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Your journey from being a Content Strategist to becoming a Product Marketer is interesting. Please tell us more about it.
I graduated as a Communications Specialist, and I knew that I had a passion for the English language and writing. It showed in every step of my career—all of my roles involved some kind of content writing.
I then joined Hippo Video as a Content Strategist—and it all came together! Since then, I have been producing different forms of content: ebooks, video scripts, blogs and case studies—and now web pages too.
I realised I loved producing meaningful content, especially for B2B businesses, and that's when it hit me: I want to be a Product Marketer!
My goal is to help companies get their message heard by the right people—and that's why I'm so happy with where I am today.
Resources you recommend to learn more about product marketing?
One book - Product-led-growth by Wes Bush
One blog - Read up on anything that is available on the PMA website.
One podcast - (Santoshi couldn't stop herself from sharing several here)
In your view, is product marketing a generalist or specialist role?
It starts out as a generalist role, especially when you are in a startup and then slowly gets very specific.
What are the three most essential skills an aspiring product marketer should develop?
Ability to be a team player and collaborate.
Good communication skills
Being curious ALWAYS and getting to the ‘why’. And a thirst to keep learning.
What are some tools a product marketer should be familiar with?
Email marketing tools - pretty much any tool should be sufficient
Google Analytics
Any CMS
CRM (any CRM should work - Hubspot would be an added advantage)
💡 To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What best practices do you recommend product marketers adopt?
Understand the product’s ins and outs.
Be clear on who the product is for and talk to both your product team and your customers.
Always train yourself to write a copy.
To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What are some metrics a product marketer should focus on?
Depending on which area of the business you are handling, it is fourfold - Acquisition, Activation, Retention and Expansion.
Each function comes with a different set of metrics. I recommend every product marketer understand the following:
web traffic for pages
total sign-ups
product usage
revenue
sales cycle length & velocity and
user retention as a blanket metric
Which part of your work keeps you awake at night?
Getting traffic to our website and getting prospects to sign-up. And 'conversion' post that.
Other product marketers, you follow?
Dave Gerhardt
April Dunford
Jeff Gadway
Your journey from being a Content Strategist to becoming a Product Marketer is interesting. Please tell us more about it.
I graduated as a Communications Specialist, and I knew that I had a passion for the English language and writing. It showed in every step of my career—all of my roles involved some kind of content writing.
I then joined Hippo Video as a Content Strategist—and it all came together! Since then, I have been producing different forms of content: ebooks, video scripts, blogs and case studies—and now web pages too.
I realised I loved producing meaningful content, especially for B2B businesses, and that's when it hit me: I want to be a Product Marketer!
My goal is to help companies get their message heard by the right people—and that's why I'm so happy with where I am today.
Resources you recommend to learn more about product marketing?
One book - Product-led-growth by Wes Bush
One blog - Read up on anything that is available on the PMA website.
One podcast - (Santoshi couldn't stop herself from sharing several here)
In your view, is product marketing a generalist or specialist role?
It starts out as a generalist role, especially when you are in a startup and then slowly gets very specific.
What are the three most essential skills an aspiring product marketer should develop?
Ability to be a team player and collaborate.
Good communication skills
Being curious ALWAYS and getting to the ‘why’. And a thirst to keep learning.
What are some tools a product marketer should be familiar with?
Email marketing tools - pretty much any tool should be sufficient
Google Analytics
Any CMS
CRM (any CRM should work - Hubspot would be an added advantage)
💡 To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What best practices do you recommend product marketers adopt?
Understand the product’s ins and outs.
Be clear on who the product is for and talk to both your product team and your customers.
Always train yourself to write a copy.
To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What are some metrics a product marketer should focus on?
Depending on which area of the business you are handling, it is fourfold - Acquisition, Activation, Retention and Expansion.
Each function comes with a different set of metrics. I recommend every product marketer understand the following:
web traffic for pages
total sign-ups
product usage
revenue
sales cycle length & velocity and
user retention as a blanket metric
Which part of your work keeps you awake at night?
Getting traffic to our website and getting prospects to sign-up. And 'conversion' post that.
Other product marketers, you follow?
Dave Gerhardt
April Dunford
Jeff Gadway
Your journey from being a Content Strategist to becoming a Product Marketer is interesting. Please tell us more about it.
I graduated as a Communications Specialist, and I knew that I had a passion for the English language and writing. It showed in every step of my career—all of my roles involved some kind of content writing.
I then joined Hippo Video as a Content Strategist—and it all came together! Since then, I have been producing different forms of content: ebooks, video scripts, blogs and case studies—and now web pages too.
I realised I loved producing meaningful content, especially for B2B businesses, and that's when it hit me: I want to be a Product Marketer!
My goal is to help companies get their message heard by the right people—and that's why I'm so happy with where I am today.
Resources you recommend to learn more about product marketing?
One book - Product-led-growth by Wes Bush
One blog - Read up on anything that is available on the PMA website.
One podcast - (Santoshi couldn't stop herself from sharing several here)
In your view, is product marketing a generalist or specialist role?
It starts out as a generalist role, especially when you are in a startup and then slowly gets very specific.
What are the three most essential skills an aspiring product marketer should develop?
Ability to be a team player and collaborate.
Good communication skills
Being curious ALWAYS and getting to the ‘why’. And a thirst to keep learning.
What are some tools a product marketer should be familiar with?
Email marketing tools - pretty much any tool should be sufficient
Google Analytics
Any CMS
CRM (any CRM should work - Hubspot would be an added advantage)
💡 To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What best practices do you recommend product marketers adopt?
Understand the product’s ins and outs.
Be clear on who the product is for and talk to both your product team and your customers.
Always train yourself to write a copy.
To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What are some metrics a product marketer should focus on?
Depending on which area of the business you are handling, it is fourfold - Acquisition, Activation, Retention and Expansion.
Each function comes with a different set of metrics. I recommend every product marketer understand the following:
web traffic for pages
total sign-ups
product usage
revenue
sales cycle length & velocity and
user retention as a blanket metric
Which part of your work keeps you awake at night?
Getting traffic to our website and getting prospects to sign-up. And 'conversion' post that.
Other product marketers, you follow?
Dave Gerhardt
April Dunford
Jeff Gadway
Your journey from being a Content Strategist to becoming a Product Marketer is interesting. Please tell us more about it.
I graduated as a Communications Specialist, and I knew that I had a passion for the English language and writing. It showed in every step of my career—all of my roles involved some kind of content writing.
I then joined Hippo Video as a Content Strategist—and it all came together! Since then, I have been producing different forms of content: ebooks, video scripts, blogs and case studies—and now web pages too.
I realised I loved producing meaningful content, especially for B2B businesses, and that's when it hit me: I want to be a Product Marketer!
My goal is to help companies get their message heard by the right people—and that's why I'm so happy with where I am today.
Resources you recommend to learn more about product marketing?
One book - Product-led-growth by Wes Bush
One blog - Read up on anything that is available on the PMA website.
One podcast - (Santoshi couldn't stop herself from sharing several here)
In your view, is product marketing a generalist or specialist role?
It starts out as a generalist role, especially when you are in a startup and then slowly gets very specific.
What are the three most essential skills an aspiring product marketer should develop?
Ability to be a team player and collaborate.
Good communication skills
Being curious ALWAYS and getting to the ‘why’. And a thirst to keep learning.
What are some tools a product marketer should be familiar with?
Email marketing tools - pretty much any tool should be sufficient
Google Analytics
Any CMS
CRM (any CRM should work - Hubspot would be an added advantage)
💡 To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What best practices do you recommend product marketers adopt?
Understand the product’s ins and outs.
Be clear on who the product is for and talk to both your product team and your customers.
Always train yourself to write a copy.
To climb up the ladder of success make sure you tie every activity of yours to the business revenue.
What are some metrics a product marketer should focus on?
Depending on which area of the business you are handling, it is fourfold - Acquisition, Activation, Retention and Expansion.
Each function comes with a different set of metrics. I recommend every product marketer understand the following:
web traffic for pages
total sign-ups
product usage
revenue
sales cycle length & velocity and
user retention as a blanket metric
Which part of your work keeps you awake at night?
Getting traffic to our website and getting prospects to sign-up. And 'conversion' post that.
Other product marketers, you follow?
Dave Gerhardt
April Dunford
Jeff Gadway
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Metrics a product marketer should focus on, and more with Santhoshi Natarajan, Product Marketer at Dataflo
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