Anna Borbotko for Product Marketing Summit (Amsterdam)

April 19, 2022

Video Transcript

Speaker: Anna Borbotko

Anna Borbotko: Hi my name is Anna Borbotko and I'm a product marketing leader at TomTom.

What will you be discussing at the upcoming Product Marketing Summit?

Anna Borbotko: At the upcoming Product Marketing Summit in Amsterdam, Silvia, Ginevra and I will be hosting a panel discussion on "Combining Growth & Product Marketing Techniques to Reinvent Personas". We've been doing personas for ages, personas are neat, simple constructions that would pin to our walls, but people are messy and complex. So during the panel discussion, we will talk about how we as product marketing professionals can improve our thinking and methodology for such a powerful concept.

What nugget of wisdom are you hoping to leave attendees with after your talk?

Anna Borbotko: We hope to enlighten you that personas are not about colour of the shoes, age, colour of your eyes, family status and gender. In fact, those characteristics should be put at the bottom of your personas canvas. Otherwise, we just make ourselves be a subject of primary effect and primary effect tells us that things that are presented first will be remembered best. And we hope in our panel discussion to convince you that personas should be more about struggles, context and desired outcomes.

Which other sessions are you looking forward to watching at the Product Marketing Summit?

Anna Borbotko: I'm also looking forward to attending a thought leadership on "Product Marketing is a Terrible Name for What We Do", and "We Should Always Start with the Audience", as well as the panel discussion "Building & Scaling a Cross-Functional Operating Model", and networking, of course.

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