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Product marketing as a connector: Bringing teams together and becoming the catalyst for action

Membership content | Leadership | Product Marketing | Articles

I’m Irit Schwartz and I’m the Director of Product Marketing at Digital Turbine.

Before I move into the main topic of this article, I'll tell you a bit about me.

I've spent six years in the product marketing space, five of them leading PMM efforts at Facebook for SMBs.

Last year, I took on the role of Director of Product Marketing at Fyber, which was recently acquired by Digital Turbine, and now I'm building out their product marketing organization.

I've spent 12 years in the advertising industry, first in digital advertising, then moving to traditional advertising, before switching back to digital advertising.

I've moved around quite a bit, from Tel Aviv to Dublin to now being based in London. I'm a proud mom of two, and my girls keep me busy. I'm a relentless coffee drinker. I love everything about coffee and probably should have more coffee right now. That's me in a nutshell.

In this article, I'll explain:

  • What a connector is.
  • How to explain what it is that you do.
  • How to communicate effectively when you're launching a product.
  • What to do when product is speaking about features while clients care only about outcomes.

What is a connector?

I'm here to share my thoughts on how we PMMs are connectors and how we lean on this strength to bring teams together and drive actions.

Let’s delve into that “connector” term for a sec. I first encountered the word connector as a strength in the StandOut strengths assessment, which I did while I was working at Facebook.

The StandOut strengths assessment was created by Marcus Buckingham in 2011. The idea is to identify the strengths or natural talents that people lean on in their day-to-day work and how they can become even better by nurturing these strengths. That assessment identifies nine different strengths and highlights the top two.

Written by:

Irit Schwartz

Irit Schwartz

Irit Schwartz is the Director of Product Marketing at Digital Turbine.

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Product marketing as a connector: Bringing teams together and becoming the catalyst for action