Yi Lin Pei is 3x PMM leader turned coach, advisor, and founder of Courageous Careers where she’s helped 400+ product marketers navigate their career. We discuss:Product ships on a weekly basis. At the same time, marketers can pump out endless content. But the customer’s ability to absorb product change doesn’t work like that. How to navigate this disconnect and why your checklist launches don't work anymore.Here's the LinkedIn post we mention that talks about the GTM Launch Canvas: https://www.linkedin.com/posts/yilinpei_productmarketing-productmanagement-launch-share-7429939301456703488-9Giz/Jump in:03:06 Traveling to Scotland07:15 Checklist launches and their pitfalls11:11 Reevaluating launch strategies with first principles thinking12:32 Implementing phased product launches and public beta testing15:28 The value of building in public and transparent launches17:12 The GTM Launch Canvas19:12 The book 'Loved' and its influence20:03 The effectiveness of a one-page go-to-market canvas23:00 Unlearning cookie-cutter launch templates24:37 First principles thinking in product marketing27:55 Aligning messaging themes with customer and market needs30:33 Innovative marketing tactics like physical events and street campaigns32:21 The importance of brand and storytelling in B2B launches33:11 Building a product marketing team: vision, structure, and traits36:06 The evolving role of the "superPMM" and future skills40:25 The importance of strategic thinking and mini GMs in marketing44:38 Using insights from business analysis to drive product success46:24 The real role of product marketing in business strategySubscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.Yi Lin on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/yilinpeiYi Lin's newsletter: www.courageous-careers.com/newsletterAnna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Newsletter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠One Insight⁠⁠⁠

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