This is Product Marketing

In this episode, Kate Obiidykhata, General Manager at Percona, joins Louise Liu to share her hard-earned insights on post-launch execution, proactive product marketing, and how PMMs can move from being launch managers to true strategic partners driving revenue and growth.For more information, please check out Kate's article: Launch Day Is a Lie

In this episode, Vinícius Chacon, a marketing lead who helped launch an AI SaaS platform, joins Louise Liu to share a behind-the-scenes look at the realities of AI product launches—from skyrocketing costs and pricing challenges to attracting the wrong audience—and the pivot that turned it around.For more information, check out Vinícius Chacon's article: I Was the Marketing Guy Behind a 2-Million-User AI Platform. Here's What I Learned.All rights reserved. © Product Marketing Hive.

In this episode, Brian Dreyer, Senior Director of Product Management at Cloudforce, joins Louise Liu to share how his background in product management shaped his approach to product marketing, what habits from product marketing he’s bringing back into product management leadership, and why understanding both sides can make you stronger in either role. For more information, check out Brian Dreyer's article: The PM-PMM Mindset Shift.All rights reserved. © Product Marketing Hive.

In this episode, Katie Noe, Product Marketing Manager at Bizzabo, joins Louise Liu to share her journey of implementing AI in competitive intelligence. Katie breaks down her workflow step by step, from how things worked before AI to what’s changed since, and the impact it’s had across product marketing and her cross-functional partners.For more information; check out Katie's article: How I Built a Win/Loss Program Without the "Right" Resources.All rights reserved. © Product Marketing Hive.

In this episode, Terezia Stancik, Senior Analyst Relations Manager at Shopware, joins Louise Liu to discuss how AI is shaping the future of analyst relations. She explores how AI is transforming B2B buying behavior, the implications for analysts and AR managers, and shares personal examples of how AR professionals can adapt to stay relevant.For more information, check out Terezia's article: The Ultimate Guide to AI in Analyst Relations. All rights reserved. © Product Marketing Hive.

In this episode, Prashant Sridharan, Head of Product Marketing at Supabase, joins Louise Liu to share insights on building trust and winning with developer marketing—from feature‑first messaging and PLG strategies to aligning product, DevRel, and marketing for go‑to‑market success. Prashant also discusses why transparency beats hype and how AI is reshaping the way product marketers work.For more information on AI and product marketing workflows, read Prashant Sridharan’s article “How I Use Claude To Build Launch Plans From Chaos“.All rights reserved. © Product Marketing Hive.

In this episode, Mustafa Kapadia, Managing Director at Echo Point, joins Louise Liu to share his thoughts on how agentic AI is transforming the role of product managers—from decision-making and prioritization to collaboration and execution—and how product managers and product marketers can work together more effectively in this new AI-driven era.For more information, read Mustafa Kapadia's article "Write Value Propositions That Actually Convert - Build your first Value Proposition Agent".All rights reserved. © Product Marketing Hive.

In this episode, we speak with Andrew Hatfield, founder of Deepstar Strategic. He shares his definition of what go-to-market (GTM) really means, the three key pillars of a high-performance GTM playbook, and the metrics that product marketers should track to measure success. For more information, please check out Andrew's article "How Product Marketers Can Reverse GTM Efficiency Decline: The Three Pillars of Predictable SaaS Growth".All rights reserved. © Product Marketing Hive.

In this episode, we speak with Fara Joaquim, a product marketer who started her journey in Nigeria and is now growingher PMM career in Canada. She shares what it took to break into the field, the key skills that helped her stand out, and how her deep customer focus shaped one of her most impactful product launches.For more information, please check out Fara's article: How One Data Breach in Lagos Inspired a Career Built on Resilience, Clarity, and Empathy.All rights reserved. © Product Marketing Hive.

In this episode, Talya Heller, founder of Down to a T, joins Louise Liu to share her framework for finding product differentiation. She walks through the steps to identify distinct capabilities, build a clear ICP, and go beyond features to stand out in the market. Talya also shares tips on aligning teams around your differentiators and creating a competitive matrix that enables better messaging and sales execution.Listen to the full interview above or read the highlights from the conversation at pmmhive.comAll rights reserved. © Product Marketing Hive.

In this episode, Nacho Harriague, Director of Product Marketing at InvGate, joins Louise Liu to share his thoughts on how product marketers can build and execute a holistic sales enablement strategy. He also shares helpful tips on identifying enablement gaps, aligning cross-functional teams, and using customer insights to build trust and drive adoption among sales teams.Check out the episode highlights here.All rights reserved. © Product Marketing Hive.

In this episode, Joan Gaffney, founder and executive coach at ShiftNova, joins Louise Liu to share her thoughts on how product marketing managers can navigate the intense demands of their role without falling into burnout. She also shares some helpful tips on how managers can support their teams in managing burnout and emphasizes the importance of personal development and self-worth in building resilience.For more insights, please check out Joan Gaffney's article, Ring of Fire: Burnout and the PMM.All rights reserved. © Product Marketing Hive.

In this episode, Ashley Wilson, Co-founder and COO at Momentum, joins Louise Liu to share her thoughts on how marketing roles, responsibilities, and team structures shift as the company scales. She also shares some common pitfalls to avoid and the considerations of how the marketing function is structured at her companies.For more insights, please check out Ashley Wilson's article "Differentiating Brand vs. Product Positioning: A Guide for Early-Stage Founders".All rights reserved. © Product Marketing Hive.

In this episode, Jonathan Pipek, founder and CEO of Blue Manta Consulting, joins Louise Liu to break down his method for crafting effective pricing and packaging strategies for early-stage startups. He shares key insights on identifying the right value metrics, avoiding common pricing pitfalls, and communicating pricing and packaging changes.For a step-by-step guide with editable template, please check out Jonathan Pipek's article: Pricing and Packaging Strategy for Early-stage Startups.All rights reserved. © Product Marketing Hive.

In this episode, Arneeb Mahbub, Product Marketing Manager at Indeed, shares his experience managing multiple go-to-market initiatives. He shares firsthand insights on balancing competing priorities, aligning cross-functional teams, and navigating unexpected challenges. For more insights, please check out Arneeb's article "Stop Guessing, Start Selling: Why PMMs Should Save Startups From Feature Factory Chaos"All rights reserved. © Product Marketing Hive.

In this episode, Aleksandra Mitroshkina, Director of Solutions Marketing at Percona, joins Louise Liu to share her experience of successfully managing open-source products' go-to-market. She also shares her thoughts on how open-source dynamics influence GTM approaches, the role of community engagement, strategies for transitioning users into customers. For more information, please check out Sasha's article "Go-to-Market Strategy for Open Source Products".All rights reserved. © Product Marketing Hive.

In this episode, Dirk Nicol, Senior Director of Product Marketing at Corcentric, joins us to share his experiences in building and scaling a successful product marketing team. He also talks about some helpful tips on how to hire the right product marketing talents.Read the episode highlights here:https://www.productmarketinghive.com/building-and-scaling-product-marketing-teams/All rights reserved. © Product Marketing Hive.

In this episode, Juan Gabarro joins Louise Liu to delve into the challenges of product proliferation. He shares his insights on the root causes and the significant impacts of this issue. Juan also discusses his experiences in managing an overgrown product portfolio from a go-to-market perspective.Listen to the full interview above or read on for the highlights from the conversation: https://www.productmarketinghive.com/managing-the-overgrown-product-portfolio/All rights reserved. © Product Marketing Hive.

In this episode, Sahil Sethi, author of Product Marketing Level Up and Vice President of Global Product Marketing at Freshworks, joins Louise Liu to discuss the attributes and qualities that define great product marketers. Sahil also shares his thoughts on how to hone the skills of velocity and integrated marketing in practice.Listen to the full interview above or read the highlights from the conversation: https://www.productmarketinghive.com/product-marketing-level-up/All rights reserved. © Product Marketing Hive.

In this episode, Maria Ross, author of The Empathy Dilemma, joins Louise Liu to discuss how leaders can balance performance, people and personal boundaries to achieve empathetic leadership. Maria also shares her thoughts on why leaders are in the empathy dilemma and how to effectively develop healthy empathetic leadership at work.Listen to the full interview above or read on for the highlights from the conversation: https://www.productmarketinghive.com/the-five-pillars-of-effective-empathetic-leadership/The 4 Step Framework to Craft a Captivating Brand Story That Attracts Your Right-fit Clients: Bit.ly/4StepBrandStoryAll rights reserved. © Product Marketing Hive.

In this episode, Jon Itkin, Principal at In The Kitchen, joins Louise Liu to discuss the often-overlooked relationship between brand marketing and product marketing, particularly in B2B tech companies. He also shares his thoughts on how product marketers can effectively lead and bridge the gap between product marketing and brand marketing efforts.For more information, please check out Jon's article: Bridging Brand and Product Positioning.All rights reserved. © Product Marketing Hive.

In this episode, Peace Attah, a Product Marketing Manager at Rayda, joins Louise Liu to share her best practices for navigating the first 90 days as a product marketer. Peace discusses how to build strong relationships, gain a deep understanding of your product, and create a plan that balances quick wins with long-term growth. For more a complete step-by-step guide, please check out Peace's article "How to Succeed in Your First 90 Days As a SOLO Product Marketing Manager"All rights reserved. © Product Marketing Hive.

In this episode, Bianca Galan, a product marketer at AdTheorent, joins Louise Liu to share her experience of launching products internationally. Bianca discusses the keys to the team's successful product launches and the specific challenges they had to overcome.For more information, please check out Bianca's article "Proven Best Practices to Turbocharge Global Product Growth". All rights reserved. © Product Marketing Hive.

In this episode, Georgi Furnadzhiev, co-founder of MarketHackr, joins Louise Liu to share his innovative value creation framework that he developed through his work experience and has been successfully employing. Based on his framework, Georgi argues that connecting traction channels with the growth funnel and persona studies is the key to achieving sustained growth and maximizing impact.For more information, please check out Georgi's article "The Value Creation Framework".All rights reserved. © Product Marketing Hive.

In this episode, Yolanda Thomas, a season product marketing leader, joins Louise Liu to explore her journey of advancing to director-level and VP-level product marketing leadership positions. She shares the critical skills and experiences that have shaped her career, providing invaluable advice for aspiring product marketers.For more information, please check out Yolanda's article: 5 Tips to Elevate Your Product Marketing Career.All rights reserved. © Product Marketing Hive.

In this episode, Elena Hutchison, founder at Up/Right Analyst Relations, joins Louise Liu to share her thoughts on the strategies, challenges, and best practices that define successful analyst relations for companies at different growth stages. For more information, please check out Elena's article "A Product Marketer’s Guide to Analyst Relations"All rights reserved. © Product Marketing Hive.

In this episode, Rossmary Gil-Tian, a seasoned product marketer joins Louise Liu to discuss the experiences and insights of her company's transition from private to IPO. She also shares the challenges, strategies, and key learnings from this transformative journey.Listen to the full interview above or read the highlights from the conversation here.All rights reserved. © Product Marketing Hive.

In this episode, Anthony Pierri, co-founder and partner at FletchPMM, joins Louise Liu to discuss homepage messaging for startups. Anthony shares his process of building homepage messaging with his clients, and the dos and don'ts product marketers should bear in mind when crafting homepage messaging.Listen to the full interview above or read the highlights from the conversation here.All rights reserved. © Product Marketing Hive.

In this episode, Terezia Batovska, analyst relations manager at Bloomreach, joins Louise Liu to discuss her experience in managing analyst relations programs. Terezia shares her thoughts on what makes an analyst relations program successful, and her strategies for establishing and maintaining a leadership position in analyst evaluations.For more information, please check Terezia Batovska's article: How Industry Analysts Can Help You Land Your Next Promotion as a PMM.All rights reserved. © Product Marketing Hive.

In this episode, Anubhav Rao, product marketing manager at AWS, joins Louise Liu to discuss his experience in developing personalized messaging. Anubhav talks about the fast-changing AI landscape and his view on how marketing will be reshaped with the development of AI.For more information, please check Anubhav Rao's article "Marketing in the Age of AI: The Key for Success".All rights reserved. © Product Marketing Hive.

In this episode, Abiola Apooyin, business and product manager at Anfani, joins Louise Liu to discuss market research. Abiola talks about the vibrant Nigerian tech scene and his experience in conducting market research in the pharmaceutical and clean energy industries. He also shares the unique challenges of conducting market research in Nigeria. For more information on the topic, check out the article by Abiola Apooyin "The Role of Market Research in Shaping Product Development and Marketing Strategies"All rights reserved. © Product Marketing Hive.

In this episode, Ashley Litzenberger, Senior Director of Product Marketing at Betterworks, joins Louise Liu to discuss the ideal customer profile for the multi-product portfolio. Ashley shares her experience of developing the data-driven ICP. She also talks about how to better collaborate with other functions in the process.For more information, please check out Ashley's article "Identifying your Ideal Customer Profile: Quantitative and Qualitative Approach to ICP". All rights reserved. © Product Marketing Hive.

In this episode, Marcio Moerbeck, adjunct professor of marketing at Miami Dade College, joins Louise Liu to discuss the B2B tech partnership go-to-market strategies. Marcio talks about the different types of partnerships and key considerations for partnership programs. He also shares his opinion on what common mistakes to avoid for partner marketing based on his experience.Listen to the full interview or read the highlights from the conversation here.All rights reserved. © Product Marketing Hive.

In this episode, Matt Mehus, Vice President of Marketing at OpenVPN Inc, joins Louise Liu to discuss the ideal customer profile. Matt talks about the misconceptions of the "ideal customer profile", and how ideal customer profiles influence other marketing and business activities. He also walks through the common challenges of developing the ICP. For more information, please check out Matt's article: Product Marketing’s Ideal Customer Profile Field GuideAll rights reserved. © Product Marketing Hive.

In this episode, Dave Panek, Partner at Aventi Group, joins Louise Liu to discuss the product/market fit. Dave explains how product/market fit impacts the go-to-makret strategy and overall business growth. He also discusses his process of developing product/market fit and his experience in helping clients transition from product to platform.For more information, check out article "Boosting Business Growth: The Strategic Product Marketer's Guide to Leveraging Product/Market Fit" by Dave Panek.All rights reserved. © Product Marketing Hive.

In this episode, Julien Sauvage, VP of Brand and Product Marketing at Clari, joins Louise Liu to discuss the sales deck. Julien shares the key components of a great sales deck and his creation process. He also discusses the governance process of the sales deck after creation.For sales deck example and template, please check out "A Deceptively Simple Checklist To Help With Something Really Hard" by Julien Sauvage.All rights reserved. © Product Marketing Hive.

In this episode, Dejan Gajsek, CEO at Grow + Scale, joins Louise Liu to discuss competitive intelligence. Dejan Gajsek shares his valuable insights on how to initiate CI programs with limited budgets. In addition, he also discusses the common reason why CI programs fail and offers practical advice on measuring the success of your CI efforts.For more, please check out Dejan's article: How to Start Your First Efficient Competitive Intelligence Program on productmarketinghive.com.All rights reserved. © Product Marketing Hive.

In this episode, Robert Karel, founder of Product Marketing Perspective and former analyst at Forrester, joins Louise Liu to discuss analyst relations and product marketing. Robert shares his experience transitioning into product marketing from being an industry analyst. He also discusses helpful tips on engaging and building meaningful relationships with analysts .For more information, please check out Robert's article "Both sides of the mirror: Product Marketing and Analyst Relations".All rights reserved. © Product Marketing Hive.

In this episode, Tanu Kaushik, global senior product marketing manager at Quantium, joins Louise Liu to share her brand marketing and product marketing experiences. She also discusses some great examples from Quickbooks and Hubspot of how brand marketing and product marketing support each other.For more information, please check out Brand Marketing and Product Marketing: The Differences and The Relationship by Tanu Kaushik.All rights reserved. © Product Marketing Hive.

In this episode, Megan Pratt, fractional product marketing leader at Product Marketing House, joins Louise Liu to share her thoughts on running successful sales enablement programs. She also discusses some practical approaches that can maximize the impact of your sales enablement effort.Be sure to check out Building an Effective Sales Enablement Strategy by Megan to learn more!All rights reserved. © Product Marketing Hive.

In this episode, Jason Schifrien, senior product marketing manager at Roku, Inc, joins Louise Liu to share his experience in product releases. He also shares his thoughts on the success of a product release and how to measure it.All rights reserved. © Product Marketing Hive.

In this episode, Shari Diamond, Principal Product Marketing Consultant at Fluvio, joins Louise Liu to discuss product marketing skills. She also shares her thoughts on choosing between working as a product marketer in a corporate and working as a consultant.All rights reserved. © Product Marketing Hive.

In this episode, Sahil Sethi, an experienced B2B marketing executive, joins Louise Liu to share his experience leading PLG initiatives. He also discusses the role of product marketing in PLG and how to balance PLG and enterprise sales. All rights reserved. © Product Marketing Hive.

Given the evolving economic and commercial situation, this episode explores global priorities for product marketing in 2023.  In this episode, PMM Hive Executive Members share their thoughts on the current state, trends, and opportunities for product marketing and technology marketing.  Join us to understand what product marketers should expect in 2023 and how they should prioritize.  All rights reserved. © Product Marketing Hive.

In this episode, Matt Collins, the Head of Product Marketing at MNTN, joins Louise Liu to discuss customer research. Matt shares his experience in gaining customer insights directly and indirectly. He also shares some helpful tips for engaging in meaningful customer conversations. For more information, read article "How to Quickly And Affordably Get Customer Insights" by Matt Collins.All rights reserved. © Product Marketing Hive.

In this episode, Axel Kirstetter, the VP of Product Marketing and Sales Enablement at EIS Ltd, joins Louise Liu to discuss post-product-launch product marketing activities. Axel shares his thoughts on what impacts post-launch success.All rights reserved. © Product Marketing Hive.

In this episode, April Rassa, the head of product marketing at Cohere, joins Louise Liu to discuss strategic product marketing. April shares her thoughts on what it means to be strategic for product marketing, and how product marketers can make this role more strategic. For more information, please check out April's article: Don't Be the Misunderstood Product Marketer by April Rassa.All rights reserved. © Product Marketing Hive.

In this episode, Tejas Kinger, the product marketing manager at Plum, joins Louise Liu to discuss his experience as the first product marketing hire. Tejas shares helpful tips on what to expect as the first product marketing hire from his personal experience and learning. He also shares his process of building out the product marketing team.For more information, check out article 10 Mistakes To Avoid as the First Product Marketer in a Company by Tejas Kinger.All rights reserved. © Product Marketing Hive.

In this episode, Louise Liu and Clayton Pritchard, the head of marketing at Momentum, discuss career transition. Clayton shares his experience in transitioning from growth marketing into product marketing. He also shares his thoughts on how growth marketing and product marketing can collaborate better.All rights reserved. © Product Marketing Hive.

In this episode, Louise Liu and Jennifer Crawford, the product marketing manager at Pex, discuss buyer personas. Jennifer shares her definition of buyer personas and why it is important. She also shares her process of developing buyer personas.For more information, please check out Jennifer's article: How to Develop Buyer Personas in Four Easy Steps.All rights reserved. © Product Marketing Hive.