LinkedIn Director of Product Marketing, Andrew Kaplan on Go-To-Market Strategy

Questions covered in this episode: 00:19 Opening Question: Journey into and through product marketing03:25 Can you share a little bit about how you think about crafting great product stories that resonate with customers? 06:08 How do you balance technical details, emotional storytelling, and the unique capabilities to tell a differentiated story at Lattice?08:50 Do you have any data points that you regularly look at or would like to look at to tell how some of the stories are working or how some of that differentiation is resonating?14:19  How do you prove to the org the changes we have to make in stories and show the ROI?18:18  How do you think about carrying the messaging through the journey to additional products or add ons that the company offers?   25:02 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Emi? Check out her Sharebird Profile.Looking to connect? You can find Emi here on LinkedIn.

Questions covered in this episode: 0:18 Opening Question: Journey into and through product marketing1:48  How do you think about deciding what KPIs truly reflect the success of product marketing efforts? Do you have any favorite KPIs that you feel have been overlooked but are useful for product marketing? 05:33 How do you think about the reporting cadence and how that's historically worked best for you and your teams?08:17  Do you have any advice for ensuring that KPIs are not just numbers on a spreadsheet but telling a compelling story?12:37 How do you think about working with enablement and bridging that to generating revenue and measuring the success of the effort that you tie into enablement?16:57  How do you ratchet up the maturity of those KPIs between enablement and product marketing as the organization grows and evolves? 21:08 Can you share how you made the jump from PMM to overall marketing and your biggest challenge faced during that transition? 27:39 Is there any book or podcast or blog or anything that you've read throughout that's had a significant impact on your career and helped you out? Want more insights from Charlene? Check out her Sharebird Profile.Looking to connect? You can find Charlene here on LinkedIn.

Questions covered in this episode: 0:32 Opening Question: Journey into and through product marketing2:57  Can you share any stories about a memorable launch that you've been a part of and how you've adapted to make it a success? 10:32 How do you think about messaging and working with analysts or cross-functional partners to ensure that messaging is cutting through the noise effectively? 18:35 How do you balance speed to market while ensuring that all of the launch elements are in place and fully ready?22:20 How do you whether as a Pendo or in another company you've been a part of integrate competitive insights into your launch strategy to ensure that your positioning not only stands out but counters any competitors?26:27  How do you encourage product marketers, whether its a brand new product marketer who's just joined your team or somebody who's joining your team as a fairly senior product marketer to have a thorough understanding of the competitive landscape?31: 17 How do you think about creating that rolling thunder and ensuring a launch not only goes smoothly, but it has a lasting impact beyond that initial day or event?Want more insights from Jackie? Check out her Sharebird Profile.Looking to connect? You can find Jackie here on LinkedIn.

Questions covered in this episode: 0:26 Opening Question: Journey into and through product marketing4:14  How do you convince customers to care about what makes your product different?  7:32 Can you share an example of a time when you faced intense competition and walk us through some of the processes of how you crafted competitive positioning and ultimately won major deals?11:16 How do you strike the balance between responding to some of those competitors and staying true to your vision and strategy?23:11 Can you advise some advanced tactics that are overlooked or underutilized that product marketers can level up or learn as they're looking to go head-to-head with a potential competitor? 29:53  Any book or a piece of content that's helped you propel your PMM career and how you think about product marketing?Want more insights from Michael? Check out her Sharebird Profile.Looking to connect? You can find Michael here on LinkedIn.

Questions covered in this episode: 0:24 Opening Question: Journey into and through product marketing2:24 How do you think about go-to-market strategy and how do you feel about audience segmentation, especially when dealing with a broad user base, like you have at LinkedIn?6:37 How do you think about executing the go-to-market strategy?11:45 How do you foresee and solve the complex go-to-market challenges? 19:25 Any advice for what product marketers should be thinking about or doing now to prepare for the changes coming from AI?Want more insights from Andrew? Check out her Sharebird Profile.Looking to connect? You can find Andrew here on LinkedIn.

Questions covered in this episode: 1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?4:22 How you and Crossbeam team think about creating successful go-to-market plan?7:37 how do you lay out the responisbilities and plan across your organization?10:03 How you think about defining that ownership and gaining buy-in cross-functionally.?13:57 How you approach different launch sizes or just different launches overall?17:14 How you think about defining KPIs for a successful go-to-market launch?19:46 How you've thought about differentiating yourselves and your messaging and ensuring that you retain leadership through launches?22:06 Can you share one piece of insight that has served you well throughout your product marketing career?Want more insights from Amanda? Check out her Sharebird Profile.Looking to connect? You can find Amanda  here on LinkedIn.

Questions covered in this episode: 1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?4:05 How you think about what is the metaverse in general and how you really look at it through a product marketing lens?7:35 How is your product marketing team oriented?12:18 Do you use any data for about prioritizing the roadmap with your product management colleagues?14:55 How do you think about aligning with your counterparts, who are overseeing other divisions or other product lines and aligning strategy with them as well?19:53 How do you get leaders all at once in a room and have and have discussions around?21:26 How do you build your relationship with the broader executive leadership team?25:03 Can you share one piece of insight that has served you well throughout your product marketing career?Want more insights from Girija ? Check out her Sharebird Profile.Looking to connect? You can find Girija here on LinkedIn.

Questions covered in this episode: 1:25 Opening Question: Can you tell me a little bit about yourself and your path into product marketing?6:32 How you handle release marketing at Observable and how you think about organizing and planning for releases at your current company??11:09 how did you work with leadership and your product team to kind of get that alignment initially upfront?13:27 How you've thought about this and how you've even empowered product marketers on your team at observable?18:37 How have you thought about as a manager, as a leader, how do you communicate that kind of across the org and up and down the org respectively as well? 22:43 How you've kind of advised pmms on your teams respectively to address some areas that you've seen launches go wrong?28:21 Can you share a little bit more about your journey, how you thought about it and how you actually took that or ather made the jump to being a PMM leader?33:34 Can you share one piece of insight that has served you well throughout your product marketing career?Want more insights from LaShaun? Check out her Sharebird Profile.Looking to connect? You can find LaShaun here on LinkedIn.

Questions covered in this episode: 1:36 Opening Question: Journey into and through product marketing?4:41 How do you think product marketing leaders and teams should start integrating AI into their strategy.?8:34 What kind of AI tools are you using around segmentation and market research and copywriting?11:38 How do you ensure that you're writing the right prompt to get the best information from the respective AI source that you're using?15:26 How you're thinking about or even advising other product marketers to position AI enriched offerings within their strategy or their product?18:45 Can you share one piece of insight that has served you well throughout your product marketing career?20:20 As product marketing leaders should we be preparing for over the next few months to move into AI?Want more insights from Abhishek ? Check out his Sharebird Profile.Looking to connect? You can find Abhishek here on LinkedIn.

Questions covered in this episode: 1:27 Opening Question: Tell us about your journey into and through product marketing?4:06 How you've used the core business metrics to influence your team or your leadership at Klaviyo?5:37 How have you and the product marketing team at Klaviyo thought about differentiating yourself in the MarTech landscape?7:50 How have you kicked off the process of repositioning Klaviyo?10:29 What are some of the success metrics for you and the team?11:52 How have you incorporated or planning to incorporate GenAI at Klaviyo?13:44 How do you work with your GTM partners across sales and CS and how you handle the volume of launches?14:29 What are some ways that you've successfully enabled your internal teams and maybe more specifically your go-to-market teams like sales marketing?18:45 Can you share one piece of insight that has served you well throughout your product marketing career?19:22 Can just share one piece of insight that has served you well throughout your product marketing?Want more insights from Katie ? Check out her Sharebird Profile.Looking to connect? You can find Katie here on LinkedIn.