Breaking into product marketing is challenging. Yet, people somehow do it all the time. I’ve seen product marketers with backgrounds ranging from sales, and customer success, to engineering. You don’t study product marketing in school and then get a job as a product marketer. Getting into product marketing is usually a journey that takes a fair amount of persistence and a growth mindset. That first step is usually the most challenging since you don’t start off with years of product marketing experience. My journey into product marketing started from my days running ad campaigns at an ad agenc ..read more

During my career as a product marketer, I was fortunate to get diverse experience working on different B2C and B2B products. Although my goal in every role was generally the same - increase product usage - I’ve noticed that in each case, I had to wear a different ‘PMM hat’. Sometimes I focused primarily on the Go-To-Market (for example, launching TV & Digital campaigns to drive new users), but in other cases, my job was completely different and I had to deep dive into product analytics and leverage in-product tools for growing usage. To put these two distinct experiences into a more acade ..read more

This article is based on Andrew’s talk at Product Marketing Misunderstood in February 2022. Product Marketing Alliance members can watch the complete recording (and more!) on demand here. Hey there! I'm Andrew Keating, and I’m here to share my thoughts and ideas about industry marketing strategies. We'll explore how you can construct an industry-vertical go-to-market motion within your enterprise Software as a Service (SaaS) product marketing organization. I'll share with you: My background in enterprise SaaS product marketing How to build an industry-specific go-to-market motion Pitfalls to ..read more

Dotting the i's and crossing the t’s: Refine the intricacies of your Go-to-Market strategy hones in on the intricacies of an area every product marketer simply has to succeed in their role. This eBook delivers transferable takeaways that’ll help you and your team launch your product into a new market, reposition/relaunch your brand, and improve existing product sales. Grab your copy now and take your strategy to new heights, as we explore: ?‍? The five essential ingredients for your Go-to-Market recipe ? Five tips for managing an international product launch ✅ Nailing your GTM strategy with ..read more

Hot on the heels of April’s Learner of the Month, Kripa Sitaraman, Market Competitive Analyst, Product Marketing at VMware, it’s our pleasure to announce that the Learner of the Month award for May goes to... Isamar Vega! ? A former Product Marketing Consultant/intern at KindWorks.AI, Isamar describes herself as an operations-minded product marketer that “ensures people are finding and using the best products to self-actualize.” Following the completion of Product Marketing: Core, Isamar explains: Her route into product marketing Which features of the course she found most useful How she’s i ..read more

This article was adapted from Collette’s inspiring interview on the Product Marketing Life. Listen to it in its full glory here! It’s time for an inside look at the ever-evolving world of product marketing. I've spent years navigating the dynamic landscape of this field, experiencing a spectrum of highs and lows, triumphs and setbacks, all of which have shaped my understanding and perspective. Whether you're a fellow veteran in product marketing or a budding enthusiast, this article has something for everyone. From the importance of nurturing relationships within your organization to the valu ..read more

Adam Miller, Senior Marketing Manager for Product and Content at Pathify, came across Product Marketing Alliance when he took on his first product marketing role and needed to get up to speed – fast. After checking out the various resources available online, he decided to sign up for a PMA Pro Membership. In this case study, he tells us: What motivated him to become a Product Marketing Alliance Pro member How his PMA membership supports his day-to-day responsibilities The best part of being a member The career benefits of a PMA membership How his PMA membership supports internal projects Why ..read more

Every savvy product marketer will use a tool of some sort. Why? It's simple. Without the right structure to your work, you risk lagging behind in a competitive market and failing to fully capitalize on the work you create. These templates have been pulled from our flagship course to guide through you some of your most important product marketing duties, and to give you a taste of what it's like to develop in your role with Product Marketing Certified: Core. Here's what you'll get: ? B2B persona questions ? B2C persona questions ? Messaging framework ? Go-to-Market template Use these framework ..read more

Interested in connecting with Meenal? Feel free to reach out to her via LinkedIn - she'd be thrilled to hear from you! As a product marketer, I believe that we play a vital role in the success of a product launch. As the launch champion, it’s our responsibility to bring together cross-functional teams and ensure that everyone is aligned on key metrics and goals. Without clear metrics and goals, it can be difficult to determine the success of a product launch. In this blog post, I’ll cover: When and how to align on metrics and teams, The most important metrics to track for a product launch, a ..read more

Following an unconventional route into a PMM career, Brianna Cabral, Product Marketing Manager at Arena, signed up for a PMA membership and has gone from strength to strength. She discusses how a lack of appetite for the baking industry led to a thirst for success as a product marketer, and how her membership has since played a key role in introducing new initiatives at the company. Plus, Brianna also shared: Her career to date and how she got into product marketing Success stories since becoming a PMA member Her favorite features in the membership dashboard How the membership has contribute ..read more