What Product Marketers ACTUALLY Do in Tech Companies!
ฝัง
- เผยแพร่เมื่อ 3 ก.ค. 2024
- ✍🏻 Product Marketing (not to be confused with Product Management) is a relatively new field so in this video I break down what Product Marketers ACTUALLY Do in Tech Companies!
My Event Management 101 video 👉🏻 • Intro to Event Plannin...
TIMESTAMPS
00:00 What Product Marketing Managers Actually Do
00:36 Different Product Types PMMs Work On
01:27 How Product Marketers Spend Their Time
03:24 Important Qualities for Product Marketing Managers
05:30 Should YOU be a PMM?
07:15 My Experiences as a Product Marketing Manager
RESOURCES I MENTION IN THE VIDEO
Event Management 101 - • Intro to Event Plannin...
Henry Wang’s Interview with Michael Schipper - • Product Marketing 101 ...
Rocketblocks PMM Video - • What's the difference ...
Elif Hiz’s PMM video - • PRODUCT MARKETING CARE...
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I'm Jeff, a tech professional trying to figure life out. What I do end up figuring out, I share!
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#productmarketing #pmm #productmarketingmanager
Any PMMs out there? Also, someone please teach me how to have neat handwriting on the iPad 🥲
TIMESTAMPS
00:00 What Product Marketing Managers Actually Do
00:36 Different Product Types PMMs Work On
01:27 How Product Marketers Spend Their Time
03:24 Important Qualities for Product Marketing Managers
05:30 Should YOU be a PMM?
07:15 My Experiences as a Product Marketing Manager
I thought your handwriting was good! It’s quite readable :3
This is a great video but honestly, everything you described in this video doesn't really map onto the role of a PMM at any company that isn't at the scale of a Google/Apple/Meta etc. Having worked at one of these companies myself, in a product commercialization role, a PMM at Google is much more similar to a brand, event, or content marketing manager in a smaller operation.
PMMs at startups are far closer to a Global Product Lead at a big tech company. They're responsible for translating the voice of the market for their product management org and taking product to market when a roadmap item is ready to launch.
@@divinemeta You're 100% correct!!!
As a PMM I've realised we need to wear multiple hats - of the manager, the planner, the content writer, the executor, the sales person. It's truly the epitome of hustling and there's constant learning from cross functional communications along the way. Similar to Product Managers, the PMM also needs to work with members from all teams to understand the product, the business and the market.
100% Ankita! What type of product(s) do you work on?
can we connect on Linkedin and I pick your brain? I have a career as a marketing strategist in both B2B and B2C markets but looking to level up my game in this crazy, competitive market. thinking about getting certified in PMM but want to hear your thoughts on that transition. thanks
How we product marketers spend our time is very accurate. Most often we're stuck in meetings, communicating with stakeholders using the decks we've created in our alone time. Sometimes it gets a bit frustrating when I feel I'm just bridging communication and not seeing any real impact on the End Results, but once I've completed a full project and use insights and data gained from that project to improve the next, that is when I find my work the most satisfying.
+1! Thanks for sharing your experiences Calleigh!!!
There’s a lot that goes on behind-the-scenes that the public don’t know! Great new set and screen doodling, Jeff! Love it.
Now you mention it, same thing for all TH-camrs 😂. Thanks Aurelius! It's a new format I'm messing around with
@@JeffSu I like the virtual blackboard scribble playing out real time. How did u do that if u can share?
@@alvintohw recorded in ipad and imported into Final Cut Pro
@@JeffSu ah....good job trying the new format. I am just looking to hire a PMM too, so this comes in nicely, better than just the JD.
When I first became a PME (product marketing engineer) at a semiconductor company, there were very few resources about what that role entailed. And my role there was very much a mix of product management and product marketing, defining roadmaps, creating sales enablement docs and pitching to customers, project managing the development and then doing the go to market planning, plus pricing and digital marketing and keeping old products profitable. It was a lot. Now I’m in a more traditional PMM role at another tech company and I enjoy that there’s a lot more content out there about the job, but even my job now is very different from what you described. It’s a very flexible title that changes depending on industry and company, very cool to see how different people define their roles.
Oh that's awesome, thanks for sharing your experiences Ben! What did you think about this tech PMM role explanation? haha
Hi Jeff! You described in less than 8 minutes, what I try to explain about PMM in half an hour 😂. I will prompt to your video next time someone will ask me to describe what am I doing as a PMM lol.
Off course, there are lot of details and break down in most of those you described, such as SWOT analysis, lot of researches such as Market Share breakdown, Personas creation etc. that makes our daily routine really interesting!
Hahahaha glad to hear it George! I know how you feel! To be honest I had 0 clue what PMMs did before I joined, even when I asked a few of my marketing friends
Oh man I thought about going deeper (like competitor research and building business case decks) but realized that would make the video 30+ minutes long!
Loving your video, thanks a lot
Thanks Jeff for the video. It’s concise but jam packed with lots of good stuff. I’m not a PMM but a lot of the things you covered are really applicable in other roles as well such as stakeholders engagement and comms channels and selling a solution beyond a product. Levelled up just by watching this video :)
Thanks Louis! Yes a lot of the "generalist" skills definitely apply to other areas as well 😁
How is it possible that a video as good as this I just discovered? thank you Jeff, as someone who is new to PMM in B2B business, what you share in this video is really cool!
No problem! Thanks Fakhri 😁
I just implemented your inbox zero. Hands down the best method of managing your inbox. Thank you so much
Woohooo! Have you reached inbox zero yet?
Watching the new video even being on holidays from far away Transylvania. PMM sounds great as a job description and has its challenges too. I loved how you connected Google IO and WWDC back to what a product manager does. Cheers
Wow, I just had a meeting with someone with Bucharest. I hope to visit Romania someday! Oh and by the way Peter, it's Product Marketing Manager 😂
This was really interesting to me because as a upper level product marketer, my role is completely different. Most of my time is spent figuring out strategic messaging and cascading that down to product, sales and CS teams. Not as much project management.
Maybe I'll get there one day 😂
Thank you Jeff for making this amazing video！ It's a big comforting for lots of PMM out there : )
Hahaha definitely happy to hear that Beiyu 😁
Omg! this video answers all the questions that I have and the ones that I've never expected to know before.VERY USEFUL!, thx Jeff👍
No problem 😁
Love this video Jeff. I always wanted a career in product marketing and this video helps me out to understand what product marketers actually do. Keep rocking!
No problem Jonathan! Let me know if you end up joining us 😉
This is the most comprehensive video in this topic! I've seen 5+ videos before) Thank you!
Gonna take that as a HUGE complement Alesia, thank you 😁
Love the content Jeff! I feel like there is defin not a lot of TH-camrs out there that does PMM related content. Would love to see more content on PMM from you!
Thanks for letting me know Anna, will do 😁
“LET’S GET STARTED ! 😁” you are the best productivity youtuber on the earth ! Keep up with the good work !
Shhhh don't let the other productivity youtubers hear, or they'll get jealous 😜
Love this Jeff ! Thankyou so much.
I've always been curious to know corporate roles. I used to think the managing director was the CEO, then was like, who even owns the business haha.
Really enjoy your content !
Hahaha glad this video helped shed some light on being a "corporate stooge" 😂
I love everything about this video❤️❤️ You're perfect
Awww thank you so much Lujaina 😁
Welcome back, Jeff. Love the video and inviting us into your world as a PMM. When you/your team does market research, is there a specific resource you use to get the info you need and how do you decide on what to research for?
Taking a week off felt weird, but super refreshing!
Great question regarding marketing research - It depends on the product and product lifecycle, but for me, I work on App campaigns under Google Ads (I help app developers reach more users) so I would look at reports from App Annie, Appsflyer, eMarketer, Statista etc.
But that is in no way a comprehensive list. If you're working on hardware devices for example, you might rely on free resources like Engadget or paid in depth newsletters like Stratchery
Really good breakdown. I would say it’s all pretty accurate
Glad to hear it Jose! Are you a PMM as well?
You're just good at this, Jeff! Very helpful. I'm eyeing a PMA role and hoping I bag it. Fingers crossed!
Best of luck! 😁
Welcome back, Jeff! Hope you had a nice break and thanks for sharing about your experiences and work as a PMM :3
And I think it’s really impressive how you’re able to use data to say no! I feel it takes a lot of skill to be able to say no in a cooperative and value-added way :3
Trust me Andrea, most professionals struggle with saying no (I still do sometimes!), and I often find that since it's hard to dispute with data, using that to say no is more effective!
Absolutely! Also, if you have other tips regarding saying no, I really think that’d make a great video :D
Thanks for this video, I’m a B2B Content Marketer but I’m looking to create a hybrid role between Product Marketing & Content Marketing in my next role. So this video was soo helpful. I’ve also subscribed
Wow that's awesome, sounds like a lot of work though Jay 😉
@@JeffSu 😂😂 it is a lot of work but I’ve noticed a lack of synergy between PM and CM in a lot of SaaS startups. I want to be a product led content marketing manager 😂
@@jay_m4160 Wow, now i DEFINITELY look forward to seeing how it turns out for you! Keep me posted!
Welcome back Jeff!
Two questions about PMM: 1) in 4:52, you mentioned "data-driven decision", would you say data-driven decision is different than data-informed decision? 2) in 6:21, "gather user feedback", maybe your team sends in-app or email survey for users, but not everyone fills that out; would the feedback actually be considered biased given that can be convenient sampling? Thank you!
1. I think it's just semantics at this point (data-driven vs. data-informed). It depends on the actual insight you draw from looking at the data
2. Could be market research as well. And it's also up to us to figure out how to increase engagement and participation. To give an extreme example if you get US$ 10,000 to fill out a post-event survey very few people will leave it empty 😉
@@JeffSu hey thank you so much for taking the time to answer them!
1. Right, I think it depends on the team context when using both terms. I was recently told “data-informed” is we look into data and learn what data tells us, and how we can do better next time. I personally would say “data-driven” can be for forecasting, “data-informed” is more for post-event recap. But definition definitely varies depending on the context.
2. I skip all money-incentive surveys myself 😂😂😂 99.7% of them have a fine print “for a chance to win”
Great communication..your ideas fly..😇👍
@@bprmel thank you! ☺️
i'm from brazil and i'm Product Marketing Manager. I LOVEEE THIS VIDEO!
Woohooo that's what I LOVE to hear 😁
This is awesome timing! I’m interviewing for a PMM role this Thursday!
Wow, good luck Cris! Let me know how it goes 😁
@@JeffSu Hey Jeff! While I did not get an offer for the PMM role, I was able to use your advice to get a job as a marketing manager for a startup! Honing in on my Product Marketing skills helped my case! Thank you!
P.S. I was also able to negotiate salary using the advice from your other video!
@@jocolcris oh that’s awesome!!!! Congrats my friend 😁✌️
Hi Jeff, this is an insightful video on what PMM does. Thanks for creating this and would love to have more of such videos related to product marketing! 😉😉
Also your handwriting is not that bad. Lol! I didn’t feel anything about the handwriting while watching the video so don’t worry! 👍👍
Phew, you didn't say Product Management 😉. jk
Really happy to hear my handwriting isn't terrible; I actually practiced a bit for this video 😂
@@JeffSu Are you worry that product marketing is not as popular as product management? Haha!
I don’t think anyone commented that your handwriting is bad right? Cause it’s really not that bad! 📝✅
Also, I laughed when you showed the “DM ME” part in your video. You are funny as usual. 😂😂😂
@@aliciang343 Nah, PMMs are the best. Glad you enjoyed the joke haha
really insightful in a capsule format . Really liked your take on the topic breakdown. In your understanding, what are the global product marketing trends to look out for in 2023
Easy (but boring) answer: AI :)
yo! this was a great great video and very informative! I really didn't know what you guys and gals really did. keep up the great work and sorry I can't help with your handwriting mine is just as bad. oh, and keep working on those dance moves. 😂
Hahaha thank you Sam! I used to be a breakdancer in college 😉
Glad you got more insight into what PMMs do on a daily basis, I honestly had 0 clue before I joined as well
Hey Jeff, great video on PMMs! Been following you for a while now (Unreal productivity tips!) You mentioned you've got FB,MS, TikTok, and Amazon ads as competitors. How do PMM's like yourself keep up to date with your competitors products? I speak with PMMs every day and they typically find collecting all of that intel is manual, goes stale quick, and hard to get sales and product teams to adopt all that hard work they put into making collateral!
That is an excellent question Jeremy. The short answer is I subscribe to reports (from App Annie, eMarketer for example) that keep me up-to-date. I'm also very lucky to have extremely smart colleagues (in product and research teams) who seem to know everything about our competitors and catch up with them regularly
Great explained 👍
Thanks Dmitry! Are you a PMM as well?
@@JeffSu no mate.
“I'm just a regular everyday normal moth*****er”
@@costeau 😂
Super insightful thanks! Could you do more content on PMM and how to land a job as a PMM in tech? Working in FAANG myself and trying to move from account manager for ads to PMM for B2C products
Thanks! I might make a few videos down the line but none planned for now!
Very nice, learned something new 😁. Also I love the moving dots background you have when drawing explanations, maybe it's available for download somewhere?
Hey Bog! Happy to see you here in a non-app video HAHA. The moving dots is from the mKBHD pack from MotionVFX 😅. You have to buy and install it through their mInstaller app, I wish I could give it to you!
@@JeffSu I'm happy to be here 😅. Thanks for info!
Great summary of PMM role which I usually have problem explaining to other clearly. Wondering if you explain the difference between SW and HW PMM job roles and salary?
I know what you mean Gaosheng, I had a LOT of trouble explaining to others during the first few years as a PMM 😂. Software vs. Hardware PMM responsibilities -> completely different beasts since hardware would have to know about subjects like shipping and supply chain. Salary I have no clue (yet) 😂
I love explanation , thanks jeff
You're very welcome Deepak! Are you in the marketing space as well?
Hey Jeff- i am in product management and also run a Saas company.
@@mehtasdeepak Got it
I'm not a PMM but this was such a fun video to watch 😊
Hahaha thank you! Glad you enjoyed it Jane 😁😁
Your job looks interesting, I hope you are having fun with your job.
Yes! Almost as fun as making videos for viewers like you on TH-cam 😉
I saw someone saying PM is the right job for generalists, I wonder if you would agree with that Jeff? Great video as always! (I voted for this on your recent polls lol thanks for making it comes true 😊)
Do you mean....PMM? 😅
If so, I would say yes simply because you work with so many different teams and you touch so many parts of the product but you don't really "deep dive" and pigeon-hole yourself in 1 specific area
@@JeffSu I meant like any product marketing roles so yes PMMs too! Thanks for answering my question!
Where is the like botton!!!
Thanks Jeff this was really helpful
It's right below the video 😉
Hi Jeff, thank you for this video! Was really digging into what roles i potentially want to do post my master's and this really speaks to me. I had a few more questions regarding PMMs - how to get your foot in the door in tech if you're from a non tech background? Can you additional share some light on the hiring process of the same?
Good question Arha - By tech do you mean coding? Because for majority of PMM roles, you don't need a coding background (whereas for PMs, you do). You need to decide on the product you'd like to work on (let's say Tik Tok Ads), and you can easily take free online courses on digital marketing and tik tok ads
@@JeffSu Got it, will definitely take up a course! Thank you so much :)
How do you stay motivated and energized during work? Would be nice to hear the perspective of a PMM on burn out and staying sharp
As much as I would love to tell you some awesome feel-good tips, I have to credit my well-being to my team and awesome manager. When I first joined Google as a salesperson, I burned out because of the relentless focus on targets, and when I joined marketing, I had more autonomy and was able to balance everything out a bit more.
Great channel. Nice to meet you PMMS. Does PMMs care about Voice of Customers to inform your work?
We do for sure! Dam I forgot to mention that...
Recently, GTM has been a very popular title in Tech. i would love to hear the difference between PMM and GTM.
Hey Mick!! Haha glad to see you my friend 😁. I think GTM is more strategy whereas PMM leans towards execution/operations
First, only the rarest of the rarest Product Marketing Managers are going to be standing on stage at WWDC or Google Next or other top-tier industry event. Most will never set foot on that stage. So you have to consider: "what industry events *can* my company show at and make a difference?" You also need to ask if it is an earned appearance [free invite to the stage] or a pay-to-play appearance, such as being a gold or platinum sponsor of an event. Also, events usually involves whole teams beyond PMM itself - field marketing, developer relations, sales and event marketing and/or corporate communications. PMM is only one ingredient in a huge big tent event.
As far as PMM work, you will need to divide your time between media: written works [blogs, case studies, web pages], videos/webinars/podcasts and even animations, and so on.
Good points Peter!
How does a Digital Marketing Intern (almost out of college) get there? Asking for a friend😉 Great Video!
Great question Michael - If I were you, I would focus on 1-2 digital marketing products (let's say Google Ads and Meta Ads), get really good with them, and work on project management skills
Hey Jeff, first off, thank you so much for all your videos! After updating my resume and LinkedIn profile almost exclusively using your videos, I landed a new job three months ago! The recruiter reached out to me through LinkedIn so I’m confident that this was all thanks to you. I’m happy in this new role but I find myself gravitating towards a career path as a PMM so I decided to check out your channel and found this video. How would you recommend I get started on the path to becoming a PMM? Would you recommend getting some certifications? If so, which ones would you recommend and where from? Thanks again! I’ve recommended your channel to a lot of my friends and I hope your channel continues to grow!
HUGE congrats Victor! This is what I love to hear!
For PMM, it's a very broad area (as you can see from the video) so you want to narrow it down into a few specific roles (i.e. B2C marketer for a software product) then go from there. I highly recommend you networking first and foremost and those people in the specific roles what you need to do to prepare 😁
@@JeffSu thanks so much! Appreciate the practical advice as always 👏🏼
@@MrSickVic You're very welcome!
Hi Jeff. Thanks for very easy to understand video. I want to know more about Grow marketing and Marketing Analytics to consider direction for my career. Which videos or expert that I should follow to give me an overview?
Find people on LinkedIn with those roles and network with them 😁
Hi Jeff, I am new to product marketing in B2B and would like you to give some advices on what should someone new to product marketing do in his/her first 30-60-90 days in the role at a new company?
Figure out what your KPI is (i.e. how your manager will measure your success), quantify it, and come up with daily / weekly action items that all work towards that KPI
Oh my god finally someone that knows it's now just "managing" a single software solution...
Are you a fellow PMM? 😁
Thank you so much!
Please how can I start the journey of becoming a PMM
Start in sales, get to know the product really well, get good at project management 😁
Thank you Jeff for the detailed video.... I am questioning my entire existence...
I am starting to realise I am a content cum community manager with the job responsibilities of a product marketing manager.
It's time I speak to the HR management to reevaluate my job title or am I just being delusional? 😥
I mean if you're going to ask for a raise go for it, but I would say most PMMs wear multiple hats haha
If you feel that you would like to be a PMM but do not have the skill set to work at that level, where would you start to work into that role?
Thanks!
Depends on the product. For B2B and B2D PMM roles, start off working on the actual product (for example even as a freelancer helping businesses to advertise their products on Google Ads, or customer service for Workday / Salesforce), and go from there
Hay quá
😁
Hey Jeff, thanks for this informative video. My question is, can a copywriter become a PMM, especially for a tech product?
Yes of course!
So if someone is wanting to become a PMM what should they major in/what level of education should they go for?
In my opinion there's no level of education or major required for PMM. It doesn't hurt to understand the basics of business and have a consulting mindset though (google consulting case study interviews)
mentors? I am starting my journey into PMM. Ive been in MKT for the past 7 years. Did you find yourself a mentor to help you in your journey? Where/How do I get myself one?
I approached mentors myself. Basically if I came across someone who I look up to and I can see myself going down their path in the future, I would set up regular coffee chats with them. Of course I also approach my manager for advice and guidance 😁
Hi jeff, what all skills we need to learn as a beginner to be product marketer.
If I had to give 1 response: project management
What product marketing course do you recommend for starters?
I would start with using the product. For example if you're interested in Google Ads, start taking Google Ads courses (for free) on Skillshop
Can you help with a Product marketing course recommendation for a complete beginner 🙏
Check out PMA Alliance
What software are you using as a PM in, especially for data, but anything else and why?
But I'm not a PM, I'm a PMM 😂
There are calligraphy apps on iPad..use that
Oh really?? I should check that out. Thanks Aakash!
Can you get into PMM in big tech when you start out of college in your opinion ?
Depends on the company. For example some companies have the APMM (associate product marketing manager role) geared towards junior marketers. To be very upfront about my experience, I'm glad I was in consulting and sales before being a PMM because so many skills I learned from my previous roles are applicable to me now. I don't think I would have done as well if I joined as a PMM out of college (but again, I didn't take any marketing courses in college)
How did you migrate to that area? Wich were your fist steps?
Good question Guilherme! I started off as an account manager (aka sales team) working on Google Ads (helping businesses with their advertising/marketing strategy). Then since the PMM role needed someone with Google Ads background, I leveraged that experience to land the PMM role. Even if you're not a sales person, you can take free online courses on Google Ads, Tik Tok Ads, Meta Ads etc.
Hi Jeff, is a bachelors in marketing enough to be a marketing manager and is a masters to much ?
My personal opinion is that you don't need a degree to be a strong PMM. But you do need to do whatever you can to learn and use the product
Hey Jeff, what's the app that's used in the thumbnail?
Notion 😁
Dope effect in the opener. What is it called?
mSeries classified pack from motionVFX
@@JeffSu Thank you. Love your efforts to constantly up the video editing game!
I realize I’m a year Late to the Video, but Ive been looking into learning PMM. Adding it to my current skills to advance my career.
Any recommendations on how/where to start? Or are places like Coursera valid as certifications? 🤔
Start a side project, I'm a big proponent of just getting started 😁
@@JeffSu Within my current company? Or personal? Which would be most beneficial as a learning process?
Where the sales effect 😊
What sales effect?
Please where can I take product marketing management courses
Coursera?
Hi Jeff, 在7:18出现的谷歌出海计划，有视频能看吗😂
需要来看直播～ 😉
@@JeffSu 那再要到什么时候才有直播能看啊🤣去哪里看
Do you need a marketing degree or certificate to do this?
In my personal experience no
Hi, I’m thinking about starting a TH-cam channel in the next two months. Do you have any tips? Don’t worry I will not self promote.😁
Watch Ali's TH-cam videos on starting a TH-cam channel (I think it's a great starting point). If you realize you're 100% serious, go sign up for his PYTA class
@@JeffSu Thank you for this advice. I’ll try and see if I succeed. I have a question, you can answer it if you feel comfortable answering it. How long did it take you to gain 10k subs?
@@rasheedrasheed6769 I think 8 months??
BUT
but what? :)
@@JeffSu love the way you emphasise your BUTs HAHAHA
so cute
Thankssss 😁
align with a single narrative sounds fishyyyy
how so 😂
I like how you make the guy look like a complete idiot.
Which guy 😂
Sry, the comment was for the ad before your video. Your video just makes everyone smarter. Keep up the good work. @@JeffSu
Thx this is very useful video for me, I'm considering moving from engineering field to marketing and your chanel really help to understand what is product marketing about. I would be glad to discuss with you, btw I sent you a request on linkedin
Wow from engineer to marketing is a big change!
Are you for hire sir? @jeffsu
Depends on who's asking :)
I really appreciate the video and you showing visuals for me to better understand. My question for you Jeff is, What do you have to major in to become a PMM?
I was a finance major and I ended up as a PMM so I'm inclined to say "major doesn't matter" BUT in reality I'm sure having a marketing background would be beneficial 😁
Hay quá
😁