Main takeaways: - What is PMF - What does PMM do - How to work with PMM

1. www.productschool.com
PMM & Product-Market Fit by fmr
Facebook Product Marketing Lead

2. CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
20 HOURS40 HOURS40 HOURS

3. Corporate
Training
Level up your team’s Product
Management skills

4. Free Product Management Resources
BOOKS
EVENTS
JOB PORTAL
COMMUNITIES
bit.ly/product_resources
COURSES

6. Copyright: Carolyn Bao
Product Marketing
overview
for Product School
Lessons learned from Silicon Valley
By Carolyn Bao
Marketing executive and educator
bao.claritycoaching@gmail.com

7. Copyright: Carolyn Bao
Introduction -
Carolyn Bao
● 15+ Digital & Product Marketing experience with
high tech products in Silicon Valley
● Faculty of Management and Entrepreneurship for
MBA@Rice University
● Product marketing lead for QuickBooks Online
Advanced
● Experiences include: Facebook Global Product
Marketing Lead, BrightEdge Sr. Product Marketing
Director, Visa Marketing Director and Yahoo Global
Product Marketing Manager
● Holds MBA from Emory University

8. Copyright: Carolyn Bao
Success business have different winning
formulas
* Source: Financial Times， 2019 top 10 most valuable brands

9. Copyright: Carolyn Bao
Those who fail, share the reason - lack of PMF

10. Copyright: Carolyn Bao
Most startups failed due
to lack of Product Market
Fit (PMF)
Improving PMF is the
core value added by
Product Marketing
function
Source: CBInsights

11. Copyright: Carolyn Bao
What is Product Market Fit (PMF)
Product/market fit means being in a good
market with a product that can satisfy that market.
- Marc Andreesen, The Only Thing That Matters

12. Copyright: Carolyn Bao
Lack of PMF
● Customers complain that the price is too high
● Customers are not sharing about this product
● The usage of the product is not growing
much
● Media coverage of the product is luke warm
● Sales cycle seems very long and many deals
might never materialize
Have PMF
● Customers are buying your products off the shelf as
quickly as you can finish making it
● Usage has gone up so much that you have to keep
adding servers to handle the surge in demand
● Customers are paying without delay and your bank
balance keeps growing
● You need to hire lots of customers service and sales
reps to deal with the growing customer demand
● Media have been calling your phone off the hook,
wanting to “talk about your new product”

13. Do not forward or copy without authorization. Copyright: Carolyn Bao
Your product has PMF when your
customers are willingly helping you
to sell your products
The one main signal of having PMF

14. Copyright: Carolyn Bao
Having PMF is a big bang event
4 Myths about PMF
Once you have PMF, it’s hard to
lose
It’s obvious if you have PMF or
not
Once you have PMF, you don’t
need to worry about competitors

15. Copyright: Carolyn Bao
What do
PMMs do
● Messaging, positioning
● Packaging and pricing
● Buyer and user personas
● Buyer’s journey
● Use cases
● Channel plans
● Asset planning
GTM
● Codify user and buyer persona:
jobs-to-be-done, pains, gains at individual
level
● Marketing claims
● Success story + testimonials
● Messaging customer fit
● Product market fit
● Loyalty, advocacy and upsell
Grok the customers
● Customer Problem investigation &
identification .
● Competitive Intelligence Analysis
● Market/ Trend Analysis
● Channel Prioritization
● Product Market Fit Analysis
Inbound - influence product
roadmap

16. Copyright: Carolyn Bao
How PMM differs from traditional marketing
Awareness
Traffic
Awareness
Traffic
Activation
Revenue
Retention
Referral
Traditional Marketing Product Marketing
Activation
Revenue
Retention
Referral
PMMworkscloselywiththeir
productteamsacrossallthese
metrics

17. Copyright: Carolyn Bao
How do companies organize their PMM functions
Outbound PMM -
Integrated campaign,
Sales enablement,
Channel marketing
PMM - Customer
persona refinement
High importance
Lower importance
PMM - Inbound,
Strategy, Alpha, Beta,
Pricing, Packaging,
Positioning &
Messaging
Outbound PMM -
Marketing
communications，
Sales Enablement，
Channel Marketing
PMM - GTM of new
features, messaging,
industry events,
content marketing
PMM - customer
marketing, some
inbound
Company's
business model
PMM - Inbound
Operational Excellence Operations + Innovations Innovation Driven

18. Copyright: Carolyn Bao
Example: Visa PMM focuses more on outbound work
Product
Marketing
Manager
(Brand owners)
Product Manager
Product Analyst
Technical Lead
Creative agencies
(external)
Digital marketing
agencies
(external)
Sales/CS
Web marketing
Organize information from
upstream and develop value
proposition, positioning,
messaging and integrated
marketing plans
Upstream:
Shape the products
Downstream:
Promote value prop
and messaging

19. Copyright: Carolyn Bao
Example: Facebook inbound PMM focuses on
inbound work
Inbound Product
Marketing Manager
Product
Manager
Data Scientist
Research
Creative teams /
Web marketing
Sales
Customers support
Organize product “source of truth”,
define packaging, positioning,
pricing and go-to-market strategy
But not responsible for when
promotional content is distributed
Upstream:
Shape the products
Downstream: Promote
value prop &
messaging
Inbound PMM
Customers/
Influencers /
Analysts
Bring product launch feedback
to product team and influence
future product roadmap

20. Copyright: Carolyn Bao
Create the
content
Define target
persona
1
2
3
COPE
4
Test and
improve
5
Define your
product’s “story”
GTM planning includes positioning, messaging
and impacts integrated marketing campaigns
Growing business from 0 to 1

21. Copyright: Carolyn Bao
How to best work with PMMs
Communications
Trust
Integrate
Leverage
Product Roadmap
● Next week
● Next month
● Next quarter
● Next year
● Impact of upcoming
features
Feature information
4-6 weeks before GTM
● Name
● What
● Why
● For whom
● How
● Screenshots
● Competitive insights
● TImeline
Alpha & Beta
● Discoverability
● User benefits,
● Business benefits
● Possible to advocate,
Possible to quote
publicly
● Messaging validation
Product growth
● GTM
● Product analytics
● Feature
discoverability
● Retention ideation

22. Copyright: Carolyn Bao
When do
tensions
occur
Product roadmap and prioritization
GTM timing and resource planning
Feature discoverability
Feature usage and retention

23. Copyright: Carolyn Bao
Visit: bit.ly/Carolyn-PMM-Overview
Thank you
Email: bao.claritycoaching@gmail.com

24. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training