Episode 127: The Launch with Yasmeen Turayhi

The Launch with Yasmeen Turayhi

Product Marketing Managers go through trying times, but possibly the moments where these stresses are most concentrated are when their function is initially being formed, and of course when a new product is being launched. Key decisions are made at these times, and they are extra stressful when you have to make those decisions in a vacuum, without a formulated strategy to guide its development.  

Our guest’s book takes you through a dry run of this whole process. It gives you questions that begin at the genesis of a product, following through topics that you ought to readily answer at that particular stage. 

By testing how well you’re able to answer those questions, you can catch any gaps before they turn into stress-inducing all-night work marathons.

Yasmeen Turayhi is an authority on  product management. She’s taught Bootcamps and workshops for Global companies and universities such as Harvard and MIT, and been a mentor at Founders Institute.

In addition to her three books on this subject,  she has also written dramatic screenplays, one of which was feted at International Film Festivals in Beirut and Hollywood. She is the host of “Gateways to Awakening” a podcast dealing with wellness, personal development, and higher consciousness.

People/Products/Concepts Mentioned in Show

Yasmeen’s twitter profile

Yasmeen’s LinkedIn profile

Yasmeen’s Instagram profile

Yasmeen’s Medium profile

Yasmeen’s book “The Launch”

Yasmeen’s Latest book, “Breaking into Product Marketing”

Jobs To Be Done framework

Ed Catmull’s book Creativity, Inc.

Evelyn Watts

Episode 126: Lean B2B, with Etienne Garbugli

Lean B2B Etienne Garbugli

Unicorn, Incubator, Angel, Seed round, Pitch deck, CAC & CLV. These are all buzzwords used by startups. 

There is one word that’s used in startup culture which, unlike the buzzwords, is grounded in reality. Its methodology nudges them to design products that fit the dire needs of the early adopters, and then ride a wave of growth as the wider mainstream market adopts it. 

We call this methodology Lean and from Eric Ries on down, there have been some great founders who have taken time  out and written down how they have implemented lean.  Today’s guest is one of those people. He thought there ought to be a book explaining the differences in the lean approach when you’re in B2B. 

The resulting book,  “Lean B2B: Build Products Businesses Want”, guides those of us in these kinds of startup companies just as well as direct to consumer folks are helped by the best lean books out there that revolve around B2C. I know that B2B product Marketers, especially those trying to  generate demand for new products, will be keen to hear the methods in this book.

Etienne Garbugli is a five-time entrepreneur and in three of those, he was a Founder. Feeling he should help  other entrepreneurs and innovators build products for this market, he released Lean B2B initially in 2014 and the second edition in 2022. He is also the author of the books: Find Your Market, The SaaS Email Marketing Playbook, and Solving Product.

People/Products/Concepts Mentioned in Show

Etienne’s Twitter profile

Etienne’s LinkedIn page

Etienne’s Medium page

Lean B2B Book website

LeanB2B podcast

Dixon & Adamson’s ‘The Challenger Sale’

Sean Ellis PMF survey

John Cutler, creator of ‘Your Customer’s World’ Venn diagram:

Episode 125: Loved, with Martina Lauchengco

Loved, with Martina Lauchengco

This episode is the first in a series on product marketing. In my opinion, this is one of the toughest roles someone can have in a company. As its two-word name suggests, it sits in no-mans land between other well entrenched corporate functions. Yet, to get external clients to fall in love with what you make, you’ve got to have good product marketing. 

As squishy as the concept of Love is, it’s what today’s guest chose as the theme for her book on Product Marketing, which came out in 2022.   

Martina Lauchengco is the product marketing partner at SVPG (Silicon Valley Product Group) and a partner at Costanoa Ventures, a boutique early-stage venture capital firm. Those positions combined have her advising Fortune 500 companies and early-stage startups on product marketing.  Her writing has been featured in TechCrunch and VentureBeat. Prior to this Martina worked at Microsoft and Netscape after receiving her BA and MA from Stanford.

She lives in San Francisco with her husband and two kids, and lectures at nearby Berkeley in their engineering graduate program.  

People/Products/Concepts Mentioned in Show

Pocket vs Instapaper

Questions Product Marketing Managers should ask about users:

  • What are they trying to do?
  • Do they recognize and prioritize this problem?
  • What is motivating them to solve the problem?
  • What compels them to take action?
  • What in this product delivers the most value?
  • Who is most likely to value and buy this product?
  • What starts the journey toward acquiring the product?
  • How might a product get discovered and become more desired over the entire journey?
  • How might we reduce friction in acquiring the product?

Malcolm Gladwell

HEART metrics: 

  • Happiness 
  • Engagement 
  • Acquisition 
  • Retention 
  • Task Success 

The book’s Amazon page: “Loved: How to Rethink Marketing for Tech Products”

Martina on LinkedIn

Episode 119: Digital Marketing Analytics, with Kevin Hartman

As Google’s Chief Analytics Evangelist, Kevin Hartman is responsible for leading the design, implementation, and evolution of programs and approaches that help businesses around the world realize the opportunities presented by data. 

Kevin has a proven track record of building large, global, high-functioning analytics organizations from scratch and deep experience in leading large profit & loss centers and cross-functional teams, identifying business opportunities, and creating effective marketing programs. He has also written “Digital Marketing Analytics: In Theory And In Practice” which is now in its second edition.

Kevin’s decades of work in the digital analytics space, with most of that time spent leading large analytics teams at a major global advertising agency and Google. He has taught analytics for nearly 10 years at Universities near to his home, such as The University of Chicago, The University of Notre Dame, and The University of Illinois.

People/Products/Concepts Mentioned in Show

Episode Reboot:

look into Kevin’s course on ELVTR

Episode 118: Converted, with Neil Hoyne

Converted, Neil Hoyne

In digital marketing, we’re all striving to do what works. Yet whether we’re in-house or at an agency, we’re basing our definition of what works on a small sample size. Honestly, none of us can zoom out far enough to the general traits of successful marketing. That is, unless you’re someone who’s tasked with measuring marketing data at the organization with the single-largest quantity of it on the planet. 

My guest has gained a lot of insight on successful sellers in his role as Google’s Chief Measurement Strategist, where he has led over 2,500 engagements with the world’s biggest advertisers. He is a Senior Fellow at Wharton and holds degrees from Purdue University and UCLA. And in his book “Converted: The Data-Driven Way to Win Customers’ Hearts” the difference (I’m simplifying here) is that the  best ones humanize their funnels for their buyers. 

“Wait,” you say, “we already know  how to treat people nicely, we’ve known how to do that since humans have been around. You’re right, yet it’s surprising how we lose the human element is when we move commercial interactions online. My guest wants us to learn – or more correctly, relearn how to make our marketing more human. 

People/Products/Concepts Mentioned in Show

Episode Reboot