Getting Started in Product Marketing
Career transition or pivot ...
I always admired folks who knew what they wanted to do in life?
How do we know we are on the right path or if we are making the right decision in our career?
Growing up, in high school, I thought I wanted to be an architect, I loved design and admired buildings and the patterns. But I couldn’t pass the entrance exams for B. Arch so I took my next logical choice - B.Tech in IT living in family of engineers. Now, I admire architecture and design in my photography.
And after navigating the world of education from Bachelors to Masters in Cyber Security, I got a chance to come to the US at the University of Minnesota as a Research Scholar. I thought my next progression would be a PhD, but that didn’t pan out and came to California a year later to get my MBA to flex my creative thinking.
Always, a student for life, I went from introvert to ambivert to leader in group discussions and I tapped into a part of me that I didn’t know existed - my voice.
I was always a good student and never learned to share my opinions. Always worried I would say the wrong thing or ask the wrong question.
Now, when I look back after my first job in Marketing, I heard about product marketing and felt this would be the perfect to blend my technology and creative mindset.
Don’t assume we know our path but be open to exploring where the road takes us.
And once I started my path in product marketing, I knew I had to create my own path. Even though there are lots of ways of becoming a product marketer, how we approach is unique. Now, 10+ years into product marketing, I have blended into the PMA community where I am valued and belong.
I didn’t know much about the PMM role or how I could excel, but it was the right synergy and I started to share my learnings in 2016 so I could help folks who start in their product marketing career.
We all come into product marketing from different roles/teams - product, sales, marketing, design, customer success. We might be the curious storyteller or keen on building frameworks or processes to bring calm into the chaos within a company. That’s how I fell in love with product marketing and decided to give it my all.
18 minutes a day → 100 hours a year
I was curious why TED talks were 18 minutes and came across this simple idea.
The 18-minute 100-hour rule is a concept that suggests that you can improve your skills in any discipline by practicing for 18 minutes a day for a year. The rule is based on the idea that consistent practice can help you become more proficient than most people.
How it works
Deliberate practice: Focus on improving your skills with a goal in mind
Consistency: Build a routine that reinforces neural pathways in your brain
Compounding: Small, regular investments grow exponentially over time
Examples of the 100-hour rule
Practice a new language by speaking, listening, or practicing vocabulary for 18 minutes a day
Work out for 18 minutes a day, such as by running, yoga, or strength training
Read for 18 minutes a day to broaden your knowledge and perspective
Practice an instrument for 18 minutes a day to improve your skills
Meditate for 18 minutes a day to reduce stress and improve mental clarity
The 100-hour rule can be applied to any area of life. Share your journey.
And this is true with focus that we can cultivate with GROW and Personal OKRs. Setting an intention to do something and writing them on paper can be instrumental to making it happen.
In 2023, I hit refresh and started to learn a language on Duolingo everyday for 10 minutes and love the friend quests. And this month, I started to practice mindful motivation daily on Insight Timer for 2-5 minutes. It’s powerful and much needed in the world of auto pilot we can live in. Join me!
What are you going to practice even if not for 18 minutes, maybe 5 minutes a day?
Join us with PMM Talks as we learn about each other’s journey into Product Marketing. We all have a story to share, let’s bring our voice into the world of product marketing. I am rooting for you!
And here are the questions we will address in the awesome panel to help you in your PMM career.
What surprising skill from your past experiences helped you most in PMM?
Many aspiring Product Marketers come from diverse backgrounds. For each of you, your transferable skills from your previous experiences can prove to be invaluable in your PMM role. I love to bring calm within chaos with my organization and empathy.
What 2-3 projects can a beginner do to build a PMM portfolio?
For someone looking to build their PMM portfolio or demonstrate their capabilities before landing their first role, having actionable projects or activities from personal projects, volunteer work, or even ways to contribute to open-source projects.
How can someone best show both analytical and creative skills in a PMM interview?
Product Marketing requires a blend of analytical and creative skills. Tap into the data driven mindset to support your creative thinking and ideation with the right data and reasoning.
What key questions should a PMM candidate ask to understand the product marketing role's specifics and expectation in the first 30-60-90 days?
The PMM role can vary significantly between companies and industries. Knowing the key questions a candidate to ask during an interview is important to truly understand the specific responsibilities and expectations of the PMM role they're applying for, and to determine if it's a good fit for their career goals.
What's one piece of advice you wish you had when starting, and what's a common PMM misconception?
Looking back on my own journey, one piece of advice I wish I had received when I was first starting out in Product Marketing is that PMM can be shaped and morphed into what we need it to be.
There is no right or wrong PMM role. I have had roles where I am creating demos and presenting at a booth to leading the platform messaging.
Each recipe across the PMM discipline - messaging/positioning, persona, enablement, competitive intelligence will help you find your signature recipe for PMM success.
Mastering the art and science of Product Marketing
Product Marketing comes in different flavors. I like to think of it as a culinary experience — the same ingredients with a few secret spices can change the flavor and taste. I heard about a genovese ramen yesterday and I couldn’t imagine the flavors until the host mentioned its creamy and delicious and brings together the culinary worlds of Japan and It…
This came to me right when I needed it! It's surprising how quickly things change once you change from an aspiring product marketer, to an actual product marketer! I've been wrestling with some of these questions of late and it was great to hear your take on them!