Kristene Turner’s Post

Marketing. Sales. Customer success. Next week's AMA pro has managed 'em all. She's planning on coming in hot next week with opinions that may or may not go against the hype. So if you've got questions on: 👉 How paid, marketing ops, and ABM can work together 👉 Tactical ways to drive change management for sales 👉 Product analytics, and why/how you should be using it in marketing 👉 Secrets to motivating teams and stakeholders 👉 Building business cases for new tech/people/process changes 👉 Exploring and setting yourself up for career changes 👉 Imposter syndrome as a first gen, native, teen mom marketing leader 👉 Hip-hop music, surviving Arizona summers, and trying to be a "cool mom" to 14-year-olds Drop them in our AMA Slack channel. Sarah Sehgal will respond to everything on 7/19.

Market research tech company Zappi found a way to not only deliver enablement programs and sales content, but organize and track its efforts to drive results. After struggling with content governance and findability from its previous solution, Zappi turned to Highspot as its enablement solution to tackle content chaos and ultimately improve sales productivity. Check out the full success story and learn how Zappi used Highspot to effectively engage customers in a scalable and personalized manner, resulting in an improvement in buyer engagement by 96% 👉

We're just 4 weeks away from bringing Product Marketing Summit to Vancouver for the very first time. 🎉 So if you're a West Coast Canadian PMM, or if you just fancy making the trip like me, come and join us. Here's a taste of what you can expect: 📈 Keep up-to-date with the latest industry trends innovations 📐 Benchmark your strategy against the best in the business 💡 Meet those in the same role as yourself, facing the same challenges, and crowdsource real solutions 🤝 Build a network of trusted product marketing advisors and forge meaningful connections Hear from the likes of: Kevin Chan Director of Product Marketing Fleetio Karly Cyr Director of Product Marketing Salesforce Tom B. Director of Product Marketing Trulioo Fiona Finn Director of Product Marketing Jane.app Priti Dhanda Head of Pricing & Packaging Zapier Paul Hecht Senior Product Marketing Manager TELUS International Emma Shanahan Product Marketing Lead Shopify Fred Norton Director of Brand Strategy Arc'teryx Equipment Daniel Becker Director, Product Marketing + Lifecycle Bench Accounting Janine Jurji Head of Product Marketing Later Joanne Macdonald Senior Director, Product Marketing Litera Anatolii Iakimets, Sr. Product Marketing Manager BOLD Amy Beaudoin Director of Product Marketing Visier Inc. Will I see you there? Check out the full agenda in the comments. 👇 #productmarketing #pmmalliance #productmarketingsummit

🤩 Here’s what marketers who successfully pivot into PMM know, that the average candidate doesn’t: 🤺 Product marketing experience can be found in all sorts of diverse backgrounds. You may already have done PMM work if you: Brought products to market, working with product to launch new functionality externally and training your customer facing teams 🧐 Spent a lot of time researching the market, customers, and competitors Completed persona research and helped to evangelize it across the organization 💰 Owned a specific business line, pulling levers to maximize revenue Ran large-scale, cross-functional projects that are key to your organization Did change management around an internal process that needed adoption, for example, rolling out a new sales process or implementing quality control 👩💻 Spent a lot of time convincing customers to use a certain feature of a product Built sales collateral to help combat new FUD in the market or create a scaleable pitch deck I could go on, and on, and ON because... 🌈 Product marketing looks different at every org. Chances are, something in your past looks like transferable skills. 🍀 Find those PMM stories in your past and shout them to the rooftops 🙋 Fellow PMM’s, what are some other examples I missed? ➡️ Want to pivot into PMM? Let’s chat.

To get back to my past post about who your first marketing hire should be (link to post in comments) I wanted to start with some thoughts and considerations to keep in mind as you hire a founding PMM, and as you expand your product marketing team. To be honest I have always been in the position both at Adyen and Leapwork, where we had people in-house who were able to naturally step up and lay the foundations for the product marketing role (shout out to Alyssa GibsonWood - V. , Louis Emmerson and Caitlin Alvey). If you are not in the position however to have someone take on the founding PMM role within your organisation, these are some of the considerations I would keep in mind when you hire. Furthermore, as you might be orienting yourself into the world of product marketing, whether it’s with positioning in mind or sharpening your GTM strategy, here is a selection of the people I follow on LinkedIn to keep up to date with the world of product marketing and help you (or your founding PMM) to get started: Product Marketing Alliance Sarah Eadie  April Dunford  Robert Kaminski 🎯 Anthony Pierri 🎸 Devon O'Rourke Tamara Grominsky  Anna Borbotko  Nico Trofim-Bancila Yi Lin Pei Jason Oakley Bree Bunzel Alex Chahin

Last week marked one year from my first day at Google. It is bittersweet when it comes to a one year contract. But I thought to commemorate one of my proudest moments I thought I would share what I learned in my time there: 🌍 Embarked on a Global Expedition: From the hustle of New York to the beauty of Tokyo, I've had the privilege to strategize, coordinate, and oversee marketing initiatives across seven countries! 🌎🌏 Each step brought an opportunity to weave together monthly CRM email campaigns, captivating e-modules, and even brought tangible ideas to life through physical kit production for the Global Retail Advocacy Team. 🚀 Propelled Engagement to New Heights: Together, we turned insights into actions! By gathering and applying valuable consumer feedback, we boosted engagement in campaign materials by an inspiring 10% month over month. 📈🔥 It's the power of collaboration and innovation in action! ✨ Crafting Experiences that Sparkle: Imagine orchestrating international marketing events that leave a lasting impact! From meticulous planning to seamless execution, I've been at the helm of creating unforgettable experiences for attendees around the globe. ✈️🌟 🎨 Painting Brand Stories with Love: Fueling "brand love" is an art, and I've been privileged to create content that truly speaks to hearts and minds. Using insights, we've masterfully positioned new products, leading to an impressive 0.8-point increase in NPS (Net Promoter Score)! 🧡 💌 Nurturing Connections Across Borders: Across seven countries, I've honed the skill of briefing, reviewing, and managing diverse marketing deliverables. From captivating CRM email campaigns to engaging e-modules and even tangible kits for our Retail Store Associates, every connection matters. 🤝 🎈 Event Magic at Its Finest: Turning visions into reality, I've crafted comprehensive event marketing plans. From analyzing target audiences to crafting powerful messaging strategies, it's been a journey of turning ideas into unforgettable moments. ✨ Cheers to One Year of Growth, Innovation, and Boundless Possibilities! 🎉🥂 Here's to the team that makes every challenge exciting, every success worth celebrating, and every day at Google an adventure unlike any other. Looking forward to many more chapters of creativity, collaboration, and making a difference at my next venture! 💪🚀 #MyGoogleJourney #MyOneYearAtGoogle

The new AE formula isn't just about location. San Francisco territory? A thing of the past. Top AEs of tomorrow? They're CREATORS. Think about it: To close a deal, you need to: 1. Capture attention 2. Retain attention Guess the hardest part? Capturing that initial interest. And who does that the best? Creators. These creator AEs? They're set for: 🌮 Higher Paychecks 🌮 Owning the Company Pipeline 🌮 Elevated Status Don't just create content for the dopamine of likes and comments. Do it to master the game of attention capture. That's not just a micro skill - it's a MAJOR skill today. For businesses? It's time to onboard creators. Not just in marketing, but as your frontline AEs. My vision with Distribute? Content Development Reps. A title unheard of, but watch it become mainstream in the coming years. It's a new era. Become a creator AE or fall behind. PS: Who are buyers reaching out to today? Those consistently addressing their issues. Be that voice. 𝙋.𝙋.𝙎. → 𝘿𝙤𝙬𝙣𝙡𝙤𝙖𝙙 𝘿𝙞𝙨𝙩𝙧𝙞𝙗𝙪𝙩𝙚 𝙖𝙣𝙙 𝙜𝙚𝙩 𝙖 𝙩𝙖𝙘𝙤 🌮 𝙝𝙩𝙩𝙥𝙨://𝙬𝙬𝙬.𝙙𝙞𝙨𝙩𝙧𝙞𝙗𝙪𝙩𝙚.𝙨𝙤/

☕️ In my recent Tech Chat series, I interviewed Jamie Goodnight who is a Product Marketing Manager. We discussed more about this role as well as Jamie's tech journey. 🎙️ Tune in to check out our full chat! #techcareers #techjobs #productmarketing #techchats

Boost your brand's online reputation with Rocket Driver's specialized white label services! 🚀 Elevate your client's digital presence and credibility by leveraging industry-leading reputation management solutions. In today's digital era, where every customer touchpoint matters, ensure your clients shine brightest. #RocketDriver #WhiteLabel #DigitalTrust

If you're not asking a customer for the reason why they unsubscribed to your emails, and/or giving them an option to stay connected but get fewer emails, you're absolutely doing it wrong like GoPro is here. I've been a GoPro customer for six years, but four emails in 17 days is just a bit too much for me as I am not actively shopping for a new GoPro product. I'd happily stay connected to the company for important (but rare) emails about new product launches, but instead they chose an all-or-nothing approach. This is short-sighted because now they can only reach me via advertising, which costs them money vs. email which was me allowing them into my inbox for free. As old as email is as a communications medium, there are still so many companies that don't understand how to use it properly. 🤔 #emailmarketing #digitalmarketing