What Makes a Great Tech Product Marketer

A few months ago I was working on a product keynote for one of our events. I shared some of my ideas with my manager and the first thing she asked me was "What's the story?". This is not the first time she has asked me that question. In fact, I've noticed a pattern. Whether it's a product launch, an internal business case or a blog post, she pushes me and the rest of our team to incorporate a story into whatever we are doing. In my opinion, the ability to tell a compelling story is something that can make a tech Product Marketer great. This got me thinking about what else makes a great tech Product Marketer. I reached out to some leaders in tech Product Marketing to hear what they think and wanted to share their expertise with all of you. Whether you're a student considering Product Marketing as a career or a Product Marketer right now, I think you'll be inspired by what they have to say.

"A great product marketer is someone who can create a genuine “movement” around their product. Internally, they act as the product’s champion and work tirelessly to understand their market, and nail the product’s messaging, value prop and all other modalities to get stakeholder teams (product, sales, 

leadership) stoked up about going to market. 

Externally, they are the product’s ambassador—helping prospects envision a world where the product can truly make them a better version of themselves, and authentically channeling that success via the customer’s voice." 

Indy Sen, Google

“Product marketers adapt quickly and drive for results amidst ever changing tech organizations and industries. They empathize with the unique needs of their customers and address those needs throughout every stage of the customer journey.”

Kari Ann Sewell- Symantec

"A great product marketer stays close to the customer. Understanding how your customers use your product, learning their pain points, and what more they want from your offering informs great product strategy and marketing."

Corinne Roberts, Campaign Monitor

"A great product marketer is a skilled translator, synthesizer, and story-teller. Her goal in every activity - whether it's working with customers, writing content, or improving sales effectiveness - is to find the point where her product uniquely satisfies a potential customers' specific need. To do that, you must understand your product, your market, and your customers from multiple points of view.

Grant Shirk, Vera

"Great tech product marketers understand how technology can enhance the customer's life. Engineers often fall in love with their "babies" but great tech product marketers have the vision of what features will ultimately matter to the customer. They create the emotional connection between the product and the customer."

Gabriel Jaquier, Dell

"I don't know if I qualify as a great product marketer, but I do have one quality in abundance that I think any great one (tech or otherwise) should possess: Empathy. It's a product marketer's job to practice empathy, and then strategically and continually insert it into the development and GTM processes. This is equally important in cultivating a deep, nuanced understanding of customers and in applying to internal dynamics with eng, design, and product counterparts. Empathy is a key soft skill that will never let a product marketer down. (Word of caution, though: It must often be paired with data!)"

Omar Garriott, Salesforce.org

"We product marketers used to dub ourselves 'mini CEOs' of our products. While lifecycle ownership is indeed pertinent, the best product marketers position themselves as hubs, conduits and conductors. This is the only way to achieve velocity and quality at the same time. Conductors produce beautiful symphonies because they empower each section of the orchestra, not because they try and play every instrument themselves."

Justin Topliff, Infusionsoft

This post was originally published on LinkedIn

How to Make a Great Software Product Keynote

A few months ago I was tasked with putting together our product keynote for LinkedIn's Sales Connect 2015. We had a new head of product we wanted to introduce as well as highlight some brand new functionality. 

Now I must admit, as a marketer, I really like putting together keynote presentations. It's always a challenge, but very rewarding to see your work on stage. Our presentation went well, except for a potentially keynote destroying technical glitch that was overcome by supreme presentation skills by our head of product. If you want the full story on how a knock knock jokes saved the keynote check out this article.

I wish this post was a step by step guide to making a great product keynote, but that would probably be impossible. Instead, you're going to get a list of resources, a few ideas and some inspiring examples to get you going.

Here is what I recommend…. 

First find some inspiration. I searched the internet for keynotes that were awesome. Also, asked our head of product and designer to share keynotes they thought were great. Here are a few we liked. 

F8 2011 Keynote

Tesla Battery Announcement 

Why not Apple keynotes? I think at this point there has been enough talk about Apple keynotes, so I did not spend much time looking at them. 

Think about what you have to work with.  A few questions you should ask yourself.

1. What's the message I want to get across?

2. How much time can I work on this?

3. What resources do I have? (i.e. designer)

4. Who is the audience?

5. What time is it at? What state of mind will the audience be in?

Tell a story. In general, I think you should tell a story right out of the gate as well as make sure there is a strong story line through the entire presentation. The first story could help set up the pain your product is trying to solve. Then another good option is to have a story about the user of your product. Don't show a list of features, but tell a story that shows the features while highlighting what they are trying to accomplish. We attempted this in our keynote that inspired this post. It's by no means a perfect example, but you can see how we tried to weave story into it. 

Make it engaging. 

There are a lot of tricks of the trade, but if your presentation is more than a few minutes, you'll need to make an extra effort to keep the audience engaged. Half way through our presentation we presented some awards to our audience members to keep the energy high. I recommend reading "Your Perfect Presentation" by Bill Hoogterp for more ideas.  Also the own the room training by Blue Planet Training was very helpful in putting together the whole presentation. 

Practice. Practice. Practice. 

If you want it to be perfect, you need to practice it many times. In our keynote after the technical glitch our head of product picked up where he left off without skipping a beat. It was because he had done the entire presentation at least 20 times. 18 of those times was in-front of me, so I was able to provide feedback each time. Nothing gives you confidence like experience. 

I hope this posts gives you a few ideas. If you feel like I missed anything, add it in the comments!

What Does a B2B Technology Product Marketer do?

It depends.

OK, I’m going to help you out a little bit more than that, but I must clarify before you read on that every company does Product Marketing a little bit differently. In fact, within a team or group at LinkedIn Product Marketers can have drastically different responsibilities or priorities than other parts of the company. The best I can do is give you some of the key areas that Product Marketers tend to work on and some of the key tasks. Any of the areas below could be a small or large part of your job, so I recommend clarifying in your interview process. 

Product development.

• Determining if there is a market for a feature or product
• Outlining the product requirements
• Defining the messaging and positioning

Random Strategic Projects

• In my experience random important projects get thrown on the lap of Product Marketers because they are typically strategically minding and work very well cross functionally. 

Segmentation

• Work to understand your audience and customer, then implementing what you learned to improve your sales, marketing and product efforts. 

Market research

• Regular customer satisfaction surveys, like a quarterly NPS study
• One off research for new products, competitive analysis or segmentation of other strategic initiatives. 

Product/features launches

• Play quarterback to organize sales, PR, marketing, product and support for smooth and effective feature or product launches. 

Sales enablement.

• Product training at new hire orientation. 
• Answer the sales team’s product questions on going
• Training the sales team on new products or features as they come out
• Gathering product feedback from the sales team
• Communicating changes or updates to the product to the sales team

Competitive

• Understanding your competitors strengths, weaknesses and how to talk about them. 

Events

• Running or participating in customer events
• Participating in external events as a thought leader for your company or product

Thought leadership

• This could be writing all sorts of content, participating in webinars or being brought in during customer calls. 

From my anecdotal experience, Product Marketers have high job satisfaction. No day is the same. You get to be strategic, creative and analytical. If you think I missed anything, please add it to the comments.

How to Transition into Product Marketing

My first job out of college I was a online marketing web analyst. It was a great first job but after a year and a half I was ready to look for something else. At the company I worked for, internal transfers were encouraged. Naturally, I looked first at the different functions I interacted with every day. After working with Product Marketers, I always thought it seemed like a cool role. The role seemed strategic, analytical and creative. I liked the kinds of people that were in Product Marketing. Eventually, I was able to transition into a Product Marketing role, but it was no easy task. Below are a few tips I learned during my transition and from helping others make the move into Product marketing.

Make the transition at your current company. In my experience, companies are much more willing to bet on an internal employee transitioning into a new role, than an outside hire. It's no secret that recruiters are not incentivized to read between the lines. If you apply for a Product Marketing job at another company, you probably won't make it past the screeners, especially if you have no prior explicit Product Marketing experience.

Get to know every Product Marketer at your company that you can, at all levels. You want to have as many "lines in the water" as possible. Especially in large companies, the more Product Marketers you talk to, the more your name will come up when they are looking for new team members. While I do encourage you to talk to PMM hiring managers, lower level Product Marketer will often have a say in hiring decisions and even more importantly can have the ability to put in a good word that can mean the difference between getting an interview or not.

Succeed at your current job. A hiring manager I know was considering hiring an internal transfer, but after asking around about this person she learned that this person had a reputation of being hard to work with. If your reputation is not stellar or you're underperforming, you will be unsuccessful making the transition into a strategic, in demand role, because the hiring manager will always ask around.

Get your current manager to be your advocate.  This advice will help for trying to transition into any role, but it will go a long way if your manager and further up the chain think you're great and are willing to put in a good word for you.

Connect the dots on your relevant skills. In your resume, interviews, and casual chats with PMM's help them connect the dots on how your experience will help you succeed as a Product Marketer. This might mean highlighting transferable skills, spending more time talking about your work at a previous job or talking about a side project. I helped hire a Product Marketer from our sales team, that connected the dots by wisely positioning her popular food blog as an example of her marketing abilities.

Develop relevant skills. Pick up a side project at work. Help a friend's start up, or launch a blog. If you don't have any of the skills on a Product Marketing job description. Get busy!

Become a product expert. Product Marketers need to understand the product and the needs of the customers. Your position will be much stronger to make the transition if you are an expert in the product.

Be patient. The first time I tried to transition into a Product Marketing role, the hiring manager was a good friend and I was the company's expert on the product. I thought I was a shoo-in, but ended up getting beat out by someone with an MBA and more marketing experience. I was devastated. I almost quit. I called up a mentor and he told me to be patient. Sure enough, a few months later another role opened up and I got the job. Keep at it!

Hope this helps. If you are interested in other ways to get into Product Marketing other than transitioning within your company, check out my other post How to Get a Job in Product Marketing.

That Awkward Moment: Who Should Respond First in a Digital Introduction?

It's that awkward moment. Someone just introduced you to another person over email and you don't know who should reply first. If you're the one asking for the intro, I know what you're thinking, that you don't want to bug them or seem too eager. Better just wait for them to reply...right? WRONG. Well...at least in my opinion.

Here are the three reasons why I think the person being introduced should be the first one to respond to an introduction that someone else makes for you.

It shows you are really interested. It's not uncommon for people to make introductions and the person who asked for the introduction never responds. A quick email leaves them no doubt that you are ready to engage.

It gives you the chance to show your relevance. You can add anything else that was left out in the introduction that you feel could make you more relevant. See the great example below.

It will make it easier for the person making the introduction. What's easier, one email response or two? If you respond first, you can suggest times for your meeting, call, or ask the question you want to ask. If you do that, the person will only have to respond once to the introduction to set something up. If you don't there will be a bit more back and forth to figure out a time to meet.

Now don't stress if the other person was really fast and replied before you got a chance to respond. Keep in mind though, that for most introductions, showing extra relevance, interest and making it easy for them, might get you a little further.

How to Be Easy to Mentor

In this series, professionals thank those who helped them reach where they are today. Read the posts here, then write your own. Use #ThankYourMentor and @mention your mentor when sharing.

In my first job out of college, there was a reorg where I got a new manager (Dave Kellogg) that I had never met before. He was not just one or two levels above me as you might expect, but a SVP and GM of Salesforce’s Service Cloud business.

I was eager not just to get aligned with my new manager, but to learn from him. I just had one big problem, it was quite challenging to get on his very full schedule. After a few weeks of trying to schedule a few minutes here and there, I had an idea. I thought it was a bit crazy, but I was ready to give it a try. I asked him if I could get a ride with him to work. In a previous conversation, I found out that he lived near me and we both commuted to San Francisco. I remember waiting to hit the send button on the email wondering if I would get a response back with a link to buy a Caltrain pass, but instead he responded, “No problem.”

To make a long story short, I hitched a ride many times to work with Dave. The conversations developed over time from alignment, to Dave providing invaluable advice about marketing, Silicon Valley, business school and how to make everything work while taking care of your family. He is still a mentor today and I am so grateful he was willing to give a ride to a young employee that was eager to learn.

I share this story because I want to thank Dave for being a great mentor, but also to encourage those looking for a mentor to take the initiative. Often, we put too much pressure on our mentor finding and helping us instead of what we can do to be easy to mentor.

To give you a few ideas, I asked three senior executives that I know are great mentors to share what the mentee’s can do to make life easier for the mentor.

“In order to be a great mentee, be proactive and clear about what you want to get out of the relationship with your mentor. Don’t expect the mentor to figure out where to focus your work together, but instead, you should help drive that discussion and be clear about your goals from the outset.”

Shannon Stubo, CMO LinkedIn

“If you want to be easy to mentor you need to...

1. Prepare: come to a meeting ready and armed with 1-3 pithy questions.

2. Listen non-defensively: defensiveness kills communications. If you're always interrupting and explaining (e.g., "but we only had one week to get that done"), it means you're not listening

3. Act: put the ideas in practice and come back with feedback and questions based on those actions.

Most mentors love teaching, so being easy to mentor means becoming a good student.  Good students come prepared, are motivated to learn, do their homework, and challenge their teachers.  It’s a win/win relationship where both parties learn from each other.  On the flip side, nothing is worse for a mentor than someone who’s just going through the motions and not genuinely interested in learning. After I’ve given the same feedback twice, if the person hasn’t tried anything or changed anything, then it’s time to move on.  It’s a waste of everyone’s time if you don’t really want to change and learn."

Dave Kellogg, CEO Host Analytics 

“In my experience, each member of the mentoring partnership contributes to the relationship and shares responsibility for its effectiveness. Both the mentee and the mentor learn and benefit from the experience. I have found that the best relationships occur when both mentor & mentee establish a mutually beneficial partnership where they can OFFER and GIVE during each engagement.”

Shawn Bryant, VP American Express

 

To all my mentors past and present, thank you!

This post was originally posted on LinkedIn.

6 Important Financial Steps to Take After Having a Baby

So.....according to CNN it will cost $245,000 to raise a child in the US. While that sounds a little high, it's a for sure thing that having a child is going to increase your expenses. Ever since my wife got pregnant, I've been thinking about how our little one might impact our finances and what I can do to prepare. After researching the topic, I think there are 6 basic financial steps you need to take after you have a baby. 

Add the baby to your insurance. If you have insurance through your company, many insurance providers will require that you do it within 30 days of the little guy or girl being born. Do this on time to make sure hospital expenses for the baby will be covered and you'll have continued coverage

Update your W-2. There are some serious tax breaks for having a child, why wait until the end of the year to get them and let Uncle Sam earn interest on your hard earned money? Update your withholding to put more money in your pocket now. Use this calculator to help figure out what the right amount of withholding might be for your situation.

Buy life insurance. If you already have it, you might want to increase it, especially if you are the primary bread winner. If something were to happen to you, you would not want to put your spouse and child in such a difficult financial position.

Open a 529 College Savings account. No matter what higher education looks like in 18 years, it'll probably cost money. 529 savings accounts are a fantastic way to grow college savings for your little one tax free. Check out this Forbes article with details.

Create a will. This one is no fun to talk about, but do you really want to leave it up to a state government to decided what happens to your child and assets in the worst case scenario that something happens to you and your spouse.

Re-do your budget. There are new expenses, new tax breaks and now you're saving for your child's college. It might be a good time to revisit your budget and make sure everything is aligned.

If you think I might have missed any important steps, please add them in the comments!