In today’s episode, I speak with product marketing expert and consultant Tamara Grominsky, who is the former Vice President of Product Marketing at Kajabi and Unbounce.  Have you ever asked questions such as: “How do I hire a good product marketer? What skills should they have? And how should we measure product marketing?” In this episode, Tamara and I answer those questions and more. You will learn:  * The key responsibilities of a good product marketer. * Why product marketers should know the product better than product managers. * The differences between sales-led and product-led go-to-market strategies, plus the importance of mapping the buying journey and equipping the sales team with the right messages. * The need for founders to be realistic about the skills and experience required for a startup product marketer. * Why product launches don't need to be big or expensive to succeed, but they do need to be intentional about who the launch is for. * Lessons from how Michelin Guide was launched to encourage more driving, with star ratings for destinations. * The benefits of analyzing existing customers to identify best fit for product and value proposition. * Why you should avoid creating marketing personas that are too fictional and instead create segment profiles that are based on quantitative data. — If you want to skip ahead:  (3:27) Product marketing role and responsibilities.  (6:47) Product marketing challenges and hiring tips.  (12:24) Product launch strategies.  (16:08) Identifying target audience for product launches.  (20:13) Segmentation in marketing.  (25:10) Identifying customer segments.  (29:01) Product marketing personas.  — Connect with Tamara Grominsky on LinkedIn:  https://www.linkedin.com/in/tamaragrominsky/  Subscribe to “PMM Camp,” Tamara’s newsletter for product marketing leaders: https://newsletter.pmmcamp.com/subscribe  — Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:  Work with April: https://www.aprildunford.com/contact  April’s newsletter: https://aprildunford.substack.com/  April’s LinkedIn: https://www.linkedin.com/in/aprildunford/  April’s Twitter/X: https://twitter.com/aprildunford  — Mentioned in this episode:  * PMM Camp, Tamara’s community for product marketing leaders: https://www.pmmcamp.com/  * The Leap, a platform by Thinkific that creators can use to create and sell digital products: https://www.theleap.co/  — Get April Dunford’s books and audiobooks:  “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.” “Sales Pitch: How to Craft a Story to Stand Out and Win.” Amazon US: https://amzn.to/49l0ZRY  Amazon Canada: a href="https://amzn.to/4ac9hgt" rel="noopener noreferrer"...