This article is based on Karen’s brilliant talk at the Product Marketing Summit in Tel Aviv. You can watch the recording in its full unedited glory here, and head to your membership dashboard to watch even more fabulous talks OnDemand.
Hi there! I’m Karen Sheffer, the Director of Product Marketing at Hibob. Today I’ll be sharing how product marketing helps accelerate growth in organizations. I’ll also equip you with some real-life strategies that you can use to scale product marketing for internal and external success, based on actual events that happened at HiBob.
Moving HiBob from the BCE of PMM to the CE of PMM
I joined HiBob four years ago, when we were a product- and tech-heavy organization of only 60 people. From a product marketing perspective, it felt prehistoric!
Product managers planned features, developers built features, and product managers even wrote help articles in Hebrew-ish (a fun mash-up of Hebrew and English). It was not pretty. How could customers learn about new features if product managers were the only ones working on them? My challenge was to bring HiBob into the modern age of product marketing.
So, let’s talk about how I tackled bringing product marketing into this product- and tech-heavy organization. I felt like that white bear on the right – all of our products and features were going into this deep freezer, and you couldn’t get at them even if you wanted to. I had to become that frazzled brown bear, frantically getting them out.
So how did we make this happen? How did we get the features flying off the proverbial shelves? Let me show you.
