Product Marketing as a Strategic Role, Differentiating from Competitors, and Iterating on Company Narratives at High Growth Tech Companies with Eve Alexander, VP of Product Marketing at Seismic

Listen to the Podcast

In this conversation, Eve Alexander, a product marketing leader, discusses the evolution and strategic importance of product marketing. She highlights the need for product marketers to revisit and refine their story and positioning as the market changes. Eve also shares insights on differentiating in a competitive market, using competitive intelligence to inform strategy, and the role of integrated campaign planning. She emphasizes the importance of hiring for both hard and soft skills and building a strong team. Lastly, Eve provides advice for individuals starting a career in product marketing. In this conversation, Eve Alexander shares insights and advice on transitioning into product marketing and finding success in the field. She emphasizes the importance of finding opportunities even without direct experience and highlights the value of mini mentorship. Eve also discusses the significance of prioritizing your own success and recommends the book ‘Influence’ by Robert Cialdini. Connect with Eve on LinkedIn to learn more.

Key Takeaways

• Product marketing is a strategic role that requires constant refinement of the story and positioning as the market evolves.
• Competitive intelligence is crucial for differentiating in a competitive market and informing strategy.
• Integrated campaign planning helps align marketing activities and create clarity and focus.
• Hiring for both hard and soft skills is important in building high-performing product marketing teams.
• Individuals starting a career in product marketing should focus on positioning their unique value and finding the right opportunities. Don’t be discouraged if you don’t have direct experience in a specific field. Focus on the unique value you can bring to the table and find hiring managers who value that.
• You don’t need a mentor with a capital M. Seek advice and guidance from a board of mentors who can provide mini mentorship.
• Prioritize your own success and make sure to invest time in your own growth and development, even when working on projects for others.
• Read ‘Influence’ by Robert Cialdini to learn about how to navigate organizations and get good ideas to flourish.

Show Links

• Visit Seismic
• Connect with Eve Alexander on LinkedIn
• Connect with David Khim on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time Stamps

• [00:00] Introduction and Background
• [03:52] The Evolution of Product Marketing
• [08:21] The Importance of Revisiting Story and Positioning
• [11:15] Differentiating in a Competitive Market
• [15:59] Using Competitive Intelligence to Inform Strategy
• [20:02] Integrated Campaign Planning
• [28:15] The Role of Product Marketing in a High-Growth Company
• [36:39] Hiring and Building High-Performing Teams
• [44:54] Validating Skills in Product Marketing Candidates
• [48:13] Advice for Starting a Product Marketing Career
• [48:41] Finding Opportunities without Direct Experience
• [51:42] The Value of Mini Mentorship
• [52:11] Prioritizing Your Own Success
• [53:33] Book Recommendation: Influence by Robert Cialdini
• [54:23] Connect with Eve Alexander on LinkedIn

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