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OvercastThis is Product Marketing is a product marketing podcast brought to you by PMM Hive.
We explore the challenges, frameworks, and lessons that shape successful products and businesses, helping product marketers learn from real-world experience.
Have an experience, framework, or lesson that could help fellow product marketers? Let us know.
Featured Episodes
Gerardo A. Dada
Episode 79: Winning with Strategy
Gerardo A. Dada, author of OutPosition, joins Louise Liu to share his thoughts on how strategy, differentiation, and positioning help companies build sustainable market leadership.
Temitope Adelanwa
Episode 77: Making Sales Enablement Work as a Solo PMM
Temitope Adelanwa, a Product Marketing Manager at VentureEd Solutions, discusses the realities of sales enablement as a solo product marketer. She shares how she balances multiple products, prioritizes requests from across the business, and helps sales teams gain confidence with complex solutions.
Ryad Berkat
Episode 78: Making an Impact as a New Product Marketing Hire
Ryad Berkat, a Product Marketing Manager at OpenClassrooms, joins Louise Liu to share what he learned during his first PMM role, including how he approached competitive research, sales enablement, go-to-market planning, and cross-functional collaboration to make an impact quickly.
Abhishek Srivastava
Episode 76: Why Internal Enablement Is the Hardest Part of GTM
Abhishek Srivastava, a senior product marketing manager at Simpplr, breaks down what GTM really means, common mistakes product marketers make, and how strong enablement drives real business impact beyond the launch.
Gokul Kailasam
Episode 75: How To Gain Traction by Niching Down
Gokul Kailasam shares his insights on niching down vs. staying broad. Gokul discusses why founders often struggle to commit to a niche, and how product marketers can influence positioning decisions internally.
Kate Obiidykhata
Episode 74: How To Drive Product Success Beyond the Launch Day
Kate Obiidykhata, General Manager at Percona, shares her hard-earned insights on post-launch execution, proactive product marketing, and how PMMs can move from being launch managers to true strategic partners driving revenue and growth.
Vinícius Chacon
Episode 73: Learnings from Launching an AI Product
Vinícius Chacon shares a behind-the-scenes look at the realities of AI product launches—from skyrocketing costs and pricing challenges to attracting the wrong audience—and the pivot that turned it around.
Brian Dreyer
Episode 72: Switching Between Product Marketing and Product Management
Brian Dreyer, Senior Director of Product Management at Cloudforce, shares how his background in product management shaped his approach to product marketing, what habits from product marketing he’s bringing back into product management leadership, and why understanding both sides can make you stronger in either role.
Katie Noe
Episode 71: Implementing AI in Competitive Intelligence
Katie Noe, Product Marketing Manager at Bizzabo, breaks down her workflow step by step, from how things worked before AI to what’s changed since, and the impact it’s had across product marketing and her cross-functional partners.
Terezia Batovska
Episode 70: Analyst Relations in the Age of AI
Terezia Stancik, Senior Analyst Relations Manager at Shopware, explores how AI is transforming B2B buying behavior, the implications for analysts and AR managers, and shares personal examples of how AR professionals can adapt to stay relevant.
Prashant Sridharan
Episode 69: Building Trust to Win in Developer Marketing
Prashant Sridharan, Head of Product Marketing at Supabase, shares insights on building trust and winning with developer marketing—from feature‑first messaging and PLG strategies to aligning product, DevRel, and marketing for go‑to‑market success.
Mustafa Kapadia
Episode 68: The Impact of Agentic AI on Product Management
Mustafa Kapadia, Managing Director at Echo Point, shares his thoughts on how agentic AI is transforming the role of product managers—from decision-making and prioritization to collaboration and execution—and how product managers and product marketers can work together more effectively in this new AI-driven era.
Andrew Hatfield
Episode 67: A Practical Framework for a High-Performance GTM Playbook
Andrew Hatfield, founder of Deepstar Strategic, shares his definition of what go-to-market really means, the three key pillars of a high-performance GTM playbook, and the metrics that product marketers should track to measure success.
Fara Joaquim
Episode 66: Building a Product Marketing Career Across Borders
Fara Joaquim shares what it took to break into the field, the key skills that helped her stand out, and how her deep customer focus shaped one of her most impactful product launches.
Talya Heller
Episode 65: How to Find What Makes Your Product Different
Talya Heller, founder of Down to a T, shares shares tips on aligning teams around your differentiators and creating a competitive matrix that enables better messaging and sales execution.
Nacho Harriague
Episode 64: Building a Holistic Sales Enablement Strategy
Nacho Harriague, Director of Product Marketing at InvGate, shares helpful tips on identifying enablement gaps, aligning cross-functional teams, and using customer insights to build trust and drive adoption among sales teams.
Joan Gaffney
Episode 63: Navigating Burnout in Product Marketing
Joan Gaffney, founder and executive coach at ShiftNova, shares some helpful tips on how managers can support their teams in managing burnout and emphasizes the importance of personal development and self-worth in building resilience.
Ashley Wilson
Episode 62: Evolving Marketing Functions with Company Growth
Ashley Wilson, Co-founder and COO at Momentum, shares her thoughts on how marketing roles, responsibilities, and team structures shift as the company scales.
Jonathan Pipek
Episode 61: Early-stage Startups' Pricing and Packaging Strategy
Jonathan Pipek, founder and CEO of Blue Manta Consulting, shares key insights on identifying the right value metrics, avoiding common pricing pitfalls, and communicating pricing and packaging changes.
Arneeb Mahbub
Episode 60: Managing Multiple Go-to-Market Initiatives
Arneeb Mahbub, Product Marketing Manager at Indeed, shares firsthand insights on balancing competing priorities, aligning cross-functional teams, and navigating unexpected challenges.
Aleksandra Mitroshkina
Episode 59: Go-To-Market Strategy for Open Source Products
Aleksandra Mitroshkina, Director of Solutions Marketing at Percona, shares her thoughts on how open-source dynamics influence GTM approaches, the role of community engagement, strategies for transitioning users into customers.
Dirk Nicol
Episode 58: Building and Scaling Product Marketing Teams
Dirk Nicol, Senior Director of Product Marketing at Corcentric, shares his experiences in building and scaling a successful product marketing team. He also talks about some helpful tips on how to hire the right product marketing talents.
Juan Gabarro
Episode 57: Managing the Overgrown Product Portfolio
Juan Gabarro shares his insights on the root causes and the significant impacts of product proliferation. He also discusses his experiences in managing an overgrown product portfolio from a go-to-market perspective.
Sahil Sethi
Episode 56: Product Marketing Level Up
Sahil Sethi, author of Product Marketing Level Up and Vice President of Global Product Marketing at Freshworks, discusses the attributes and qualities that define great product marketers. Sahil also shares his thoughts on how to hone the skills of velocity and integrated marketing in practice.
Maria Ross
Episode 55: The Five Pillars of Effective Empathetic Leadership
Maria Ross, author of The Empathy Dilemma, discusses how leaders can balance performance, people and personal boundaries to achieve empathetic leadership. Maria also shares her thoughts on why leaders are in the empathy dilemma and how to effectively develop healthy empathetic leadership at work.
Jon Itkin
Episode 54: Connecting Product Marketing and Brand Marketing
Jon Itkin, Principal at In The Kitchen, shares his thoughts on how product marketers can effectively lead and bridge the gap between product marketing and brand marketing efforts.
Peace Attah
Episode 53: The First 90 Days Blueprint for Product Marketers
Peace Attah, a Product Marketing Manager at Rayda, discusses how to build strong relationships, gain a deep understanding of your product, and create a plan that balances quick wins with long-term growth.
Bianca Galan
Episode 52: Inside an International B2C Product Launch
Bianca Galan, a product marketer at AdTheorent, discusses the keys to the team’s successful international product launches and the specific challenges they had to overcome.
Georgi Furnadzhiev
Episode 51: An Innovative Value Creation Framework
Georgi Furnadzhiev, co-founder of MarketHackr, shares the innovative value creation framework. Georgi argues that connecting traction channels with the growth funnel and persona studies is the key to achieving sustained growth and maximizing impact.
Yolanda Thomas
Episode 50: Elevating Your Product Marketing Career
Yolanda Thomas explores her journey of advancing to director-level and VP-level product marketing leadership positions. She shares the critical skills and experiences that have shaped her career, providing invaluable advice for aspiring product marketers.
Elena Hutchison
Episode 49: Decoding Analyst Relations
Elena Hutchison, founder at Up/Right Analyst Relations, sharesthe strategies, challenges, and best practices that define successful analyst relations for companies at different growth stages.
Rossmary Gil-Tian
Episode 48: A Product Marketer’s Journey in An IPO-Bound Company
Rossmary Gil-Tian discusses the experiences and insights of her company’s transition from private to IPO. She also shares the challenges, strategies, and key learnings from this transformative journey.
Anthony Pierri
Episode 47: Effective Homepage Messaging Strategy for Startups
Anthony Pierri, co-founder and partner at FletchPMM, shares his process of building homepage messaging with his clients, and the dos and don’ts product marketers should bear in mind when crafting homepage messaging.
Terezia Batovska
Episode 46: The Key to Analyst Relations Success
Terezia Batovska shares her thoughts on what makes an analyst relations program successful, and her strategies for establishing and maintaining a leadership position in analyst evaluations.
Anubhav Rao
Episode 45: Scaling Hyper-personalized Messaging with AI
Anubhav Rao, product marketing manager at AWS, discusses his experience in developing personalized messaging. Anubhav talks about the fast-changing AI landscape and his view on how marketing will be reshaped with the development of AI.
Abiola Apooyin
Episode 44: Conducting Market Research
Abiola Apooyin, business and product manager at Anfani, talks about the vibrant Nigerian tech scene and his experience in conducting market research in the pharmaceutical and clean energy industries. He also shares the unique challenges of conducting market research in Nigeria.
Ashley Litzenberger
Episode 43: Data-Driven ICP for Multi-Product Portfolio
Ashley Litzenberger, Senior Director of Product Marketing at Betterworks, shares her experience of developing the data-driven ICP. She also talks about how to better collaborate with other functions in the process.
Marcio Moerbeck
Episode 42: B2B Tech Partnership Go-To-Market Strategy
Marcio Moerbeck discusses the B2B tech partnership go-to-market strategies. Marcio talks about the different types of partnerships and partner marketing. He also shares his opinion on what common mistakes to avoid for partner marketing based on his experience.
Matt Mehus
Episode 41: Developing The Ideal Customer Profile
Matt Mehus, Vice President of Marketing at OpenVPN Inc, talks about the misconceptions of the “ideal customer profile”, and how ideal customer profiles influence other marketing and business activities. He also walks through the common challenges of developing the ICP.
Dave Panek
Episode 40: Product/Market Fit Transitioning from Product to Platform
Dave Panek, Partner at Aventi Group, explains how product/market fit impacts the go-to-makret strategy and overall business growth. He also discusses his process of developing product/market fit and his experience in helping clients transition from product to platform.
Julien Sauvage
Episode 39: Building a Great Sales Deck
Julien Sauvage, VP of Brand and Product Marketing at Clari, shares the key components of a great sales deck and his creation process. He also discusses the governance process of the sales deck after creation.
Dejan Gajsek
Episode 38: Minimum Viable Competitive Intelligence Programs
Dejan Gajsek, CEO at Grow + Scale, shares his valuable insights on how to initiate CI programs with limited budgets. In addition, he also discusses the common reason why CI programs fail and offers practical advice on measuring the success of your CI efforts.
Robert Karel
Episode 37: Analyst Relations and Product Marketing
Robert Karel, founder of Product Marketing Perspective and former analyst at Forrester, shares his experience transitioning into product marketing from being an industry analyst. He also discusses helpful tips on engaging and building meaningful relationships with analysts .
Tanu Kaushik
Episode 36: Brand Marketing and Product Marketing
Tanu Kaushik, global senior product marketing manager at Quantium, discusses some great examples from Quickbooks and Hubspot of how brand marketing and product marketing support each other.
Megan Pratt
Episode 35: Sales Enablement in Product Marketing
Megan Pratt, fractional product marketing leader at Product Marketing House, discusses some practical approaches that can maximize the impact of your sales enablement effort.
Jason Schifrien
Episode 34: Product Release Process at Roku
In this episode, Jason Schifrien, senior product marketing manager at Roku, Inc, discusses his experience in product releases at Roku. He also shares his thoughts on the success of a product release and how to measure it.
Shari Diamond
Episode 33: Product Marketing Skills
In this episode, Shari Diamond, Principal Product Marketing Consultant at Fluvio, joins Louise Liu to discuss product marketing skills. She also shares her thoughts on choosing between working as a product marketer in a corporate and working as a consultant.
Sahil Sethi
Episode 32: Balancing PLG and Enterprise Sales
Sahil Sethi shares his experience leading PLG initiatives at Qualtrics.
He also discusses the role of product marketing in PLG and how to balance PLG and enterprise sales.
PMM Hive Executive Members
Special Episode 31: Product Marketing Priorities
Given the evolving economic and commercial situation, this episode explores global priorities for product marketing in 2023.
PMM Hive Executive Members share their thoughts on the current state, trends, and opportunities for product marketing and technology marketing.
Matt Collins
Episode 30: Understanding Your Customers with Customer Research
Matt Collins, the Head of Product Marketing at MNTN, shares his experience in gaining customer insights directly and indirectly. He also shares some helpful tips for engaging in meaningful customer conversations.
Axel Kirstetter
Episode 29: What Happens After the Product Launch
Axel Kirstetter, the VP of Product Marketing and Sales Enablement at EIS Ltd, discusses ES post-product-launch product marketing activities. He also shares his thoughts on what impacts post-launch success.
April Rassa
Episode 28: Making Product Marketing More Strategic
April Rassa, the head of product marketing at Cohere, shares her thoughts on what it means to be strategic for product marketing, and how product marketers can make this role more strategic.
Tejas Kinger
Episode 27: How to Excel as the First Product Marketing Hire
Tejas Kinger, the product marketing manager at Plum, 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.
Clayton Pritchard
Episode 26: Transitioning from Growth Marketing to Product Marketing
Clayton Pritchard, the head of marketing at Momentum, 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.
Jennifer Crawford
Episode 25: Developing Buyer Personas
Jennifer Crawford, the product marketing manager at Pex, shares her definition of buyer personas and why it is important. She also shares her process of developing buyer personas.
Nishanth Kadiyala
Episode 24: Choosing Between Product Marketing and Product Management
Nishanth Kadiyala, a senior product manager at Walmart Connect, discusses 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.
Favour Aroghene Okoro
Episode 23: Be a Data-informed Product Marketing Manager
Favour Aroghene Okoro, a product growth marketing manager at Kuda, 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.
Janaki Nori
Episode 22: Driving the Product Adoption Program
Janaki Nori, the product marketing manager at InVision Group, discusses the product adoption program. Janaki shares her product marketing journey and her thoughts on how to drive a successful product adoption program.
SJ Petteruti
Episode 21: A Repeatable Process for Developing Product Messaging
SJ Petteruti, the Product Evangelist at Salsify, shares a repeatable process he often uses for developing product messaging, and his thoughts on how to interact with analysts in a meaningful way.
Caryne Say
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.
Adam Houghton
Episode 19: How Can Product Marketers Excel at Competitive Intelligence
Adam Houghton, Vice President of Customer Success at Klue, discusses 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.
Clement Kao
Episode 18: Finding Product/Market Fit for Your MVP
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.
Anita Raj
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.
Axel Kirstetter
Episode 16: Evolving From Single Product to Multi Products
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.
Laura Smous
Episode 15: B2B SaaS Product Pricing and Packaging Strategy
Laura Smous, senior director of product marketing, shares her thoughts on B2B SaaS product pricing and packaging strategy. She discusses the advantages and disadvantages of the tiered pricing plans, how to communicate the pricing changes, and practical advice on how to DIY pricing and packaging for start-ups.
Kelly Drozd
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.
John Zilch
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.
Crispin Read
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.
Camil Lafreniere
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.
Anita Raj
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.
Brian Martell
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.
Maria Ross
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?
Georgia Diaconescu
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.
Bruno Aziza
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.
Crispin Read
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.
Dave Kellogg
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.
John Kreisa
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.