Jessica Shields

Director of Product Marketing, Forescout Technologies Inc.

Content

What are the new trends that would set us up for a great PMM career in next 10 years? I see there is a huge focus on influencer marketing programs these days. Is this something you would recommend to focus on or are there any new skills you would recommend us to develop?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • March 20

In my most recent search, I noticed a real change in the job descriptions for product marketing. Previously, it was more around positioning and go-to-market. Recently, it seems to have morphed into more campaign and social media expertise with the campaign work being product focused (rather than corporate or brand marketing). I've also noticed more demand for public speaking / presentation skills.

937 Views

How early on in a customer's life cycle do you start cross-selling and promoting new products?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • March 17

For small/mid-size businesses, CEB recommended the best opportunity of up-sell is within 90 days.

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What are the most common hurdles you encounter that prevent launches from achieving their goals and conversely are there challenges you prepare for that never really materialize?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • June 22

From my experience in Enterprise SaaS, I would add that companies often inflate the burn-in time for a new software solution to be successful in the marketplace and along with it, how long the sales cycle will be. Quite often they believe that there are a bunch of prospects lined-up to buy when in actuality, there are few. In Enterprise SaaS, there is often a need for a variety of good references which also stall the process.

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What are some messaging courses you would recommend?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • November 25

I would recommend checking out April Dunford's book (she has many interviews / podcasts online as well). She wrote a book called Obviously Awesome. https://www.amazon.ca/Obviously-Awesome-Product-Positioning-Customers-ebook/dp/B07PPW5V9C As for additional courses, I would recommend some storytelling courses. Coursera has a few. This is an area I am researching as well.

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Looking for great examples of websites targeting developers. Anyone know of companies that are doing this really really well?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • March 14

I think Digital Ocean (https://www.digitalocean.com/) does a great job!

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Shameless plug question. What roles are open on your team?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • October 27

There is no better time to join Extreme Networks! I have an open role for a Product Marketing Manager, Cloud Enterprise. We are open to new product marketers as well as seasoned pros. Lots of opportunity to shape messaging and lead our most strategic portfolio. Please reach out to me on LinkedIn for a chat https://www.linkedin.com/in/jashields/

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How can you prove to hiring managers in the interview process that you can hit the ground running as someone transitioning to product marketing?

Jessica Shields

Forescout Technologies Inc. Director of Product Marketing • August 27

I have found that creating a sample 30-60-90 day plan (just a one slide with a small grid) based on how you would approach the position and challenges that were discussed. Ask to take 5 minutes on a Zoom call to walk the hiring manager through it and position it in such a way to level set how that you are on the same page.

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