Ways to grow your (product) marketing career

Ways to grow your (product) marketing career

Transcript

  1. 1 Grow your (product) marketing career Robin Pam Director of

    Product Marketing robin.pam@optimizely.com @robinpam
  2. 2

  3. 3 Politics Startup IC Startup Director

  4. 4 I love this job Business strategy Cross- functional relationships

    Customers Product marketing
  5. 5 Hard skills are important Messaging & Positioning Making a

    great deck Market research ✔ Project managing a launch
  6. 6 Hard skills do not always equal results Messaging &

    Positioning Making a great deck Market research ✔ Project managing a launch Execs don’t say it Sales team doesn’t adopt it Product team ignores it Customers don’t buy it
  7. 7 How do you have the impact you want? On

    the business, your product line, your career?
  8. 8 Credibility

  9. 9 How many of you manage people?

  10. 10

  11. 11 CREDIBILITY has to do with the words we speak.

    In a sentence we might say, “I can trust what she says about intellectual property; she’s very credible on the subject.”
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  16. I don’t think you have enough technical credibility to do

    this job. -VP of Product Marketing who launched me on my path “ ”
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  18. 18 The 4 ingredients to credibility 1. Product knowledge 2.

    Data ownership 3. Customer empathy 4. Constant communication
  19. 19 Be a product expert

  20. 20

  21. 21

  22. 22 Be a good SE for your product CHEAT CODE

    TO PRODUCT:
  23. 23 Own your data

  24. 24 Revenue is key

  25. 25 Building an MVP dashboard Pre-sales metrics • Trials •

    Pipeline • Closed revenue Customer health metrics • Usage • Churn risk
  26. 26 What do you need to report on to show

    success? Awareness Consideration Evaluation Traffic Leads Free signups MQL SAL SAOs Pipeline Sample Metrics Win rate Revenue Customer!
  27. 27 Are we driving enough top of funnel interest? What

    questions do you need to answer at every step to drive impact? Awareness Consideration Evaluation What is our conversion rate from traffic to qualified lead? Are salespeople able to create and close pipeline? Sample Metrics Who are we losing to, and why? Customer!
  28. 29 In the process, you will become the expert in

    the data required to prove success
  29. 30 Get close to the revenue, and own the narrative.

    CHEAT CODE TO DATA:
  30. 31 31 Be a customer advocate

  31. 32 We all love stories.

  32. 33 1. Get out of the office.

  33. 34 1. Get out of the office. Sales meetings Product

    meetings Customer success Events
  34. 35 2. Share what you learn Synthesize, make it actionable

    Taking notes works!
  35. 36 3. Build a “Personal Customer Advisory BoardTM”

  36. 37 37 1.Get out of the office 2.Take good notes

    3.Maintain relationships CHEAT CODE TO CUSTOMER EXPERTISE:
  37. 38 Communicate constantly

  38. 39 Putting it all together Executive summary with quick bullets

    & CTAs Progress toward annual metrics Below: KPIs (pipeline, revenue, customer health) Distributed to all stakeholders and exec leadership (opt-out)
  39. 40 Getting the resources (and attention!) you deserve CFO CEO

  40. 41 CHEAT CODE TO COMMUNICATION: Write good email

  41. 42 The 4 ingredients to credibility 1. Product knowledge 2.

    Data ownership 3. Customer empathy 4. Constant communication
  42. 43 The 4 ingredients to credibility 1. Product knowledge 2.

    Data ownership 3. Customer empathy 4. Constant communication Drive business results Grow your influence Get promoted
  43. 44 Thank you! Robin Pam Director of Product Marketing robin.pam@optimizely.com

    @robinpam