How Product Marketing Managers can work with Product Managers (ft. Dianna, ex-PM @Meta, Stripe)

Summary

In this video, Henry talks to Diana, a former product leader at Facebook and Stripe, about the powerful collaboration between Product Marketing Managers (PMMs) and Product Managers (PMs). Diana shares her insights on how PMMs help align strategies, understand users, and communicate effectively to build trust with PMs. Key topics include market research, user personas, growth tactics, and the importance of detailed execution in product launches. Diana also discusses the importance of understanding both product features and brand identity, emphasizing how great PMMs can elevate a product’s appeal and help it resonate with users.

Takeaways

• 😀 PMMs and PMs should collaborate closely to understand user personas, pain points, and effective channels for the product's success.
• 😀 PMMs bring invaluable market insights and help PMs understand competitor ecosystems, making sure the product fits in the broader market context.
• 😀 PMMs help PMs by offering a variety of growth strategies, teaching them which marketing tactics have worked for other companies and how to adapt them for their product.
• 😀 The best PMMs elevate a product by helping people identify with the brand, creating an emotional connection beyond just the product features.
• 😀 Trust between PMs and PMMs is built when they work together to understand users' needs rather than getting distracted by flashy marketing tactics.
• 😀 PMMs contribute significantly to the success of a product by providing expertise on high-performing growth channels, making data-driven marketing decisions.
• 😀 PMMs must be detail-oriented, ensuring that all aspects of the product launch are thoroughly executed, from legal clearances to creative assets.
• 😀 Successful PMMs are proactive and organized, always ensuring that nothing is overlooked, avoiding risks that could damage the product's launch or perception.
• 😀 Frequent communication (weekly or bi-weekly) is crucial between PMs and PMMs, ensuring alignment on user understanding, strategy development, and product progress.
• 😀 A strong collaboration with PMMs requires ongoing feedback and adjustment to the product strategy, ensuring that it aligns with what’s happening in the competitive landscape.

Q & A

What is the primary focus when working with a Product Marketing Manager (PMM)?

The primary focus when working with a PMM is understanding the user. PMMs help identify who the users are, their pain points, and where they are hanging out, which helps in defining the product's channels and market positioning.

How does a PMM help in understanding the product's market landscape?

PMMs contribute by conducting market research, analyzing competitors, and providing insights on how the product fits within the broader ecosystem. They help PMs understand the landscape and position the product effectively.

What is the role of PMMs in defining product channels?

PMMs play a key role in identifying and understanding different marketing channels, both paid and unpaid. They help PMs understand which channels are most effective for reaching users and aligning marketing strategies.

How do PMMs contribute to storytelling in product development?

PMMs excel at storytelling, elevating the product's narrative. They help translate the internal features of the product into an external message that resonates with users, creating a deeper connection with the brand.

What has been the biggest value add of PMMs from a PM's perspective?

The biggest value add is helping PMs understand and explore different marketing strategies that can be used to bring the product to market. PMMs offer a range of growth tactics based on market trends and user insights.

What key learning did the PM gain from working with a PMM in launching a product in Brazil?

The key learning was the importance of partnering with a strong local brand to build trust in the market. The collaboration helped to localize the product effectively by understanding user pain points and adjusting the messaging for the target audience.

What differentiates good PMMs from great PMMs?

Good PMMs focus on product features, while great PMMs elevate the product by creating an identity that helps users connect emotionally with the brand. Great PMMs help users identify with the product and feel empowered by it.

How can PMMs build trust with PMs in the early stages of product development?

PMMs can build trust by first aligning with PMs to deeply understand the users’ needs, rather than relying on flashy marketing tactics. They should also leverage their expertise to guide strategic decisions and focus on being detail-oriented to avoid risks during product launches.

What is the importance of understanding user needs in the collaboration between PMs and PMMs?

Understanding user needs is crucial because it ensures that marketing strategies are aligned with what users truly want, rather than being influenced by trends or superficial strategies. It helps PMMs create targeted, effective marketing efforts.

How often do PMs and PMMs sync up during the product development process, and what do they discuss?

PMs and PMMs sync up on a weekly or bi-weekly basis, discussing user insights, product personas, competitor analysis, and the development of marketing strategies. Throughout the entire product lifecycle, continuous communication is essential for aligning efforts.