What 7 Years at Google & Meta Taught me about the Importance of Product Marketing in Scaling Products from 0 to 500+ million users
World class PMMs operate with high agency, are excellent communicators, understand and leverage data strategically, are masters of insights and effortlessly navigate cross functional relationships.
Naiomi Eliason
February 20, 2024
During my time at Google & Facebook, I worked on four products – Doubleclick, Google Fiber, Google Assistant & Facebook Portal. A common theme, with exception of DoubleClick, was each product was at the 0 to 1 stage when I joined the team and they were all consumer products. Of the three stages of PMM, this is referred to as the “Entrepreneurial Product Marketer.” On Google Assistant and Facebook Portal, I was the lead consumer product marketer on the software side of the product which is built into hardware (Pixel, Google Home speakers, Facebook Portal devices).
For each product, we were a newly formed team and I wore many hats as we worked to define product strategy, find product market fit and craft a killer marketing strategy to drive trial and adoption. The learning curve was steep and my impact was significant. Collectively, the marketing teams grew from ~3 to 60+, product adoption grew from 0 to 450 Million users and revenue grew from (sometimes) nothing to north of $100 million.