Product Marketing Adventures

Elle Grossenbacher
  • 5.0 (5)
  • 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. 3d ago

    Find the Gaps That Matter Like a Mural PMM

    Okay, PMMs. I think most of you are going to agree with this thought. Really great product marketers stand out early in a new role by how they act when they first start. When a PMM joins a new company, the best ones don’t try to prove themselves with a big launch in week one. They listen. They talk to the people in the work, not just the people in the org chart. They pay attention to the problems that keep coming up, then they figure out where those problems are actually affecting the business. And when they find something important, they jump on it. They collect an early win, and their reputation gets a boost for the better. That’s exactly what Jeremy Moskowitz did when he joined Mural as VP of Product Marketing. He spotted a problem he hadn’t been hired specifically to solve, built something surprisingly simple to fix it, and it helped sales win the biggest deal of the year. In this episode, Jeremy shares how that early win turned into a CEO-level innovation narrative, how it got used directly in customer conversations, and how it eventually scaled across the field through enablement and discovery talk tracks. We also break down his playbook for making an impact early in a new PMM role, plus a messaging critique of ServiceNow CRM and why brand halo can make bold claims feel believable. LINKS Messaging Critique (ServiceNow CRM):  https://www.servicenow.com/au/solutions/crm  Connect with Jeremy:  LinkedIn:  https://www.linkedin.com/in/jeremymoskowitz/ Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  2. Sep 15

    Run Sales Enablement Like a ServiceNow PMM

    It’s easy to look at companies like Microsoft, Cisco, Salesforce, or ServiceNow and assume enterprise PMM must be a dream job because the resources are endless. Then you get inside and realise the resources are real, but they’re spread thin across hundreds of products, thousands of sellers, and a matrix org where your launch is competing for attention from day one. That’s why I brought in Anna Startseva. Anna’s done product marketing across the full spectrum, from startups to mid-size companies to ServiceNow, and she’s lived the “solo PMM in a massive machine” reality. In this episode, she shares what it actually takes to create clarity for the field when you’re launching into a mature, crowded category and you can’t afford vague messaging. We go behind the scenes on how she approached the launch: starting with the internal ecosystem and alignment (yes, the meetings), then building a Messaging House as the foundation that everything else can scale from. Anna also breaks down how ServiceNow uses a grounding layer for AI (Nucleus) so teams can move faster without losing consistency, and where she still insists on doing the human work manually. We wrap with a practical enterprise PMM playbook you can steal, plus a messaging critique of Microsoft Copilot: what’s working, what feels generic, and why distribution matters more than your landing page in an enterprise motion. If you’re new to enterprise PMM, Anna’s final advice is simple and slightly painful: learn where you sit in the company ecosystem first, because it makes everything else easier. LINKS Messaging Critique (Microsoft Pilot): https://copilot.microsoft.com/  AI tool mentioned: Evidenza  Connect with Anna: LinkedIn: https://www.linkedin.com/in/anna-startseva-pmm/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  3. Sep 1

    Drive Impact Through Systems Like an AI-First PMM

    Product teams are shipping faster than ever, and PMMs everywhere can feel the gap. Product velocity has changed, but a lot of us are still working in old quarterly rhythms, which means you end up reacting to launches and requests instead of driving strategy. In this episode, I’m joined by Steven Schuler, who’s spent his career at the leading edge of major tech shifts, from mobile marketing to customer data infrastructure to AI-powered products. Steven’s focus now is helping PMMs operate in an AI-first world by building systems that scale knowledge, rather than just producing more content faster. We unpack Steven’s 3D product marketing framework, data, decision, delivery, and why most teams get stuck in delivery because it’s visible and endless. Steven shares what an “always on” system can look like, the kind that collects, synthesises, and flags what matters so you can spend more time in the decision layer where strategy actually happens. We also get into how to build the foundations for this, including mapping where truth lives inside your org, getting the right stakeholders involved, and creating “golden docs” that keep AI outputs consistent with your product, market, and voice. To wrap, we do a quick messaging critique of Peacock and talk about why clarity and brand equity matter, plus Steven’s final advice on where PMMs should focus if they want AI to create leverage, not more noise. LINKS Messaging Critique (Peacock): https://www.peacocktv.com/  Connect with Steven: LinkedIn: https://www.linkedin.com/in/steven-schuler/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  4. Aug 18

    Master Company-Wide Messaging Like A Founding PMM

    If you’ve ever sat in a meeting where sales, marketing, and product all describe the same thing in totally different language, you’ll recognise this one. Leadership keeps asking, “So how is this different from the other offering again?”, and somehow everyone still thinks they’re aligned. The fallout rarely looks like a “messaging problem” either. It shows up as slow sales cycles, confused positioning, weak cross-sell, campaigns that don’t convert, and a website that feels like five companies stitched together. In this episode, I’m joined by Kevin Chan, Head of Product Marketing at Fleetio, who’s known for getting company-wide messaging alignment to actually stick. We talk about what it really takes to fix fragmented messaging, starting with the unsexy part most teams skip: stakeholder readiness, trust, and the history of past “messaging refreshes” that went nowhere. From there, Kevin shares how he anchored the work in voice-of-customer insight and brought the right people into the process so the language could hold up across teams. We also get into why word debates are usually strategy debates in disguise, and how to keep messaging alive through real feedback loops instead of treating it like a one-and-done doc. To wrap, Kevin and I do a quick messaging critique of Brick, the screen-time device, and explore how a sharper framing could shift it from “reclaim your time” into something more behavioural and habit-based. LINKS Messaging Critique (Brick): https://getbrick.com/  Connect with Kevin: LinkedIn: https://www.linkedin.com/in/kchan91/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  5. Aug 4

    Build Customer Loyalty Programs Like A Netflix PMM

    Subscription overload is real. You open Netflix, scroll for ages, jump to Hulu, maybe Disney+, and still end up rewatching The Office or Parks and Rec. Then your credit card bill hits and you’re left wondering why you’re paying for all these subscriptions in the first place. That “is this still worth it?” feeling is the loyalty problem, and it’s not just entertainment. SaaS brands are fighting the same battle for habit, relevance, and ongoing value perception. In this episode, we dig into one of the most interesting examples of a PMM stepping straight into that challenge: Disney+ and customer loyalty in a category where churn is constant and attention can shift overnight. Joining us is James Schultz, the PMM who built the program, now at Netflix thinking deeply about customer experience in an increasingly personalised world. James shares the thinking behind Disney+ Perks, including how he approached the problem before anyone started throwing rewards at it. We talk about what he looked at to understand cancellation behaviour, how he thought about different customer groups, and why perceived value is the lever that matters when discounting is the easy trap. We also get into what it takes to execute a loyalty program so it doesn’t fade into the background after launch, plus a quick messaging critique of BODYARMOR’s “Choose Better” and why clarity beats aspiration when you want a line people can actually repeat. James wraps with a simple warning that applies to loyalty and messaging alike: validate first, build second, and make the value obvious. LINKS Messaging Critique (BODYARMOR): https://www.drinkbodyarmor.com/  Connect with James: LinkedIn: linkedin.com/in/jamesjacobschultz  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  6. Jul 21

    Master Your Up-Market Strategy Like A Unify PMM

    Landing your first enterprise deal feels like you cracked the code. Then leadership wants ten more, and suddenly “going upmarket” becomes the plan, even if your motion still looks mid market. This episode is about what actually changes when you move into enterprise, and why it is not just selling to bigger companies. It is a different buyer, a different story, and a different way of proving value. Quintin Smith joins me to break it down. He is a two time founding PMM, currently leading go to market at Unify, and previously helped scale CaptivateIQ during a major growth phase. He shares what it took to turn enterprise from a lucky win into a repeatable motion. We get into the enterprise buyer dynamics that most teams underestimate, including the importance of the full buy team and the narrative shift required to win at that level. Quintin also walks through his Four Rs framework for building an upmarket strategy that can actually run, from research and refinement through enablement and reporting. We also do a messaging critique of Profound, a company helping brands improve visibility inside AI platforms like ChatGPT and Microsoft Copilot. We talk about what they are doing well in clarity, and where a more future oriented narrative could help them own the category as search behavior shifts. LINKS Messaging Critique (Profound): tryprofound.com Connect with Quintin: LinkedIn: https://www.linkedin.com/in/quintin-smith-35b51582/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  7. Jul 7

    Tell Engaging Stories Like a Fearless PMM

    Product marketing is split into two camps. One group relies on safe templates, stock imagery, and generic descriptors that blend right into the background. The other group treats creative storytelling as a strategic muscle, pushing past surface-level benefits to build a genuine, emotional connection with buyers. This episode is about how to break out of that first, stuffy camp and start driving real revenue impact with your content. Stefan Gladbach joins me for a deeply practical conversation on transforming content ecosystems from stuffy to unforgettable. Stefan has spent over eight years building product marketing playbooks across multiple industries, and currently leads content innovation at the church tech market leader, Pushpay. He shares how he moved his team away from static talking-head clips into dynamic whiteboards and narrative skits that capture authentic audience sentiment. Stefan breaks down his exact five-step creative playbook. We explore how to unearth real emotional pain points rather than hiding behind surface-level benefits like "saving time and money," how to turn up the creative heat gradually using the "frog in a boiling pot" method, and how to handle status-quo objections from internal leadership using hard empirical data. We also conduct a live homepage messaging critique of Vidyard, analyzing where their hero layout succeeds, how they accidentally trick users with integration logos, and why overloading copy with buzzwords like "AI-powered" dulls your product story. If you take one lesson from this episode, let it be this: creativity is an operational muscle that requires daily practice reps. Stop relying on safe frameworks and start bringing your product stories to life. Key Takeaways Ditch the Boring Benefits: Surface-level claims like "save time and money" fail to trigger emotion. Dig deeper into the daily frustrations of your buyer persona to build a true before-and-after story.Boil the Frog Domestically: Avoid pitching radical creative concepts immediately. Introduce micro-experiments to accumulate early metric wins and secure internal leadership trust.Build a Customer Safety Net: Keep your boldest ideas grounded by testing wacky concepts against a tight, informal loop of trusted customer advisors before going live.Defend Content with Data: Answer brand-guideline objections and executive hesitation by pointing directly to upstream click-through rates and downstream sales-call callouts.Get Creative Reps In: Creativity isn't just innate; it's a muscle. Use side projects, LinkedIn posts, short fiction, or improv classes to keep your storytelling sharp for your day job. LINKS Messaging Critique (Vidyard): vidyard.com  Connect with Stefan: LinkedIn: https://www.linkedin.com/in/stefan-gladbach/  Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

  8. Jun 23

    Claude Code Your Next Launch Like A Vivun PMM

    Product marketing is splitting into two groups right now. One group uses AI to move faster and crank out deliverables. The other uses AI to operationalize deep thinking, pressure test positioning, synthesize customer patterns, and build systems that keep working after the launch. This episode is about that second group, and what it looks like when it is done well. Ryan Radcliffe joins me to break down how he helped Vivun reposition at breakneck speed as the company evolved from serving sales engineers to launching Hero for sellers. Ryan’s approach was not “throw prompts into Claude and hope.” He built a 40 page messaging and persona manifesto grounded in research, stakeholder alignment, customer psychology, and voice of customer insights. We talk through how that manifesto became a real operating system for the company. How Ryan translated executive narrative into personas, positioning, proof points, and language guidelines that teams could actually use. Then we get into where Claude fits, and how constraints and inputs matter if you want outputs that stay on brand and avoid the usual AI mess. We also cover the moment the system proved itself when the team had to ship a hero website fast, plus a messaging critique of UserGems and why generic AI language is the quickest way to lose trust. The big takeaway is simple. AI is not the strategy, clarity is. AI just helps you scale it. LINKS Messaging Critique (UserGems): https://www.usergems.com/   Connect with Ryan:  LinkedIn: https://www.linkedin.com/in/radcliff/   Connect with Elle: LinkedIn: https://www.linkedin.com/in/elle3izabeth/  Website: https://www.productmarketingadventures.com/

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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
    41
  • Rating
    Clean
  • Copyright
    © Product Marketing Adventures, LLC

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