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Bobby Caruso CareerPlug Work Simulation
Section 1: Launching Products
Section 2: Competitive Intelligence
Section 3: Customer Learning
Section 4: PMM Core
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Section 4: PMM Core

Of all the core competencies of product marketing which 3 do you excel at and why?
Bobby Caruso
GTM, Pricing/Packaging, Competitive Intelligence, Win/Loss Analysis, Positioning, Messaging, Qual/Quant research, Customer Feedback, Customer Research, Adoption, Customer-facing team enablement, Sales Enablement, Buyer/User Personas, JTBD, Storytelling, etc.

Messaging:

Building on a journalism education, I began my career in social media for some of the biggest brands, and I quickly developed a strong and adaptable voice. Whether was covering celebrity divorces (Brangelina!), royal news, or tragic breaking news — I was the messenger to a combined following of over 32 million. I used this same approach when I joined Thrive Global to work in executive communications. Using Arianna Huffington’s platform as the most followed woman on LinkedIn, we created a messaging strategy around the future of work, mental health, and product news — leading to record growth. This was the foundation for which I built our product marketing function. I have become the in-house expert for making sense of the most complex product updates — turning Epics and PRDs into one-liners and landing pages. I’ve learned how to create messaging across audiences including prospects and buyers (landing pages and SDR cadences), internal stakeholders (weekly PMM meeting, GTM briefing docs, and internal roadmaps) existing customers (product roadmaps, customer collateral, B2B2C messaging), and users (knowledge base and product update newsletter).

Customer-facing team enablement:

Building on a strength in messaging, I have built a strength in creating certainty and comfort for customer teams. By building strong FAQ documentation, hosting feature walk-throughs, offering to join customer status calls, and presenting roadmaps internally and externally — I have been able to arm our customer teams with everything they need to know about a feature release. This has included email drafts that they can use to share their customers, 1-pagers they should attach, and even social media messaging to reach their network in another way.

Buyer/ User Personas

Before even creating our product launch tiering framework, I established our user personas. By understanding our current usage patterns, buyer breakdown, and target customers, I was able to develop robust personas for both our users and buyers that included their pain points, “day in the life” usage patterns, and feature wishlists. As user research and customer feedback come in I make sure it is filtered into the relevant personas and that each launch has customized messaging for different personas and a great understanding of which persona it will be most relevant for.
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