Product Marketing for You

Adam OBrien
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Product Marketing for You is for PMMs who want insight they can actually use. Each season explores one macro topic from every angle that matters — conversations with PMMs who've shipped it, plus the cross-functional teammates building GTM alongside you. Each conversation is 20 minutes or less and comes with a framework, template, or playbook you'll actually use tomorrow.

  1. Jul 21

    Internal Comms is Your Launch Superpower - Here's How to Stop Winging It w/Sushmita Banda

    I recorded this conversation with Sushmita a few months back, and it's become essential listening because it names something I see everywhere with PMM: we obsess over external launch messaging and completely wing internal comms. Sushmita is now a Senior PMM at KEV Group, but when we talked, she'd orchestrated launches across a massive multi-product portfolio. And here's what she told me — most organizations have zero structure around who needs what information, when they need it, and why it matters. Sales gets surprised at launch day. Product doesn't know what's being said about their work. CS has no idea what questions are coming. And suddenly your launch collapses not because the messaging was bad, but because nobody inside the building was actually aligned. This is the blind spot that separates senior PMMs from everyone else - and thank goodness it's a pretty quick fix. Here's what we cover: Why internal comms is the least structured part of launches — and why it's actually killing your credibilityLaunch vs. release: understanding the difference so you're not over-communicating or under-communicatingThe communication checkpoint framework: mapping stakeholders backwards from launch day so nobody gets blindsidedHow tiering launches keeps you sane when you're managing multiple productsOne thing you can do tomorrow: build your own comms timeline and watch how much harder you can push back post-launch Resources Connect with Sushmita on LinkedIn And a special thanks to PMM Camp for sponsoring this season - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    Internal Comms is Your Launch Superpower - Here's How to Stop Winging It w/Sushmita Banda

  2. Jul 15

    Your Sales Team Is Breaking Your Message - Here's Why w/Ashley Guerra

    Your sales team reads your messaging doc once and starts saying it their own way. Your marketing team reshapes it for their campaigns. Your customers reinterpret it for their own workflows. And you're probably blaming them for it. Ashley thinks the problem is actually on you - and at LinkedIn, she's figured out how to fix it. In this episode, Ashley pulls back the curtain on what actually makes messaging work across a team. We talk about why alignment matters more than craft, how to design your message so it doesn't break when it's retold, and why enablement isn't an afterthought—it's the entire job. Here's what we get into: Why clarity and alignment are not the same thing (and why alignment is harder)How to design your messaging so it survives the game of telephoneThe difference between message craft and message activationWhy co-building with your team early saves you from chaos laterHow to test if your message breaks down once it leaves your hands Resources from this episode Connect with Ashley on LinkedIn And a special shout out to this season's sponsor, PMM Camp - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    Your Sales Team Is Breaking Your Message - Here's Why w/Ashley Guerra

  3. May 14

    Stop Guessing on Launch Day: Meet Your New Message Testing Framework w/Shannon Kearns

    Most PMMs pressure test the product, the roadmap, the sales deck — but the messaging itself just ships. Shannon Kearns thinks that's exactly why so many launches leave CAC on the table, and she's got a framework to fix it. Shannon is a GTM consultant specializing in B2B and B2C tech, working with companies preparing to launch or reposition a product. In this episode she breaks down the message testing framework she's refined across 15+ launches — what inputs build a sharp hypothesis, how to structure your test, what to hand off to the creative and acquisition teams, and how to bring the learnings back to the rest of the org. Here's what we get into: Why PMMs need to own message testing - and what you're leaving behind if you don'tThe inputs that turn gut feel into a testable hypothesisHow to structure a message testing sprint (budget, timing, and what metric to actually optimize for)The framework: levers, drivers, consumer insights, and how to write a hypothesis that holds upReal numbers from a live client - and what a $200 CAC vs. an $80 CAC taught her about messagingResources from this Episode Connect with Shannon on LinkedInShannon's message testing framework templateShannon's Claude skill for message testingAnd a special shout out to this season's sponsor, PMM Camp - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    Stop Guessing on Launch Day: Meet Your New Message Testing Framework w/Shannon Kearns

  4. May 14

    Your Launch Needs An Interactive Demo - Here's How to Build One That Converts w/Natalie Marcutullio

    Most PMMs skip interactive demos. Too much work, too much time, too much uncertainty about whether it'll actually impact anything. Natalie thinks that's exactly the problem - and it's costing you pipeline on launch day. Natalie is Head of Product Marketing and Growth at Navattic and has spent years watching SaaS teams either nail interactive demos or waste time building the wrong thing. She's got a 9-step framework that cuts through the noise. In this episode she walks you through exactly how to build an interactive demo that converts - the right sequence, the common traps that kill demos, and what separates the ones that actually close deals from the ones that just look pretty. Here's what we get into: The sequence that actually works (9 steps, in order)How to keep it short enough people actually finish itData that matters (and how to make sure your demo tells the right story)When to gate, when to ungate, and why most teams get it wrongHow to know if your demo is actually working after you ship itResources from this Episode: Natalie's "State of the Interactive Product Demo" report (hey, it's ungated!)Connect with Natalie on LinkedInTry Navattic for free (includes HTML builder access): And a special shout out to this season's sponsor, PMM Camp — where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    Your Launch Needs An Interactive Demo - Here's How to Build One That Converts w/Natalie Marcutullio

  5. Apr 27

    Your Launch Docs Suck Because You Followed the Template to the T w/Talya Heller

    You found the perfect template. You filled it in to the letter. You shipped it. And then... your leadership tears it apart, your sales team ignores it, and you're left wondering what went wrong. Talya has been there. Multiple times. Across multiple companies. And she's got a sharp take on why we treat frameworks like gospel when they should be treated like clay that needs reshaping for your actual business. In this episode, we skip the rigid structure and just talk - because that's what happens when Talya shows up. She walks through the exact moment when a PMM defaults to a template and why that's what kills launches. She also breaks down how to pressure-test any doc before it goes live, how to trust your instinct even if you're junior, and why your BS meter is probably right. Here's what we cover: Why templates feel safe (and why that's the trap)The difference between using a framework as a jumping-off point vs. following it blindlyHow to stress-test positioning docs, messaging frameworks, and battle cards before they blow upWhy your past experience is better than you think it isHow to know when something's off and actually do something about itThis is for anyone who's grabbed something from PMA, LinkedIn, or a book and thought: "Is this actually good, or am I just supposed to believe it is?" It's also the first episode of what might become something bigger with Talya, so stick around. Resources from this Episode Connect with Talya on LinkedInGet more resources + insight on the Down to a T websiteAnd a special shout out to this season's sponsor, PMM Camp — where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    Your Launch Docs Suck Because You Followed the Template to the T w/Talya Heller

  6. Apr 8

    From Static to Dynamic: How to Turn AI Into Your Sales Enablement Cheat Code w/Michele Nieberding

    Your sales team is frozen. It's 10 minutes before the call and they're Slack-panicking about competitor differences you've literally documented five different ways. The problem isn't the content — it's that static enablement turns into a black hole. Michele thinks that's exactly the wrong way to build for sales, and she's got a framework to prove it. In this episode she pulls back the curtain on what's actually broken with traditional sales enablement, the specific types of content that make LLMs useful instead of hallucination machines, and a three-by-three framework you can start using tomorrow morning to turn your PMM chaos into sales gold. Here's what we cover: Why your sales enablement is disappearing into a black hole (and how AI actually fixes it)The "high signal, low noise" documents that make LLMs actually work for your teamThe if-then objection vault: structuring your content so AI gives real answers (not roadmap BS)Four other content types PMMs skip that completely change the gameThe 3x3 framework: start tomorrow with three scary questions and three champion repsHow to stop your LLM from confidently lying (and keep your job in the process)Resources from this Episode: Access Michele's AI for PMM Sales Enablement Resource ToolConnect with Michele on LinkedInAnd a special shout out to this season's sponsor, PMM Camp - where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    From Static to Dynamic: How to Turn AI Into Your Sales Enablement Cheat Code w/Michele Nieberding

  7. Mar 19

    The 30-60-90 Day Playbook for What Happens After Your Product Launch w/Haidee Griswold

    Most PMMs pour everything into launch day — and then move on. Haidee thinks that's exactly where the real work begins, and she's got a process to prove it. Haidee is a PMM leader who's run launches at Amazon, Olo, and beyond. In this episode she walks through her 30-60-90 day post-launch checkpoint process — what data to walk in with, how to get honest insights out of a room full of people protecting their turf, and why separating launch execution from product market fit is the most important thing a PMM can do after a product ships. Here's what we get into: Why the post-launch review is not optional — especially if you're resource constrainedThe 30-60-90 checkpoint framework and the three questions every review must answerHow to structure the room so people stop being defensive and start being honestWhy a great launch can hide a product market fit problem — and vice versaResources from this episode: Connect with Haidee on LinkedInAnd a special shout out to this season's sponsor, ⁠PMM Camp⁠  -  where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    The 30-60-90 Day Playbook for What Happens After Your Product Launch w/Haidee Griswold

  8. Mar 19

    When Trust Is the Product: Launching AI Into Highly Regulated Industries w/Sharon Liu

    Launching an AI product is hard. Launching agentic AI into financial services, healthcare, and insurance — where buyers are risk-averse, buying cycles are complex, and there's an AI governance committee whose entire job is to slow you down — is a different sport entirely. Sharon is living it right now, and she's got the playbook. Sharon is a PMM leader working at the intersection of frontier AI and heavily regulated enterprise industries. In this episode she breaks down what makes AI product launches fundamentally different, how to build internal conviction before you ever go to market, and why trust isn't just a talking point — it's the actual product you're selling. In this episode: Why launching AI into regulated industries is more education program than product launchHow to build a founding steering committee that gets go-to-market aligned before day oneThe new buying personas PMMs have never had to message to before — and how to reach themHow to separate real market signal from AI hype cyclesWhy trust is the product — and how to systematize it across every launchResources from this Episode Connect with Sharon on LinkedInAnd a special shout out to this season's sponsor, PMM Camp  -  where product marketers build leadership range so they can move beyond execution to influence decisions, shape strategy, and build a trusted team.

    When Trust Is the Product: Launching AI Into Highly Regulated Industries w/Sharon Liu
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Product Marketing for You is for PMMs who want insight they can actually use. Each season explores one macro topic from every angle that matters — conversations with PMMs who've shipped it, plus the cross-functional teammates building GTM alongside you. Each conversation is 20 minutes or less and comes with a framework, template, or playbook you'll actually use tomorrow.

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