The past, present and future of product marketing, with Jeff Hardison, VP of Marketing at Calendly

Summary

In this insightful podcast, Jeff Harderson discusses the evolving role of product marketers and the flexibility required in the field. Emphasizing that there is no one-size-fits-all approach, he highlights the importance of adapting to different needs and being open to various perspectives. Jeff shares his journey in product marketing, advocating for the value of listening and being adaptable. He also touches on the challenges of implementing self-serve tools versus the need for human intervention and explains how to build effective resources. The conversation ends with Jeff offering ways for listeners to connect, including his newsletter and LinkedIn.

Takeaways

• 😀 Jeff emphasizes the importance of flexibility in product marketing, rejecting rigid black-and-white thinking and advocating for a more adaptable approach.
• 😀 He believes that there isn't one 'right way' to do product marketing, and that different perspectives should be welcomed to drive success.
• 😀 Product marketers should consider whether a tool or product needs human involvement or can be automated, especially in areas like customer support and onboarding.
• 😀 Jeff suggests thinking logically about whether to create resources like help articles, videos, and tours or to rely on human interaction for explanations.
• 😀 The perspective of 'grayness' in decision-making, rather than viewing things as black or white, has guided Jeff's approach to product marketing.
• 😀 A strong product marketing strategy requires being a good listener and considering various viewpoints, whether from politics, religion, or business.
• 😀 Jeff’s approach to product marketing also includes understanding the balance between flexibility and clarity to build strong relationships with customers and stakeholders.
• 😀 While human touch can be crucial in certain marketing areas, automated tools like help centers and onboarding tours can enhance scalability and efficiency.
• 😀 Jeff advocates for not taking a rigid, dogmatic approach to product marketing, encouraging creativity and openness to change.
• 😀 He encourages product marketers to continue learning and adapting, suggesting that finding new ways to innovate and listen to customers will always lead to better outcomes.
• 😀 To stay connected with Jeff, listeners are invited to follow him on LinkedIn and subscribe to his PLG marketing newsletter on Substack, where he shares insights when possible.

Q & A

What is the main focus of the conversation in the transcript?

The conversation centers around the flexibility required in product marketing, the need for resources like help docs and videos, and how roles in product marketing are evolving. It also touches on the importance of embracing multiple perspectives in marketing.

Why does the speaker emphasize the need for flexibility in product marketing?

The speaker believes that there is no single 'right' way to approach product marketing. Instead of rigid structures, embracing flexibility and understanding the gray areas in different marketing contexts helps to navigate complex situations more effectively.

What role do resources like help documents, videos, and support play in product marketing?

Resources such as help documents, videos, and support teams are crucial for ensuring that product marketing strategies are properly implemented and communicated. These resources help users understand the product and reduce the need for one-on-one human support.

What is the key question to ask when considering implementing a product marketing strategy?

The key question is whether the strategy requires significant human involvement to implement or if it's more feasible to develop resources like help articles, onboarding tours, and videos that can run on their own.

How does the speaker view the idea of there being one 'right' way to do things?

The speaker pushes back against the idea of a one-size-fits-all approach. They have always been uncomfortable with black-and-white thinking and instead believe in understanding different perspectives, especially when it comes to product marketing.

Why does the speaker feel that flexibility is important in product marketing roles?

Flexibility is important because product marketing often involves working with diverse teams and understanding various viewpoints. Being adaptable allows marketers to approach problems creatively and align with different perspectives across the organization.

What is the speaker’s view on how people should approach challenging or complex issues?

The speaker advocates for embracing the complexity and gray areas of situations rather than resorting to simplistic or rigid solutions. This approach can lead to more nuanced and effective decision-making in product marketing.

What resources does Jeff Harderson suggest for keeping up with his work and insights?

Jeff Harderson suggests connecting with him on LinkedIn and subscribing to his PLG marketing newsletter on Substack, where he shares insights about product marketing, although he admits he doesn't write frequently.

How does Jeff Harderson’s perspective on flexibility benefit his career in product marketing?

Jeff’s perspective on flexibility has allowed him to navigate the diverse and often complex nature of product marketing. His approach of being a good listener and understanding multiple perspectives has helped him build relationships and adapt to different marketing challenges.

How does the concept of 'one truth' versus 'gray areas' relate to product marketing?

The concept relates to the fact that product marketing is not about finding one single right answer or strategy. Instead, it’s about navigating varying situations, being open to new ideas, and creating strategies that are adaptable to different customer needs and company goals.