This is Product Marketing is brought to you by Product Marketing Hive, a product marketing community that gives back. We are a global community with an intellectual center of gravity in Silicon Valley. This podcast dives deep into the world of product marketing, product management, and technology marketing. We will be interviewing thought leaders, marketing and product legends. Join PMM Hive to meet fellow PMMs.All rights reserved. © Product Marketing Hive.
In this episode, Sahil Sethi, an experienced B2B marketing executive, joins Louise Liu to share his experience leading PLG initiatives. He also discusses the role of product marketing in PLG and how to balance PLG and enterprise sales.
All rights reserved. © Product Marketing Hive.
Episode 1: Marketing in Hot and Cold Markets
Dave Kellogg and Crispin Read discuss the differences in marketing approaches for hot markets vs. cold markets. How do you know if you are in a hot market? They talk more about how to know what kind of market you are in and how to approach positioning, messaging and branding in these very different scenarios.
Episode 2: Product Marketing Career Roadmap
John Kreisa, Chief Marketing Officer at Docker, and Crispin Read, founder of PMM Hive discuss careers in Product Marketing Management. They talk about how to get started in product marketing, what it takes to excel as a PMM, and how product marketers can advance into other roles such as product or marketing leadership.
Episode 3: The Story of a Turnaround
Bruno Aziza and Crispin Read discuss the story behind the turnaround of Oracle Gartner Magic Quadrant: how Bruno’s team embraced the feedback of the community (customers, partners, and analysts) to reshape the direction of the Oracle Analytics strategy and its entire go-to-market. Bruno shared his thoughts on what makes a great Product Manager, how product management is evolving, and the future of product-led business.
Episode 4: What Is a Product?
In this episode, Crispin Read explores the most fundamental question in product marketing – what is a product? He describes how product proliferation happens, why it is damaging and how to prevent it. To learn more, please check out article “What is a product?“.
Episode 5: Don't Create a Category
In this episode, Crispin Read explained why you shouldn’t attempt to create a new category if you are in an already established market. He describes how it happens, why it is a bad idea. To learn more, please check out article”Don’t create a category“.
Episode 9: How to Build a Successful Second Product
In this episode, Crispin Read, founder of Product Marketing Hive talks about the second product problem. He shares his thoughts on why people fail to create a successful second product. Crispin also explains the core elements of creating second product success. Please check out the article The Second Product Problem: And how to create a successful second product for more in-depth insights.
Episode 12: How Can Product Marketing Effectively Impact B2B Buyer's Journey
In this episode, Crispin Read discusses B2B buyer’s journey, and shares his thoughts on how to effectively make an impact on buyer’s journey through product marketing. He also lists some of the common mistakes for marketers to avoid to not take a toll on buyer’s journey.
Episode 6: The Empathy Edge
In this episode, Maria Ross – branding expert and author of The Empathy Edge – and Crispin Read discuss empathy and how to harness the value of compassion as an engine for business success. What does it mean for a brand to be empathetic, and how do you build an authentic, empathetic brand? And for product marketers, what does empathy look like in product and services marketing and messaging?
Episode 7: People Hire Your Product to Get a Job Done
Since Clayton Christensen popularized Jobs to be Done in Harvard Business Review the approach has gained an enthusiastic following. This PMM Hive Talk about JTBD will be an exploratory conversation with an experienced practitioner and member of the PMM Hive community, Georgia Diaconescu.
Episode 8: Go to Team Before Go to Market
In this episode, Anita Raj, Vice President of Product Marketing at ThroughPut and Crispin Read discuss product marketing and the product launch process. Anita shares her thoughts on the ambiguity of the product marketing function and how to translate that into personal growth and career success. She outlines the key steps to a successful product launch, how to manage a series of launches of different shapes and sizes and what a successful launch looks like.
Episode 17: How to Influence and Communicate Your Product Roadmap
In this episode, Anita Raj discusses the role of product marketing in roadmap, the why and how of influencing product roadmap. She also shares her thoughts on how to communicate your product roadmap.
Episode 10: Building a Base of Influence for Product Marketing
In this episode, Brian Martell, VP of Product Marketing at Cube talks about product marketing and the classic “product marketing conundrum”. He shares his thoughts on how to maximize the impact of product marketing by building a base of influence. Please check out the article How to Build a Base of Influence for Product Marketing for more in-depth tips. You can download editable presentation slides to help you introducing product marketing to your own organization.
Episode 11: Product Marketing vs. Product Management
In this episode, Camil Lafreniere, senior product manager from Newforma discusses product management, and shares his opinions on the relationships between product marketing and product management based on his own experiences. All rights reserved.
Episode 13: Achieving a Successful Product Launch
In this episode, John Zilch, a longtime product leader and co-founder of LaunchDay, discusses how to achieve a successful product launch and how to overcome some common challenges when launching a product bases on his own experiences. He also shares his thoughts on product releases and product launches.
Episode 14: Agile Marketing
In this episode, Kelly Drozd, product marketing manager at Atlassian, shares her thoughts on Agile Marketing and some practical advice on how to get started on adopting Agile Marketing based on her experience. You can find the book Kelly recommends, Death of a Marketer by Andrea Fryrear, on the PMM Hive Reading List.
Episode 15: B2B SaaS Product Pricing and Packaging Strategy
In this episode, Laura Smous, senior director of product marketing, shares her thoughts on B2B SaaS product pricing and packaging strategy. We also discuss the advantages and disadvantages of the tiered pricing plans, how to communicate the pricing changes. Laura shares some practical advice on how to DIY pricing and packaging for start-ups.
Episode 16: Evolving From Single Product to Multi Products
In this episode, Axel Kirstetter, VP of Product Marketing at Datasite, shares his experience on evolving from single product to multi products. He also shares the challenges and some critical considerations with fellow product marketers from go to market perspective.
Episode 29: What Happens After the Product Launch
In this episode, Axel Kirstetter, the VP of Product Marketing and Sales Enablement at EIS Ltd, joins us to discuss post-product-launch product marketing activities. Axel shares his thoughts on what impacts post-launch success.
Episode 18: Finding Product/Market Fit for Your MVP
In this episode, Clement Kao, founder of Product Teacher and co-founder of Product Manager HQ, discusses product strategy and product management. He also shares his advice on how to build an MVP, and how to find your product/market fit in different scenarios. Please check out article A Guide to Minimum Valuable Products for more in-depth tips.
Episode 19: How Can Product Marketers Excel at Competitive Intelligence
In this episode, Crispin Read and Adam Houghton, Vice President of Customer Success at Klue, discuss the intersections of customer success and product marketing. He also shares his advice on how to build your competitive intelligence team and how to get started on competitive intelligence effectively.
Episode 20: Getting Started with Account Based Marketing
In this episode, Louise Liu and Caryne Say, Vice President of B2B Marketing at The Knot Worldwide, discuss the Account Based Marketing (ABM). She shares her advice on how to get started with account-based marketing practically, and how to scale your account-based marketing program.
Episode 21: A Repeatable Process for Developing Product Messaging
In this episode, Louise Liu and SJ Petteruti, the Product Evangelist at Salsify, discuss the product messaging. SJ shares a repeatable process he often uses for developing product messaging, and his thoughts on how to interact with analysts in a meaningful way.
Episode 22: Driving the Product Adoption Program
In this episode, Louise Liu and Janaki Nori, the product marketing manager at InVision Group, discuss the product adoption program. Janaki shares her product marketing journey and her thoughts on how to drive a successful product adoption program.
Favour Aroghene Okoro
Episode 23: Be a Data-informed Product Marketing Manager
In this episode, Louise Liu and Favour Aroghene Okoro, the product growth marketing manager at Kuda, discuss data-driven product marketing. Favour shares her view of Nigeria’s tech and product marketing scene, and her thoughts on what is data-informed product marketing. She also lists the important data that product marketers should care about.
Be sure to check out Favour’s article: Be a Data-informed Product Marketing Manger for more information.
Episode 24: Choosing Between Product Marketing and Product Management
In this episode, Louise Liu and Nishanth Kadiyala, the senior product manager at Walmart Connect, discuss product marketing and product management. Nishanth shares his thoughts on the similarities and differences between the two roles, and how to choose which is for you.
Episode 25: Developing Buyer Personas
In this episode, Louise Liu and Jennifer Crawford, the product marketing manager at Pex, discuss buyer personas. Jennifer shares her definition of buyer personas and why it is important. She also shares her process of developing buyer personas.
For more information, please check out Jennifer’s article: How to Develop Buyer Personas in Four Easy Steps
Episode 26: Transitioning from Growth Marketing to Product Marketing
In this episode, Louise Liu and Clayton Pritchard, the head of marketing at Momentum, discuss career transition. Clayton shares his experience in transitioning from growth marketing into product marketing. He also shares his thoughts on how growth marketing and product marketing can collaborate better.
Episode 27: How to Excel as the First Product Marketing Hire
In this episode, Tejas Kinger, the product marketing manager at Plum, joins Louise Liu to discuss his experience as the first product marketing hire. Tejas shares helpful tips on what to expect as the first product marketing hire from his personal experience and learning. He also shares his process of building out the product marketing team.
For more information, check out article 10 Mistakes To Avoid as the First Product Marketer in a Company by Tejas Kinger.
Episode 28: Making Product Marketing More Strategic
In this episode, April Rassa, the head of product marketing at Cohere, joins Louise Liu to discuss strategic product marketing. April shares her thoughts on what it means to be strategic for product marketing, and how product marketers can make this role more strategic.
For more information, please check out April’s article: Don’t Be the Misunderstood Product Marketer by April Rassa.
Episode 30: Understanding Your Customers with Customer Research
In this episode, Matt Collins, the Head of Product Marketing at MNTN, joins us to discuss customer research. Matt shares his experience in gaining customer insights directly and indirectly. He also shares some helpful tips for engaging in meaningful customer conversations.
For more information, read article “How to Quickly And Affordably Get Customer Insights” by Matt.