Product Marketing: An Integrated Approach

Episode Description

In this episode of Bounce, we discuss the role of product marketing teams and the challenges they face. The hosts, Molly Cox and Claire Flowers, interview Olivia McNaughton, Senior Director of Product Marketing at Grinn, about her experience working in product marketing. Olivia explains that product marketing acts as a go-to-market specialist, supporting the product, sales, and customer success teams. Their primary responsibilities include launching products into the market and funneling market information back to the product team. She highlights the importance of aligning with different teams, communicating effectively, and showcasing the value of product marketing within an organization.

The discussion covers various topics, such as defining the roles and responsibilities of product marketing, potential friction points with product managers and designers, strategies for proving the value of product marketing, and the challenges of coordinating successful product launches. Olivia shares her insights and best practices based on her extensive experience in the field.

Olivia McNaughten is the Senior Director of Product Marketing and Partnerships at GRIN, the world’s first and leading Creator Management platform. Prior to joining GRIN, she shaped product marketing for numerous notable SaaS startups, including Yotpo, a Forbes Cloud 100 company, and Rho, a fast-growing Fintech firm.

LinkedIn

→ https://www.linkedin.com/in/oliviamcnaughten/

Episode Details

(1:30) - Guest Introduction

(3:00) - Defining Product Marketing

(6:00) - Challenges in Product Marketing

(12:00) - Proving Value as a Product Marketer

(18:00) - Collaboration with Product Managers and Designers

(24:00) - Product Launch Processes

(28:00) - Biggest Stressors in Product Launches

(30:00) - Stop Doing This: Requests from a Product Marketer