From Michelin Stars to Marketing Stars: Product Marketing Lessons from Tamara Grominsky

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: https://amzn.to/4ac9hgt 

Amazon UK: https://amzn.to/3vosDzQ

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.

Podcast website: https://www.positioning.show/ 

Subscribe on Apple Podcasts: https://apple.co/3PFHcWx 

Subscribe on Spotify: https://spoti.fi/4aqyDqI 

Subscribe on YouTube: https://www.youtube.com/@positioningshow 

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This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com