This is Product Marketing
52 episodes - English - Latest episode: 11 days ago - ★★★★ - 14 ratingsThis 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.
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Episodes
Episode 45: Anubhav Rao - Scaling Hyper-personalized Messaging with AI
April 09, 2024 10:00 - 17 minutes - 12.3 MBIn this episode, Anubhav Rao, product marketing manager at AWS, joins Louise Liu to discuss 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. For more information, please check Anubhav Rao's article "Marketing in the Age of AI: The Key for Success". All rights reserved. © Product Marketing Hive.
Episode 44: Abiola Apooyin - Conducting Market Research
March 13, 2024 10:00 - 19 minutes - 13.7 MBIn this episode, Abiola Apooyin, business and product manager at Anfani, joins Louise Liu to discuss market research. Abiola 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. For more information on the topic, check out the article by Abiola Apooyin "The Role of Market Research in Shaping Product Development and Marketi...
Episode 43: Ashley Litzenberger - Data-Driven ICP for Multi-Product Portfolio
February 21, 2024 11:00 - 20 minutes - 13.8 MBIn this episode, Ashley Litzenberger, Senior Director of Product Marketing at Betterworks, joins Louise Liu to discuss the ideal customer profile for the multi-product portfolio. Ashley shares her experience of developing the data-driven ICP. She also talks about how to better collaborate with other functions in the process. For more information, please check out Ashley's article "Identifying your Ideal Customer Profile: Quantitative and Qualitative Approach to ICP". All rights reserved. ...
Episode 42: Marcio Moerbeck - B2B Tech Partnership Go-To-Market Strategy
January 16, 2024 11:00 - 24 minutes - 16.9 MBIn this episode, Marcio Moerbeck, adjunct professor of marketing at Miami Dade College, joins Louise Liu to discuss 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. All rights reserved. © Product Marketing Hive.
Episode 41: Matt Mehus - Developing The Ideal Customer Profile
November 28, 2023 11:00 - 21 minutes - 15.1 MBIn this episode, Matt Mehus, Vice President of Marketing at OpenVPN Inc, joins Louise Liu to discuss the ideal customer profile. Matt 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. For more information, please check out Matt's article: Product Marketing’s Ideal Customer Profile Field Guide All rights reserved. © Product Market...
Episode 40: Dave Panek - Product/Market Fit Transitioning from Product to Platform
September 05, 2023 10:00 - 24 minutes - 16.6 MBIn this episode, Dave Panek, Partner at Aventi Group, joins Louise Liu to discuss the product/market fit. Dave 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. For more information, check out article "Boosting Business Growth: The Strategic Product Marketer's Guide to Leveraging Product/Market Fit" by Dave Pan...
Episode 39: Julien Sauvage - Building a Great Sales Deck
August 08, 2023 10:00 - 28 minutes - 19.3 MBIn this episode, Julien Sauvage, VP of Brand and Product Marketing at Clari, joins Louise Liu to discuss the sales deck. Julien 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. For sales deck example and template, please check out "A Deceptively Simple Checklist To Help With Something Really Hard" by Julien Sauvage. All rights reserved. © Product Marketing Hive.
This Is Product Marketing Episode 38: Dejan Gajsek - Minimum Viable Competitive Intelligence Programs
July 19, 2023 10:00 - 18 minutes - 12.7 MBIn this episode, Dejan Gajsek, CEO at Grow + Scale, joins Louise Liu to discuss competitive intelligence. Dejan Gajsek 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. For more, please check out Dejan's article: How to Start Your First Efficient Competitive Intelligence Program on productmarketinghive.com. All rights...
Episode 38: Dejan Gajsek - Minimum Viable Competitive Intelligence Programs
July 19, 2023 10:00 - 18 minutes - 12.7 MBIn this episode, Dejan Gajsek, CEO at Grow + Scale, joins Louise Liu to discuss competitive intelligence. Dejan Gajsek 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. For more, please check out Dejan's article: How to Start Your First Efficient Competitive Intelligence Program on productmarketinghive.com. All rights...
Episode 37: Robert Karel - Analyst Relations and Product Marketing
June 13, 2023 11:00 - 31 minutes - 21.4 MBIn this episode, Robert Karel, founder of Product Marketing Perspective and former analyst at Forrester, joins Louise Liu to discuss analyst relations and product marketing. Robert 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 . For more information, please check out Robert's article "Both sides of the mirror: Product Marketing and Analyst Relations". ...
Episode 36: Tanu Kaushik - Brand Marketing and Product Marketing
May 09, 2023 12:00 - 15 minutes - 10.5 MBIn this episode, Tanu Kaushik, global senior product marketing manager at Quantium, joins Louise Liu to share her brand marketing and product marketing experiences. She also discusses some great examples from Quickbooks and Hubspot of how brand marketing and product marketing support each other. For more information, please check out Brand Marketing and Product Marketing: The Differences and The Relationship by Tanu Kaushik. All rights reserved. © Product Marketing Hive.
Episode 35: Megan Pratt - Successful Sales Enablement in Product Marketing
April 18, 2023 10:00 - 27 minutes - 19 MBIn this episode, Megan Pratt, fractional product marketing leader at Product Marketing House, joins Louise Liu to share her thoughts on running successful sales enablement programs. She also discusses some practical approaches that can maximize the impact of your sales enablement effort. Be sure to check out Building an Effective Sales Enablement Strategy by Megan to learn more! All rights reserved. © Product Marketing Hive.
Episode 35: Megan Pratt - Sales Enablement in Product Marketing
April 18, 2023 10:00 - 27 minutes - 19 MBIn this episode, Megan Pratt, fractional product marketing leader at Product Marketing House, joins Louise Liu to share her thoughts on running successful sales enablement programs. She also discusses some practical approaches that can maximize the impact of your sales enablement effort. All rights reserved. © Product Marketing Hive.
Episode 34: Jason Schifrien - Product Release Process at Roku
March 22, 2023 11:00 - 21 minutes - 15.1 MBIn this episode, Jason Schifrien, senior product marketing manager at Roku, Inc, joins Louise Liu to share his experience in product releases. He also shares his thoughts on the success of a product release and how to measure it. All rights reserved. © Product Marketing Hive.
Episode 33: Shari Diamond - Product Marketing Skills
February 21, 2023 12:00 - 21 minutes - 14.7 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 32: Sahil Sethi - Balancing PLG and Enterprise Sales
January 17, 2023 13:00 - 25 minutes - 17.8 MBIn 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.
Special Episode 31: 2023 Global Perspective on Product Marketing Priorities
December 20, 2022 17:00 - 45 minutes - 31.4 MBGiven the evolving economic and commercial situation, this episode explores global priorities for product marketing in 2023. In this episode, PMM Hive Executive Members share their thoughts on the current state, trends, and opportunities for product marketing and technology marketing. Join us to understand what product marketers should expect in 2023 and how they should prioritize. All rights reserved. © Product Marketing Hive.
Episode 30: Matt Collins - Understanding Your Customers with Customer Research
November 22, 2022 15:00 - 30 minutes - 20.9 MBIn this episode, Matt Collins, the Head of Product Marketing at MNTN, joins Louise Liu 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 Collins. All rights reserved. © Product Marketing Hive.
Episode 29: Axel Kirstetter - What Happens After the Product Launch
October 19, 2022 10:00 - 26 minutes - 18.1 MBIn this episode, Axel Kirstetter, the VP of Product Marketing and Sales Enablement at EIS Ltd, joins Louise Liu to discuss post-product-launch product marketing activities. Axel shares his thoughts on what impacts post-launch success. All rights reserved. © Product Marketing Hive.
Episode 28: April Rassa - Making Product Marketing More Strategic
September 26, 2022 19:00 - 25 minutes - 17.2 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 27: Tejas Kinger - How to Excel as the First Product Marketing Hire
August 23, 2022 12:00 - 28 minutes - 19.8 MBIn 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. All rights reserved. © Produc...
Episode 26: Clayton Pritchard - Transitioning from Growth Marketing to Product Marketing
July 19, 2022 18:00 - 24 minutes - 16.8 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 25: Jennifer Crawford - Developing Buyer Personas
June 28, 2022 12:00 - 23 minutes - 16.3 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 24: Nishanth Kadiyala - Choosing Between Product Marketing and Product Management
May 26, 2022 14:00 - 27 minutes - 18.7 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 23: Favour Aroghene Okoro - Be a Data-informed Product Marketing Manager
April 28, 2022 12:00 - 31 minutes - 21.8 MBIn 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. All rights reserved. © Product Marketing H...
Episode 22: Janaki Nori - Driving the Product Adoption Program
March 22, 2022 12:00 - 23 minutes - 16.4 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 21: SJ Petteruti - A Repeatable Process for Developing Product Messaging
February 14, 2022 16:00 - 29 minutes - 20 MBIn this episode, Louise Liu and SJ Petteruti, the Product Evangelist at Salsify, discuss 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. All rights reserved. © Product Marketing Hive.
Episode 21: SJ Petteruti - A Repeatable Process for Developing Product Messaging
February 14, 2022 16:00 - 29 minutes - 20 MBIn this episode, Louise Liu and SJ Petteruti, the Product Evangelist at Salsify, discuss 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. All rights reserved. © Product Marketing Hive.
Episode 20: Caryne Say - Getting Started with Account Based Marketing
January 17, 2022 13:00 - 21 minutes - 14.9 MBIn this episode, Louise Liu and Caryne Say, Vice President of B2B Marketing at The Knot Worldwide, discuss Account Based Marketing (ABM). Caryne shares her advice on how to get started with account-based marketing, and how to scale your account-based marketing program. All rights reserved. © Product Marketing Hive.
Episode 19: Adam Houghton - How Can Product Marketers Excel at Competitive Intelligence
December 14, 2021 13:00 - 31 minutes - 21.6 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 18: Clement Kao - Finding Product/Market Fit for Your MVP
November 01, 2021 11:00 - 33 minutes - 23.1 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 17: Anita Raj - How to Influence and Communicate Your Product Roadmap
September 28, 2021 16:00 - 25 minutes - 17.3 MBIn this episode, Anita Raj, Vice President of Product Marketing at ThroughPut, 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 internally and externally. All rights reserved. © Product Marketing Hive.
Episode 16: Axel Kirstetter - Evolving From Single Product to Multi Products
September 22, 2021 12:00 - 25 minutes - 17.5 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 15: Laura Smous - B2B SaaS Product Pricing and Packaging Strategy
September 14, 2021 18:00 - 31 minutes - 21.7 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 14: Kelly Drozd - Agile Marketing
June 22, 2021 16:00 - 39 minutes - 27.5 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 13: John Zilch - Achieving a Successful Product Launch
June 07, 2021 15:00 - 25 minutes - 17.4 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 12: Crispin Read - How Can Product Marketing Effectively Impact B2B Buyer's Journey
May 12, 2021 15:00 - 26 minutes - 18.3 MBIn this episode, Crispin Read, founder of Product Marketing Hive 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. All rights reserved. © Product Marketing Hive.
Episode 12: Crispin Read - How Can Product Marketing Effectively Impact B2B Buyer's Journey
May 12, 2021 15:00 - 26 minutes - 18.3 MBIn this episode, Crispin Read, founder of Product Marketing Hive 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. All rights reserved. © Product Marketing Hive.
Episode 11: Camil Lafreniere - Product Marketing vs. Product Management
April 27, 2021 12:00 - 14 minutes - 10.1 MBIn 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. © Product Marketing Hive.
Episode 10: Brian Martell - Building a Base of Influence for Product Marketing
April 12, 2021 13:00 - 21 minutes - 15.1 MBIn 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. All rights reserved. © Pr...
Episode 9: Crispin Read - How to Build a Successful Second Product
March 08, 2021 16:00 - 21 minutes - 14.8 MBIn 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. All rights reserved. © Product Marketing Hive.
Episode 8: Anita Raj - Go to Team Before Go to Market
February 02, 2021 00:00 - 30 minutes - 21.2 MBIn 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. Check out more on pmmhive.com. A...
Episode 7: Georgia Diaconescu - People Hire Your Product to Get a Job Done
October 27, 2020 14:00 - 32 minutes - 22.1 MBSince 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. All rights reserved. © Product Marketing Hive.
Episode 6: Maria Ross - The Empathy Edge
October 12, 2020 17:00 - 51 minutes - 35.3 MBIn 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? All rights reserved. © Product Marketing Hive.
Episode 5: Crispin Read - Don't Create a Category
October 05, 2020 12:00 - 8 minutes - 5.63 MBIn 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" on productmarketinghive.com. All rights reserved. © Product Marketing Hive.
Episode 4: Crispin Read - What Is a Product?
September 28, 2020 21:00 - 10 minutes - 7.5 MBIn 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?" on productmarketinghive.com. All rights reserved. © Product Marketing Hive.
Episode 3: Bruno Aziza - The Story of Oracle Analytics Gartner Magic Quadrant Turnaround
September 21, 2020 14:00 - 37 minutes - 25.6 MBBruno 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. All rights reserved. © Product Marketing Hive.
Episode 3: Bruno Aziza - The Story of a Turnaround
September 21, 2020 14:00 - 37 minutes - 25.6 MBBruno 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. All rights reserved. © Product Marketing Hive.
Episode 3: Bruno Aziza - The Story of A Turnaround
September 21, 2020 14:00 - 37 minutes - 25.6 MBBruno 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 2: John Kreisa - Product Marketing Career Roadmap
September 14, 2020 17:00 - 34 minutes - 23.5 MBJohn 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. All rights reserved. © Product Marketing Hive.