In this special episode of Product Marketing Life, host Mark Assini passes over the reins to Mikey Mioduski, Founder and CEO of GhostRanch, who sits down with Esther Yoon, VP of Industry and Product Marketing at RingCentral. They discuss visual storytelling, product keynotes, and the importance of a holistic approach to messaging. Esther also shares a refreshing outlook on what she anticipates for product marketers in 2023. While you're here, why not become a PMA Pro Member?

In this special episode of Product Marketing Life, host Mark Assini passes over the reins to Mikey Mioduski, Founder and CEO of GhostRanch, who sits down with Jen Jones, Chief Marketing Officer at commercetools. They discuss the value of networking and building mentor relationships throughout your career, why empathy and consistency matter in what we deliver to sales, capitalizing on storytelling opportunities, and more. While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Ken Oestreich, Founder of Fountainhead Product Marketing.During their chat, they discussed Ken's API-based framework for establishing streamlined and transparent exchanges of information between product marketing and its partner teams. This is a must-listen for anyone looking to formalize or improve cross-functional relationships. While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Umang Sejpal, Product Marketing Manager at Cofenster. During their chat, they discussed Cofenster’s transition from a Sales-Led Growth model to a hybrid Product-Led Growth Model. Umang's practical insights and recommendations will be incredibly helpful to anyone who finds themselves going through a similar shift.While you're here, why not become a PMA Pro Member? Plus, get Certified with our Product-Led Growth Core course.

In this episode of Product Marketing Life, host Mark Assini is joined by Sapir Segal, Senior Product Marketing Manager at Fiverr.During their chat, Sapir shares her experience as Fiverr’s first official product marketing hire. She details her journey from its early days all the way up to her recent promotion into a senior role. For anyone looking to tackle their first role as a solo PMM or for guidance on how to navigate a promotion, Sapir offers some invaluable advice.While you're here, why not become a PMA Pro Member?

In this episode of Product Marketing Life, host Mark Assini is joined by Shaalin Parekh, Founding Marketing Lead at Champify and Founder of IndustryGTM.During their chat, the pair discuss the approach Shaalin leveraged while at Seismic to spin up an industry-specific go-to-market strategy for a new sub-vertical. He shared his approach to identifying when an industry-specific go-to-market strategy is needed, and how to make sure it’s unique enough from the core GTM by tailoring it to the sub-vertical’s ICP and unique use case. His insights are super valuable to any product marketer tasked with taking on a GTM for a new industry segment.While you're here, why not become a PMA Pro Member?

In the very first episode of our new Product Marketing Life series, we spoke to Sarah Din, the Director of Product Marketing at SurveyMonkey, about what a day in the life of her role looks like.After that, we picked her brains on everything from what advice she'd give herself if she could start her career again to which skills other PMMs should focus on first.---"If you're not good at messaging, you really can't do a product marketing role. So be really good at figuring out how to message to the right people at the right time."

We take a deep dive into customer segmentation with Unbounce's Director of Product Marketing, Tamara Grominsky. From processes to filters to influencing the roadmap to reviewing to reporting, this show's jam-packed with tonnes of action-led takeaways.---"We use a process that takes into consideration three different steps. And those steps are volume, performance, and potential. So the first thing we do is we really look at volume, and this means we're pulling a bunch of different data on all of our current and past customers."

We caught up with Brandwatch's Director of Product Marketing, Phill Agnew, about three core components of consumer psychology - distinctiveness, anchoring and scarcity - and how product marketers can apply those concepts to their work.---"25% of marketing budget is wasted, it gets no ROI. There's another brilliant stat from HVR, they did analysis of new product launches, and they found that on average 80% of new consumer product launches fail. If 25% of our budget's being wasted and 80% of new product launches fail, then clearly something is broken, something's not right."

New to the world of Customer Advisory Boards? Or want to freshen up what you've already got? Either way, this show's for you.We spoke to Bree Bunzel, APAC Product Marketing Lead at Dropbox, all about customer listening and what CABs look like over at Dropbox. From who's involved and how often they run them, to what agenda they follow and how they share their findings, expect tons of tips from start to finish.---"We spent a lot of time in the early days building up this program defining the 'why'. Why do these people actually come to this? Why do they invest their time? What's in it for them? What's in it for Dropbox? And setting those table stakes at the beginning really makes a different experience in conversation."

Looking to learn about narrative design? Then you landed on the right pod. We caught up with HubSpot's Principal Product Marketing Manager, Marcus Andrews, about what narrative design is, why people should be adopting it, and how PMMs can actually go about implementing a narrative design approach."You're always fighting to be heard in this very, very noisy environment. So I think people really have to try something different. And that's what narrative design and strategic narratives do."P.s. For anyone wanting to immerse themselves in narrative design even more, Marcus also wrote about it here, and will be answering questions on it here.

Wondering what life as a PMM at Intercom looks like? Look no further. We got a sneak peek into what a day of their Group Product Marketing Manager, Jasmine Jaume, goes like...and as you might imagine, it's busy and varied!---"We generally will launch Tuesday, Wednesday, Thursday, one of those days, Friday is just not a great day because everyone's off for the weekend. And Monday is also challenging for a similar reason with people coming back in and having lots of stuff to deal with and vying for their attention."

Right now is not the norm. Tons of product marketers have been thrown into remote working from one day to the next and understandably, lots of people have lots of questions.We spoke to Sapphire Reels, a Senior Product Marketing Manager at Pluralsight, about how PMMs can adapt to working from home in light of COVID-19.---"People feel this immense sense of pressure to be productive because they are at home and they want to be responsive and doing all these things, because they don't want to portray this image that they're not doing their job. So I would just say don't beat yourself up around that idea, especially in this current environment."

We caught up with well-known positioning and messaging maestro Andy Raskin about the secret sauce behind his success, the difference between narrative positioning and descriptive positioning, the importance of getting CEOs bought in, and more.Here's the tweet we reference throughout the show.---"Narrative positioning seems to win every time. It's like who are the category leaders? What's the story they're telling? As we get more and more into this world where customers are bombarded by claims, it's the ones who are telling a story that is not about claims and that is actually about the customers."

Aaron Brennan, the Director of Product Marketing over at airSlate, joined us on the show to get up, close and personal with active users. From what they are, how to measure them, and what tactics to employ to keep users active, we chat about it all - and more.---"What I've found over my career is that most people will use a product the exact way that they use it. And they will continue to use it the same way over and over and over again. It isn't until you actually start to position them new and different ways that other users are starting to use the product, that they start to get creative in how they use the product in different ways."

We got some one-on-one time with HubSpot’s Senior Product Marketing Manager, Jeffrey Vocell, to chat about some of the secrets behind his success. From what mantras get him through a tough day in the office to what aspects of product marketing he’s most curious about, we’ve asked all the important questions - and more.___ "I think for product marketers, a lot is being asked of us. Recently we are, from all the product marketers I talk to, we're gaining more responsibility. One of the biggest, I would say challenges or problems that we face right now is there's probably no clean way to prove the overall value of product marketing outside of a specific product launch."

We got together with Shopify’s Product Marketing Lead, Irina Adriana Barbu, and picked her brains about everything from the importance of learning to say ‘no’ and context shifting, to her advice on what to do when you feel overwhelmed, and what challenges PMMs might face in the future. ___"there is no typical day in the life of a PMM. And no day looks the same as the last. We're such a cross-functional craft, and we're often shape-shifting to address the biggest opportunities for our products and for our customers. However, you're actually often gonna find us engaging with very similar teams, regardless of where our products sit."

We had a fascinating conversation with DocSend’s Senior Product Marketer, Chris Winkler, where he shared his tips on getting sales engagement following his background in sales, we discussed how no two days are the same in the role of a PMM and he absolutely loves it, plus the art of knowing when to say ‘no’, as well as how making mistakes can be a good thing, and tons more. ___"I absolutely love product marketing. I think it can be sometimes dangerous how much I like it, because a curveball sometimes if I find it very interesting, I need to make sure I don't go down a rabbit hole just chasing that specific thing, especially if it's not necessarily something that will drive the biggest impact. But, I think the variety and being exposed to essentially all the business units at my company is something that I really enjoy, because I'm a product marketer at heart."

We were delighted to get the chance to chat with PMM veteran Harvey Lee, about his unique and remarkable career in the role, how the function has evolved throughout his 20+ year experience including the introduction of the internet and mobile, plus how things vary from a regional and global perspective, the importance of soft skills for a successful career, and tons more fascinating insights. ___"So you know, if I look back I would say that the diversity has kept me grounded in product marketing, the variety, the depth and breadth has kept me engaged with the discipline of product marketing. And it keeps you really, really busy but I don't think it's for everyone. We see there's a sudden realization especially for newbies, entries to the function, that there's so much to do."

Full-time content marketing and editorial lead at G2, and part-time Tik Tok influencer, Lauren Pope gives us an insight into how she got involved in the social media platform and garnered over 40,000 followers, what contributed to her success, as well as what to avoid, plus she gives her top tips for businesses looking to use the site to generate revenue.___"I think one of the biggest mistakes I made early on was trying to create content in a vacuum. Trying to create content without tapping into the community. People think Tik Tok is a bunch of teenagers dancing and doing lip sync video challenges, but the truth is there are so many niches and subcultures on Tik Tok."