In this episode of Product Marketing Insider, Lawrence Chapman is joined by Robbie Ware, Product Marketing Consultant, Platform Partnerships at TransUnion.Fresh off his first year as a PMM, Robbie discusses his transition into the industry, and what he's done to settle into his role having previously worked in digital marketing.In this must-listen episode, Robbie discusses:The nuances of working with partners, and how his role differs from a conventional product marketing position.Transferable skills he's taken from the world of digital marketing and applied to his product marketing position.Ingredients for a successful GTM campaign.How product marketers can establish their product as the MVP in its respective field.Effective ways to secure the support of key stakeholders when planning and executing a GTM plan.Golden pieces of advice for product marketers launching products on a global scale, and how such launches differ from domestic, low-key campaigns.

Ever wondered what the world of a VP of Product Marketing looks like?Well, in this extra special episode, we've managed to pin down time in the diary of Harvey Lee, VP of Product Marketing at Product Marketing Alliance, who offers an exposé into his life in the upper echelon of the industry.Harvey has over 25 years of experience working in senior product marketing roles for companies such as Virgin, Microsoft, Kaspersky, Avast and Seiko Epson. He has a track record of helping businesses of all shapes, sizes and growth stages find the true value of their product or service.Now, he's offering invaluable insights into a VP role, offering his intel on discussion points such as:How he prioritizes and manages daily tasks and responsibilities?The biggest challenges he's faced as a VP, and how he's overcome them.Methods used to measure the success of product marketing initiatives.How he gathers customer insights and feedback to inform product and marketing decisions.Tips for collaborating with other departments within the company, such as sales, customer success, and finance.A step-by-step walkthrough of a recent product launch you oversaw, from ideation to execution.Tips for managing and developing a product marketing team.

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Sandeep Bhara, Sandeep Bhara, Fintech Marketing Director.Sandeep is a full-stack marketer, as well as a PMA Ambassador, and in this episode, he discusses:• His experience transitioning from B2C to B2B• Why he pursued a career as a full-stack marketer • Transferable product marketing skills he's applied in his full-stack role• Managing a team comprising team members situated across different countries and continents• Predictions for the future of full-stack marketingPlus much more...

In this episode of the Product Marketing Insider podcast, Ana Serrano, Global Product Marketing Lead at Salesforce, joins host Lawrence Chapman, Senior Copywriter at Product Marketing Alliance.In 2022, Ana was included in our list of Top 100 Product Marketing Influencers and has more than 15 years of experience, during which time, she has gained expertise in B2B productivity, collaboration, and CRM solutions across regions and industries.Ana challenges a common assumption that PMMs need to occupy a senior position to lead from the front at their company and shares ways in which product marketers can lead with authority.

In this special episode of Product Marketing Insider, GhostRanch CEO Mikey Mioduski sits down with Chris Lynch, CMO at Mindtickle. They discuss why presentations are so important, how demos have evolved and why they're so hard to nail, packaging and positioning through storytelling, and more.

In this episode of the Product Marketing Insider podcast, host Lawrence Chapman welcomes Gayathri Krishnamurthy, AVP of Product Marketing at RingCentral. Gayathri shares her expertise on how to plan and execute a perfect product launch.

In this special episode of Product Marketing Insider, Mikey Mioduski, Kelsey Jones, and Allie Wilson from GhostRanch Communications take the reins.Looking ahead to the rest of 2023, Allie and Kelsey highlight three C's to look out for in presentation materials: Cohesion, Composability, and Continued Learning. Tune in for some fresh ideas to bring to your team and how to keep up in the rapidly evolving presentation and visual storytelling space.

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Scott Varner, a Senior Consultant at Clozd.Scott manages win-loss programs to help enterprise organizations systematically and helps them uncover why they win and lose deals in order to improve win rates.During the discussion, Scott shared how product marketers can win at win/loss analysis, focusing particularly on:What an effective win/loss program looks like,How product marketers can incorporate win/loss into sales,The role of VoC in the win/loss process,How product marketers can get buy-in from key stakeholders when conducting win/loss research,Top tips for analyzing the results of win/loss interviews and how findings can be used to improve a product or service, andThe measures that can be introduced to ensure win/loss takeaways are being shared effectively.

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by Prashanth Shankara, Senior Manager of Product Marketing at Tonkean.Prashanth is one of the growing legions of professionals that've transitioned into product marketing from another industry, having previously worked as an Aerospace Engineer.In this episode, Prashanth discusses a number of topics, including:How he transitioned into the product marketing industry.The most essential skills he's taken from his previous role to help him successfully transition into product marketing.Advice for professionals who may be considering transitioning into a career as a product marketer.How he believes life as a product marketer differs at a start-up, compared to life at larger organizations.Challenges faced when transitioning into the industry - and how he navigated them.Plus much more...

In this episode of the Product Marketing Insider podcast, host Lawrence Chapman is joined by Holly Watson, Senior Product Marketing Manager at Amazon Web Services (AWS).Holly is a seasoned practitioner with 12 years of experience in the product marketing field and in this episode, we explore a variety of discussion points, including:What the product marketing team looks like at AWS.Her product marketing highlight of 2022.The significant industry shifts she's observed in the last year.The traits of an effective product marketer. KPIs she uses to track team performance.How PMMs improve awareness amongst internal teams.How she thinks product marketing will evolve in 2023.Her biggest product marketing success story, to date?

In this episode of the Product Marketing Insider podcast, host Lawrence Chapman is joined by Rebecca Geraghty, VP of Product Marketing at Publicis Media.The pair discussed how product marketers can work cross-functionally to establish product marketing OKRs.Rebecca touches on a variety of talking points, including:Her product marketing highlight of 2022,Which KPIs she uses to establish whether short and long-term product marketing goals are being achieved,How she prioritizes team goals, and whether there's a degree of flexibility with these goals,The processes in place to achieve short and long-term goals,Which teams she works with most to achieve your targets, and how tasks are delegated,Top tips for building a diverse team with the expertise needed to achieve common goals, andWhat she deems the best practices for developing and managing cross-functional teams.

In this episode of Product Marketing Insider, Lawrence Chapman is joined by Harvey Lee, VP of Product Marketing at Product Marketing Alliance. They discuss everything it means to successfully communicate the value of your product to your intended target audience.A seasoned product marketer with experience working with a range of stellar companies most notably Microsoft during the launch of the Xbox video games console, Harvey gave his views on:How he perceives true product value.How companies can define their product’s value to their target market.The main challenges he's you’ve faced when trying to communicate product value, and the approaches he took to overcome such obstacles.How he and his previous teams demonstrated how products fulfilled customer needs, whilst differentiating themselves from market alternatives.The most common mistake he's seen from teams when they’re trying to communicate product value.His key piece of advice for conveying the value of products.The most innovative piece of marketing he's seen a company use to position a product and demonstrate its value.

In this episode of Product Marketing Insider, Lawrence Chapman is joined by Selin Tyler, Senior Director & Head of Product Marketing at Dolby Laboratories.During this discussion, the pair discuss how product marketers can build and scale their teams, with Selin sharing her insights on a range of topics, including: How the product marketing team is structured at Dolby Laboratories. Essential hard and soft skills to look out for when recruiting new additions. Identifying when the time's right to scale your team. The signs your team is scaling too quickly - and the risks this can pose. What’re the toughest lessons you’ve learned when building and scaling your teams? Essential ingredients for a successful team. Her favored approach when leading teams. Which product marketing leaders do you admire? Have you applied any of their traits in your own practice?

In this episode of Product Marketing Insider, host Lawrence Chapman is joined by accomplished leader Sudha Ranganathan, Director of Product Marketing at LinkedIn.A product marketer with a wealth of experience, Sudha is a well-respected leader within the field.She gives her insights on a range of topics, including:What an effective product marketing leader looks like.Advice for leading teams in times of adversity.The most important leadership traits when establishing high-performing, cohesive teams.How her leadership has developed during her career.Her biggest product marketing success story.Key questions product marketers can ask themselves to gauge an understanding of how customer-centric their organization is.

In the first episode of the second season of Product Marketing Insider, host Lawrence Chapman welcomes Madison Leonard, Head of PLG Product Marketing at Vanta.Madison is a creative, innovative marketer with a passion for amplifying product potential, creating unparalleled user experiences, and creating powerful platform narratives.Madison was awarded with the Product Launch of the Year Award 2022, as part of the Product Marketing Awards, in recognition of her work on the launch for ClickUp Whiteboards, and in this episode, she discusses product launch strategy in further detail.

This week on Product Marketing Insider, Lawrence Chapman welcomes Harish Peri, Head of Product Marketing at Salesforce.Harish discusses how product marketers can establish a collaborative culture in their team.Harish is a growth-oriented SaaS CMO & GM with 20 years of cross-industry product management & product marketing experience. Harish has a proven track record of growing sustainable revenue and is passionate about the business of technology.

This week on Product Marketing insider, Lawrence Chapman, Senior Copywriter at Product Marketing Alliance, is joined by Jana Frejova, Product Marketing Lead at Spendesk.A PMA Ambassador and Top 100 Product Marketing Influencer in 2021, Jana’s currently establishing a new marketing function at Spendesk focused on product-led growth.She has global experience in marketing and strategy roles refining her skills in Paris, London, the USA, and Brussels and has taken products from early concepts to full market launches and adoption, led strategic initiatives, and oversee product marketing for key solution lines.In this episode, the pair explore the topic of analyst relations, honing in on why it's important in product marketing, tips for implementing new analyst relations strategies and improving existing practices, plus much more.

This week on Product Marketing Insider, TELUS International's Kirsten Jepson discusses the role of digital transformation in product marketing.During the episode, Kirsten focuses on a breadth of discussion points, including how she defines digital transformation and how it can be integrated into a product marketing strategy to optimize the customer journey and improve conversion rates.Kirsten addresses the role digital transformation can have on refining digital channels such as company websites, social media channels, and automation tools and offers advice to teams and companies in the early stages of shifting to digital.She also highlights how product marketers can secure buy-in from key stakeholders when laying the groundwork for their transformation program.

In the opening episode of the second series of Product Marketing Insider, host Lawrence Chapman is joined by Ashley Wood, Head Of Product Marketing at LANDR Audio Inc. who shares her expertise on product messaging.Ashley lifts the lid on a variety of transferable insights, including how to elevate brand messaging to target C-suiters, tips for developing and evaluating existing messaging, how to use messaging to effectively highlight your USPs, and a whole lot more.