66. Series 2 | Ep 29 How to Win the Case to Start a Product Marketing Function and Make a Success of It, with Liza Collin, Strategy & Commercialization Director at Visma

In a recent podcast episode, one of our guests defined product marketing as, “The function that helps you carve out a space for your business or product to compete in.”

Sounds important, right? Well, most of the companies currently leading the way in the B2B tech sector would agree. That’s why we’ve seen a steep rise in tech businesses hiring for product marketing roles recently, demonstrating the growing value of this relatively new discipline.

Today’s guest, Liza Collin, named one of the world's 50 most influential product marketeers by the Product Marketing Alliance, talks to Matt Dodgson about how to create and win the case to start a product marketing function in your business, and how to make sure it succeeds.

They cover;

• Why your B2B Tech company should have a dedicated product marketing function in the first place
• How product marketers at Visma are trained up and supported in their roles so they make the impact they can
• What a product marketer at Visma is responsible for
• What background and experience Liza recommends your first product marketing hire should have
• Tips for marketing generalists when interviewing product marketing specialists
• How to setup your first product marketer for success
• Challenges with measuring a product marketers success in the job
• Reasons why product marketing can fail and how to avoid it

And so much more...

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.

If you'd like to be a future guest on the Market Mentors podcast you can apply here.