Articles by Yasmeen Turayhi
- Why Do So Many Startups Get Product Marketing Wrong?
Yasmeen outlines a 3-step process for product marketers to help companies understand the role and determine when to hire one. The first step is understanding company goals and the product's growth stage. The second step is defining where the product marketer can make the biggest impact through activities like customer research, positioning, and planning launch execution. The third step involves implementing the go-to-market strategy. However, companies often fail by hiring product marketers too late without allowing for customer research first. An effective approach is to hire a product marketer as early as the product manager to help ensure customer adoption is considered from the start of product development.