Shane Robbins for Product Marketing Summit - Seattle

May 13, 2022

Video Transcript

Speaker: Shane Robbins

Shane Robbins: Hi! I'm Shane Robbins, Director of Product Marketing for Cloudbeds. We're a hospitality management platform headquartered in San Diego, but operating remote first. my team is focused on go-to-market, positioning & messaging, competitive intelligence, sales enablement, and analyst relations among other areas. Over the past 16 years, I've built my product marketing skills across large, heavily matrix companies like Booking.com and Microsoft, and two hydro startups. During this time I worked in global and regional roles across the US, UK and Netherlands, where I continued to build my craft around working cross-functionally to build full-funnel marketing plans and best practices, scaled both for B2B & B2C products. I came to the Product Marketing Alliance about three years ago while working at Booking.com and I've been a daily user of the templates, content and Slack community ever since. Personally, after eight years of living in London & Amsterdam, my wife and I came back to Seattle in 2020 and moved just South of here.

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

Shane Robbins: During the summit, I'm going to be hosting on day two, but also leading a panel discussing the difference in product marketing when it sits in the marketing organization versus the product organization.

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

Shane Robbins: The most effective piece of wisdom that I have learned so far in product marketing is that there's hardly ever an exact right answer, but there's usually a framework and a process to help you think through the best approach.

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

Shane Robbins: The three sessions I'm most interested in seeing, among all the other great content, is "Delivering Content with Context" from Jarod Greene at Highspot, "What Improv & Stand-Up Comedy Has Taught Me About Positioning & Messaging" from Gary Galloway at Adthena, and then one that is always close to my heart, "Achieving Clarity on Quantifiable Metrics".

Produced with Vocal Video