Shows
Product Marketing AdventuresCreate a New Market Category Like a Splunk PMMWhat 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 emerging category, or building one from scratch, this is where strategy, narrative, and business collide in ways that can make or break your product's future.Michael Olson joins us as Senior Director of Product Marketing at Splunk, recognized as a top 100 PMM on ShareBird and founder of the Pr...2025-08-0554 minProduct Marketing AdventuresInfluence your sales team like a Zoom PMMMost 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 decks to truly influencing how your sales team operates, transforming them from order-takers into strategic partners who genuinely understand your product's value.Sharon Markowitz joins us with experience leading product and partner marketing at Atlassian, LinkedIn, Intuit, and Zoom. Named a top 100 product marketing mentor by Sh...2025-07-2229 minProduct Marketing AdventuresDesign for Lifetime Value like a Visa PMMMost 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 their lifecycle marketing practice from scratch, turning one-and-done transactions into proper repeat engagement.Terry Setiz joins me with 20+ years at Coca-Cola, HBO, Hasbro, and Visa. Here's what surprised me: Visa isn't a credit card company—they're a payment tech powerhouse (obvious, once you think about it!). Terry’s team embrace...2025-07-0856 minProduct Marketing AdventuresPivot market categories like an Ember PMMHere'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 or break your future. Today's story centers on Ember—yes, those temperature-controlled smart mugs you've seen at Starbucks—but here's the twist: they didn't stay content as a coffee mug company.This episode unpacks exactly how Ember executed their bold leap into an entirely different category, chasing new audiences with comp...2025-06-2437 minProduct Marketing AdventuresCapture Cultural Moments Like a Slack PMMEver 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 game-changing opportunities, using Slack's Huddles as the perfect case study. Remember 2020's chaotic shift to remote work? While most were scrambling, Stephanie's team spotted opportunity. Huddles wasn't just a new feature—it captured our collective need for connection in virtual spaces, born from understanding genuine customer needs during massive change.Stephanie shares her practical blueprint fo...2025-06-1058 minProduct Marketing AdventuresFind Product-Market Fit Like an OpenAI PMMFinding 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 Twilio, Modern Treasury, and now OpenAI offers a treasure map for this elusive quest. At Twilio, he saw both stunning success and timing missteps. At Modern Treasury, he learned the power of a laser-focused customer profile. Now at OpenAI, he's riding the wave of perfect product-market fit with Chat...2025-05-2745 minProduct Marketing AdventuresShape the product roadmap like a Confluent PMMLet’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 brilliant product marketing leader at Confluent. Sheryl isn’t just any PMM. From turning her science fair win into an asteroid named by MIT (yes, seriously!) to spearheading game-changing projects at Twilio and Confluent, her story is incredibly inspiring. Sheryl’s scientific mi...2025-05-1336 minProduct Marketing AdventuresLead cross-selling like a Gusto PMMWant 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 this delicate dance into a science.In this conversation, Leah and I explore her winning strategy which lies in the customer readiness score—a game-changing approach that combines data-driven insights with human intuition. Her team identifies key triggers that signal when a business might need additional services, such as reaching spec...2025-04-2942 minProduct Marketing AdventuresBoost 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 into a highly targeted pre-sales marketing program for Twilio. That product marketer is Brandon Penn, a B2B marketing and go-to market leader who has helped scale some of the biggest names in tech. He’s a force to be reckoned with in the tech industry, having scaled enter...2025-04-1536 minProduct Marketing AdventuresCreate 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 expert with an amazing ICP story, Chris Piwinski. As product marketing lead at Adobe's Frame io, he is someone who truly gets both sales and product marketing at a deep level - because he's lived both worlds. Starting his career in sales at LinkedIn, Chris learned from some of...2025-04-0943 minProduct Marketing AdventuresTransform 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 someone who knows all about turning the tides with pricing—Nupur Bhade Vilas, who heads up product marketing at Kustomer. She's a force, well-known for pushing AI-powered customer experiences and driving go-to-market strategies that make waves. Having led game-changing initiatives at places like Twilio, Nupur brings this inc...2025-04-0242 minProduct Marketing AdventuresLaunch 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 to champion your product and influence others. Leveraging these voices in a launch isn't just about buzz - it’s about creating credibility, driving adoption and igniting that word of mouth growth that sustains long after the launch. In this episode, I have the pleasure of sitti...2025-04-0138 minProduct Marketing AdventuresWelcome to Product Marketing AdventuresWelcome 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!Throughout my career, I've had the pleasure of working at companies of all sizes, from industry giants like Twilio, Gartner, and Cisco, to small startups. I've celebrated many proud career moments and have crafted go-to-market strategies for some of the world's biggest br...2025-03-3103 min