This role is not just running Product Marketing you will be in charge of all of the non-acquisition marketing functions. This includes Content, Brand, Graphic Design, PR, Events, Analysts, and Association relationship on top of Product Marketing. Brand and positioning at a SaaS company are largely influenced by the product and how the messaging of the problem solved is delivered and curated. This is why the Head of Product Marketing will own all of the marketing functions that support messaging and positioning. The ideal candidate will have run teams of 20 or more and have been in charge of all aspects of Brand and Product Marketing Product Marketing will know the most about our customers, competition, and how our solution is different. Product Marketing is responsible for product messaging, product positioning, product launches, sales collateral, and market research. The Product Marketing team will need to work closely with Sales, Marketing, and Product teams to deliver on their scope of work. The Product Marketing team will be experts in customer interviews and surveys to capture the customers’ point of view (POV). Once the customer’s POV has been captured a story is created that clearly articulates how solving the problem is a game-changer for our customers.
There are 4 main areas the Head of Product Marketing will be a boss.
- Customer Research
- Positioning Strategy
- Sales and Product Usage Metrics
Positioning the product requires a dynamic understanding of the customer’s use case. We need to understand what problems we solve and how the elimination of this problem makes our customer a superhero. The ability to interview a customer and uncover what is beneath the surface is critical. However, 1:1 interviews won’t provide enough data to be statistically significant. The Product Marketing team are also experts
in running surveys to produce data and insights at scale. The research skills don’t stop at customers the Product Marketing team knows how our direct competitors solve customer problems. With a deep understanding of the competition, you position us as different and minimize feature comparisons.
Knowing the problems we solve and how we drive our customers’ success is only half the battle. The Product Marketing team has to convert our solutions into a narrative that grabs attention and is memorable. Headlines, subject lines, and talk tracks need to bring context that resonates with our customers. We should be viewed as industry experts because our content is different and always providing value while being entertaining and useful. After customers interact with us they have a better understanding of the problem we solve and why it matters.
The Product Marketing team is translating what the Engineering and Product teams have built to align to our point of view and why how we solve it matters. The features of the products are articulated as benefits that resonate with the customers. Customers use our narrative to describe how successful they are because of our solutions. The category we have built to define the problem we solve is continually paid off with content from the Product Marketing team.
Sales and Product Metrics
Putting forth all the effort to understand the customers and the competitive landscape to craft the perfect messaging will lead to a measurable impact on sales and product adoption. An excellent understanding of the sales and product KPIs is required so you can recognize what metric the tactic or content is going to influence. Knowing what drives a prospect to the next pipeline stage or what onboarding content raises product usage is key when building your communication strategies.
- MQL pipeline dollars
- Product Adoption
TeleSign connects and protects online experiences with sophisticated customer identity and engagement solutions. Through APIs that deliver user verification, data insights, and communications we solve today’s unique customer challenges by bridging businesses to the complex world of global telecommunications.
Our global team consists of the best and the brightest in the industry and we treat them as such. We provide a variety of excellent benefits ranging from the standard: 401(k) matching, free lunches, generous PTO, and flexible schedules to the not so standard: quarterly performance bonuses, in-house massages, our state of the art office with panoramic views of the marina and hills, and so much more! ;)
TeleSign is proud to be an equal opportunity employer. We believe our differences help us create a better workplace, a better product, and a better community. We do not discriminate on the basis of race, color, ancestry, religion, national origin, marital status, pregnancy, sex, sexual orientation, gender, gender identity or expression, age, genetic information, disability, military or veteran status, or any other basis protected by federal, state or local law, ordinance or regulation.
TeleSign also participates in E-Verify and will provide the federal government with your Form I-9 information to confirm that you are authorized to work in the U.S.
TeleSign is an Affirmative Action Employer and as part of the commitment to AAP, it will seek to ensure affirmative action to provide equality of opportunity in all aspects of employment, and that all personnel activities, such as the recruitment selection, training, compensation, benefits, discipline, promotion, transfer, layoff and termination processes remain free of illegal discrimination and harassment based on protected characteristics.
Telesign does not accept unsolicited resumes from individual recruiters or third party recruiting agencies in response to job postings. No fee will be paid to third parties who submit unsolicited candidates directly to our hiring managers or HR team.