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.

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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.

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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

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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

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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/

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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: