Bridging Product and Customer Marketing for Deeper Impact with Andrew Colebrook

The best product marketing doesn’t stop at launch—it lives in the hands of your happiest (and sometimes loudest) customers. That’s why the relationship between product marketing and customer marketing is so critical—but also so often underdeveloped. In this episode of Porter’s Product Marketing Podcast, we’re joined by Andrew, the Customer Marketing Lead at Google. With a background that includes roles at Oracle and Trifacta, plus an MBA from Boston University and a bachelor’s from Assumption University, Andrew brings a rare blend of strategic product thinking and hands-on customer advocacy. He’s sat at the intersection of customer feedback, product launches, reference programs, and retention campaigns—and in this episode, he breaks down exactly how product marketers and customer marketers can work together to create a flywheel of trust, proof, and impact. Whether you’re trying to gather stronger customer quotes, create better case studies, or just improve alignment with the customer marketing team down the hall, this episode delivers practical, tested advice. In this episode, we cover: How product marketing and customer marketing differ—and where they overlap Why alignment between the two functions can supercharge GTM and post-sale strategies The most effective ways PMMs can collaborate with customer marketers during and after launches How to leverage customer advocacy to refine messaging, build credibility, and fuel demand Best practices for turning customer stories into high-impact content How to set up shared KPIs and communication rhythms that create long-term alignment Real examples from Andrew’s work at Google and Oracle that show what great collaboration looks like Why this episode is worth your time: Too often, customer marketing gets left out of the strategic GTM conversation until the last mile—just in time to ask for a quote or rush a case study. But in reality, it should be baked into your product marketing engine from day one. This episode will help you reframe customer marketing not as a downstream content factory, but as a strategic partner that strengthens your messaging, powers your launches, and builds long-term credibility with your market. If you’ve ever struggled to get references for a launch, had sales ask for “just one more proof point,” or felt like you’re not tapping into your happiest customers enough—this one’s for you. You’ll also hear Andrew’s answers to our rapid-fire round, including: His favorite marketing tool The most underrated skill in product marketing The biggest mistake to avoid One thing he wishes he knew when he started And his favorite podcast Who should listen: PMMs looking to improve how they partner with customer marketing Customer marketers seeking better alignment with product teams GTM leaders who want more consistent post-launch momentum Anyone responsible for customer advocacy, reference programs, or proof-point content Product marketers launching in new verticals or customer segments 🎧 Enjoying the show? Subscribe to Porter’s Product Marketing Podcast for conversations with the most thoughtful minds in PMM—from SaaS to storytelling to strategic alignment. 📰 Want even more insights like this in your inbox? Subscribe to Porter’s PMM Posts, the free newsletter for modern B2B product marketers. Every issue includes frameworks, narrative strategies, and actionable thinking you can use right away. 👉 https://porterspmmposts.substack.com 💬 Know someone in PMM or customer marketing who’d find this episode helpful? Send it their way. Better collaboration starts with better conversation.