Product Marketing with Kristine Newman

FiredUp! - The Startup Marketing Podcast

A product marketer truly sits in the middle of the marketing team, the sales team, the product team, and the customer. They must be able to speak everyone’s language while also understanding the positioning of the product, audience, and competitors so that they can get the appropriate exposure and stand out. Today’s guest, Kristine Newman, VP of product marketing at Shoreline.io, knows how to position the product to create a magnetic pull of energy from the right audiences. This week, episode 18 of the FiredUp! podcast is about product marketing strategies.

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In this episode of the FiredUp! podcast, Kristine Newman shares how a product marker is a key part in highlighting how the product can address the customer’s precise pain point early on and actionable steps you can take right now to create a cohesive and aligned product message between every step of the buying cycle.

Kristine Newman has 20 years of experience in marketing and product, focused on areas of GTM strategy, messaging and positioning, digital marketing, and integrated marketing campaigns. Before her role as VP of Product Marketing at Shoreline.io she was the VP of Product Marketing at SalientMG. And before that, Kristine was a Director of Marketing at Petco, and an SVP of digital Products and Solutions at BCW Global, one of the world’s largest, full-service, global communications agencies. Previously, Kristine worked at start-ups that enabled digital marketing programs for clients including Coca-Cola, Procter & Gamble, and MapQuest. She spent the first eight years of her career as a technology consultant at Accenture.

Kristine, Morgan, and Nicole discuss:

• How a product marketer differs from a product manager and when the hand-off between the roles takes place.
• The value of having a product marketer on your startup team day 1.
• It is critical to align messaging across all teams to ensure consistent customer experience throughout every funnel level.
• How product marketers play a role in increasing the effectiveness and efficiency of all go-to-market efforts.
• AI’s impact on the role of product marketing and tools that are paving the way.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

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Shoreline.io

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Chapter

1. Product Marketing with Kristine Newman (00:00:00)

2. Product marketing roles, responsibilities, and collaboration with product management. (00:02:21)

3. Aiming to improve customer experience by aligning messaging across departments. (00:15:44)

4. How product marketers collaborate with various teams (00:20:12)

5. Accelerating product adoption through message testing and paid media. (00:25:17)

6. AI's potential to revolutionize marketing (00:32:46)

7. Producing high-quality, unique content is crucial for success (00:39:27)

8. Smart People, Dumb Questions Segment (00:42:38)

9. Fired Up Five Segment (00:45:08)