Shoshana Kordova on Why Product Marketing at Datarails Owns Twitter

Radically Transparent

Meet Shoshana Kordova, Director of Product Marketing at Datarails. She stops by Oktopost's Radically Transparent podcast to reveal why her product marketing team 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 handle. 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 and can 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