Product Marketing Adventures
by Elle Grossenbacher
Product Marketing Adventures is the only PMM show that goes beyond theory and into the real execution of product marketing. In each episode, experienced product marketers co-host two segments of the show: first a case study example of their work, followed by a messaging critique of companies we admire. Listeners enjoy a fun conversation packed with practical guidance to leverage in your product marketing career.
Episodes
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Build PMM from the ground-up like a Lead PMM
Okay, PMMs. Have you ever walked into a company with no real product marketing function and wondered where on earth to begin? In this episode, Matt Agnew shares how he did exactly that. With 15 years of B2B SaaS product marketing experience behind him, he was hired into a well-established...
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Hattie Interviews Elle: Your Expertise Belongs on Dusted
If you’re anything like most marketers I know, your best work is scattered across Slack threads, half-finished decks, and a Google Doc you’ll never open again. Then when it’s time to update your resume, you try to turn months of thinking into one tidy line, and it somehow reads like you did...
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Find the Gaps That Matter Like a Mural PMM
Okay, PMMs. I think most of you are going to agree with this thought. Really great product marketers stand out early in a new role by how they act when they first start. When a PMM joins a new company, the best ones don’t try to prove themselves with a big launch in week one. They listen. They…
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Run Sales Enablement Like a ServiceNow PMM
It’s easy to look at companies like Microsoft, Cisco, Salesforce, or ServiceNow and assume enterprise PMM must be a dream job because the resources are endless. Then you get inside and realise the resources are real, but they’re spread thin across hundreds of products, thousands of sellers, and a...
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Drive Impact Through Systems Like an AI-First PMM
Product teams are shipping faster than ever, and PMMs everywhere can feel the gap. Product velocity has changed, but a lot of us are still working in old quarterly rhythms, which means you end up reacting to launches and requests instead of driving strategy. In this episode, I’m joined by Steven...
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Master Company-Wide Messaging Like A Founding PMM
If you’ve ever sat in a meeting where sales, marketing, and product all describe the same thing in totally different language, you’ll recognise this one. Leadership keeps asking, “So how is this different from the other offering again?”, and somehow everyone still thinks they’re aligned. The...
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Build Customer Loyalty Programs Like A Netflix PMM
Subscription overload is real. You open Netflix, scroll for ages, jump to Hulu, maybe Disney+, and still end up rewatching The Office or Parks and Rec. Then your credit card bill hits and you’re left wondering why you’re paying for all these subscriptions in the first place. That “is this still...
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Master Your Up-Market Strategy Like A Unify PMM
Landing your first enterprise deal feels like you cracked the code. Then leadership wants ten more, and suddenly “going upmarket” becomes the plan, even if your motion still looks mid market. This episode is about what actually changes when you move into enterprise, and why it is not just selling...
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Tell Engaging Stories Like a Fearless PMM
Product marketing is split into two camps. One group relies on safe templates, stock imagery, and generic descriptors that blend right into the background. The other group treats creative storytelling as a strategic muscle, pushing past surface-level benefits to build a genuine, emotional...
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Claude Code Your Next Launch Like A Vivun PMM
Product marketing is splitting into two groups right now. One group uses AI to move faster and crank out deliverables. The other uses AI to operationalize deep thinking, pressure test positioning, synthesize customer patterns, and build systems that keep working after the launch. This episode is...
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Go Bold with Competition Like a Sybill PMM
If you are a startup PMM staring down a category leader, this episode is for you. We use the David and Goliath story as the setup, not to be dramatic, but because it is real. You are not going to outspend the incumbent, and you probably cannot out muscle them on brand. So the question becomes,...
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Know the "So What" Like a Digital Science PMM
Ever been hit with the classic, “We’re launching next week. Ready? Go.” moment? In this episode, we talk about why that scramble happens, what it costs, and how the best product marketing teams avoid it by getting clear on success, ownership, and the difference between a release and a real…
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Write Your Product Narrative Like a Zapier PMM
Your company has outgrown the thing it is known for, but the market has not caught up yet. New launches land like add-ons instead of the next chapter, and suddenly you are trying to scale a bigger story with old positioning. In this episode, we talk about what it actually takes to evolve brand...
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Boost Product Adoption Like A GoFundMe Pro PMM
Most adoption problems are not product problems. They are behavior change problems. In this episode, we dig into status quo bias and why customers often stick with what they know, even when your product is clearly better. If you have ever struggled to get users to switch, upgrade, or adopt a new...
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Leverage Your Community Like An Expedia PMM
Everyone seems to be talking about community right now, but what does it actually take to build one that people want to be part of? In this episode, Cara Gravett joins us to unpack why community matters more than ever in a landscape full of polished, AI-generated noise, and why belonging can be…
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Go Viral with Customers Like a Granola PMM
If you spent any time on Twitter or LinkedIn in December 2025, you probably saw Granola Crunched everywhere. In this episode, Jack Cully joins me to break down how Granola turned a familiar year-in-review format into a deeply shareable campaign that spread fast across tech workers and generated...
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Enable salespeople with AI like an Optiversal PMM
Sales enablement only looks like a messaging problem from a distance. Up close, it’s usually a systems problem. No clear strategy, no feedback loop, and training that happens once, then disappears. In this episode, Michele Nieberding, currently head of product marketing at Optiversal, breaks down...
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Run Comp Intel Like an Award-Winning Klaviyo PMM
You know the Slack message. “Hey, do we have a battle card for this competitor?” And you don’t, because it’s the 50th new name you’ve heard this year. In this episode, we talk about why competitive intelligence programs don’t fall apart from lack of effort. They fall apart because the problem is...
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Reposition Your Platform Like an EventBrite PMM
Platform repositioning is messy. You’re changing how the market understands you, how customers experience value, and how internal teams talk about the product. In this episode, I sit down with Jameelah Calhoun, VP of Market Strategy at Forter, to unpack what it really takes to reposition a…
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Use a PMM AI agent like a Docebo PMM
Product marketers, you know this pain. You need insights yesterday, but the data is scattered across calls, surveys, dashboards, and internal docs. In this episode, Emily Pick shares how she used AI agents to run a multi-layered messaging gap analysis in just two hours, turning what normally…
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Craft product launch tiers like an Atlassian PMM
Product launches are never “just a launch.” Some releases quietly drive retention, others reshape the business, and treating every launch like a Tier 1 moment creates burnout internally and noise externally. In this episode, Ashley Faus, Head of Lifecycle Marketing at Atlassian, breaks down how...
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Prove Product Marketing Value Like a Cordial PMM
Every product marketer knows the feeling of walking into a meeting, bracing to prove your worth because most people do not really understand what product marketing actually does. We are all experts at crafting messaging and launching products, but translating that work into business results that...
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The PMM Summit Series: Coaching Hour with Yi Lin Pei
You're tweaking resume bullets at midnight and second-guessing every word whilst everyone else on LinkedIn seems to have the perfect career story. Here's the brutal truth: most PMMs never get real feedback on their resume, messaging, or career direction. We're all just guessing what hiring…
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Sell Your Vision like a Postman PMM
You're leading a product marketing initiative you genuinely believe in, but every direction you turn, someone else is fighting for the same limited resources, stakeholder attention, and executive patience. If you don't sell your vision, your project gets cut or starved of support before it ever…
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Build Platform Messaging Like a Blue Manta PMM
Remember when Netflix was just a DVD-by-mail rental service? Or when Apple only sold computers? Every giant brand started with a single, simple product story, but once you expand with more offerings, the narrative gets messy fast. Most PMMs face this brutal reality: you've built something…
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Navigate Stakeholders Like a GoldCast PMM
Change messes with our brains. Psychologists call it a threat state where our amygdalas light up and we resist anything unfamiliar. That's the reality Anand Patel faced at Goldcast when shifting from "just a webinar tool" to owning the full video platform story. Anand joins us as Senior Director…
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Launch with Momentum Like a Navattic PMM
Launching into a new ideal customer profile is like being traded to a completely different sports league. The rules are different, the competition is unfamiliar, and you've got to earn trust from scratch. Natalie Marcotullio joins us as a rising star in product marketing at Navattic and two-time...
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Leverage Voice of Customer Like an Intuit PMM
We all talk about customer obsession, but here's where most PMMs fall short: workload. We carry so much ownership that carving out time for true customer insight feels impossible, yet without it, your ICP is a guess and your go-to-market strategy rests on hope instead of evidence. Today, we're...
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Evangelize Your Value Like Hattie the PMM
Feeling overlooked as a Product Marketing Manager? If you're not evangelizing your value, someone else is defining it for you. PMMs possess a powerful blend of strategy, insight, and impact, yet we're often the best-kept secret in our own organizations. Today I'm sharing insights from my...
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Sell Trust like an Okta PMM
Moving upmarket to Fortune 1000 accounts isn't just about great products—it's about building trust with complex buying committees. Kevin Gough joins us as one of the most creative problem solvers in product marketing, from launching Google Cloud products to leading category-defining efforts at...
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Create a New Market Category Like a Splunk PMM
What happens when the market shifts or your product evolves so dramatically that your positioning story no longer fits? Today we're exploring one of the boldest moves a PMM can make—shaping or even creating an entire market category. Whether you're redefining your space, staking a claim in an...
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Influence your sales team like a Zoom PMM
Most PMMs pride themselves on being customer obsessed, but there's another critical audience we often overlook—our own sales teams. If you want your product to win in the market, you have to win over the people taking it to market. Today we're exploring how to move beyond handing off enablement...
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Design for Lifetime Value like a Visa PMM
Most PMMs don't track customer lifetime value, but we absolutely should. When you understand CLV, every trade-off becomes crystal clear—you know exactly where to focus your energy and can shape strategies around what actually retains your best customers. Today we're diving into how Visa built…
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Pivot market categories like an Ember PMM
Here's the truth about meaningful growth: you either sell more of your current product to more people, or you build something entirely new to attract fresh customers. The second path is where innovation meets strategy, where positioning becomes an art form, and where go-to-market plans can make…
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Capture Cultural Moments Like a Slack PMM
Ever wondered how product marketers can thrive when everything's constantly changing? This episode explores exactly that with Stephanie Sosa, a product marketing powerhouse who's worked at Slack, Airtable and Credit Karma. We dive into how embracing cultural moments can transform challenges into...
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Find Product-Market Fit Like an OpenAI PMM
Finding product-market fit is like striking gold—when you hit it, your product practically sells itself. But how do you know when you’re onto a winner, or when you might be barking up the wrong tree? I recently chatted with incredible product marketer Pranav Deshpande, whose journey through…
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Shape the product roadmap like a Confluent PMM
Let’s be honest—every product marketing manager dreams of having a hand in shaping the product roadmap. But what’s the secret to actually getting a seat at that roadmap table? It all starts with trust. Today, I’ve got the perfect blueprint for you, thanks to our special guest—Sheryl Li, the...
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Lead cross-selling like a Gusto PMM
Want to boost your sales without coming across as pushy? The art of cross-selling isn't about bombarding customers with products—it's about striking when the iron is hot. Just ask Leah Brite, Head of Benefits Product Marketing at Gusto and three-time Top 100 Product Marketing Mentor, who's turned...
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Boost win-rates like a Twilio PMM
As product marketers, we look at metrics from all over the business. One metric that's commonly tracked is win-loss. There are many factors that influence win-loss from sales effectiveness to positioning. Today, we’re talking about how one product marketer studied win-loss deals and turned it…
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Create an ideal customer profile like an Adobe PMM
Have you ever launched a campaign that went nowhere, or spent months chasing accounts that never convert? That's what happens when you don't have an ideal customer profile (ICP). When you’re marketing to everyone, you’re truly connecting with no one. Today, I’m bringing you a product marketing...
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Transform your pricing like a Kustomer PMM
Getting your pricing strategy right can make or break market share. Great product marketers know that a well executed strategy doesn't just drive revenue; it shapes perception, influences adoption, and can determine whether your product wins or loses in the market. Joining us on this journey is...
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Launch products with advocates like a Reddit PMM
Online communities are a goldmine for finding customer advocates who can supercharge your product launch - but too often companies rely on things like email blasts and paid campaigns, completely overlooking the power of engaged customers. Within your own community are passionate advocates, ready…
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Welcome to Product Marketing Adventures
Welcome to Product Marketing Adventures, the only show that takes you beyond theory and into the real execution of product marketing. I'm Elle Grossenbacher, your trusted PMM guide and host. This podcast has been a dream I've nurtured for years and I’m so excited to finally share it with you all!...
About this show
Product Marketing Adventures is the only PMM show that goes beyond theory and into the real execution of product marketing. In each episode, experienced product marketers co-host two segments of the show: first a case study example of their work, followed by a messaging critique of companies we admire. Listeners enjoy a fun conversation packed with practical guidance to leverage in your product marketing career.
Hosted by
Elle Grossenbacher