTM consultant specializing in B2B and B2C tech, working with companies preparing to launch or reposition a product. In this episode she breaks down the message testing framework she's refined across 15+ launches — what inputs build a sharp hypothesis, how to structure your test, what to hand off to the creative and acquisition teams, and how to bring the learnings back to the rest of the org. Here's what we get into: * Why PMMs need to own message testing - and what you're leaving behind if you don't * The inputs that turn gut feel into a testable hypothesis * How to structure a message testing sprint (budget, timing, and what metric to actually optimize for) * The framework: levers, drivers, consumer insights, and how to write a hypothesis that holds up * Real numbers from a live client - and what a $200 CAC vs. an $80 CAC taught her about messaging Resources from this Episode * Connect with Shannon on LinkedIn [https://www.linkedin.com/in/shannonkearns/] * Shannon's message testing framework template [https://drive.google.com/file/d/1wD6hAUgCSjsrLTuSZha_7oXBEEm588Gm/view?usp=sharing] * Shannon's Claude skill for message testing [https://drive.google.com/file/d/1_ucnQwkbRslQbzbgpNxnPRFNvYB3eCJ2/view?usp=sharing] And a special shout out to this season's sponsor, PMM Camp [PMMCamp.com]- where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

Your Launch Needs An Interactive Demo - Here's How to Build One That Converts w/Natalie Marcutullio

Most PMMs skip interactive demos. Too much work, too much time, too much uncertainty about whether it'll actually impact anything. Natalie thinks that's exactly the problem - and it's costing you pipeline on launch day. Natalie is Head of Product Marketing and Growth at Navattic and has spent years watching SaaS teams either nail interactive demos or waste time building the wrong thing. She's got a 9-step framework that cuts through the noise. In this episode she walks you through exactly how to build an interactive demo that converts - the right sequence, the common traps that kill demos, and what separates the ones that actually close deals from the ones that just look pretty. Here's what we get into: * The sequence that actually works (9 steps, in order) * How to keep it short enough people actually finish it * Data that matters (and how to make sure your demo tells the right story) * When to gate, when to ungate, and why most teams get it wrong * How to know if your demo is actually working after you ship it Resources from this Episode: * Natalie's "State of the Interactive Product Demo [https://www.navattic.com/report/state-of-the-interactive-product-demo-2026]" report (hey, it's ungated!) * Connect with Natalie on LinkedIn [https://www.linkedin.com/in/natalie-marcotullio/] * Try Navattic for free [https://www.navattic.com/pricing] (includes HTML builder access): And a special shout out to this season's sponsor, PMM Camp [pmmcamp.com] — where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

Your Launch Docs Suck Because You Followed the Template to the T w/Talya Heller

You found the perfect template. You filled it in to the letter. You shipped it. And then... your leadership tears it apart, your sales team ignores it, and you're left wondering what went wrong. Talya has been there. Multiple times. Across multiple companies. And she's got a sharp take on why we treat frameworks like gospel when they should be treated like clay that needs reshaping for your actual business. In this episode, we skip the rigid structure and just talk—because that's what happens when Talya shows up. She walks through the exact moment when a PMM defaults to a template and why that's what kills launches. She also breaks down how to pressure-test any doc before it goes live, how to trust your instinct even if you're junior, and why your BS meter is probably right. Here's what we cover: * Why templates feel safe (and why that's the trap) * The difference between using a framework as a jumping-off point vs. following it blindly * How to stress-test positioning docs, messaging frameworks, and battle cards before they blow up * Why your past experience is better than you think it is * How to know when something's off and actually do something about it This is for anyone who's grabbed something from PMA, LinkedIn, or a book and thought: "Is this actually good, or am I just supposed to believe it is?" It's also the first episode of what might become something bigger with Talya, so stick around. Resources from this Episode * Connect with Talya on LinkedIn [https://www.linkedin.com/in/talyahellermba18/] * Get more resources + insight on the Down to a T website [https://www.downtoat.co/] And a special shout out to this season's sponsor, PMM Camp [pmmcamp.com] — where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

From Static to Dynamic: How to Turn AI Into Your Sales Enablement Cheat Code w/Michele Nieberding

Your sales team is frozen. It's 10 minutes before the call and they're Slack-panicking about competitor differences you've literally documented five different ways. The problem isn't the content — it's that static enablement turns into a black hole. Michele thinks that's exactly the wrong way to build for sales, and she's got a framework to prove it. In this episode she pulls back the curtain on what's actually broken with traditional sales enablement, the specific types of content that make LLMs useful instead of hallucination machines, and a three-by-three framework you can start using tomorrow morning to turn your PMM chaos into sales gold. Here's what we cover: * Why your sales enablement is disappearing into a black hole (and how AI actually fixes it) * The "high signal, low noise" documents that make LLMs actually work for your team * The if-then objection vault: structuring your content so AI gives real answers (not roadmap BS) * Four other content types PMMs skip that completely change the game * The 3x3 framework: start tomorrow with three scary questions and three champion reps * How to stop your LLM from confidently lying (and keep your job in the process) Resources from this Episode: * Access Michele's AI for PMM Sales Enablement Resource Tool [https://ai-for-pmm-sales-enablement.lovable.app/] * Connect with Michele on LinkedIn [https://www.linkedin.com/in/michele-nieberding/] And a special shout out to this season's sponsor, PMM Camp [PMMcamp.com] - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

The 30-60-90 Day Playbook for What Happens After Your Product Launch w/Haidee Griswold

Most PMMs pour everything into launch day — and then move on. Haidee thinks that's exactly where the real work begins, and she's got a process to prove it. Haidee is a PMM leader who's run launches at Amazon, Olo, and beyond. In this episode she walks through her 30-60-90 day post-launch checkpoint process — what data to walk in with, how to get honest insights out of a room full of people protecting their turf, and why separating launch execution from product market fit is the most important thing a PMM can do after a product ships. Here's what we get into: * Why the post-launch review is not optional — especially if you're resource constrained * The 30-60-90 checkpoint framework and the three questions every review must answer * How to structure the room so people stop being defensive and start being honest * Why a great launch can hide a product market fit problem — and vice versa Resources from this episode: * Connect with Haidee on LinkedIn [https://www.linkedin.com/in/haidee-griswold/] And a special shout out to this season's sponsor, ⁠PMM Camp [pmmcamp.com]⁠  -  where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.