Product Marketing Adventures

Elle Grossenbacher
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  • MARKETING

Product Marketing Adventures is the only PMM show that goes beyond theory and into the real execution of product marketing. In each episode, experienced product marketers co-host two segments of the show: first a case study example of their work, followed by a messaging critique of companies we admire. Listeners enjoy a fun conversation packed with practical guidance to leverage in your product marketing career.

  1. 16H AGO

    Reposition Your Platform Like an EventBrite PMM

    Platform repositioning is messy. You’re changing how the market understands you, how customers experience value, and how internal teams talk about the product. In this episode, I sit down with Jameelah Calhoun, VP of Market Strategy at Forter, to unpack what it really takes to reposition a platform when the pressure is high and the stakes are real. Jameelah shares what repositioning looked like at Eventbrite during COVID, when the events industry changed overnight. Eventbrite needed to expand beyond “ticketing tool” and be understood as a broader suite of marketing resources for event organisers. She breaks down how to start with the data you already have, spot where product market fit is soft, and find the moments in the journey where customers hit friction. From there, we get into the practical decisions that drive outcomes. Jameelah explains why segmentation is non-negotiable, how to identify the highest leverage problem, and what it looks like to reduce friction through changes to sign-up, packaging, and the path to value. She also talks about building internal trust through tight collaboration with product and engineering, plus using lightweight experiments and an experimentation roadmap to keep decisions focused and defensible. We close with a messaging critique of Calendly. Their homepage nails clarity by repeating “scheduling” relentlessly, but that same simplicity can undersell the more advanced value for sophisticated buyers, like integrations, payments, and workflow automation. We talk about the opportunity to keep the core promise while elevating the positioning so it reflects what the product has become. Key Takeaways Start with existing research and performance data before you build a new story Segment your audience properly, because different users need different value cuesFind the highest leverage problem, then focus your work thereBuild trust through close partnership with product and engineeringUse lightweight experiments and a clear roadmap to validate decisionsMessaging should stay clear, but still reflect the full value of the product LINKS Messaging Critique: Calendly  Connect with Jameelah:  LinkedIn: https://www.linkedin.com/in/jameelah-calhoun/  Podcast:  https://www.unpopulardecisions.com/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    1 hr

  2. FEB 3

    Use a PMM AI agent like a Docebo PMM

    Product marketers, you know this pain. You need insights yesterday, but the data is scattered across calls, surveys, dashboards, and internal docs. In this episode, Emily Pick shares how she used AI agents to run a multi-layered messaging gap analysis in just two hours, turning what normally takes weeks into a repeatable process. The big lesson is not magic prompts. It is getting clear on inputs first, then using automation to pull the right data, and finally using AI to pressure-test narratives and messaging angles fast. We also cover why feedback loops matter if you want the insights to stick. Emily shares how she validates findings with product, demand gen, and stakeholders so the work gets sharper and earns trust. Then we finish with a messaging critique of Granola.ai, an AI note-taking tool with a refreshingly clear promise for people in back-to-back meetings, plus a smart “Crunched” campaign. The opportunity is emotional differentiation. In a crowded market, the story is not just better notes. It is being present in the meeting. Key Takeaways Start with inputs, not tools. Define the data that actually matters before you touch AIAutomate collection so you can spend time on narrative, not adminUse AI to explore and test messaging angles quickly, not to replace strategyBuild feedback loops to validate insights and increase stakeholder buy-inMessaging wins when it is consistent, specific, and emotionally resonant LINKS Messaging Critique: Granola.ai https://www.granola.ai/ Connect with Emily:  LinkedIn: https://www.linkedin.com/in/emilypick/ Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    57 min

  3. JAN 20

    Craft product launch tiers like an Atlassian PMM

    Product launches are never “just a launch.” Some releases quietly drive retention, others reshape the business, and treating every launch like a Tier 1 moment creates burnout internally and noise externally. In this episode, Ashley Faus, Head of Lifecycle Marketing at Atlassian, breaks down how Atlassian thinks about launch tiers and how PMMs can use tiering to align teams, set expectations, and ship with more clarity and less chaos. Ashley walks through what actually makes a tiering framework work, starting with auditing how launches have been run in your org, then aligning tiers to impact across customers, the company, and the ecosystem. She shares how to build buy-in through a cross-functional roadshow, and how to map tactics to tiers based on intended impact, not a checklist of activities. We also take a look at the messaging of Contentstack in our messaging critique segment. We go through a real example of channel mismatch, where a strong billboard promise did not match the vague website headline, and what changed when feedback forced the messaging to become clearer and more consistent. The takeaway is simple: even the best launch plan falls apart if the message people land on does not match the message that got their attention in the first place. Key Takeaways Launch tiers create clarity by aligning effort to impact, not internal workloadAudit past launches to build a framework your org will actually adoptGet cross-functional buy-in through a roadshow before you lock the tiersMap tactics to the tier’s impact, not a bigger list of activitiesMessaging consistency across channels is non-negotiable for launch success LINKS Messaging Critique: Contentstack: https://www.contentstack.com/ Connect with Ashley: LinkedIn: https://www.linkedin.com/in/ashleyfaus/ Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    1h 10m

  4. JAN 6

    Prove Product Marketing Value Like a Cordial PMM

    Every product marketer knows the feeling of walking into a meeting, bracing to prove your worth because most people do not really understand what product marketing actually does. We are all experts at crafting messaging and launching products, but translating that work into business results that leadership can see and believe in is where so many PMMs get stuck. Today, we're talking about how to demonstrate product marketing value in a way that is simple, credible, and impossible to misunderstand. Julien Sauvage, CMO at Cordial and former PMM leader at Salesforce, Gong, and Clari, joins us to share his expertise. Julien explains his practical playbook for proving impact, based on his experience at Gong where he directly linked messaging changes to sales outcomes. He shares how to start with a single metric, build a narrative, train your sales team, and use data to measure adoption and results. This approach proves value and creates a culture of continuous improvement and alignment with business priorities. We also break down the messaging strategies of UserGems and ZoomInfo, showing why clarity and specificity matter for every brand, no matter the size. Julien’s advice for PMMs is to focus on business outcomes, keep your approach flexible, and make your narrative impossible to ignore. Tune in for actionable strategies and real-world examples that will help you make your product marketing impact clear and compelling. Key Takeaways: Start with one clear metric to define and measure your impactBuild a narrative and enable your sales team with hands-on trainingUse data to track adoption and outcomes, then refine your approachPrioritise clarity and specificity in your messaging, regardless of your brand’s sizeKeep your strategy flexible and always align with business priorities LINKS Messaging Critique: ZoomInfo: https://www.zoominfo.com/  UserGems: https://www.usergems.com/  Connect with Julien: LinkedIn: https://www.linkedin.com/in/julien-sauvage/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    46 min

  5. 12/09/2025

    The PMM Summit Series: Coaching Hour with Yi Lin Pei

    You're tweaking resume bullets at midnight and second-guessing every word whilst everyone else on LinkedIn seems to have the perfect career story. Here's the brutal truth: most PMMs never get real feedback on their resume, messaging, or career direction. We're all just guessing what hiring managers care about and whether our stories actually land. That guessing ends today as we kick off the PMM Summit Series with Yi Lin Pei, renowned PMM coach and career strategist who's helped over 300 PMMs get hired in as little as 30 days and get promoted within months. Yi Lin tackles the real conundrums keeping you stuck, starting with transforming your resume from boring task list into compelling movie trailer that makes hiring managers itch to learn more. We dissect real-world PMM resumes to uncover what actually works, then dive into listener challenges including Josh (drowning in tasks after team downsizing) and Elena (struggling to gain strategic recognition). Yi Lin reveals practical frameworks like the impact versus effort matrix for prioritization and the crucial transition from transactional PMM to partnership-focused strategist. We also analyse the messaging strategies of Gong and Outreach, breaking down how Gong positions as "operating system for revenue teams" whilst Outreach champions "AI revenue workflow." The segment reveals why strong, unique points of view matter more than feature lists and how both companies own distinct strategic positions. Yi Lin's insights prove that PMMs who advance think strategically about their own careers with the same rigour they apply to product launches. LINKS Resources: Product Marketing Resume Sample Guide to Enhancing the PMM+Sales Relationship Product Marketing Prioritization Process Newsletter Messaging Critique: Gong: https://www.gong.io/  Outreach: https://www.outreach.io/  Connect with Yi Lin:  LinkedIn: linkedin.com/in/yilinpei  Website: https://www.courageous-careers.com/  Connect with Elle: Website: www.productmarketingadventures.com   LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    1h 14m

  6. 11/11/2025

    Sell Your Vision like a Postman PMM

    You're leading a product marketing initiative you genuinely believe in, but every direction you turn, someone else is fighting for the same limited resources, stakeholder attention, and executive patience. If you don't sell your vision, your project gets cut or starved of support before it ever has a chance to shine. That's the reality for PMMs inside big organisations, where the work isn't just about go-to-market strategy but winning the time and space to actually do it right. John McKiernan joins us as a product marketing leader at Postman who previously led the launch for Jira Product Discovery, the fastest growing product in Atlassian's history. John shares how he's mastered internal buy-in using frameworks that simplify complexity, narratives that create emotional connection, and experimentation that builds credibility when everyone's fighting for limited resources. He reveals his strategy of treating internal projects like public product launches by giving them brands and compelling stories. John walks us through his Race Car Growth Framework that uses analogies like growth engines and turbo boosts to simplify complex strategies for executives. Central to this approach is genuine commitment to experimentation that builds trust with stakeholders who've been burned by overpromised initiatives before. We also critique the messaging of Lovable, an AI-powered software development platform that builds full-stack applications from natural language prompts. John spots opportunities to strengthen their narrative by aligning storytelling with measurable outcomes and integrating clear evidence of success that ties back to tangible business objectives. Key Takeaways:  • Treat internal initiatives like external product launches with brands and compelling narratives  • Use the Race Car Growth Framework to simplify complex strategies for executive audiences  • Build credibility through documented experimentation rather than gut-feel proposals  • Align product storytelling with measurable outcomes and stakeholder KPIs LINKS Lenny’s Racecar Growth Framework  Lovable (messaging critique):  https://lovable.dev/  Connect with John:  LinkedIn: https://www.linkedin.com/in/john-mckiernan-1a6b2719/  Connect with Elle: Website: www.productmarketingadventures.com   LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    58 min

  7. 10/28/2025

    Build Platform Messaging Like a Blue Manta PMM

    Remember when Netflix was just a DVD-by-mail rental service? Or when Apple only sold computers? Every giant brand started with a single, simple product story, but once you expand with more offerings, the narrative gets messy fast. Most PMMs face this brutal reality: you've built something genuinely valuable that solves multiple problems, but explaining it without confusing everyone feels impossible. You're stuck in the platform storytelling paradox where companies either lose deals or leave massive opportunities untapped. Jonathan Pipek and Craig Brown join us as two experts who've cracked this code across dozens of companies. Jonathan is the founder of Blue Manta Consulting, having built PMM departments from scratch and mentored over 90 PMMs across 20 countries. Craig is the founder of Troubadour, the UK's first dedicated product marketing consultancy for B2B tech, and founding product marketer at fast-growing startups like Beamery and Invisible. Together, they walk us through a transformative case study where they helped a European legal tech company transition from single product story to platform narrative whilst entering the US market. Their process reveals a five-step playbook for platform storytelling that actually sticks, starting with comprehensive internal alignment and market research before building flexible messaging frameworks. Jonathan emphasizes handling the potential sales cycle slowdowns that accompany strategic shifts, whilst Craig focuses on creating messages centered on problem-solving and clear benefits rather than feature lists. The key insight? Platform storytelling is as much an internal alignment process as it is an external marketing exercise. We also dive into our messaging critique of Metomic's data privacy solutions, where Jonathan and Craig illustrate how subtle shifts in language and strategic positioning transform overly technical narratives into clear, compelling stories aligned with customer pain points. Their experience proves that platform messaging isn't just strategic repositioning but crafting stories that resonate internally and externally, guiding companies toward future growth whilst maintaining what made the original story work. LINKS Metomic (messaging critique): https://www.metomic.io/  Connect with Jonathan:  LinkedIn: https://www.linkedin.com/in/jonathanpipek/  Connect with Craig: LinkedIn: https://www.linkedin.com/in/craigobrown  Connect with Elle: Website: www.productmarketingadventures.com   LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    1h 16m

  8. 10/14/2025

    Navigate Stakeholders Like a GoldCast PMM

    Change messes with our brains. Psychologists call it a threat state where our amygdalas light up and we resist anything unfamiliar. That's the reality Anand Patel faced at Goldcast when shifting from "just a webinar tool" to owning the full video platform story. Anand joins us as Senior Director of Product Marketing at Goldcast, having built PMM functions from scratch at four different companies and launched over 10 tier-one products. His approach to navigating stakeholder resistance during massive repositioning is what separates attempts that fizzle from ones that fundamentally transform market perception. The challenge isn't just managing different opinions. It's managing different threat responses across sales, customer success, leadership, and customers, each with legitimate concerns rooted in human resistance to uncertainty. Anand reveals his strategy for treating stakeholders as individuals with distinct needs, fears, and motivations rather than a monolithic group that needs to "get on board." His approach combines transparency with continuous communication, genuine flexibility to alter plans based on feedback, and something most PMMs overlook: openly acknowledging discomfort whilst painting a compelling picture of what's possible. We also dive into our messaging critique of Remarkable's digital notebook, evaluating how their innovation-focused storytelling could better align with diverse user needs and specific stakeholder pain points. Anand's playbook proves that effective change leadership is both art and science: strategic in approach, empathetic in execution, and relentlessly focused on understanding that resistance isn't the enemy, it's just stakeholders' brains doing exactly what they're designed to do. LINKS Remarkable (messaging critique): https://remarkable.com/  Connect with Anand:  LinkedIn: https://www.linkedin.com/in/anandmpatel/  Connect with Elle: Website: www.productmarketingadventures.com LinkedIn: https://www.linkedin.com/in/elle3izabeth/

    53 min
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About

Product Marketing Adventures is the only PMM show that goes beyond theory and into the real execution of product marketing. In each episode, experienced product marketers co-host two segments of the show: first a case study example of their work, followed by a messaging critique of companies we admire. Listeners enjoy a fun conversation packed with practical guidance to leverage in your product marketing career.

Information

  • Creator
    Elle Grossenbacher
  • Years Active
    2025 - 2026
  • Episodes
    25
  • Rating
    Clean
  • Copyright
    © Product Marketing Adventures, LLC