Why Product Marketing Should Own Twitter


Shoshana Kordova, Director of Product Marketing at Datarails takes the hot seat.

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Episode Summary

Arguably, one of the most important traits of a product marketer is being a good listener.

Makes sense.

If you do not know what your customers want or need from you, then your product will most certainly fall short of expectations and your business will fail.

This becomes especially true when launching new products.

Meet Shoshana Kordova, Director of Product Marketing at Datarails. She stops by the Radically Transparent podcast to reveal why her product marketing team at Datarails owns Twitter and how product marketing is incorporating social media (both paid and organic) into their Go-To-Market and Product Launch Processes.

For starters, Shoshana suggests that since most product marketing teams lead market research, it makes sense for product marketers to own the company Twitter handles. This gives the team the ability to learn from customers and competitors by easily listening to what is being said across social. This research can oftentimes support and inform product development and even influence a product roadmap.

With listening being a critical part of the job, Shoshana leans on social listening to learn from her customers and competitors, and even uses the social network to go beyond “primary” research.

Taking listening to new levels, Shoshana even breaks down how she built an “Interdisciplinary Squad”, a team of people who come together to listen to one another and work towards reaching shared goals rather than duplicating efforts across departments.

Hot Topics of this Episode:

  • How social listening is playing a significant role in the Go-To-Market and Product Launch Processes; and why product marketing owns Twitter
  • Shoshana’s revolutionary initiative, coined “the interdisciplinary squad,” that’s being used to bring the right teams together to reach shared goals without duplicating efforts
  • Why product marketing should incorporate both paid and organic social media into their product launch processes

Meet Shoshana Kordova

Shoshana Kordova is the Director of Product Marketing at Datarails, a financial planning and analysis platform for Excel users that empowers finance teams at hundreds of companies around the world.

Previously, Shoshana held marketing leadership positions at Optibus, which powers more efficient public transit, and CrediFi, which uses big data to bring transparency to commercial real estate finance.

Prior to pivoting to marketing for high-tech, Shoshana worked for over a decade at the Israeli daily Haaretz and has written for publications including The New York Times, The Washington Post, Smithsonian, Prevention, and Quartz.

She is a contributor to the nonfiction anthology “What Future: The Year’s Best Ideas to Reclaim, Reanimate & Reinvent Our Future” (Unnamed Press), named one of the 10 best science books of 2017.

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Stay in the Loop

Radically Transparent is a podcast geared towards the modern-day B2B marketer. Host Jennifer Gutman and her guests are a mixture of renowned marketing and sales leaders from B2B marketing organizations around the globe.

Each episode shines a light on the inner workings of B2B leadership– including what keeps successful CEOs, CMOs, VPs, and social media teams up at night, professionally. The conversations are real, raw, and authentic, all while revealing to listeners the unfiltered, not-so-known truths of today’s most interesting marketers.

Quickly becoming one of Oktopost’s most popular original podcast shows on the internet, new episodes air every Thursday on Radically Transparent, a podcast channel, built for marketers, by marketers.

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