The Product Marketing Experts

Canva Ecosystem Marketing, Indy Sen on Product Marketing KPI's

[00:01:00] - When you think about your own journey, what pulled you into product marketing in the first place, and how has that perspective evolved across Salesforce, Box, MuleSoft, Google Cloud, and now Canva? [00:06:00] - Can you unpack what your LinkedIn bio quote means: "A good platform is a good story and a good story is also a good platform"? [00:10:00] - Two-part question: 1. In some ways this means that the company has to be at a certain level, right? Early stage startups aren't really gonna have ecosystems - is that something you look for in your next role? 2. What is ecosystem? Break it down - what does ecosystem marketing entail, maybe your day-to-day or week to week of what that's like to be an ecosystem marketer? [00:17:00] - Let's talk about building a product marketing team in a global environment, multiple offices around lots of time zones. How do you approach that? How do you even think about that? And has anything changed in how you think about this coming out of Covid? [00:22:00] - What's one piece of advice that you wish you had earlier in your product marketing career? Or what would you wish you could go back and tell yourself 10, 15 years ago? [00:30:00] - What's inspiring you right now, outside of marketing, maybe outside of Canva? Want more insights from Indy? Check out her Sharebird Profile. [https://sharebird.com/profile/indy-sen] Looking to connect? You can find Indy here on LinkedIn. [https://www.linkedin.com/in/indysen/]

Braze VP of Product Marketing, Kelsey Nelson on Growth Product Marketing

Questions covered in this episode:   00:21 Opening Question: Journey into and through product marketing 02:29 How do you define growth product marketing and how it differ from traditional quote-unquote product marketing?  04:29 How do you like to sort through some of the signals to find the right stories to tell to the market?  08:13 How do you empower your team to make informed leaps and how do you build space for them to do it? 10:51  How do you collaborate effectively with the rest of the marketing and product teams? 14:20 For product marketing professionals seeking to join or currently collaborating with your organization, what key skills and strategic mindset transformations have you identified as critical for individual and team's success and growth? 16:43 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out?  Want more insights from Kelsey? Check out her Sharebird Profile. [https://sharebird.com/profile/kelsey-nelson] Looking to connect? You can find Kelsey here on LinkedIn. [https://www.linkedin.com/in/kelseynelson/]

Lattice VP of Product Marketing, Emi Hofmeister on Storytelling

Questions covered in this episode:   00:19 Opening Question: Journey into and through product marketing 03:25 Can you share a little bit about how you think about crafting great product stories that resonate with customers?  06:08 How do you balance technical details, emotional storytelling, and the unique capabilities to tell a differentiated story at Lattice? 08:50 Do you have any data points that you regularly look at or would like to look at to tell how some of the stories are working or how some of that differentiation is resonating? 14:19  How do you prove to the org the changes we have to make in stories and show the ROI? 18:18  How do you think about carrying the messaging through the journey to additional products or add ons that the company offers?    25:02 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out?  Want more insights from Emi? Check out her Sharebird Profile. [https://sharebird.com/profile/emi-hofmeister-1] Looking to connect? You can find Emi here on LinkedIn. [https://www.linkedin.com/in/emihofmeister/]

Qualia VP of Marketing, Charlene Wang on Product Marketing KPI's

Questions covered in this episode:   0:18 Opening Question: Journey into and through product marketing 1:48  How do you think about deciding what KPIs truly reflect the success of product marketing efforts? Do you have any favorite KPIs that you feel have been overlooked but are useful for product marketing?  05:33 How do you think about the reporting cadence and how that's historically worked best for you and your teams? 08:17  Do you have any advice for ensuring that KPIs are not just numbers on a spreadsheet but telling a compelling story? 12:37 How do you think about working with enablement and bridging that to generating revenue and measuring the success of the effort that you tie into enablement? 16:57  How do you ratchet up the maturity of those KPIs between enablement and product marketing as the organization grows and evolves?  21:08 Can you share how you made the jump from PMM to overall marketing and your biggest challenge faced during that transition?  27:39 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out?  Want more insights from Charlene? Check out her Sharebird Profile. [https://sharebird.com/profile/charlene-wang] Looking to connect? You can find Charlene here on LinkedIn. [https://www.linkedin.com/in/wangcharlene/]

Pendo VP Product Marketing, Jackie Palmer on Product Launches

Questions covered in this episode:   0:32 Opening Question: Journey into and through product marketing 2:57  Can you share any stories about a memorable launch that you've been a part of and how you've adapted to make it a success?  10:32 How do you think about messaging and working with analysts or cross-functional partners to ensure that messaging is cutting through the noise effectively?  18:35 How do you balance speed to market while ensuring that all of the launch elements are in place and fully ready? 22:20 How do you whether as a Pendo or in another company you've been a part of integrate competitive insights into your launch strategy to ensure that your positioning not only stands out but counters any competitors? 26:27  How do you encourage product marketers, whether its a brand new product marketer who's just joined your team or somebody who's joining your team as a fairly senior product marketer to have a thorough understanding of the competitive landscape? 31: 17 How do you think about creating that rolling thunder and ensuring a launch not only goes smoothly, but it has a lasting impact beyond that initial day or event? Want more insights from Jackie? Check out her Sharebird Profile. [https://sharebird.com/profile/jackie-palmer] Looking to connect? You can find Jackie here on LinkedIn. [https://www.linkedin.com/in/jacquelynhpalmer/]