Any advice on pivoting towards Product Marketing from Paid Media?

Disney
lokuspokus

Go to company page Disney

lokuspokus
Oct 5, 2021 8 Comments

Hi everyone,

I've been watching a ton of YouTube videos and listening to Podcasts on product marketing & I'm really interested in becoming PMM. I've also been reaching out to people in the industry to learn more about how I can break into this newer career path.
Would love any thoughts on the role, things to look out for, highs/lows of the PMM job, and how to make the move!

Currently in Paid Media
YOE: 3.5
TC: $100k ($90k base, $10k signing)

Appreciate this community 🙏🤝
#ads #marketing

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TOP 8 Comments
  • Fastly
    NoUsrnm

    Go to company page Fastly

    NoUsrnm
    You should look at smaller companies IMO - look for consumer, B2B2C or B2SMB companies where they’ll have PMM roles more geared toward growth/pipeline and lower, more flexible YOE requirements (ie 2 yrs in any marketing might get you in the door).

    going small first, you benefit from the breadth of experience you get - extremely valuable as PMM means a million different things at every company, the more you’ve done the more flexibility you’ll have later in your career, potential for faster growth - PMM is incredibly stagnant at large companies, and you’ll have more impact.

    My first PMM role was at a large company and so much of my “work” was making the case for some research some research firm did for us or managing the agencies creating my content. Interviewing after that job was so hard given how little I actually did. I went to a smaller company after where I actually ran beta’s, talked to customers, designed surveys, tested lading pages and campaigns, sat with product, created content for every part of the sales and marketing funnel including creating an onboarding nurture series - ie directly impacted the company. A good portion of my portfolio and processes and frameworks I use to this day came from my stint at a smaller company.
    Oct 7, 2021 2
    • Disney
      lokuspokus

      Go to company page Disney

      BIO
      Looking to pivot towards Product Marketing, currently in Paid Media. Any tips/referrals would be greatly appreciated 🙏🤝 have a 🔥 day, let's get this 🍞🍞😤
      lokuspokus
      OP
      Appreciate the insight! So conflicted cause I do want to work at a larger comp , but understand what you're saying about having more impact at a startup /smaller company. Will definitely keep that in mind and my options open as I explore
      Oct 8, 2021
    • Fastly
      NoUsrnm

      Go to company page Fastly

      NoUsrnm
      It’s going to be hard to compete at a bigger company with no PMM experience given the sheer # of applications they’ll get. It’s always possible, but like I said, the flexibility you’ll have moving forward having been a full stack PMM will be extremely valuable as opposed to the niche responsibilities and work at a big company. Also, small != no name - people who tend to want to stick to big companies, name recognition seems to be a big part of it (and wanting an easier job), plenty of reputable startups in the 200-500 employee range that will be just as good on a resume as a big company.
      Oct 8, 2021
  • I would look at consumer PMM roles that focus more on growth aspects - where your Paid media experience might be useful. Another avenue is to do a stint on brand marketing and then pivot to PMM (will take longer).

    There are two types of roles in PMM in large companies (like LI) - inbound and outbound
    inbound focuses more towards product ; outbound towards customer enablement or user growth.

    If you go to a startup - PMM will own the entire spectrum. However, you might get stuck with just creating content - which is what's required at a startup. Not my favorite area personally, but depends on what you want.
    Oct 5, 2021 2
    • Disney
      lokuspokus

      Go to company page Disney

      BIO
      Looking to pivot towards Product Marketing, currently in Paid Media. Any tips/referrals would be greatly appreciated 🙏🤝 have a 🔥 day, let's get this 🍞🍞😤
      lokuspokus
      OP
      Wow thank you so much for the detailed insights! I'm definitely more interested in a larger company like Linkedin vs. a startup, but I've seen a lot of job descriptions require "x years of product marketing experience", which had made me hesitant to apply since I've worked mainly in Paid media. Makes sense on looking for more consumer PMM Media.

      Would love to DM about your current role, if you're open!
      Oct 5, 2021
    • sure! sending a DM.
      Oct 5, 2021
  • Disney
    yNWY24

    Go to company page Disney

    yNWY24
    Have you chatted with anyone on the PMM team at your company?
    Oct 13, 2021 1
    • Disney
      lokuspokus

      Go to company page Disney

      BIO
      Looking to pivot towards Product Marketing, currently in Paid Media. Any tips/referrals would be greatly appreciated 🙏🤝 have a 🔥 day, let's get this 🍞🍞😤
      lokuspokus
      OP
      I have!
      Oct 15, 2021