Product Marketing as a Strategic Role, Differentiating from Competitors, and Iterating on Company Narratives at High Growth Tech Companies with Eve Alexander, VP of Product Marketing at Seismic

The Long Game

In this conversation, Eve Alexander, a product marketing leader, discusses the evolution and strategic importance of product marketing. She highlights the need for product marketers to revisit and refine their story and positioning as the market changes. Eve also shares insights on differentiating in a competitive market, using competitive intelligence to inform strategy, and the role of integrated campaign planning. She emphasizes the importance of hiring for both hard and soft skills and building a strong team. Lastly, Eve provides advice for individuals starting a career in product marketing. In this conversation, Eve Alexander shares insights and advice on transitioning into product marketing and finding success in the field. She emphasizes the importance of finding opportunities even without direct experience and highlights the value of mini mentorship. Eve also discusses the significance of prioritizing your own success and recommends the book 'Influence' by Robert Cialdini. Connect with Eve on LinkedIn to learn more.
Key Takeaways

Product marketing is a strategic role that requires constant refinement of the story and positioning as the market evolves.
Competitive intelligence is crucial for differentiating in a competitive market and informing strategy.
Integrated campaign planning helps align marketing activities and create clarity and focus.
Hiring for both hard and soft skills is important in building high-performing product marketing teams.
Individuals starting a career in product marketing should focus on positioning their unique value and finding the right opportunities. Don't be discouraged if you don't have direct experience in a specific field. Focus on the unique value you can bring to the table and find hiring managers who value that.
You don't need a mentor with a capital M. Seek advice and guidance from a board of mentors who can provide mini mentorship.
Prioritize your own success and make sure to invest time in your own growth and development, even when working on projects for others.
Read 'Influence' by Robert Cialdini to learn about how to navigate organizations and get good ideas to flourish.
Show Links
Visit Seismic
Connect with Eve Alexander on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
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Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/