From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky
In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce. Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more.You will learn: * The key responsibilities of a good product marketer.* Why product marketers should know the product better than product managers.* The differences between sales-led and product-led go-to-market strategies, plus the importance of mapping the buying journey and equipping the sales team with the right messages.* The need for founders to be realistic about the skills and experience required for a startup product marketer.* Why product launches don't need to be big or expensive to succeed, but they do need to be intentional about who the launch is for.* Lessons from how Michelin Guide was launched to encourage more driving, with star ratings for destinations.* The benefits of analyzing existing customers to identify best fit for product and value proposition.* Why you should avoid creating marketing personas that are too fictional and instead create segment profiles that are based on quantitative data.—If you want to skip ahead: (3:27) Product marketing role and responsibilities. (6:47) Product marketing challenges and hiring tips. (12:24) Product launch strategies. (16:08) Identifying target audience for product launches. (20:13) Segmentation in marketing. (25:10) Identifying customer segments. (29:01) Product marketing personas. —Connect with Tamara Grominsky on LinkedIn: https://www.linkedin.com/in/tamaragrominsky/ Subscribe to “PMM Camp,” Tamara’s newsletter for product marketing leaders: https://newsletter.pmmcamp.com/subscribe —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April’s newsletter: https://aprildunford.substack.com/ April’s LinkedIn: https://www.linkedin.com/in/aprildunford/ April’s Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * PMM Camp, Tamara’s community for product marketing leaders: https://www.pmmcamp.com/ * The Leap, a platform by Thinkific that creators can use to create and sell digital products: https://www.theleap.co/ —Get April Dunford’s books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: