Starting Fresh as a Product Marketer

I’m not new to changing jobs.

I’ve been a product marketer for 5+ years now, but I’ve been in the tech marketing game for more than 10 years. How many more than 10? I’ll never tell.

It’s always hard to change jobs. You want to ensure that your legacy lives on at the previous company, that you’re leaving the place better than you found it.

But you’re also excited for the future. New opportunities, new challenges to tackle. New markets to conquer. New chances to craft a product marketing strategy from the ground up.

How do you balance one door closing while another door opens as a product marketer?

Winding Down at Your Previous Job

In your last week at a product marketing job, it's important to wrap things up professionally and leave a positive impression. Here's a list of things you should consider:

1. Document Processes: Perhaps my number one suggestion is to create detailed documentation for your projects, tasks, and any ongoing responsibilities. This will be extremely helpful for your colleagues who will be taking over your work, especially if they’re not product marketing experts. This step will also make life much easier for the next person who has to fill your shoes!

2. Complete Pending Tasks: Make sure to finish any outstanding projects or tasks you're responsible for. If you're unable to complete something, ensure that you document its status and provide a clear handover to your colleagues or successor.

3. Maintain a Smooth Handover: Things have to get done. You’ll need to pass on your responsibilities to a colleague, so schedule a meeting as soon as possible to provide a comprehensive handover. Share your insights, explain the current status of projects, and answer any questions they might have.

4. Say Goodbyes: Take the time to say goodbye to your coworkers and team members. Express your gratitude for the time you've spent working together and exchange contact information if you'd like to stay in touch.

5. Reflect and Plan: Take some time to reflect on your time at the company, the skills you've gained, and the experiences you've had. Use these insights to plan for your future career endeavors.

6. Update Your Portfolio: You’ve learned a lot at the job. Take some time to update your portfolio and resume to reflect your learnings and accomplishments. Even though you’re moving onto the next job, an updated portfolio is always a good plan.

Remember, leaving a job on a positive note can lead to valuable professional relationships and potential opportunities in the future.

Gearing Up at Your New Gig

Your first few weeks as the product marketing expert at your new company will be crucial for setting the tone and building a strong foundation for your work. Here's a suggested roadmap for your first few weeks:

Orientation and Onboarding

1. Meet the Team: Get to know your colleagues, both within the marketing team and cross-functional teams you'll be working with closely.

2. Understand the Product: Dive deep into understanding the product you'll be marketing. Familiarize yourself with its features, benefits, use cases, and competitive landscape.

3. Review Documentation: Go through any existing product documentation, marketing materials, and past campaigns to understand the messaging and positioning that has been used.

Market and Audience Research

1. Customer Personas: Review and update customer personas to ensure they accurately reflect your target audience.

2. Competitive Analysis: Research and understand the competitive landscape. Identify key competitors and their strengths and weaknesses.

3. Market Trends: Stay up to date with current industry trends, market research reports, and customer feedback.

Messaging and Positioning

1. Elevator Pitch: Craft a concise and compelling elevator pitch that clearly communicates the value of your product.

2. Value Proposition: Develop a strong value proposition that outlines how your product solves specific pain points for your target audience.

3. Messaging Framework: Begin creating a messaging framework that will serve as a guide for all future marketing communications.

Cross-Functional Alignment

1. Meet with Product Team: Schedule meetings with the product development team to better understand the product roadmap and upcoming features.

2. Sales Alignment: Meet with the sales team to gather insights from their interactions with customers and understand common objections and selling points.

Content and Campaign Planning

1. Content Audit: Review existing content assets and identify gaps that need to be filled.

2. Campaign Brainstorming: Start brainstorming ideas for upcoming marketing campaigns that align with product goals and customer needs.

Remember, this is just the beginning of your journey as a product marketer at your new company. Your role involves ongoing collaboration, analysis, and adaptation. Stay open to learning, be curious, and continuously seek ways to improve your strategies based on customer feedback and market trends.

Good luck! 🚀