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Product Marketing Crash Course: What it is, why it matters and how to do it

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How do you position your product? Develop messaging? Go-to-market? Manage product release cycles and communications?

One of the most critical, yet often misunderstood growth levers is product marketing. This cross-functional role sits at the intersection of product, marketing, sales and customer success. It involves a lot of moving parts and the ability to quickly accumulate the knowledge and context needed to iterate better, faster.

In this session, we’ll deconstruct the role of product marketing and how startups should think about it early on and as they scale.

This includes:

  • What product marketing is (and what it isn’t)
  • Strategies, tactics and frameworks to execute on key product marketing activities
  • How to structure and integrate product marketing at different stages of growth

Hana Abaza

Hana Abaza

Head of Marketing, Shopify


Thue Madsen

Marketing Operations Manager, Kissmetrics