Learn about transitioning into Product Manager roles and taking it a notch up by thinking like a marketer. Ashwini Lahane, Product Manager at Amazon Web Services, discussed the importance of marketing tactics for Product Managers. She talked about what you should know when transitioning to a Product Manager role, what are the traits of a good Product Manager and how product management and product marketing fit together.

1. Why Product Managers Should Think Like
Marketers by Amazon PM
www.productschool.com

2. FREE INVITE
Join 22,000+ Product Managers on

3. COURSES
Product Management
Learn the skills you need to land a product manager job

4. COURSES
Coding for Managers
Build a website and gain the technical knowledge to lead software engineers

5. COURSES
Data Analytics for Managers
Learn the skills to understand web analytics, SQL and machine learning concepts

6. COURSES
Blockchain and Cryptocurrencies
Learn how to trade cryptocurrencies and build products using the blockchain

7. Ashwini Lahane
TONIGHT’S SPEAKERS

8. Why Product Managers Should Think Like
Marketers?
(If there is time, we’ll talk about unicorns)

9. Speaker
Ashwini Lahane
Product Strategy, Marketing & Growth @Amazon Web Services
● AWS Security, Identity & Compliance
● Tech enthusiast: Engineer turned Marketer
● Previous gigs:
○ 300 late-stage to IPO: Product strategy, marketing,
engineering
○ Series A to Series B: Branding, GTM, Fund-raising
○ Series B to Series C: Head of PM - Strategy, GTM, Fund-raising
● LinkedIn - https://www.linkedin.com/in/ashwinilahane/
● Personal site - http://www.stirrednotshaken.me/

10. Career Path - The Accidental Marketer
Product, Marketing,
Strategy & Beyond...
Experimenting as a
product person
AI, ML, Computer
Vision, Cybersecurity!
Build more cool stuff
Let me use all the cool
engineering stuff I learned
for a big corp
Computer
Engineering it is!
Parents rule!
Born in 198x
The transition -
Learn to think like
Product Mgr/Marketer
Grad school
beckons
“PM”
To be or
Not to be
Wait! I know how
to build. What
happens after?
What’s for
undergrad?

11. Product Management and Product Marketing
Customer
Go-to-market plan
Messaging
Positioning
Pricing
Competitive - Market
Analyst Relation
PR
Spokesperson
Content - Lead Gen
PreSales Support
Product Launch
Collateral
Product Management
Beta
Demo
Project Plan
Product Training
Use Cases
Roadmap
Revenue
GA
Alpha
Product Requirements
Feature Requirements
Release Management
Product Architecture
Post Sales Support
Documentation
Compatibility
Buy vs Build
QA
Product Marketing
Engineering
Sales
Research
Project
Management
Corporate
Mktg
Digital Mktg
Biz Dev
Content Mktg
Analysts
Public Relations

12. Product Manager with an Edge
Product
+
Growth
+
Data
+
Marketing

13. The Modern Product Manager
Product
+
Data
+
Marketing
+
Growth
➔ Wait! What do you mean people don’t understand
my product?
➔ Why am I building this product?
➔ I really have a strong “gut” feeling about this,
maybe?
➔ How do I get more users adopt my product?

14. Product
“The Art of Creating”

15. Products today are more assembled
than written
User login
Process payments
Send SMS
Search and indexing
Debugging & Logging
Search and indexing
Interactive tutorials
Voice calling
Database

16. Be Customer Obsessed
Start with the customer and work backwards

17. Not So Obsessed

18. The Empty Chair
The most important person in the room

19. Understand Customer Pain Points
“Speak to your audience in their language about what’s in their heart.”
– Jonathan Lister
● Understand
● Empathize
● Validate

20. Data
“Show Me the Data”

21. Data - You New BFF
● Customer feedback
● Sales Data
● Analyst Reports
● Popular Publications
● Competitive*

22. Right Tools for Data
● SalesForce
● Excel
● R
● Business Intelligence -
Tableau
● DIY

23. Marketing
“Solving the Identity Crisis”

24. Marketing = Applied Psychology
Tell the story right.
Tell the right story.

25. “If you're in Product Management, you're in Marketing”
“So what?”
“Why do I care ?”

26. Marketing - The 4 Ps
● Product
● Place
● Price
● Promotion

27. Growth

28. The Elusive Growth Hacker

29. The Elusive Growth Hacker
Awareness
+
Adoption
+
Retention
+
Revenue

30. The Modern Product Manager
You

31. How to Prepare for a PM Role?
● Be strategic
● Find your product-market fit
● Study the industry
● Stay updated
● Shadow PMs/customer facing teams
● Find mentors
● Pet projects/ Volunteer
● Find your niche
● “Market” yourself well
Make incremental changes

32. Resources to get started
● Industry reports: Forrester, Gartner,
IDC, etc
● Blogs, Influencers
● TechCrunch: What’s trending
● CrunchBase: Know the company
● Startups: Study the founding team
● Technology: Online/ in-person courses

33. Summary
● Learn the industry
● Talk to internal teams
● Understand the customer
○ Challenges
○ Persona
○ Dynamics
● Really “listen” to the customers
○ Complaints
○ Positive feedback
● Know your niche
● Connect the dots

35. Part-time Product Management Courses in
San Francisco, Silicon Valley, Los Angeles, New
York, Austin, Boston, Seattle, Chicago, Denver,
London, Toronto
www.productschool.com