Intercom’s Director of Product Marketing – Support and Platform, Jasmine Jaume on Stakeholder Management + Establishing Product Marketing

Hosted by: Mary Sheehan

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In this week’s episode, Mary sits down with Jasmine Jaume, Intercom’s Director of PMM. Jasmine shares her insights on stakeholder management and how to build trust and nurture relationships with the product team and other product stakeholders. They also discuss the recent re-brand that Jasmine was a vital part of, and the difference between messaging, positioning, and copywriting. This is one of Jasmine’s specialties, as she’s had experience both establishing and re-establishing these assets at companies that are just starting out, or larger companies who are re-iterating the messaging hierarchy. 

Other talking points:

• Jasmine is a big advocate for curiosity and mentorship 
• Messaging is her jam 
• Using data takes the emotion out of the decisions – it’s not “I think”, it’s “the numbers show…”, “customers are saying..”
• Tools used to drop in on sales calls, be privy to the conversations and what’s resonating and what’s not 

Check out Jasmine's AMAs on Sharebird.
Connect with Jasmine on LinkedIn.

Questions covered in this interview:

1. How do you build great working relationship/s with your PM/s and other product stakeholders?
2. Congrats on the recent rebrand! What role did product roadmap and marketing strategy have on guiding that process?
3. Have you found a good framework to communicate your product roadmap to customers? We're trying to strike a balance of communicating high priority initiatives without getting caught up in exactly timelines?
4. What is your overall process when developing a messaging platform from scratch?
5. What are the biggest obstacles you typically encounter in implementing new messages for a product or service?
6. We often talk about product messaging in the context of a new product launch. Can you share your perspective and best practices for repositioning a mature, market-leading product?