In this week’s episode, Mary sits down with Jasmine Jaume, Intercom’s Director of PMM. Jasmine shares her insights on stakeholder management and how to build trust and nurture relationships with the product team and other product stakeholders. They also discuss the recent re-brand that Jasmine was a vital part of, and the difference between messaging, positioning, and copywriting. This is one of Jasmine’s specialties, as she’s had experience both establishing and re-establishing these assets at companies that are just starting out, or larger companies who are re-iterating the messaging hierarchy.
Other talking points:
- Jasmine is a big advocate for curiosity and mentorship
- Messaging is her jam
- Using data takes the emotion out of the decisions - it’s not “I think”, it’s “the numbers show…”, “customers are saying..”
- Tools used to drop in on sales calls, be privy to the conversations and what’s resonating and what’s not
Check out Jasmine's AMAs on
Sharebird.
Connect with Jasmine on
LinkedIn.
Questions covered in this interview:- How do you build great working relationship/s with your PM/s and other product stakeholders?
- Congrats on the recent rebrand! What role did product roadmap and marketing strategy have on guiding that process?
- Have you found a good framework to communicate your product roadmap to customers? We're trying to strike a balance of communicating high priority initiatives without getting caught up in exactly timelines?
- What is your overall process when developing a messaging platform from scratch?
- What are the biggest obstacles you typically encounter in implementing new messages for a product or service?
- We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product?
What is Women in Product Marketing ?
We explore the world of Product Marketing through the lens of the women who run it at some of the fastest growing technology companies in the world. Each week we sit down with Product Marketing leaders to hear their journey, lessons learned, trade secrets, and more. Hosted by Mary Sheehan, a Product Marketing leader at Adobe. Mary is passionate about instilling confidence in women who are either thinking about pursuing a career in Product Marketing or are simply looking for tangible frameworks and takeaways in their current role. Mary knows first hand and acknowledges that as a woman in leadership, it can get lonely at the top. This show will help you navigate your career and unlock your full potential in a male dominated space. Women in Product Marketing is proudly brought to you by Sharebird, the site where leading product marketing execs answer questions and share best practices.