Identity Crisis in Product Marketing And Adapting To Different Roles

Unlike many roles, a product marketing role varies greatly based on the type of company, demographics, user persona, and several other factors. Also, in some companies, product marketers need to work with the product teams while in other companies, they need to work with the marketing teams. While the fundamentals remain the same, a product marketer needs to learn and adapt as they navigate their career.

Shafique Gajdhar, Product Marketing Manager at Razorpay and the co-founder of S11S community, joins us to share his experience in adapting to different product marketing environments. He shares with us his experience of product marketing in smaller companies where he would work with the marketing team to switching to an 800 employee organization where he would report to product leadership. Shafique also shared with us how the S11S Slack channel was created, which currently has around 1000 members from the B2B SaaS community in India.

Key Discussions:

• Role of product marketers and how that changes based on demographics, customer profile, organization type, etc.
• Transitioning to different product marketing frameworks as you switch organizations.
• Product marketers working with product teams vs marketing teams. Pros and cons of each.
• Product marketing KPIs aligned revenue marketing frameworks and how they differ based on the acquisition model.
• Role of product marketing correlating with ACV: self-service focused vs sales focused.
• How can a community be created and what strategies can be used to keep it alive and kicking.
• Deciding where to host a community as each platform has its own pros and cons.